How to turn your audience into a strong, engaged community

Course Overview

How to turn your audience into a strong, engaged community
Seminar Snapshot
This seminar snapshot video is free for American Press Institute E-Learning users.
Time Estimate:
This Seminar Snapshot contains video highlights that last about 10 minutes.

About Seminar Snapshots

A Seminar Snapshot features video highlights that capture the key learning of a seminar presentation.

Local media report on the communities in their areas, but many do not connect and engage with those communities. Learn how to use the brand you have developed to grow and solidify communities, participate in community conversations and how to maintain your business goals during a time of great media transformation.

In this video, Chuck Peters, president and CEO, The Gazette Company; Dr. Trace Pickering, director of community building, the Gazette Company; and Amanda Styron, co-founder and CEO, Seed Here Studio, talk about using media brands to build and strengthen local communities.

This Seminar Snapshot contains edited video highlights from a presentation at the Chicago Tribune building in Chicago, Ill., during Transformation Tour, a workshop on March 11, 2013. The presentation was part of the Transformational Communities workshop, a series of workshops by API and The Poynter Institute.

What Will I Learn:
  • How to use your brand to build and strengthen community
  • How to identify already existing communities that are worthy of building upon
  • How to connect and engage with previously untapped communities
  • How to help your staff learn to focus not just on the product, but on the community
  • How other organizations are building community
Who should take this course:

Publishers, newsroom managers and other media leaders who want to work with and build communities.


Chuck Peters

Chuck Peters is president and CEO of The Gazette Co. in Cedar Rapids, Iowa, and a member of the NAA board of directors. He is leading an initiative to create C3 - Complete Community Connection, and blogs about that project at Before joining the Gazette, Peters held several positions in the appliance business, including five years as president of Amana Refrigeration and vice president/administration of Maytag until 1998.


Trace Pickering

Dr. Trace Pickering currently serves as director of community building for The Gazette companies in Cedar Rapids, Iowa. Pickering also serves as an adjunct professor in the MBA program at a local university. Previously, he was coordinator of innovation & organizational effectiveness at the Grant Wood Area Education Agency in Cedar Rapids. He has also served as a classroom teacher, a school administrator, an entrepreneur, and a private businessman. Pickering's passion lies in the study and implementation of socio-cultural systems design to build strong communities and organizations.


Amanda Styron

Amanda Styron is co-founder and CEO of Seed Here Studio in Cedar Rapids, Iowa, a media and marketing agency dedicated to building a stronger community of entrepreneurs and creatives in the Iowa City/Cedar Rapids area. She leads strategy and production of multiple community-building efforts including events, programs, websites, co-working spaces and the region's branding initiative. She blogs about her community-building methods and experiences at Before joining The Gazette's community-building team, Styron earned a degree in economics at the University of Iowa.

Training Partner:

American Press Institute

The American Press Institute advances an innovative and sustainable news industry by helping publishers understand and engage audiences, grow revenue, improve public-service journalism, and succeed at organizational change.