Strategic Framework FY19-FY22 - Report - Page 12
Pillar 2: Metrics and Strategies
Position NLP as a thought leader and raise public awareness
of our work.
Metrics
METRIC 1: Quality and quantity of media coverage
We will track and internally score media coverage of NLP, seeking to increase such coverage volume
and quality year over year so that we appear in at least 22 high-quality media pieces a year.
METRIC 2: Social media reach
We will track followers, engagement and overall reach on Twitter, Facebook, Flipboard, LinkedIn and
Medium, seeking to increase each metric by 10% year over year.
METRIC 3: Traffic to newslit.org
We will track new visitors, total visitors and average time on site and seek to increase each by 10%
year over year, eventually hosting 173,000 unique annual visitors.
Strategies
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Partnering with media organizations to promote NLP’s brand and work.
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Producing collateral, mission stories and other content to drive traffic to the NLP website.
Adopting a regular social media posting calendar.
Designing a comprehensive plan to elevate the CEO’s voice for news literacy education, including speaking
engagements, interviews and publications.
Audiences to consider
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Educators and students
General public
Corporations and foundations
News media
Media partners /
journalist partners
Major gift donors
The News Literacy Project
