Local news organizations are known for being vital and trusted information sources that thrive on their connection to the community. Although many organizations are privy to the pulse and wants of their audiences, even the most connected and engaging organizations need to assess their audience continually.

The ever-changing landscape of media has shown us that the way audiences digest and access their news is constantly evolving, and local media organizations must always stay ahead of the curve.

Surveys are a great way for local news organizations to ensure their products continue to resonate with audiences. Here are a few things to think about when creating audience surveys.

Develop a relationship with your audience

A survey is only as good as its percentage of respondents. A rule of thumb is to shoot for a 10 percent response rate. Yet getting survey responses starts way before the actual survey goes out. Developing a relationship with your audiences before you survey them can go a long way.

“Developing a relationship with your audience before surveying can significantly boost response rate,” said Adriana Lacy, CEO of Adriana Lacy Consulting, who has served in recent months as an expert consultant for the Knight x LMA BloomLab. “Engaged audiences are more likely to participate as they feel their opinions are valued and can impact the offerings they receive.”

Glenn Burkins, CEO of QCity Metro, agrees. He has surveyed his audience annually for the last 15 years.

“Relationship is everything. It begins with being present in the communities we serve. We make it a point to attend community events but not just when we want something,” Burkins said. “Every Monday from 3 p.m.-5 p.m., we sit by the phones so that readers can call with concerns, story ideas or general questions.”

Take a dual-approach focus

It’s important when conducting surveys to get general information that can influence content while also focusing on specific things you may want to learn from your audience. It doesn’t have to be an either-or situation.

“When it comes to surveying, the focus should balance both general audience information and specific insights that align with organizational goals,” said Lacy. “This dual approach ensures a comprehensive understanding while addressing interests or challenges.“

Over the years, QCity Metro has changed its approach from simply gathering general information to a more focused approach.

“In our last survey, we focused on two things important to our growth — what content readers want and what motivates our donors to give,” Burkins said. “In a small newsroom, our reporters and editors must make difficult decisions about what news to cover and what not to cover. We want our audiences involved in those decisions.“

Ask questions that uncover the most valuable information

A key component to putting together effective surveys is to make them concise. To be effective, surveys must uncover the most valuable information using the smallest number of questions. “We try to limit our questions. We try to focus on things that are specific and actionable. We try to avoid yes-no questions or questions that ask the reader to rate this or that,” explained Burkins.

Lacy agreed with Burkins’ approach.

“To craft impactful surveys, I prioritize questions that directly relate to strategic objectives and are likely to produce actionable insights both short- and long-term,” she said.

Use data to influence content

Although it may seem obvious, organizations must use the data collected to influence the content delivered. Local news organizations shouldn’t survey audiences only to reinforce what they “believe” they already know about their audiences.

“Surveying allows news organizations to make informed decisions and tailor their strategies effectively,” Lacy said. “The work doesn’t stop when you get the results from your survey. It’s important to use the results to guide strategic planning and let your audience know what changes or new initiatives have come out thanks to their feedback.”

In this regard, QCity Metro is taking actionable and measurable steps to move forward.

“Based on what we learned, we have started talking about staffing and reporter assignments, and how we can better cover some of the topics our readers indicated are important to them,” said Burkins. “We also launched a Build Black Media campaign, a 30-day effort to gain 300 additional donors. Much of the messaging for that campaign is based on what readers told us in the survey.”