Distribution

publishing stories across different platforms and channels

Distribution is how stories get published across platforms and channels, from your own site to social feeds and partners. Timing, format, and placement all shape who sees the work. AI can help schedule, target, and adapt posts, so the question is where it widens reach and where it might narrow which audiences a story actually reaches.

Questions to explore

// use these as prompts in a workshop or on your own. There are no right answers.

How do you decide where and when to publish a story across channels today?
Which channels are hardest to keep up with, and where does reach fall short?
Where could AI help schedule, target, or adapt stories for different platforms?
How would you make sure AI-driven targeting does not leave parts of your audience out?
What editorial choices about placement would you want to keep out of automated hands?

Expert voices

// notes from the journalists and AI experts who helped shape this kit

“Audiences will increasingly access news through AI assistants. How can media influence whether assistants use them correctly as sources in news responses?”

Anastasiia Korinovska, Suspilne

“If LLM answers use our reporting directly, how do we make sure they quote us or link to our stories? Newsrooms should be discussing this, including standards like C2PA.”

Zenzele Ndebele, Centre for Innovation and Technology (CITE)

Things to consider

Automated targeting can narrow who sees a story as easily as it widens it.
Keep editorial judgment over placement, not just reach.
Check that scheduled posts still match the story after late edits.

using this card

Pull Distribution when it is relevant and set it aside when it is not. Pair it with the other Journalism cards, lay them out on a table, and use the questions above to get everyone on the same page. Capture what you discuss on sticky notes or in a shared doc.