Insights, tools and research to advance journalism

How to be a storytelling superhero


Alisa Miller, head of Public Radio International, writes about how to take advantage of the new digital “ecosystems” with seven storytelling superpowers, and how PRI is trying to invent new ways to engage with people. “For us, it’s about how these ecosystems fuel growth by generating more value from/for individual stories, user generated content, ‘shows,’ topics, talents, communities, tools, stations and mobile devices as part of PRI’s own storytelling ecology,” writes Miller.

+ A look at emerging trends in understanding audience behavior and analytics(Reynolds Journalism Institute) and 3 discoveries about audience metrics at Chartbeat, Gawker, and The New York Times: News metrics are hard to interpret because journalism has multiple aims; organizational culture matters – a lot – when it comes to how metrics are used; and metrics serve social and emotional functions just as much as rational ones (Tow Center)

Read More

Need to Know newsletter

The smart way to start your day

Each morning we scour the web for fresh useful insights in our Need to Know newsletter. Sign up below.

The American Press Institute

Our mission

We help transform news organizations for an audience-centered future.

Our programs for publishers focus on four things:

  • 1. Understand your audience
  • 2. Get your audience to pay
  • 3. Transform your culture
  • 4. Do your best journalism
  • Find out more about API »

API solutions for publishers

What we can do for you

API offers a suite of original tools and services for solving the biggest challenges in news:

  • Decide what beats to cover and how
  • Identify and develop the skills you need
  • Assess and improve your culture
  • Drive more reader revenue
  • Drive loyalty through accountability journalism
  • Make analytics work for you
  • Contact us to find out how »