Even in the times of COVID-19, events — done virtually — can still be a useful method for newsrooms looking to build their audiences and promote brand loyalty.

Cierra Hinton is the executive director-publisher for Scalawag, a nonprofit media organization launched in 2015 and based in Durham, North Carolina. Recently, she and Alysia Harris wrote an article for the American Press Institute‘s Better News initiative on how Scalawag was using events to diversify its audience and grow membership. Read the full report here.

The Better News podcast is a partnership between It’s All Journalism and the American Press Institute to a) showcase innovative/experimental ideas that emerge from the Knight-Lenfest Newsroom Initiative and b) to share replicable strategies and  tactics that benefit the news industry as a whole.Sign up for the Better News newsletter to receive news about the latest resources, case studies and insights. For more news about the It’s All Journalism podcast and future episodes of Better News, sign up for the weekly IAJ newsletter.

Better News: How To Forge New Audiences Of Color