But is it advocacy?

For some, this kind of language raises concerns about journalistic objectivity, and the fear that this approach sounds like it crosses the line into advocacy work. But Toefl’s 2012 white paper draws an important distinction: “There are profound differences between journalism and advocacy. The most profound of these may begin with process, but culminate in much more: journalism begins with questions and [it] progresses, as facts are determined, to answers. Advocacy begins with answers – with the facts already assumed to be established.”¹⁹ 

This is a critical difference: Change-Centric Journalism does not propose that journalists dictate outcomes. Rather, it insists that journalism must become deeply aware of the context in which it operates, and effectively incorporate the needs of the communities it serves. 

I also suggest that change can serve as a more grounded organising concept than impact, which has become overused – across metrics, fundraising, strategy and marketing – to the point of confusion. Change reframes the work as relational, dynamic, and ongoing. It shifts our attention from proving that journalism has value to exploring how it generates value – and for whom.  

Let me be clear: the pursuit of impact is key, but alone it is not enough and can lead to unexpected harm. Reporting that doesn’t account for power dynamics or local context can oversimplify complex problems, or trigger consequences no one intended. Consider the example of a newsroom that uncovers evidence of child labour. It might frame the enforcement of anti-child labour laws as proof of impact. But the affected community could find this detrimental if the enforcement does not come with better wages for adult workers.  

This is why impact must be pursued in tandem with other principles and practices — like purposeful engagement, care-based reporting, and a commitment to revitalising public life. These are the pillars of Change-Centric Journalism that I outline in the next chapter. 

Ultimately, this framework is a call to build momentum for the idea that journalism, done with integrity, can distinguish itself not by volume or virality, but by the quality of change it facilitates.

¹⁹ Toefl, R. (2012). Non-profit journalism. Issues around impact. Retrieved from https://www.propublica.org/impact