The media industry is in a terrible state. With media organisations plagued by egos, siloes and woes, it’s easy to understand why many choose to leave the industry. Yet, some stay, determined to create positive change. Among the most effective change-makers are audience practitioners and product-minded people who have quietly grown in numbers and influence – despite significant barriers. It’s time we received proper recognition.
Audience practitioners and product-minded people are becoming increasingly influential across the industry. Some have even risen to leadership positions within media organisations.
But the role is challenging – not just from a practical standpoint but emotionally as well.
As bridge rolers in organisations, audience practitioners and product-minded people face emotional and professional challenges:
- Role misunderstanding and isolation: what we do remains unfamiliar to many in the newsroom, including executives, making trust-building and influence a constant mission.
- Resource and morale challenges: we face chronic resource underestimation while managing stretched teams, leading to diminished morale.
- Change management fatigue: we encounter both conscious and unconscious resistance to innovation, which takes an emotional toll.
- Structural challenges: we operate at the edges of defined organisational structures, often without strong senior sponsorship, creating a sense of powerlessness.
Despite these formidable obstacles, audience practitioners and product-minded people persevere. Encouragingly, the industry is beginning to acknowledge our vital work.
This recognition was particularly evident at this year’s International Journalism Festival in Perugia – the global gathering place for so many media professionals – where a dedicated news product track was introduced for the first time.
And you know what? This recognition is not only welcome but overdue. Here are three reasons why audience practitioners and product-minded people deserve celebration.
