Indiana University School of Journalism

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Photo by Jessica Haney

Nonprofits in the Media is taught by SPEA’s Leslie Lenkowsky (standing) and journalism’s Jim Bright. The third partner is IU’s Center on Philanthropy.

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They come from different backgrounds and they have different goals, but chances are, they’ll be seeing each other sometime in the future. For seven editorial journalism students, six nonprofit management students and six public relations students, learning to understand each other will help change nonprofit coverage for the better.

The School of Journalism teamed up with the School of Public and Environmental Affairs and the Center on Philanthropy this semester to offer the first course integrating nonprofit and media studies, J560/V550 Nonprofits in the Media.

Team-taught by Ralph Winslow Visiting Professor Jim Bright and SPEA’s Leslie Lenkowsky, the class of 19 graduate students meets in Ernie Pyle Hall to learn why nonprofits and the media need each other.

For starters, they have common interests. “We’re both rooted in the First Amendment,” said Bright.

Beyond that, the multi-trillion dollar nonprofit sector includes over 1.5 million organizations. These organizations affect civic engagement and communities across the world. Ideally, the news media can spread the charitable word and encourage democratic citizenship.

However, journalists also learn to play the watchdog role, another essential aspect of democracy. Negative coverage of nonprofits is bound to happen, and sometimes at the expense of a good cause, the instructors say.

The idea for the class grew out of discussions from the 2005 Philanthropy and the Media Summit sponsored by the McCormick Tribune Foundation. Adriene Davis, the manager of communication at IU’s Center on Philanthropy in Indianapolis, helped develop and participated in the summit.

“We came to realize that there was a need for media to have a deeper understanding of how nonprofits work,” said Davis. “In an era where newsroom budgets are tight, [the class] allows the students to be more versatile and marketable.”

Following the summit, the Center on Philanthropy submitted a grant proposal to the McCormick Tribune Foundation in hopes of turning this class into reality. With the Foundation’s $75,000 grant, IU has pledged to improve the relationship between nonprofits and the media.

Photo by Jessica Haney

Ralph Winslow Visiting Professor Jim Bright is co-teaching the course with SPEA’s Les Lenkowsky.

“This project brings together two highly respected programs that are considered some of the strongest in their field,” said Davis. “We can combine the center’s expertise with the School of Journalism’s highly respected expertise.”

SPEA also has a vested interest in the course because of the nonprofit aspect. SPEA incorporates nonprofit management into its master of public affairs degree.

For students, the synthesis of these institutions is an appealing quality.

“I love having two different points of view,” said Jen Pocock, a journalism graduate student in the class. “And the speakers are incredible. I love that aspect of the class.”

Bright and Lenkowsky have made real-world examples a priority in the class, inviting speakers like Paul Clolery, editorial director of The NonProfit Times, and Patrick Rooney, executive director of the Center on Philanthropy, to talk about relevant issues.

“One of the reasons why we’re asking students to follow Haiti so closely is because it’s a great case study,” said Lenkowsky.

But the tension of the real world can also extend into the classroom. Bright and Lenkowsky prepared for this class for the past year and half in order to develop a comprehensive curriculum making sure that both sides were rightfully represented.

“It’s like learning to dance with a new dance partner,” said Bright.

Bright’s experience is in the public relations arena, where he spent 24 years at Ford Motor Company. His final assignment at Ford was leading the Ford Volunteer Corps, an initiative designed to help Ford employees and retirees volunteer with nonprofit organizations. Bright was also responsible for Ford’s philanthropic contributions during Hurricane Katrina and the Southeast Asian tsunami of 2004.

Photo by Jessica Haney

Center on Philanthropy executive director Patrick Rooney was one of many guest speakers who have talked to students in the class this semester. The course is supported by a grant from the McCormick Tribune Foundation.

Appointed by President Clinton in 1993, Lenkowsky was one of the founding directors of the Corporation for National and Community Service, a government organization that supports service and volunteering in America. He has served on multiple nonprofit boards and university faculties and contributes regularly to The Chronicle of Philanthropy.

After its pilot run, students will evaluate the course and suggest if it should be offered again or if it should be strengthened in certain areas. Bright already has sought student feedback.

“There’s an old saying that when you teach, you learn more from your students,” said Bright. “That’s me.”

In addition to the course, the McCormick grant covers funds for a new Web site intended to provide information on nonprofit and media relations for students, educators and practicing journalists nationwide. The new site is in development and will launch later this year.

The grant also covers a workshop for professional journalists, which is in development for fall.

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