Audience Engagement Training

About this Lesson

Annie Hammock
Associate Professor
Radio/TV Journalism
Missouri School of Journalism
University of Missouri

The relationship between journalists and their audience is constantly evolving. Readers and viewers are no longer content to be passive receivers of news, they want to be partners in the process. And journalists can no longer be detached observers. They must work with members of the audience in both the creation and sharing of stories. This process is called audience engagement.

What you will learn

After completing this unit, you should be able to:

Define audience engagement and explain how it works
Understand out to grow your audience on various platforms
Measure your audience’s growth on various platforms
Understand the concept of search engine optimization and why it matters

How the lesson works

First of all, this is an asynchronous lesson unit, which means no live events are scheduled for this lesson. You can complete learning activities at your own pace whenever is convenient for you. Despite the asynchronous nature, the learning tasks are organized to help you succeed.

To be successful in this unit, please complete the following tasks:

• Watch the lecture.
• Take the quiz to test your own understanding. This will help you to strengthen the concepts you just learned.
• Optional: Due to the amount of content to be covered in a single unit, we encourage you read these additional resources. Some of the quiz questions might come from the readings in Additional Resources section.