Going Digital While Remaining on the Radio

Dates of Project: 2008 to 2011

Field of Work: Radio and digital communications on health and health care.

Problem Synopsis: With the public, especially young people, increasingly tapping online resources and social media while seeking authoritative information, National Public Radio needed to expand its health coverage while using innovative ways to extend its reach.

Synopsis of the Work: From 2008 to 2011, National Public Radio expanded its on-air and online reporting on health and health care, and its use of podcasts and social media to extend the reach of that reporting.

Key Results

Through its Health Unit, NPR produced and aired more than 2,400 health-related stories, created a dedicated health page on the NPR website, launched two new health blogs, began sending podcast feeds on health topics to mobile devices, posting stories on Facebook and YouTube, and feeding them to followers through Twitter.