Engaged Journalism: Connecting with Digitally Empowered News Audiences

Engaged Journalism: Connecting with Digitally Empowered

News Audiences

Visiting research fellow, 2013-14 academic year

Jake Batsell @jbatsell [email protected]

Assistant professor, Division of Journalism

Fort Worth PRSA #fwprsa January 13, 2016

Engagement, Loyalty and Revenue • @jbatsell • 6.11.14

• Based on visits to more than 25 news organizations in U.S./U.K.

• 100+ interviews

• Aimed at journalists,

communications professionals, academics, students and anyone else

interested in the future of news

• Part of CJR Books series

• More details: j.mp/engagedj

ENGAGED JOURNALISM (Columbia University Press)

JEM 499 • @jbatsell • 10.7.14 #fwprsa • @jbatsell • 1.13.16

What is engaged journalism?

My definition:

The degree to which a news

organization actively considers and interacts with its audience in furtherance of its journalistic

and financial mission.

I found that news organizations are trying to engage audiences in five main ways:

#fwprsa • @jbatsell • 1.13.16

1. Face-to-face engagement #fwprsa • @jbatsell • 1.13.16

2. News as conversation #fwprsa • @jbatsell • 1.13.16

3. Serving the ‘passionate vertical’ #fwprsa • @jbatsell • 1.13.16

4. Search, explore, play #fwprsa • @jbatsell • 1.13.16

5. Measuring and monetizing the audience relationship

#fwprsa • @jbatsell • 1.13.16

The book, boiled down to a tweet:

#fwprsa • @jbatsell • 1.13.16

What does the rise of digitally empowered audiences mean for public relations?

#fwprsa • @jbatsell • 1.13.16

• You can convene audiences yourself, especially on the leading edges of technology. • It’s harder than ever to earn the attention and loyalty of audiences. • To be effective, engagement always must be authentic and intentional.

Thanks!

Visiting research fellow, 2013-14 academic year

Jake Batsell @jbatsell [email protected]

Assistant professor, Division of Journalism

More info: j.mp/engagedj