In a transformative move for journalism, Dutch current affairs program EenVandaag has established a dedicated interaction team to enhance audience engagement. This initiative aims to bridge the gap between newsrooms and the public by systematically incorporating audience input into editorial content. The team’s methods and insights are detailed in the newly released handbook, Interactive Journalism – The Voice of Everyone.
Foundations of Engagement
The journey began in October 2022 with the launch of a project called EenVandaag Asks. This initiative invited viewers to submit questions related to current topics, aiming not just for participation, but for deeper understanding. The response revealed that many people have inquiries but require an explicit prompt to express them. This approach prompted the newsroom to clarify long-held assumptions and explain complex concepts that were previously taken for granted.
As the initiative gained traction, it became clear that a more structured approach was necessary. Insights from EenVandaag Asks sparked discussions within the organization, leading to the establishment of a permanent interaction team in spring 2023. This team was tasked with actively listening to audience feedback, answering questions, and translating public input into valuable editorial insights.
Chat as a Central Tool
The interaction team has harnessed the power of chat as a key communication tool. By creating a continuous chat environment integrated into their website and app, the team allows audiences to engage directly with journalists. Available on weekdays from 10:00 to 20:00, the chat becomes particularly active during live broadcasts, encouraging real-time dialogue between viewers and reporters.
This chat function serves a critical journalistic role. It provides immediate feedback on audience understanding, revealing which explanations are lacking and what concerns are prevalent. Unlike traditional surveys, the chat fosters a conversational atmosphere, allowing for dynamic exchanges that uncover confusion and curiosity while stories are still developing. Importantly, the chat is viewed as a source of editorial material rather than just a customer service tool, with messages categorized and interpreted to highlight public information needs.
Integrating chat input into the editorial process has proven beneficial. Instead of treating individual messages as isolated anecdotes, the interaction team systematically processes this feedback. By combining chat responses with insights from call-outs and questionnaires, they identify recurring questions, persistent misunderstandings, and lived experiences that challenge mainstream narratives. This thorough analysis informs editorial decisions, shaping topics and guiding the selection of experts or follow-up stories.
Transparency and Trust
A crucial aspect of this initiative is transparency. Audiences must see how their contributions impact journalism. Not every question leads to a story, but editorial choices are communicated clearly, whether by acknowledging audience input in a story or summarizing common themes. Research indicates that even passive viewers appreciate the existence of the chat, as it signals a commitment to openness, thereby fostering trust.
The structural organization of interaction has significantly altered journalism practices at EenVandaag. Editors have become more precise in their explanations and more attuned to audience assumptions. Over time, this initiative has clarified the editorial process, helping viewers understand why particular choices are made and emphasizing that journalism is an ongoing dialogue rather than a final product.
A Model for Other Newsrooms
To ensure that this new approach is sustainable, EenVandaag documented their methodology in a comprehensive handbook. This resource outlines principles, organizational decisions, and potential pitfalls, emphasizing the role of chat as a listening tool. Rather than providing a rigid blueprint, it encourages a flexible approach to interaction, focusing on how to start small, organize a team, and process audience input while maintaining journalistic integrity.
The experiences at EenVandaag yield important lessons for news organizations worldwide. Effective interaction begins with listening rather than broadcasting. The value of chat as an editorial instrument far surpasses its promotional capabilities. Consistency in engagement is more crucial than sheer scale. Ultimately, interaction enhances journalism when it is visible and impactful.
In an era marked by news avoidance and dwindling trust, EenVandaag demonstrates that meaningful engagement can reconnect journalism with its audience. This initiative highlights the importance of listening attentively to the public, fostering a more informed and responsive media landscape.
