After receiving a letter from a reader who was critical of the paper’s national political coverage, Enid News & Eagle’s Editorial Board responded by explaining how and why it uses national content from The Associated Press. “We do pay for the right to publish content from The Associated Press, because we think it’s important to help you stay up to date on national and world news,” the board wrote.
Look for opportunities to productively challenge trollish comments or make statements about civility. It respects the participation of the more constructive commenters.
Some users value being a source of information for their friends. It can be effective to emphasize when you have news people will be eager to hear or practical information that will be especially useful.
News consumers do not always give journalists credit for having a public service mission. You can encourage sharing and reinforce your mission by emphasizing how your news is in the public interest.
What does your audience want to talk about? How can you tap into their outrage, pride, nostalgia or excitement? Also, if appropriate, try kicking a conversation off by having your staff share first.
Look for opportunities to show that your people and your organization are rooted in the community you serve. Also, writing informally, with some personality, can encourage people to interact.