Case Study: National Broadcasting Company (NBC) achieves reader-driven investigative reporting with IdeaScale

Maximize the Power of Citizen Journalism

NBC News Investigations, the investigative arm of NBC News, sought to deepen public engagement and surface story ideas from readers to drive more relevant, impactful reporting. To capture meaningful tips and community expertise without disrupting the reader experience, the team needed an easy way for audiences to submit, vote on, and discuss potential investigations directly on the site.

They added the IdeaScale “Investigate This!” widget to the bottom of every blog post, letting readers submit and browse story ideas in-page and giving editors guidance on what kinds of tips fit NBC’s investigative remit. Editors have since regularly monitored the feed and developed coverage from community suggestions—most notably a report on the Prairie State Energy Campus—and say the tool has strengthened participatory journalism and helped produce stories with broader public relevance.

National Broadcasting Company

Michael Brunker

Investigations Editor