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Last updated on 2024年11月6日

Here's how you can identify key performance indicators for investigative journalists.

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In the dynamic field of journalism, investigative reporters are the deep divers, uncovering truths that often lie hidden beneath complex layers. For these journalists, measuring success goes beyond mere readership numbers; it delves into the impact and integrity of their work. Identifying key performance indicators (KPIs) for investigative journalists is crucial for gauging the effectiveness and societal contribution of their endeavors. This article will guide you through the process of pinpointing those KPIs that truly matter in the realm of investigative journalism.

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Peder Enhorning

KPI Karta helps you visualize your strategy and inform what needs to get done.

1 KPI Basics

Key Performance Indicators, or KPIs, are quantifiable measures used to evaluate the success of an individual, project, or organization in achieving key objectives. In investigative journalism, KPIs differ from standard news reporting due to the nature of the work, which is often longer-term and impact-focused. To identify suitable KPIs, you must first understand your goals. Are you aiming to influence policy, increase public awareness , or bring about legal action? Once the goals are clear, KPIs such as the number of follow-up stories by other media, policy changes resulting from the investigation , or public engagement levels can be established.

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Peder Enhorning

KPI Karta helps you visualize your strategy and inform what needs to get done.
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Instead of worrying that you might offend your client, ask WHY they want certain measures or metrics tracked. Why do they need that data point, and what are you going to do with it? What will they do differently if it increases or decreases? If the answer doesn't identify very specific activities, it's not detailed enough. A valuable KPI is assigned to a specific activity so if the KPI changes, you know precisely what to do differently. We see lots of client attach KPIs to Revenue or Increase public awareness. Those aren't good KPI'. Since many things affect it, assigning a KPI to it doesn't affect change. Instead, assign KPIs to the many activities that drives public awareness.

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Peder Enhorning

KPI Karta helps you visualize your strategy and inform what needs to get done.
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The key concept with KPIs is to select them top down, not from the bottom. Often KPIs are chosen from a list or from those used in the past, instead of starting by an understanding of what we are trying to accomplish. You MUST first consider the Goal. It sounds obvious, but too many people don't do that. once you have identified your high-level goal you will need to think about what critical things you need to do to accomplish that goal. You can then work your way down into more detailed layers until you get to actual activities. You then assign KPIs to those activities.

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2 Impact Measure

The impact of a story is a vital KPI for investigative journalism. You should look at how your work influences public discourse, leads to legislative changes, or sparks further investigation. For example, if after publication, lawmakers discuss your findings or propose new legislation, that's a direct indicator of impact. Similarly, if other journalists or media outlets cite your work as a source for their follow-up stories, it suggests your investigation has resonated within the media landscape and is contributing to ongoing dialogue.

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3 Engagement Levels

Engagement levels with your investigative piece can be a powerful indicator of its reach and influence. This includes not just page views or shares but also the depth of interaction from your audience. Consider tracking metrics like the average time spent on the article, the number of comments it receives, and the nature of those comments. Are readers asking insightful questions or sharing personal stories that relate to your investigation? Such engagement shows that your work is not only being consumed but is also sparking meaningful conversation.

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Peder Enhorning

KPI Karta helps you visualize your strategy and inform what needs to get done.
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Dont forget to make the KPIs metrics and not measures. I think there is a very straightforward difference between measures and metrics; measures are the raw data such as number of customers; metrics is a calculation from that such as customers per month. Measures such as page views, number of comments received aren't useful without some perspective. It could be comments received per article and then compared them month over month.

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4 Source Quality

The quality of sources used in investigative reporting is a crucial KPI. It's essential to assess whether the sources provide credible, reliable information that can withstand scrutiny. You should evaluate the diversity of your sources, their relevance to the topic, and the exclusivity of the information they provide. A strong indicator of success is when your sources contribute unique insights that are not available elsewhere, thereby strengthening the integrity and originality of your report.

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5 Publication Reach

Consider the reach of your publication as a KPI. This doesn't just mean the number of people who read your report but also the spread across different demographics and locations. An investigative piece that penetrates diverse audience segments indicates that your story has universal appeal or relevance. Additionally, if your report is picked up by national or international news outlets, it amplifies the significance of your findings and extends the potential for impact.

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6 Follow-Up Actions

Finally, follow-up actions taken by authorities, organizations, or individuals can serve as a critical KPI. After your investigation is published, monitor whether it leads to any official inquiries , investigations, or other forms of accountability. These responses can take time to materialize but are a clear testament to the power and effectiveness of your work. Whether it's a government audit, a corporate policy change, or a public outcry demanding action, these outcomes underscore the real-world influence of your investigative journalism.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Here's how you can identify key performance indicators for investigative journalists.

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1 KPI Basics

2 Impact Measure

3 Engagement Levels

4 Source Quality

5 Publication Reach

6 Follow-Up Actions

7 Here’s what else to consider

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