Adriana

Adriana

Audience strategy in Los Angeles, she/her

About

Adriana Lacy is a freelance journalist based in Los Angeles and an adjunct professor in the Annenberg School for Communication and Journalism at the University of Southern California.

She is also the founder of Journalism Mentors, a website dedicated to advancing early-career journalists through mentoring and paid media opportunities. She also writes a newsletter called The Intersection, which focuses on the intersections of journalism, tech and product.

Work Experience

2021 — Now
Los Angeles, CA

Work includes freelance SEO blog writing and optimization, social media audits, audience strategy consulting, writing, lectures/speaking. Interested in collaborating on a project? Email me at hello@adrianalacy.com

2019 — Now
Los Angeles, CA

I teach classes related to race and ethnicity and audience strategy. Classes include JOUR 372, Engaging Diverse Communities and JOUR 323, Journalism and the Audience. In addition, I have served as a social media coach for Annenberg Media, the Annenberg School for Communication and Journalism's student media outlet.

2020 — 2021
Remote

Worked across main @axios social media handles to share our journalism with our readers including Instagram Lives, Instagram stories, and Twitter threads. Worked with journalists to strategize engagement plans for stories and series including the digital rollout of Get Smart, an Axios video series. Worked with the design team to launch a redesign of the Axios Instagram account with templates that reflect brand voice and tone.

2019 — 2020
Los Angeles, CA

At the Los Angeles Times, I worked across @latimes social handles to share our journalism. I also worked to create the @latimesarchives and @coronavirustoday_latimes Instagram accounts, dedicated to attraching niche audiences to our brand.

2018 — 2019
New York, NY

As a senior news assistant at the New York Times, I worked on the audience team with search engine optimization and Instagram. I helped to program the @nytimes main Instagram account, along with the sub-accounts for Race/Related and archives.

Side Projects

Ongoing

Through paid internship, fellowship and entry-level job listings, mentoring and advice, Journalism Mentors helps future generations of media leaders make their mark on this industry, regardless of race, gender or socioeconomic status.

Ongoing

The intersection newsletter is a newsletter that highlights the work of those doing things at the intersection of tech, journalism and innovation.

Projects

2021

During my time at Axios, I worked with the design team to create new Instagram templates that reflected the news landscape on the platform and the brand’s tone and voice. Templates include explainers, breaking news, and illustrations.

2020

In an attempt to serve audience needs around the coronavirus, we created a standalone coroanvirus account that shares the latest coronavirus news in an easy to understand format. The account is filled with explainers and need-to-know information about the virus written by L.A. Times reporters.

2019

Created an Instagram account highlighting photos in the L.A. Times archives. Images from the archive include photos of celebrities such as Marilyn Monroe and Audrey Hepburn, the opening of Dodger Stadium, the aftermath of the Watts riots and more. The images take you around Southern California, including popular spots like Venice Beach, the Hollywood Bowl, and Disneyland. Times photographers have also borne witness to national events such as the assassination of Robert F. Kennedy and the Vietnam War protests.

2015

I co-founded and served as the editor in chief of The Underground, a student-media site at Penn State dedicated to highlighting marginalized voices. I designed and created the website, logo and social media accounts, along with a daily and weekly newsletter.

Education

2021 — Now
M.S. Digital Audience Strategy at Arizona State Umiversity

The Master of Science in digital audience strategy prepares students to design and execute large-scale digital audience growth and engagement strategies through a data-driven, multidisciplinary, hands-on curriculum.

2014 — 2018
Digital and Print Journalism BA at Penn State University
State College, PA
2014 — 2018
African American Studies B.A at Penn State University
State College, PA
2014 — 2018
Sports Journalism Certificate at John Curley Center for Sports Journalism
State College, PA

Speaking

2020

Moderated a discussion with photographer Jay Clendenin on making celebrity portraits during COVID-19.

2020
Online

This week on Galley, we are talking with Black journalists and others in the profession about where things stand when it comes to racism and diversity, where we need to get to, and how best to get there.

2020
Online

Moderated a discussion about diversity and mentorship between student journalists and newsroom leaders with panelists Aiyana Ishmael, Deanna Schwartz and Omar Rashad.

2020
Los Angeles, CA

How does local media address the information needs of diverse communities and become more reflective of the audiences they're designed to serve? How might there be a pivot to support local information ecosystems beyond what's been previously imagined and realized?

2019

This week, we hear from Adriana Lacy, Audience Engagement Editor at the LA Times. She launched a dedicated Instagram account for the LA Times’ archival photos late last year, so we talked about where those images are sourced from, what the response has been, and how they’ve used historical images of protests to add context to the events of the past few weeks.

Writing

2020

“There’s still a huge lack of widespread daily coverage focused on the ways in which the disease and pandemic are disproportionately impacting the black community.”

2019

The Los Angeles Times has a new account on Instagram dedicated to archival photos.

2017

When asked if Trump obstructed justice: "I don't know, that's Bob Mueller's job to sort that out.

2016

When a group of soccer fans joined forces in 2007 to create the Philadelphia-area supporters group Sons of Ben, they did so without a professional team – but they did have a dream of one.

Awards

2018

The John W. Oswald Award, established in 1983, annually recognizes graduating seniors who have provided outstanding leadership in at least one of several areas of activity at the University.

2017

I was accepted to the Chapel Executive Internship program, which gave me a $5,000 stipend so I could work at Axios, a media site in Washington, D.C.

Features

2020

"After a couple weeks, Adriana Lacy, another Black journalist, interviewed Peck for her own Substack."

2020

The US local news publisher leverages its past to build a new community of readers, garnering 5,000 followers in two months

2020

Talking about diversity is good. Including these speakers' voices and expertise at your conference shows attendees you actually mean it.

2019

The Bellisario College of Communications hosted an alumni panel with journalism graduates in the Hintz Family Alumni Center. The alumni shared their experiences with their first jobs and gave advice on how students can find their own success in the job market.

2019

Hear the Penn State grad’s advice on growing professionally, mastering social media and creating solutions amid challenges.

2018

Spring 2018 edition of magazine for alumni and friends of the Donald P. Bellisario College of Communications.

2018

Five Penn State students in their respective areas of leadership have been honored with the 2018 John W. Oswald Award.

2018

Adriana Lacy, co-founder of The Underground and a Chapel Executive Intern, has truly made the most of her time at Penn State.

2018

"Underground Editor-in-Chief Adriana Lacy moderated the panel, though she encouraged the audience to ask questions at any time."

2018

The panel will be moderated by Adriana Lacy, editor-in-chief of The Underground.

2017

While she may not be talking to them in person, social media gives her the platform to reach them, and that’s what she loves about the digital media field.

2017

Students listened as Trevor Noah, host of The Daily Show, spoke to John Eligon of the New York Times about race and identity on Oct. 15.

2015

“The reaction within the student section [for the first goal] was amazing,” Adriana Lacy (sophomore-public relations), the secretary of Sons of Jeffrey, said. “The students brought so much energy to the game, which I can tell definitely helped the team out on the field.”

Contact

Twitter
Instagram
LinkedIn
Website