The media landscape is undergoing a seismic shift, and at the forefront of this transformation is Adriana Lacy. A multi-faceted leader – award-winning journalist, educator, media consultant, and serial entrepreneur – Lacy is not simply observing the changes; she’s actively architecting them. As CEO of Adriana Lacy Consulting, a dynamic organization encompassing a content agency, social media analytics firm, a mentorship program for aspiring journalists (Journalism Mentors), an Influencer Journalism consulting agency, and, most recently, a digital design studio (Channel Nine Studio), Lacy is building a future where news reaches audiences in innovative and impactful ways.
Lacy’s career is built on a foundation of experience at some of the nation’s most respected news organizations. Her past roles include Senior Associate for Audience and Growth at Axios, Audience Engagement Editor at the Los Angeles Times, and Senior News Assistant at the New York Times. Currently, she extends her influence as an adjunct lecturer in the journalism department at Brandeis University, shaping the next generation of media professionals.
Lacy will be a featured speaker at the 77th World News Media Congress in Marseille this June, and has joined the advisory board of WAN-IFRA’s #NewsCreatorExchange, further solidifying her position as a thought leader in the industry. She recently launched the Influencer Journalism newsletter (Influencer Journalism Newsletter), introducing her groundbreaking STEPP Framework – a comprehensive guide to ethical creator-newsroom partnerships.
The Creator as Distribution: A New Paradigm for News
Lacy’s insights, gleaned from her extensive experience and formalized in the STEPP framework, challenge traditional newsroom thinking. “When newsrooms ask me about working with creators, the first thing I tell them is that creators are not a replacement for journalists; they are a distribution layer that newsrooms have never had,” she explains. Many established news organizations excel at producing high-quality journalism, but often struggle to connect with audiences where they already are. Creators bridge this “last mile” gap, delivering verified information to individuals who aren’t actively seeking it out through traditional channels.
Beyond reach, creator partnerships offer a compelling business advantage. “Creators can expand your reach without expanding your headcount at the same rate,” Lacy points out. This efficiency is crucial in an era of shrinking newsroom budgets. However, Lacy emphasizes that this expansion must be grounded in strong ethical principles. “You are not replacing reporters; you are simply extending the value of the journalism you are already producing.”
Bridging the Gap Between Journalism and Personality
Lacy challenges the notion that personality-driven content and serious journalism are mutually exclusive. “I actually push back on the idea that personality-driven content and serious journalism are in tension. They serve different functions but in the same ecosystem.” In-depth reporting forms the bedrock, providing the investigative and accountability journalism that is essential for a well-informed society. Personality-driven content, on the other hand, serves as a powerful distribution mechanism.
Consider a complex investigative report spanning 30,000 words. A creator partner could distill the core findings into a 90-second TikTok video, driving traffic back to the full story. The key, Lacy stresses, is maintaining editorial standards. “The creator content has to still meet that same editorial standard as the original reporting. But you’re still not dumbing things down. You’re just translating it for different contexts.”
Emerging Trends: AI, Platform-Native Formats, and Community Building
Lacy identifies three key trends shaping the future of media. First, the integration of Artificial Intelligence (AI) as a production tool. Her work at Brandeis University demonstrates how creators and newsrooms are leveraging AI for tasks like transcription, first drafts, social copy, and thumbnail generation – all while retaining human oversight for critical editorial decisions. Second, the rise of platform-native formats beyond traditional video, such as carousels, interactive stories, and community tabs. Creators are adept at presenting information in formats designed for specific platforms. Finally, Lacy highlights the importance of creator-led community building, noting that the most successful creators foster genuine communities around shared interests.
However, she cautions against chasing every new trend. “Not every platform trend is worth chasing. Newsrooms really have to be strategic, especially with limited resources.”
