#NewsCreatorExchange: Adriana Lacy on bridging journalism and influence
| WAN-IFRA
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Adriana Lacy, award-winning journalist, educator and media entrepreneur, will take the stage at the World News Media Congress 2026, bringing practical insight into one of the most pressing challenges facing newsrooms today: how to work effectively and ethically with news creators.
With senior audience and growth roles at Axios, the Los Angeles Times and The New York Times, and now as educator and CEO of a multi-disciplinary media consultancy, Lacy sits at the intersection of journalism, influence and platform-native storytelling.
In a workshop and presentation at Congress, she will share actionable frameworks for news creator–newsroom partnerships, audience growth beyond traditional channels, and sustainable models that protect editorial standards while expanding reach.
In this #NewsCreatorExchange article, Lacy outlines her STEPP Framework for ethical collaborations, explores emerging media trends, and explains how newsrooms can measure real audience impact beyond vanity metrics.
