Programm | Newsroom Leaders - Newsroom Leadership and Change Management
Newsroom Leaders - Newsroom Leadership and Change Management
This programme is designed based on Table stakes format.
Day One: Problem definition
Introduction: The CEO perspective
- Goals for this workshop, and why you’re not competitors
- Change is a chronic side effect of something more important: performance
- Sizing up your organization’s situation by taking the whole-enterprise view
- Exercise: Introduce one another and your biggest fears as leaders
Choosing your audience(s)
- Three connected audience problems: Insufficient relevance, utility, disconnected communities and erosion of trust
- Your audience is not “the public”
- Exercise: The “onliness statement”
- Idea to take home: Hold a user-centered story meeting to arrive at jobs to be done
The business context (as seen from the U.S., but with cautionary notes for the rest of the world)
- Advertising implosion + high fixed costs = a sustainability crisis
- The tyranny of the platforms: How Facebook, Google and others both enable and stifle our businesses
- Mismatched incentives: How volume and quality are often at odds in the digital world
- Exercise: SWOT analysis
Frameworks for problem definition
- The core principle: Test and learn
- Exercise: Identifying pain points + opportunities and describing organizational gaps
- Exercise: Defining the performance you wish to see
- Exercise: Setting SMART goals
Day Two: Leading solutions
Brief review and discussion of Day One
Planning for performance
- Exercise: Designing your strategy tree
- Exercise: What hypotheses are you testing?
- Potential for Change = Dissatisfaction with current state × Vision for future × Process for getting there
- Exercise: Building coalitions
Designing the “digital-first” newsroom
- New skills, new roles, new structures: content strategy, audience development, product development
- Idea to take home: Running content experiments
The audience funnel
- The role of analytics in the audience feedback loop
- What is the funnel? Casual, habitual, paying and loyal
- Ideas to take home: Tactics for every part of the funnel
Change in action
- Exercise: Picking the low-hanging fruit
- Exercise: Moving toward outcomes
- Exercise: Telling your story internally and externally
- How to build and sustain momentum