Essential Tools for the Modern Media Professional
Lacy’s toolkit reflects the evolving demands of the industry. For quick video editing, she relies on CapCut, and vScription for more complex projects requiring transcription. Canva provides a fast solution for graphics, while Figma offers greater control for more intricate designs. For AI-assisted research and drafting, she favors Claude, always emphasizing the importance of human editorial judgment. Staying informed is paramount, and Lacy regularly consults Pew Research, the Reuters Institute, and NiemanLab to remain abreast of the latest research and insights. “You really just need to know what the data actually says, not just what the vibes are; honestly, the tools matter less than the strategy.”
What do you think is the biggest challenge facing newsrooms today when it comes to embracing creator partnerships?
Building Resilience Through Capacity Building
Lacy points to The Washington Post’s early experimentation with TikTok as a prime example of a newsroom willing to embrace new approaches, despite initial criticism. However, she cautions against relying on individual personalities. “It works until that reporter leaves and takes the audience with them. That’s the real risk with newsrooms that they need to think through.” The solution, she argues, is to build internal capacity for platform-native content creation. “If you can train your whole team in these skills, you’re not dependent on one single person.”
Fair Compensation and Clear Copyright
Addressing a critical issue, Lacy emphasizes the need for fair compensation for creator content. “Compensation is honestly one of the biggest gaps I see in newsroom creator partnerships. Newsrooms are used to freelance rates from 10 years ago, and creators operate in a completely different economy.” Her advice is straightforward: “Treat creator partnerships like any other professional service. If you want quality work that meets editorial standards, you pay professional rates.” Clear copyright agreements are equally essential, outlining ownership, usage rights, and repurposing permissions.
How can news organizations ensure they are offering competitive rates to creators while remaining financially sustainable?
Effective Creator Journalism Models
Lacy outlines four effective models for creator-newsroom collaboration: distribution partnerships, co-creation, verified storyteller programs, and event/live coverage. Each model requires clear standards, transparency, and a commitment to public service. Without these foundational elements, partnerships are likely to falter.
Measuring Impact Beyond Vanity Metrics
Lacy warns against relying solely on vanity metrics like views and reach. “What I advise newsrooms to measure first is engagement quality: Are people commenting, sharing, and saving? Are they clicking through to the full journalism?” Audience trust indicators, community impact, and conversion to deeper engagement (newsletter sign-ups, app downloads) are equally important.
Innovative Collaborations: Leading by Example
Lacy highlights several newsrooms that are successfully integrating creators into their workflows. High Country News is reaching younger audiences with environmental journalism, while ProPublica is effectively distributing investigations through creator-friendly formats. Public Source in Pittsburgh fosters community engagement through local creator partnerships, and NLTO connects with diaspora communities through Spanish-speaking creators. These organizations share a common thread: they prioritize structured partnerships with built-in editorial standards.
Frequently Asked Questions About Creator Partnerships
What is the primary benefit of working with creators for news organizations?
The main advantage is expanded reach and distribution. Creators can connect with audiences that traditional news outlets struggle to reach, effectively bridging the “last mile” gap in information delivery.
How does Adriana Lacy’s STEPP framework ensure ethical creator collaborations?
The STEPP framework (Standards, Transparency, Equity, Public Service, and Partnerships) provides a comprehensive set of guidelines for establishing clear expectations, maintaining editorial integrity, and fostering mutually beneficial relationships.
What role does AI play in the future of newsroom-creator partnerships?
AI can streamline production processes, assisting with tasks like transcription, drafting, and content creation. However, human editorial judgment remains crucial for ensuring accuracy and maintaining quality.
What are some effective ways to measure the success of a creator partnership beyond simple views and likes?
Focus on engagement quality (comments, shares, saves), audience trust indicators (return visits, content interaction), community impact (reaching new audiences), and conversion rates (newsletter sign-ups, app downloads).
How can newsrooms avoid the risk of losing their audience if a creator partner leaves the collaboration?
Build internal capacity by training your entire team in platform-native content creation. This reduces reliance on individual personalities and ensures long-term sustainability.
Share this article with your network and join the conversation in the comments below. Let’s discuss how news organizations can successfully navigate the evolving media landscape and build a more informed future.
Disclaimer: This article provides general information and should not be considered professional advice.
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