The document discusses engaged journalism and how news organizations are trying to engage digital audiences. It defines engaged journalism as the degree to which a news organization considers and interacts with its audience to further its journalistic and financial mission. It then describes the five main ways organizations are engaging audiences: 1) face-to-face 2) treating news as a conversation 3) serving passionate niche audiences 4) interactive exploration and games 5) measuring and monetizing audience relationships. It concludes by discussing the implications of engaged audiences for public relations.

1. Engaged Journalism:
Connecting with Digitally Empowered
News Audiences
Visiting research fellow,
2013-14 academic year
Jake Batsell
@jbatsell
jbatsell@smu.edu
Assistant professor,
Division of Journalism
Fort Worth PRSA
#fwprsa
January 13, 2016

2. Engagement, Loyalty and Revenue • @jbatsell • 6.11.14
• Based on visits to more than 25
news organizations in U.S./U.K.
• 100+ interviews
• Aimed at journalists,
communications professionals,
academics, students and anyone else
interested in the future of news
• Part of CJR Books series
• More details: j.mp/engagedj
ENGAGED JOURNALISM
(Columbia University Press)

3. JEM 499 • @jbatsell • 10.7.14#fwprsa • @jbatsell • 1.13.16
What is
engaged journalism?
My definition:
The degree to which a news
organization actively considers
and interacts with its audience
in furtherance of its journalistic
and financial mission.

4. I found that news organizations are trying to
engage audiences in five main ways:
#fwprsa • @jbatsell • 1.13.16

5. 1. Face-to-face engagement
#fwprsa • @jbatsell • 1.13.16

6. 2. News as conversation
#fwprsa • @jbatsell • 1.13.16

7. 3. Serving the ‘passionate vertical’
#fwprsa • @jbatsell • 1.13.16

8. 4. Search, explore, play
#fwprsa • @jbatsell • 1.13.16

9. 5. Measuring
and monetizing
the audience
relationship
#fwprsa • @jbatsell • 1.13.16

10. The book, boiled down to a tweet:
#fwprsa • @jbatsell • 1.13.16

11. What does the rise of digitally empowered
audiences mean for public relations?
#fwprsa • @jbatsell • 1.13.16
• You can convene audiences yourself,
especially on the leading edges of technology.
• It’s harder than ever to earn the attention
and loyalty of audiences.
• To be effective, engagement always must be
authentic and intentional.

12. Thanks!
Visiting research fellow,
2013-14 academic year
Jake Batsell
@jbatsell
jbatsell@smu.edu
Assistant professor,
Division of Journalism
More info:
j.mp/engagedj