How To Build Newsroom-Creator Partnerships That Don't Fall Apart - with Adriana Lacy

Publishers keep saying the same thing: their teams need to act more like creators. But where to start? Adriana built the STEPP Framework after two years inside newsroom-creator partnerships that worked, and plenty that didn't. But this conversation goes past the framework everyone already quotes. Adriana and Kerstin talk about the fear newsrooms won't say out loud, the difference between treating a creator like a colleague and treating them like a marketing channel, and why small and regional newsrooms have a real advantage when working with creators. They get into who actually makes the best creator partner, does not have to be a journalist. They also cover ecosystem mapping, why long-term relationships beat one-off campaigns, and what it actually takes to build trust between a newsroom and the people it's trying to reach.Host: Kerstin Hasse, Young Audiences Initiative Lead, INMA Guest: Adriana Lacy, Founder & CEO, Field Nine Group