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

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 –