Module 05
This training helps journalists and newsrooms create content that not only informs and engages audiences, but also reaches the right people and keeps them coming back. It is grounded in the User Needs Model which focuses on what audiences want to Know, Understand, Feel, and Do in relation to news. Participants learn to combine audience segmentation with data-informed strategies to create stories that resonate and build long-term trust and connection.
Journalists, editors, digital storytellers, and media professionals who want to strengthen the connection between their work and the communities they serve. This training is designed for those looking to understand audience needs, enhance engagement practices, and build connections through both traditional and emerging media formats.
This training can be delivered in Albania, Bosnia and Herzegovina, Kosovo, Montenegro, North Macedonia, and Serbia, in English or in any of the local languages.
This training uses a highly participatory format, combining short theoretical inputs with group discussions and practical exercises. The goal is to foster both a new way of thinking and practical skills you can apply right away. At its core, the approach emphasizes that “reaching” is about authenticity, trust, and relevance, not just clicks and impressions.
Upon completing the training, participants will be able to: