Insights, tools and research to advance journalism

The best ways to build audience and relevance by listening to and engaging your community

People don’t just consume news today. They participate in it.

People have access to vast and varied information. They pursue news on their own time, and on their own terms, connecting with others who share and help satisfy their curiosity about their world.

This presents an opportunity for news publishers strained by shrinking resources and growing competition: Now more than ever, journalists can engage their audiences as contributors, advisors, advocates, collaborators and partners.

This study describes in detail how newsrooms and independent journalists can grow their readership, boost their relevance and find new sources of revenue by listening to and learning from their audiences.

This is about how journalists can genuinely collaborate with audiences to improve their work, not simply to promote it.

Reporters and editors can apply this knowledge to all phases of news production — including story selection, reporting, and distribution. These strategies also can help with the longer-term development of beats, sources, formats, and innovative news products. Over time, publishers embracing these strategies can strengthen their business and increase the impact of their work.

This report is part of the American Press Institute’s series of Strategy Studies, which offer detailed, practical strategic guidance about a critical issue that journalists and news organizations need to address.

For this study I talked with 25 news leaders and innovators to distill best practices in audience and community engagement. I consulted reporters and editors, managers and strategists, pioneers and leading thinkers in this field. These innovators work in many places: in legacy newspapers, digitally native outlets, radio and television stations, hyperlocal news outlets and technology startups. They serve national, local and hyperlocal audiences and have for-profit and nonprofit business models.

To be clear: This report is not a social media guide, a technical manual or a primer on marketing yourself or your stories. This is about how journalists can genuinely collaborate with audiences to improve their work, not simply to promote it. To the extent that certain technologies and promotional strategies help strengthen your work, we will address them. But this report was written with a point of view: Collaboration is not about what your audience can do for you, but what you can do with your audience.

To examine best practices, we’ll work through the basics of how to effectively interact with and tune in to the communities that can most strengthen your journalism. Then, we’ll look at a few ways newsrooms can build their capacity to engage their audiences.

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 »