Embracing Influencers: A New Era for Newsrooms

We live in an age when 42% of Europeans aged 16 to 30 and 37% of
U.S. adults aged 18 to 29 primarily access news through social
media platforms. So how must traditional media organizations
evolve to meet these changing consumption patterns and best meet
these audiences where they are? One way is by working with news
influencers – and this is where Adriana Lacy comes in. She’s a
journalist, educator and digital consultant who helps publishers
grow their digital audiences by facilitating partnerships with
news influencers in a way that combines the reach and personal
connection of influencers with the standards and credibility of
journalism. She shares her experience and expertise on everything
from how to find the right type of influencer to legal
considerations to control over editorial steps.


The episode was recorded live at the b° future festival on
October 3, 2025. More information about the b° future festival
can be found here: https://www.b-future.org/


The non-profit Bonn Institute addresses the media
industry's growing need for networking and knowledge exchange on
user-centered approaches to journalism. Through applied research,
publications, events and training, the institute aims to further
develop journalism by placing people’s interests at the heart of
our work, which is especially important in light of societal
challenges. The Bonn Institute publishes a monthly
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here. https://www.bonn-institute.org/en/newsletter 


Credits: Editor: Paula Rösler (Bonn Institute)


Host: Cristina Burack (Bonn Institute)


Producer: Hannes Kappler (Bonn Institute)


Director: Ellen Heinrichs (Bonn Institute)


Contact: hello@bonn-institute.org


2026 Bonn Institute


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