Adriana Lacy is the founder and CEO of Field Nine Group, where she leads Influencer Journalism and developed the STEPP Framework for ethical newsroom-creator partnerships. Previously, she worked at The New York Times, LA Times, and Axios.
Learn how to set meaningful KPIs that reflect your newsroom’s mission, with practical tips for measuring impact, engagement, and community outcomes from influencer collaborations.
Journalist-influencer partnerships offer new ways to reach audiences but raise ethical issues around credibility, objectivity, and transparency that must be managed to preserve trust.
While one cannot deny the influence of social media influencers, it is very important to remember that traditional journalism still plays a huge role in our society.
Journalists can learn from influencers by being authentic, engaging audiences, and transparent while keeping ethics intact to build trust and connect better. The future of journalism is community driven and interactive.
