Identifying Partners

As you begin thinking about your initiative or project, identifying partners who add value
to the effort is imperative. Consider the following questions:

• What groups or individuals are connected to the issue?
• Who is connected to your target audience?
• Who are you trying to engage?
• Who are your “natural partners”?

When you think creatively about this, you are likely to find partners that will further your organization’s reach and reputation, while improving the authenticity and effectiveness of your efforts. Depending on the scope of your initiative, your working group will ultimately vary by the number and
size of partnerships.

While it is important to have traditional partners that reinforce the public perception of your station and brand, involving new and unique partners can enrich your effort in surprising ways. Think of reaching beyond your format and broadcast audience. Look for shared connections, be they in the topic, audience, goals or activities. Partners can also lighten the load, financially and on your staff, while bringing new energy and resources.

Start the process by brainstorming all the possibilities. Push yourself to think of unique organizations or individuals that connect in a non-traditional way.