Even in the times of COVID-19, events — done virtually — can still be a useful method for newsrooms looking to build their audiences and promote brand loyalty.

Cierra Hinton is the executive director-publisher for Scalawag, a nonprofit media organization launched in 2015 and based in Durham, North Carolina. Recently, she and Alysia Harris wrote an article for the American Press Institute's Better News initiative on how Scalawag was using events to diversify its audience and grow membership.