Although local budgets are not the easiest issue for both residents and the authorities, we have assisted half of Kolomyia communities in making their financial management more efficient. We used the power of local media, the involvement of experts, and open discussions for that purpose. Not the easiest way, but effective. Here is our experience
With the onset of full-scale war, the situation in our Kolomyia area, as well as in Ukraine as a whole, has changed dramatically. Of course, we are in the rear, and we cannot compare the security situation with Kharkiv, for example, but everyone feels the war here. Many residents of our communities are currently fighting, and there are also many who have given their lives for our freedom. The topic of war is key in every family and, therefore, in our editorial office.
Our team has decreased over the past two years – two guys are fighting, and two more journalists have gone on vacation without pay. We have closed all entertainment projects on the air. We broadcast on five frequencies, fill out the Facebook page, website and Instagram. Each of these resources allows us to cover a specific audience and receive feedback. People can also listen to our radio station online on our website. We also have a mobile app for that.
We post our authored content and local news on all our platforms. All information is unique, because as a local broadcaster, we provide high-quality, verified information about the life of communities and the region as a whole. We engage in professional activities only, and in our spare time, a certain part of the team volunteers.
But earlier, before this project, we somehow did not think about whether they were useful or not for our listeners. Only when we engaged in discussions with UMBA about the project’s focus did we reevaluate our activities, shifting towards decision journalism. This move aimed to move beyond the routine reporting of events, authorities’ achievements, and shortcomings. Actually, I want to tell you about our results and achievements in this article.
We have made sure that experts help communities
The Siaivo radio studio, broadcasting across all communities of the Kolomyia district, initiated a series of live discussion clubs titled “Will there be money?!” We endeavored to organize a constructive discussion among the authorities, the community, and experts to increase the number of ideas, opinions, and analyses in the process of finding effective solutions to fill the community budget, spend money wisely, attract investors, and introduce new initiatives. Our main goal was dialogue, aiming to involve both experts and residents in the process of distributing money from community budgets. This way, local authorities could hear people’s suggestions and comments and take into account the recommendations of experts.
Therefore, we invited the heads of communities to the studio for live discussions, where they explained the situation with the budget and detailed how funds are being spent. We also involved residents in these conversations. This way, those responsible for distributing joint funds in the community could engage in on-air discussions with individuals who called or participated in street surveys to assess the correctness of the allocation and explore the possibility of changing priorities. Experts who also participated in the discussion gave their advice on how to increase the community’s income and effectively use the available resources.
Amidst wartime conditions, village gatherings are nearly non-existent, and the invitation of experts to such events is even more uncommon. We decided to change this to help communities look at their budgets differently
Our key contribution and result lie in initiating and facilitating these conversations, as without our initiative and actions, these discussions would not have occurred. Amidst wartime conditions, village gatherings are nearly non-existent, and the invitation of experts to such events is even more uncommon. Therefore, the most valuable thing is that people have heard the authorities, and the authorities listen to people. But there are other important results. Achievements were realized through effective and meaningful communication between the authorities and the community.
People willingly joined the efforts on strengthening community budgets
Seven communities of the Kolomyia district received an expert assessment of their budgets and their growth opportunities. And this is more than 50 localities and almost 100 thousand inhabitants. People had the opportunity to realize that their words, demands, and actions can motivate the authorities to work more effectively and gain a better understanding of the community’s needs. And also, of course, that it is possible and necessary to influence the government they have chosen.
Community leaders listened to people, explored options for solving problems, and implemented some of the interesting ideas that residents voiced during our live broadcasts
Community leaders listened to people, explored options for solving problems, and implemented some of the interesting ideas that residents voiced during our live broadcasts. In particular, when discussing the financial affairs of the Pidhaichyky community, the expert suggested that the head of the community create a register of vacant buildings and land that could be leased or sold. Today, the community has already done this. In Nyzhnii Verbizh community people suffered from flooding, and demanded actions from authorities to strengthen the river banks. Now, with the head’s efforts, funds have been allocated from the budget, and river bank protection is expected to commence this year. Also, people in surveys complained about the lack of a post office in the village (it was closed). The authorities reached out to Ukrposhta, and although the permanent office has not been restored, mobile offices are now available. At least half of the problem is resolved. Many pensioners residing in the villages of the community find this to be of utmost importance.
