The Robert C. Maynard Institute for Journalism Education (Maynard IJE) helps news organizations diversify their content, improve communications with the public, build teamwork and uncover new business opportunities within their evolving communities through its innovative, on-site training program -- Total Community Coverage (TCC).
The TCC training program was created in 1993 to strengthen the credibility and value of news media as instruments of community understanding -- enabling all to "see ourselves and our communities whole." The on-site training program is a trend-setting force in the industry, helping both journalists and business managers analyze, understand and connect better with multicultural communities.
Total Community Coverage is a modular program. Each component is specifically tailored to meet the needs and objectives of the host news organization. The TCC Content Analysis Software, a unique tool developed by the Maynard Institute, provides a continuous self-audit capability that serves each client long after the training is completed.
The Institute has already collaborated with news organizations across the nation to provide coverage that fully reflects communities across what Bob Maynard identified as the five "Fault Lines" of race, class, gender, generation and geography.
The Associated Press Managing Editors and the American Society of Newspaper Editors selected the Maynard Institute audit tools from the Total Community Coverage Reality Checks content analysis kit for their Time-Out in 1999 and Time-Out II in 2000 for Diversity and Accuracy initiative.
San Antonio Express-News Editor Robert Rivard talks about TCC: Testing for cracks in E-N's coverage. (Click to link to Rivard's article.)
"Our first experience with Total Community Coverage was in 1996. It was so important to our company that we developed a TCC workshop with Maynard every year since. It set a tone of expectations and helped us create many new initiatives that, to this day, continue in our newsroom and within our company. Total Community Coverage doesn't fit your community and culture into a prefab program. Instead, you set the goals. You work with the reality of your community, whatever it might be. It challenges you to get back to basics, creates an atmosphere of rediscovery and humbles you with the power of balanced coverage. "
Gail H. Bulfin
Training Editor/Reader Editor, for
The Sun-Sentinel (Fort Lauderdale)
The TCC program is composed of three phases: Assessment, Solutions and Strategies
Phase I -- ASSESSMENT:
Fault Lines orientation -- This presentation, available in formats ranging from one to three hours, introduces participants to Bob Maynard's five Fault Lines of race, class, gender, generation and geography. Time frame: one to two days (consisting of several presentations).
Reality Checks -- Using the Fault Lines framework developed by Robert C. Maynard, this hands-on workshop equips participants with tools that can be used to increase their knowledge of community demographics, assess the diversity of their sources, strengthen the context of local news coverage and generate new sources and story ideas. The workshops are designed for editors, reporters, photographers and business managers. This component includes hands-on exercises using the Maynard Institute's individual story/images tools. Time frame: one to two days.
Content Analysis Training -- In this workshop, the news organization learns how to use the Reality Checks content analysis tools. With the Institute's guidance, participants develop an action plan to continue using these tools in their work. This component is offered only in combination with the Reality Checks Workshop. Time frame: two days.
Business-Assessment Tools -- Assessment tools based on the Fault Lines have been specifically designed for advertising and marketing. Business managers and journalists are encouraged to take the Reality Checks and Content Analysis training side-by-side. Participants gain a better understanding of each other's roles and their audiences. Time frame: two days.
Content Analysis Report/Follow-Up -- Using new software developed by the Maynard Institute, staff participants collect content-analysis data. The Maynard Institute prepares a summary of quantitative and qualitative findings. During a two-day presentation, the Institute reports the results and works with the news organization to develop an action plan. Longer-term options include ongoing surveys of staff and audiences. Time frame: two days.
Phase II -- SOLUTIONS:
Community Connections -- This component consists of workshops, fieldwork and action planning for both journalists and business managers. Building on the results of the Reality Checks and Content Analysis report, participants zero in on the identified gaps. For journalists, this is an opportunity to go out and reacquaint themselves with the evolving community of coverage. For business managers, this is an opportunity to connect with and attract new advertisers and uncover new marketing opportunities.
Phase III -- STRATEGIES:
Values and Strategies -- Customized to incorporate previous TCC work, this component provides tools for management, including top executives, to help strengthen news coverage and build audiences in multicultural communities. This component includes small group discussions, case studies and facilitated action planning. In addition to institutional values and strategies, the Maynard Institute focuses on methods to increase public recognition of improvements in content and business practices. Time frame: two days.
Some of our TCC partners:
- The Hearst Corporation
- Knight Ridder
- Tribune Company
- Fort Worth Star-Telegram
- Los Angeles Times
- Milwaukee Journal-Sentinel
- The News & Observer (Raleigh)
- The Philadelphia Inquirer
- San Antonio Express-News
- San Francisco Examiner
- Sun-Sentinel (Fort Lauderdale)
TCC Program Schedule:
- San Antonio Express-News: March 2000; July 2000
- The Philadelphia Inquirer: June 2000; September 2000
- Fort Worth Star-Telegram: November 14-17, 2000, Fault Lines Coaching
- Sun-Sentinel (Fort Lauderdale): January 2001, Storytelling Workshop