From Messy to Strategic: A Newsroom-Creator Partnership Framework for Authentic Engagement

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Adriana Lacy, a journalist and media consultant, has developed the STEPP Framework to help newsrooms navigate the complexities of creator partnerships, addressing challenges such as maintaining editorial standards and ensuring transparency. The framework, introduced at the 77th World News Media Congress in Marseille, provides a structured approach to collaborations between news organizations and social media creators.

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Why do newsrooms face challenges with creator partnerships?
Lacy, founder of Influencer Journalism and a member of WAN-IFRA’s News Creator Exchange Advisory Board, highlighted that newsrooms often struggle with balancing the “reach of creators” against the “reliability of newsrooms.” She noted that partnerships can become “messy” due to misaligned goals, internal resistance from journalists, and the high costs of frequent collaborations. “Sometimes, some things don’t work,” Lacy said, emphasizing the need for a strategic approach.

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What is the STEPP Framework?
The STEPP Framework stands for Standards, Transparency, Ethics, Platform-native, and Public service. Lacy developed it after analyzing challenges reported by newsrooms, including concerns about editorial integrity and the logistics of working with creators. The framework ensures that creator collaborations adhere to newsroom policies, even when content is published on creators’ own channels.

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How does the framework address editorial concerns?
Lacy stressed that newsrooms’ primary worry is maintaining Standards and Ethics when partnering with creators. However, she noted that contractual agreements allow newsrooms to enforce their editorial policies. For example, during a residency program with MLK50, a non-profit news outlet in Memphis, Tennessee, creator Amber Sherman was briefly detained during a police operation. The partnership endured, demonstrating the framework’s resilience.

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What role do in-house strategies play?
Lacy recommended that newsrooms prioritize developing internal social video strategies before relying on external creators. “If there are staff members ready to do this work, start with them,” she said. This approach reduces costs and ensures alignment with newsroom goals. She also advised against partnering with creators solely based on follower count, citing Amber Sherman’s case as an example of a “more meaningful” partnership despite her smaller audience.

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How can newsrooms identify the right creators?
Lacy emphasized the importance of mapping community voices and understanding audience needs. Newsrooms should engage with younger staff to identify creators their audiences follow and focus on partnerships that align with specific goals. For instance, MLK50 partnered with a local policy organizer to simplify complex issues for its audience. “Start with the goal,” Lacy said, “then pick the creator.”

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What are the next steps for newsrooms adopting STEPP?
Lacy outlined a process for implementing the framework: setting clear goals, mapping potential partners, and engaging in multiple conversations to explore collaborative opportunities. She noted that these steps help newsrooms build “robust partnerships” and uncover innovative ways to leverage creator expertise.

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The STEPP Framework has been tested in real-world scenarios, including MLK50’s collaboration with Sherman, which highlighted the importance of aligning creator content with public service objectives. Lacy’s recommendations reflect a broader shift in journalism toward hybrid models that combine traditional editorial rigor with the engagement strategies of digital creators.

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“Newsrooms need to think strategically about how creators can supplement their work, not replace it,” Lacy said. “The key is to balance reach with reliability.”
Source: Adriana Lacy, Influencer Journalism

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The framework has drawn attention from global media organizations seeking to adapt to evolving audience demands. As digital platforms continue to shape news consumption, Lacy’s approach offers a roadmap for maintaining journalistic integrity while embracing new forms of storytelling.