Iin Kolomyia, the city authorities have introduced a micro-grant competition and have already implemented it. Four winners have now been selected. Thanks to this, a local teacher opened Rise Up educational center for children. It is attended by almost 30 children, they study foreign languages, financial literacy, and so on. The next business that received a boost of development thanks to the grant was a snail farm. The third grant is a new medical center launched by a former military medic.
The expert’s advice to expand international cooperation further to the West is also bearing fruit – two German and one French cities have become partners of Kolomyia. Before that, they were only close neighbors – Poland and Romania. The head of the Zabolotov territorial community engages in more active communication with the community after our broadcast. He uses Facebook to collect questions from residents, which he then addresses. This form of work has become regular. The head of Otyniia village promised on the air to equip a modern playground in the center of the village at the request of many residents. On the expert’s advice, the head of Pidhaichyky village organized an industrial park on the site of an abandoned sulfur mine and is now looking for investors. And all this is thanks to our initiative to look for opportunities to improve the quality of our local budgets.
We also had to change our work to be effective
I am personally proud to have organized this interesting project, which involved 7 communities. By the way, this constitutes half of those in the Kolomyia district, with six of them being in rural areas. Otyniia community has very remote villages and we discussed their problems as well. Given that the primary focus is typically on the city, and villages are often overlooked by local media, this initiative was a novelty for both us and the residents of these villages.
It was not easy project for Siaivo Radio. Before this project, we somehow did not think about whether we were useful or not for our listeners. It was the project’s focus on community benefits that prompted us to view our activities from a different angle, emphasizing decision journalism rather than merely documenting events, achievements, and shortcomings of the authorities. In the end, without grant support, it would be difficult to conduct all these surveys in Kolomyia, Sadzhavtsi, Kornychi, Mateiivtsi, Trachi, Semakivtsi, Korshev, Cheremkhiv, Zhukotyn, Zabolotov, Balyntsi, Vyshnivtsi, Nyzhnii Verbizh, Myshyn, Spas, Otyniia, Vynohrad, and Sidlyshche. Some of them are very far from the district center.
We somehow did not think about whether we were useful or not for our listeners. The project prompted us to view our activities from a different angle, emphasizing decision journalism rather than merely documenting events, achievements, and shortcomings of the authorities
The editorial staff mobilized resources, involving all employees united by the idea of creating programs that are interesting and significant for our audience. Listeners and viewers were grateful to the editorial staff, who paid more attention to the problems that exist in communities, and who gave the authorities the opportunity to express their thoughts and comments publicly. It was VERY IMPORTANT to people.
Village heads are not very eager to establish contact, let alone participate in a live broadcast, where various opinions about community management, including negative ones, can be voiced by the people. But we managed to convince them. Now we have close contacts, we make a lot of materials from villages.
People are pleased with the new additions: our subscription has increased
Taking advantage of all the opportunities provided by the financial support of the EU Delegation, we equipped a new pavilion to create videos for social media and for the channel of our partner – NTK Broadcasting Company. We also acquired equipment enabling high-quality video connections with experts from other cities, launched a new website for Siaivo Radio, and introduced a mobile application. Of course, the problems of community development have been studied in more detail. All these are big advantages for the radio audience. We would have had sufficient funds for this on our own, and now, with the help of grant support, we are expanding our initiatives into other areas as well. After all, the question here is not in the topic, but in the approach. The community needs media that aids them in discovering more effective solutions to current problems collectively.
