Engagement isn't just a metric, it's a mindset.
This week's episode really hit home on something crucial.
Joe Cawthorn, Content Strategist at National World highlighted, "if the journalists and the editors don't buy into the reason WHY they are doing it, then it will just be a box ticked. 'I've sent that newsletter' or 'I've sent that message'. The journalists require an understanding of why it's important."
It's not enough to simply check the box and say, "We've engaged with the audience today." It's about deeply understanding WHY we're engaging, and ensuring that understanding is shared across the entire team.
❓What does genuine engagement that’s rooted in understanding mean in practice?
👍Purpose-Driven Efforts: Engagement initiatives are driven by a clear understanding of how they contribute to the overall mission and the audience's needs.
🛣️Team Alignment: The entire team understands the "why" behind audience engagement strategies and are actively committed to achieving shared goals.
👂Moving Beyond Metrics: Shifting the focus from just "sending" content to actively listening, responding, and building relationships with the audience.
😃Empathy and Understanding: Creating a culture that fosters empathy for the audience, where the team understands their motivations, concerns, and interests.
Listen to the full episode and get inspired to transform the way your media brand engages with its audience. We’re not saying it's easy, but we know that this episode will help you get started.
And if you’re short on time, simply browse the episode chapters below and choose the segments you’re most eager to hear:
00:00 Introduction to Engagement and Joe’s Role
03:24 Joe’s Journey in Journalism
06:14 Challenges of Remote Engagement in Newsrooms
09:31 Defining Engagement in Journalism
12:23 Understanding Audience Feedback
15:28 The Evolution of Community Engagement
18:13 The Purpose of Audience Engagement Strategies
21:36 Diverse Definitions of Engagement
24:19 Common Hurdles in Audience Engagement
26:06 Effective Strategies for Audience Engagement
30:21 Encouraging Editorial Teams to Engage
34:50 The Role of AI in Audience Engagement
35:30 Understanding Audience Needs
37:30 Stimulating Conversations in Newsrooms
40:00 Breaking Down Barriers to Collaboration
41:07 The Impact of Audience Engagement
44:14 Surprising Audience Engagement Outcomes
47:22 Challenges in Audience Engagement Initiatives
49:38 Learning from Engagement Failures
52:49 The Future of Audience Engagement
56:21 Engagement Hacks for New Brands
