Newsroom transformation can be a daunting concept, especially in a bigger organisation. It can feel like trying to turn a hulking ship around in choppy waters.

That’s why incubating initiatives with smaller teams and then spreading the training and knowledge is often more effective — it’s like sending the rowboat ahead of the ship to show it the way. 

My last Webinar featured two such examples of that: Bergens Tidende in Norway transformed breaking news and ultimately its newsroom by cycling everyone through breaking news shifts, and Valor Econômico in Brazil did the same with a growth desk. In this newsletter, we’ll talk about how they did it and how other media companies can incubate transformative ideas.

Bergens Tidende and Valor Econômico have seen lasting change by starting small and slowly training journalists on how to be more digitally oriented. 

I see that as an effective form of incubation. Instead of trying to get the entire newsroom to change at once, start smaller. Here’s how that can work:

1. Come up with an idea or hypothesis: Develop a concept you want to test within a smaller group. This can be an idea already proven with data — like the importance of breaking news. Or it can be an untested idea, such as whether publishing more videos will bring in a younger audience.

2. Form a team: To be successful, you want to start with people who are already bought in and excited to be part of the initiative. Assign them to the incubation team full-time — not just as part of their regular duties.

3. Establish what success looks like: Get specific on what you’re hoping to accomplish and how you’ll know when you are successful. Rely on metrics, not anecdotal evidence. 

4. Set a timeline: This is not a permanent assignment; rather, think of it as a sprint or short-term experiment. Write up a plan that includes markers for where you hope to see progress. 

5. Assess the results: Analyse the results at regular intervals and be transparent with the team about those results. Pivot as needed.

6. Operationalise what you learned: Once the incubation period is over, determine whether it makes sense to bring in a new team or cycle new people through — or whether it’s time to take the learnings and spread them across the newsroom. This will depend on the nature of the idea and how easy it may be to quickly get the rest of the newsroom on board.

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