Media strategy expert Lucy Kueng says that news leaders have to do three jobs at once. They need to be unburdened to deliver on digital transformation
This article was first published on 16 November 2023 and has been republished on 14 November 2025
This article was taken from a past Newsrewired talk from Lucy Kueng. She is delivering the next keynote speech at Newsrewired on 26 November 2025 in London. Check out the full agenda and book your ticket now.
Newsrooms must invest in middle-management if they are to navigate the existing challenges of the news industry, warned Lucy Kueng, a media strategy expert, in a past keynote speech at Newsrewired (15 November 2023). That warning still feels as relevant two years on as it did then.
Jane Barrett, global news editor of Reuters, chronicled these challenges well in the opening remarks: independent journalism being challenged, a compromised funding model, varying expectations of four generations in the workplace, keeping staff's mental health in check amid abuse and threats to safety.
These issues are not occurring in a vacuum. Generative AI continues to bring turbulence to public trust and content creation, so are changing expectations and preferences of news consumers.
The modern consumer is spoilt for choice, in terms of topics, mediums and platforms. This "explosion of choice" is fantastic for them, but tough on news organisations to manage. They cannot really be everywhere and do everything; 'mass media' has been totally redefined.
Instead, it is a better long-term strategy to focus on your distinct speciality and added-value for news consumers, says Kueng. Across the team, it must be well-understood who your competitors really are, and where your team must outperform them.
"The way to power through these challenges is with strong leadership," says Kueng. Unfortunately that comes at a cost of mounting pressure and spinning plates.
Middle-managers are getting burnt out because they are in effect doing three jobs: being great journalists, managing change and hitting targets, and coaching younger staff inside the newsroom - without necessarily being given the right training to succeed.
The most successful news organisations are actively investing in giving middle-managers what they need to weather these storms.
Without this focus the most valued talents in media organisations are left unsupported and unfulfilled, and therefore at risk of moving on. Beyond training, what people with the ability to pull off big projects truly want are agency and recognition.
"They want to be given big interesting projects to get their teeth into, that matter to the organisation and they can want autonomy in how they do it. They'd also like people to acknowledge how much they are contributing."
How far have we come in the last two years? Find out at our Kueng's next keynote speech at Newsrewired on 26 November 2025 where she will talk about strategic leadership for media’s new era
