A theory of change includes outputs (what we are going to do), outcomes (what will happen as a direct result of this) and impacts (what will change in the long term). For example, a news media organisation might publish a story about water quality (the output) that causes regulators to investigate the local water company (the outcome) and ultimately leads to cleaner rivers (the impact).
In the professional model of news media, journalists tend to focus on their outputs (the stories they publish or broadcast) rather than the longer-term outcomes or impact of their work. In the co-creational model, by contrast, journalists work with members of the community to identify their priorities for impact and then work backwards to agree on the necessary outputs and outcomes. So, the theory of change itself is co-created.
Tips
- When developing a co-creational initiative, work with participants to develop a theory of change through which you agree your intended outputs, outcomes and impacts.
- Provide journalists and participants with training on responsible activism and community engagement if these skills are necessary to achieve your intended impact.
- Avoid pursuing traditional journalistic goals (generating clicks or winning prizes, for example) without considering the impact of your work on the community.
Example
- Black Ballad is a news media organisation with a clearly articulated theory of change: seeking to elevate the voices of black British women through content, community and commerce.
