This two-week course is asynchronous and includes video lectures, readings, discussion forums, and quizzes. Participants will explore how messaging is reshaping journalism and develop a practical strategy for using direct messaging to build deeper audience relationships.

Introduction Module: The Case for Direct Engagement

Explore why direct audience relationships matter more than ever as AI and algorithms reshape the media landscape. This module introduces the shift toward private, direct channels and examines why messaging can create the intimacy, personality, and trust that public platforms often lack.

This module will cover:

• The rise of direct audience relationships
• Journalism in the age of AI
• Why messaging matters
• A real-world example of building a community through WhatsApp

Module 1: The Rise of Private News: Why Messaging Matters

Explore the global shift from public social feeds to private messaging spaces and examine why messaging has become increasingly important to journalism.

This module will cover:

• The shift from social feeds to private messaging
• Messaging vs. social media and email
• Global journalism use cases
• Risks and ethical challenges

Module 2: Designing and Managing Your Messaging Strategy

Move from strategy to implementation and learn how to build a messaging approach tailored to your audience, resources, and editorial goals.

This module will cover:

• Choosing the right messaging platform
• Building and promoting your audience
• Writing for messaging
• Moderation and safety
• Measuring success

Capstone Project: Design Your Messaging Strategy

Develop a practical messaging strategy for your newsroom or journalism project. You’ll define your audience and editorial purpose, choose a platform, develop a content and growth approach, and establish strategies for managing risks and measuring success.