Your staff has a good system in place for generating web and social content, now it’s time to engage your audience better

Getting your staff website up and going is the first part of the battle.

The second battle for most staffs is getting a content generation system in place and getting buy-in from all staffs in the program (ie. newspaper, video, radio, yearbook, etc.)

If you get lucky enough to conquer those two hurdles, you and your staff need to turn to the third battlefield — audience engagement.

There’s actually a really great piece on this by Kami Rieck. I first read about it in Taylor Blatchford’s newsletter but you can find it on the Poynter site: Journalism Schools Often Don’t Teach Audience Engagement Skills. Here’s How Students Can Make Up For It

Kami does a great job making a case for what needs to be done and I really like at the end of the piece how there are curated resources on how to get started with audience engagement. There’s everything from a LinkedIn course to engagement tools shared by Journalist’s Toolbox.

If you feel your staff has fought the first two battles and is a good place, I’d definitely start turning your attention to audience engagement and look to level up — and this article is a great place to start.

Aaron Manfull

Aaron is in his 26th year of advising student media. He is currently the Director of Student Media at Francis Howell North High School in St. Charles, Missouri. He is the Journalism Education Association Digital Media Chair and co-Director of Media Now. He is the 2023 JEA Teacher Inspiration Award Winner and is a former Dow Jones News Fund National Journalism Teacher of the Year. He is one of the authors of the textbook "Student Journalism and Media Literacy." You can find him on X and Instagram @manfull. He's a proud father. A transplanted Iowan. And an avid Hawkeye Fan.

Aaron Manfull has 868 posts and counting. See all posts by Aaron Manfull

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