ABSTRACT
This chapter applies the model to one specific type of change many news organizations are currently grappling with: how to better engage and serve their audiences. It offers an example of how to think at the cultural, strategic, and innovation levels simultaneously. It shows how you can use this model of change to shift your culture to one that embraces building deeper relationships with your community and producing impact. As more newsrooms turn to direct reader support in the form of subscriptions or memberships, this chapter helps you to overcome internal resistance, continually test new approaches with your audience, and understand how engagement fits in with your strategy and mission.
