The EBU Knowledge Exchange gathered 112 attendees from 31 different countries, including 55 EBU Members representing 35 public service media (PSM), academic researchers and other media market professionals at the EBU Headquarters in Geneva. This year’s agenda was to discuss, analyze, evaluate and communicate the positive impact PSM has on society. 

A total of 12 speakers including several invitees from outside the media sector shared their challenges and success stories on how their organizations approached the task of demonstrating the value they provide to their citizens.

The keynote speaker, Dr. Gregory Lowe of University of Tampere Finland, discussed the importance of value, its types and purpose in PSM organizations.

The first session focused on how to measure impact of PSM, and provided examples of what other public sectors are currently doing to assess such contribution.  Ana Andueza’s presentation touched upon various methodologies Deloitte Spain uses to measure the social impact an organization causes in their community, and developed a specific methodology called GIM (Global Impact Model). The second speaker Dr. Beatriz Garcia of University of Liverpool, provided examples on how a major event, such as Liverpool being selected the Capital of Culture in 2008, positively changed the outcome and provided long-term benefits for the city.

The second session concentrated on how to communicate the benefits of PSM. Ella Muers, from the Arts Council England discussed how arts and culture aids its citizens economically, socially and educationally. Emphasizing that the message conveyed must be transparent, simple, engaging and evoke personal experiences.

Hildur Harðardóttir (RÚV) exchanged views on the importance of identifying stakeholders, recognizing what matters to them and how to better communicate with each of them. So that in turn they can become ambassadors, see firsthand the benefits of PSM and advocate for it.

The last session was a panel discussion that exchanged views on the key areas that PSM needs to emphasize to better promote PSM and differentiate itself from other media.

This year’s event will include a second day exclusively for EBU Members, allowing members time to share and discuss methodologies used, findings and challenges to overcome.

All the presentations and pictures from the EBU Knowledge Exchange 2015 will be available on EBU Knowledge Exchange 2015 event page in the coming days.