World Association of Newspapers and News Publishers

True engagement (video)

World News Publishing Focus

World News Publishing Focus
Your Guide to the Changing Media Landscape

True engagement (video)

Brady encourages participants to truly engage their readers for this simple reason: “In the new media ecosystem, you need readers a lot more than they need you. We have assumed for too long that they need us more than we need them.”

True engagement means more just offering comments on articles, which always turn into one-way conversations or “rants,” he says. This isn’t improving journalism, nor is offering user photos of dogs, for example. He goes even further by saying that just slapping Facebook and Twitter sharing widgets on your sites means nothing, if you don’t truly engage with your audience.

True engagement, he says, “is any direct interaction with a member of the community that actually deepens their relationship with the organization. This means spending real physical time with the community, training them in ways it helps you, and truly opening your newsroom to them.”

But first, newsrooms must accept actually giving up control by putting them in the driver’s seat: “Something that is very difficult for publishers.”

Some of the ways JRC has engaged include:

> One of its newspapers in Connecticut, The Register Citizen, has a Newsroom Café, where readers are invited to sit in on newsroom meetrings, watch a live stream or participate in live chats, helping the paper to plan its content.

> Community Media Labs where the company is now working with more than 1000 blogs, who, he says, “are not blogging for us, they are doing it for them.”

> Perhaps one of the most revealing elements of its community engagement strategy is “TDB; Complete This Story…We have no problem admitting that we cannot tell the entire story without their help. … If you do this right, the community will use you as a partner as opposed to a rival. More relevant means more audience, more revenue, more journalists and better journalism.”

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Dean Roper's picture

Dean Roper


2011-10-13 18:41

Author information

The 71st World News Media Congress, the 26th World Editors Forum and the 3rd Women in News Summit took place from 1 - 3 June 2019 in Glasgow, Scotland.

In this blog, WAN-IFRA provides previews, interviews, summaries of the presentations and other useful information about the Congress.

Participants were also very active on Twitter throughout the event under the hashtag #wnmc19.

In 2011 the newspaper world gathered in Vienna, Austria for IFRA Expo 2011, 63rd World Newspaper Congress and 18th World Editors Forum.

This is the event's live blog.

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