We asked our teams: what is your claim to your community? What do you promise them in one sentence? Most have never thought about it. But it changes everything.
“We built a digital newsroom from scratch… and our most viral story was about benches.”
On this week’s Redefining Engagement, we sat down with Charlie Walter, Audience Development Lead at Funke, who’s working hands-on with over 100 local newsrooms across Germany to shift from print-first to people-first.
Here are a few lessons that stood out:
Our favourite:
🗣 Redefine your audience relationship.
“We ask teams: what’s your claim to your community? What do you promise them in one sentence? Most have never thought about it. But it changed everything.”
🛠 Transformation takes time, and mostly repetition.
“You can’t just drop in, give a talk, and expect change. You need to show up every day, repeat the message and build trust. Otherwise, nothing sticks.”
🪑 Relevance = surprising, hyperlocal, emotional.
Two new benches in a town in Germany sparked 300K views and 1,100 comments. Not groundbreaking journalism but massive engagement. “Suddenly, everyone knew our account. And trusted us to lead the conversation.”
👥 Feedback loops matter more than assumptions.
“When we go out and ask people why they don’t subscribe to a news brand, their answers are sobering. Sometimes they don’t even know a brand. That’s humbling… but it’s also the start of change.”
💬 Newsrooms as relationships.
“This process is like counselling. You start questioning everything. But on the other side is real clarity, relevance, and connection.”
If you're trying to shift your newsroom’s mindset or help someone else do it (regardless of whether you’re moving from print to digital), this episode is for you.
🎧 Listen in for real tactics, real examples of challenges, and real team motivation insight.
And if you’re short on time? No worries.
Simply browse the episode chapters below and choose the segments you're most eager to hear.
00:00 Introduction to Charlie and Funke
02:55 The Digital Transformation Challenge
04:53 Coaching Newsrooms for Digital Success
07:00 Defining Audience Engagement
09:25 Building Engagement through Data
11:46 Identifying Key Topics for Engagement
14:07 The Importance of Community Connection
16:31 Challenges in Transitioning to Digital
18:35 Understanding Audience Needs
21:02 The Human Element in Journalism
23:27 Closing Thoughts on Audience Engagement
25:27 The Sobering Reality of Journalism's Evolution
25:56 Redefining Journalism: A New Opportunity
29:03 Crafting Claims: The Heart of Local Journalism
30:47 Engagement and Audience Connection
31:53 From Claims to Practice: Making Journalism Relevant
34:03 Harnessing User Feedback for Better Engagement
36:25 Surprising Engagement: Leading the Conversation
40:04 Building Loyalty Through Relevant Content
41:44 The Journey Ahead: Engagement Strategies in Progress
42:53 The Uncertain Future of Journalism
44:26 Removing Fear: Cultivating a Culture of Experimentation
47:14 Building Relationships: The Key to Successful Change
