Service Blueprint

Phase 1: Story Pitch 2: Story Reporting 3: Story Production 4: Story Publication
Customer Actions Readers pitch stories when talking to journalists in the field Readers pitch stories via the general newsroom email Readers pitch stories by calling or visiting the newsroom Reader expresses willingness to share their story Consents to the process, becoming a story subject Story subject collaborates & allows journalists access to their life Story subject answers fact-checking questions Newspaper readers see an ad previewing the upcoming story Readers receive the paper via home delivery on Saturday Readers see the story via social media or newsletter on Monday Readers read the Saturday Feature & share their reactions
Touchpoints Herald website & email Reception Photo Consent Form Herald Newspaper Herald Newspaper Social Media, Email Newsletter
Frontstage Actions Journalist listens and asks questions to gather additional information Journalist connects with the reader to gather additional information Receptionist takes a message from the reader Journalists hold initial meeting with reader to explain the process & gain informed consent Writer conducts interviews & observations Photographer conducts interviews & documents candid moments Journalists fact check the story & photo captions for accuracy Journalists gather feedback from the community
Backstage Actions Monthly Meeting: All writers, editors, and photographers pitch & discuss story ideas Editor forwards the email to the appropriate journalist Receptionist relays message to appropriate journalist Writer, photographer & their editors communicate about direction & progress Story is edited & designed based on space & color constraints of print Draft story layout is proofread by all editors Final story is sent to printer & uploaded to website CMS Editors work Monday - Friday, so the online story is published Friday evening Online story is shared via social media & email newsletter Monday morning Journalists share feedback & reflect on the story’s impact together
Opportunities Encourage social media followers to pitch stories via messenger Community involvement: meetups, events, coffee with an editor Use social media to connect with potential story subjects and subject matter experts Community involvement: Readers take photos, write stories Share more “behind the scenes” photos of journalists in the field on social media to promote more understanding of the reporting process, deepen readers’ buy-in for each story, and create anticipation for its publication Storytelling methods: Sound! Audio clips, podcasts Create a digital Saturday Feature preview to be shared on the website and social media Develop a new template for the website or use a new publishing tool to make the online edition of the story a better experience for readers Consider the online user experience throughout all stages, rather than only during the last step Create a dedicated Saturday Feature email newsletter that can be scheduled to send on Saturday Use productivity tools to schedule social media posts to be shared on Saturday when no editor is working Make the digital Saturday Feature mobile-friendly for a better use experience when accessed from social media
Types of stories: Global and national issues happening in our community Types of stories: Introduce more series Types of stories: Prioritize under-covered topics and communities of people Storytelling methods: Graphics including data visualizations Storytelling methods: Motion! Video, gifs, virtual reality Storytelling methods: Explore new methods, like “choose your own adventure” Sharing: Link in bio on social media to connect to website Storytelling methods: Bring the archive to life by sharing old stories and follow up stories Community involvement: Reader feedback opportunities Sharing: Coordinated social media campaigns with Instagram Stories, TikTok, Snapchat Sharing: Create a Herald mobile app with push alerts
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