Insper offers new courses focusing on recent digital skills required in journalism and communication
The way media and communication professionals work has changed dramatically in this digital age. Understanding how to speak, relate and engage with the targeted audience are central challenges currently faced by journalists and communication professionals – and how to adapt to these ever-changing dynamics.
For Pedro Burgos, Professor of the courses “Metrics for Journalism in the Digital Age: how to measure and monetize your audience” and “Impact Narratives Based on Data” at Insper, today it is much easier to understand what are the main demands of our audience and how the content that we produce is consumed.
“This is possible by analyzing and leveraging what the audience data is telling us, but also by incorporating constant feedback into an editorial strategy. All of this is very recent, and most professionals in the area did not receive proper training on these practices in Journalism school”, Burgos says.
Among the main skills that communicators must develop is the search for correct metrics to assess the success of their work, understanding what should be measured by volume, such as views and likes, and when it makes sense to seek other qualitative data to understand the impact. Furthermore, having a more complete view of the business is increasingly important, regardless of whether you are a journalism entrepreneur or work in editorial at media outlets.
“When we understand the application of concepts such as ‘funnel’, ‘persona’ or ‘customer lifetime value’ — formerly used only by the sales and marketing areas — we are able to increase the reach of our work, thus, allowing a greater impact”, says Burgos.
Understanding this effective impact and explaining to the audience — including potential subscribers or advertisers — why it is necessary to fund the media’s work becomes critical in this context. “Saying that ‘information is a commodity’ has become a bit of a cliché, but it’s true. Therefore, to monetize reportorial and editorial content, it is important to offer something that your audience deems relevant. After all, those who finance quality journalism are not just buying a service but contributing to an essential component of democracy”, Professor Burgos adds.
Discover our Journalism Executive Education courses:
Metrics for Journalism in the Digital Age: How to Measure and Monetize Your Audience
Impact narratives Based on Data
