European Federation of Journalists

Online Seminar “Trust in media: Audience Engagement & Artificial Intelligence”

Credits: aurielaki/

In an age of information overflow when disinformation is on the rise, media plays an ever-important role in providing trustworthy and quality information to citizens. With insights offered by our experts in the field, this workshop will address the pressing questions: How can fostering audience engagement and artificial intelligence properly improve quality in journalism and regain trust from audiences? How has Covid-19 changed the trust relationship between the media and its audiences?


You can already register for the workshops. Click here to register for Day 1, click here to register for Day 2. Below, you find the draft agenda for both days and suggestions for preliminary readings on the topics.


You can find more details about the expert speakers here.


Day 1 – Thursday, 25 March 2021

13:00 – 13:15 Introduction

Mogens Blicher Bjerregård, EFJ President

Renate Schroeder, EFJ Director

13:15- 14:15: How to regain trust and improve audience engagement

How can the media regain trust and improve audience engagement in an age of information overload and disinformation? Has Covid 19 exacerbated the problem or provided us the opportunity? How can PSM and journalists help and engage audiences to navigate the minefield of ‘fake news’. Do our audiences need more media literacy?

Jonas Jungar, Editor-in-chief, YLE

Wiebke Loosen, Senior Researcher, Hans Bredow Institute 

Shirish Kulkarni, Journalist and Researcher, Clwstwr

Cédric Motte, Director of Digital Products and Editorial Development, Centre France Group

Moderator: Maja Sever, President, Croatian Trade Union of Journalists

14:15 – 14:50 Deep-dive

Participants will choose to join in with one of the speakers (above) and have a deeper conversation and discussion. 

14:50 – 15:00 Wrap-up


Day 2 – Friday, 26 March 2021

13:00 – 13:05 Recap and introduction

Yuk Lan Wong, EFJ policy and project officer

13:15 – 14:15 Innovations in the newsrooms – converging media & artificial intelligence

What are the key trends and the impacts on the work of journalists? How to ensure decent working conditions and avoid burnout and brain drain? Is it ethical to use algorithms to feed “personal-interest” news to the audience? Did the pandemic make newsrooms more creative? 

Andreas Marckmann Andreassen, Digital Editor and Head of News, Journalisten

Alberto Rabbachin, Programme Officer, European Commission

Jarno M. Koponen, Head of AI and Personalisation, YLE

Stephen Fozard, Project Director, Global Alliance for Media Innovation (GAMI); WAN-IFRA

Moderator: Susanna Sjöstedt, Head of Foreign News, Swedish section, YLE

14:15 – 14:45 Deep-dive

Participants will choose to join in with one of the speakers (above) and have a deeper conversation and discussion. 

14:45 – 15:15 Wrap-up and closing

*Time zone – CET

Topic related readings 

This seminar is part of a two-year project “Trust in Journalism” launched by the EFJ and is co-funded by the European Commission (DG EMPL). It is organised in cooperation with the Finnish Journalists’ Union.