The question is not about the subject matter but the approach: the community requires media that facilitates finding more effective solutions to current problems
Speaking of scale. It is impossible to determine the actual number of listeners during a live broadcast from a radio studio, so we can only discuss potential coverage. The potential audience of Radio Siaivo is over 300 thousand active listeners, with approximately 100 thousand residents from the communities discussed on the air. Additionally, simultaneous broadcasts were conducted on social media platforms, including YouTube with 84 thousand subscribers and a Facebook page with 124 thousand followers. During the project, we aired 8 programs, and during the period of working with the project, our YouTube subscription increased by more than three thousand people. In more detail, at the beginning of the project there were 121,487 Facebook followers now we have 125 thousand. In total, 24,558 people viewed the project’s materials on Facebook. At the project’s commencement, the YouTube channel had 81.3 thousand subscribers, and now it has grown to 84.7 thousand subscribers.
During the project, we aired 8 programs, and during the period of working with the project, our YouTube subscription increased by more than three thousand people
But the activity of the audience has not yet increased as much as the coverage. We tried to activate reviews in social media, but, unfortunately, there were still a few of them. Yes, we anticipated a higher number of comments on the programs. However, considering that people are hesitant to comment, especially when identifiable on Facebook, it’s likely that the level of activity was not as high. Even on my personal Facebook page, there were more questions and comments when I posted announcements about our broadcasts.
However, the main conclusion from surveys, calls, and comments is positive. People were satisfied with the opportunity provided by our media, expressed their vision for the development of the community, gave recommendations and made comments to the authorities. In each broadcast, which lasted one hour, we received 4-5 calls from listeners.
Community discussions are not a warm bath. To be effective, consider our experience
At the stage of formulating this project, the editorial staff discussed its concept with community leaders. All of them expressed agreement, affirming that the idea was excellent, and they anticipated the prospect of hearing live opinions from residents, seeking consultations with experts, and exploring intriguing approaches. However, following the initial broadcast, which included both commendation and sharp criticism from callers and revealed diverse opinions about the authorities, the leaders of territorial communities promptly altered their rhetoric, making it increasingly challenging to involve them in subsequent live broadcasts. We prearrange agreements with the managers, create a broadcast schedule, only to find out later that someone has reconsidered, someone has suddenly embarked on a business trip, and someone else is on sick leave, and so forth. The editors faced this every week, they had to dramatically change their scenarios and plans. The human factor. By the way, the experts were much more responsible and never let us down.
Without engaging in discussions with the heads of communities, our project lost its focus. Therefore, we exerted effort, ensuring that all planned broadcasts within the project were carried out. We have explained, and continue to do so, that discussions are not a comforting retreat but a powerful tool for enhancing the understanding of the mechanisms of interaction between both parties. This minimizes claims of “you owe me.” We also explained that the community chooses authorities and must control it. Therefore, the responsibility extends beyond the ballot box. These are the arguments we use in conversations with our interlocutors, and it works.
We have explained, and continue to do so, that discussions are not a comforting retreat but a powerful tool for enhancing the understanding of the mechanisms of interaction between both parties. This minimizes claims of “you owe me”
And for ourselves, we concluded that we need to develop content that resonates with the audience and contributes to the development of communities. Therefore, we plan to continue our initiatives, taking into account that not all officials are willing to openly address feedback on their work or provide explanations about the allocation of community funds. Now we respond more actively to calls and messages from ordinary residents, try to study problems and make reports about them, and write comments to the authorities by phone. That’s just all not live.
By the way, this also facilitates problem-solving in terms of planning, reducing the urgency to respond to last-minute refusals to participate in live broadcasts. Therefore, we advise our colleagues to be prepared for sudden changes in plans, for failures, and have backup scenarios, because the broadcast schedule must be maintained.
As I have already said, we are developing the very idea of cooperation with territorial communities and their leaders. We go to villages, communicate with people, write reports about their problems. We communicate with the authorities and ask them to explain in detail what people care about. I advise my colleagues to develop such activities and be sure to apply for such projects. With the support of donors and guidance from experienced mentors, UMBA has a genuine opportunity to create high-quality content that will not only be engaging but also beneficial to your audience, aiding in the resolution or immediate addressing of specific community needs.
AUTHOR: Tamara Prykhodko, project manager and presenter
This publication was created with the support of the European Union. The content is the sole responsibility of the Ukrainian Media Business Association and does not necessarily reflect the position of the European Union, whose financial support made the project possible.