Product Strategies for Journalism: A Free Online Course Teaches How to Align Editorial, Audience, Business and Technology
With all the changes journalism has seen in the last few years of the digital revolution, journalists have embraced “new” roles and ways of thinking to better reach audiences and make their organizations more sustainable.
One of the new roles journalists must play is to manage products in a way that “aligns business, audience, and technology goals while embedding journalism ethics,” as the News Product Alliance describes it.
Founded two years ago, NPA has “created a community of support and practice for information product professionals.” Today, he’s partnered with the Knight Center for Journalism in the Americas to offer a free online course, with support from the Google News Initiative, to help journalists around the world better understand and exercise this new role. product professionals.
The Massive Open Online Course (MOOC), “Product Strategies for Journalism: How to Align Editorial, Audience, Business and Technology?” takes place from August 23 to September 19, 2021 and will be taught simultaneously in three languages by three different instructors: Adriana Lacy (English), Mariano Blejman (Spanish) and Paty Gomes (Portuguese).
“Product thinking radically transforms the way your newsroom operates and prioritizes,” said the English course instructor Adrian Lacy. “Having people in your newsroom dedicated to product thinking and management sets up your newsroom to take an audience-centric approach to storytelling and reporting in new and innovative ways. “
During the four-week online course, students will learn tools and concepts for creating and maintaining sustainable information products.
Each week of the course will be dedicated to a specific module and topic:
- How to use product mindset and agile principles in daily newsroom activities.
- Identify the people and issues behind the products you design for, build hypotheses, and design solutions.
- How to create a product vision, strategy and roadmap.
- How to deliver the right product, starting from a prototyping mindset and using feedback loops.
Lacy will teach the course using video lessons, readings and handouts, discussion forums and quizzes.
“Guest speakers come from a variety of backgrounds and from high-calibre newsrooms that have a reputation for delivering user-centric products,” Lacy said. “These women all have strong product management skills and will provide students with case studies for successful newsroom products.”
Lacy is a freelance journalist specializing in audience engagement, social media platforms and technology. She is an adjunct professor of journalism at the University of Southern California, where she teaches product management and metrics, audience engagement, and best practices for engaging diverse communities. Previously, she worked as public engagement editor at Axios and the Los Angeles Times, and as public news assistant at The New York Times. She is currently a graduate student in the Digital Audience Strategy Program at Arizona State University.
“The Google News initiative aims to help news organizations thrive in the digital age. We increasingly view the product as a discipline that helps accelerate the digital transformation of newsrooms around the world and shorten their path towards sustainability,” said Marco Túlio Pires. , Google News Lab Lead in Brazil and Latin America. “We are thrilled to partner with the Knight Center for Journalism in the Americas and the News Product Alliance. This course is a great opportunity to introduce thousands of journalists to product thinking and get them started on techniques that are the foundation of some of the most successful newsrooms in the world.”
This course is aimed at journalists, digital content creators, social media managers, communication professionals and entrepreneurs, product managers and UX/UI professionals interested in media. However, it is open to anyone interested in product thinking.
Students will need a computer with internet access, as well as the ability to use Google Docs, Google Spreadsheets, and Google Slides.
Like all Knight Center courses, this MOOC is asynchronous, meaning you can take course activities on the days and times that best suit your schedule. There are recommended deadlines so as not to fall behind.
Students who successfully complete the course requirements have the option of paying a US$30 administrative fee to receive a certificate of completion in PDF format. The Knight Center will assess the cases of students who require a waiver of this fee. No formal college credit is associated with the certificate.
“After this course, students will become internal influencers in their media organization, align different stakeholders, and create product outcomes that best serve their readers,” Lacy said.