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.