Adriana Lacy: Journalism & Influence – Content Creator Exchange
Adriana Lacy is an award-winning journalist, educator, media consultant and serial entrepreneur: she’s CEO of her own consultancy, which houses a content agency, social media analytics company, a mentorship program, an Influencer journalism consulting agency and, as of last week, a digital design studio.
her background in both journalism and academia are equally notable: she’s done stints as a senior associate for audience and growth at Axios; as audience engagement editor at the Los Angeles Times, and as senior news assistant at the New York Times.
Lacy is now also an adjunct lecturer in the journalism department at Brandeis University in Massachusetts.
She will be on stage at our 77th World news Media congress in Marseille in June, and will join the advisory board of WAN-IFRA‘s #NewsCreatorExchange.
She’s just launched her Influencer Journalism newsletter, introducing her STEPP Framework: A Comprehensive Guide to Ethical Creator-Newsroom Partnerships.
Somehow, she also found time to record her responses to 10 Questions for the World Editors Forum – and shared insights on …
… Creators as Newsroom Partners
Table of Contents
When newsrooms ask me about working with creators, the first thing I tell them is that creators are not a replacement for journalists; they are a distribution layer that newsrooms have never had.
A lot of customary newsrooms are great at producing journalism, but historically bad at meeting audiences where they are. Creators solve that “last mile” problem, getting verified information to people who aren’t going to your homepage or downloading your app.
And from a business model viewpoint,creators can expand your reach without expanding your headcount at the same rate.
‘You are not replacing reporters; you are simply extending the value of the journalism you are already producing.’
But this only works with standards
News organizations are learning that success on social platforms isn’t just about picking the right tool, but about building enduring strategies and fairly compensating the creators who help them reach new audiences. Experts at the reuters Institute and NiemanLab emphasize that data,not just “vibes,” should drive decisions,and that mastering a few tools is more valuable than chasing every new platform.
Building Resilient Newsrooms
The Washington Post’s early experimentation with TikTok drew criticism, but it demonstrated the value of platform-specific content. Tho, relying on individual reporters or teams carries risk - audiences may follow the creator, not the news organization. To avoid this, newsrooms should invest in training their entire staff to create content tailored to each platform.
Fair Pay for Creator Content
One of the biggest challenges in newsroom-creator partnerships is compensation. Newsrooms often offer freelance rates that don’t reflect the current creator economy. Experts advise treating these partnerships like any other professional service. Paying professional rates ensures quality work that meets editorial standards.
Clear copyright agreements are also crucial. Contracts should specify content ownership, repurposing rights for the newsroom, and the creator’s ability to use the work in their portfolio. Addressing underpayment is vital; creators held to journalistic standards deserve professional compensation.
effective Creator Journalism Models
There are several successful models for collaboration. One approach is distribution partnerships, where the newsroom provides the journalism and the creator repackages and shares it with their audience, always with proper disclosure. Another is co-creation –