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 international newsletter – sign up 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

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