The Evolution of the Online News Association

From AI’s role in newsrooms to the evolving landscape of climate reporting and resilience, the Online News Association is shaping the industry and supporting journalists in an era of rapid change.

In this episode of Small Press, Big Ideas, I sat down with Karolle Rabarison and Meghan Murphy from the Online News Association (ONA) to explore the evolving landscape of digital journalism. Our discussion touches on everything from the history of ONA to the future of AI in newsrooms, the importance of community-building among journalists, and the organization’s plans and initiatives for 2025.

A Legacy of Innovation: The History and Mission of ONA

The Online News Association, the world’s largest digital journalism association, was founded in the late 1990s as the internet began reshaping news media. At the time, traditional journalists were skeptical about digital news – so much so that there was even a report when online news was first “accepted as credible”. At this time there wasn’t a professional organization dedicated to supporting the pioneers experimenting with online platforms.

ONA emerged as a response to this need, bringing together forward-thinking journalists and technologists who saw the potential of digital storytelling.

Today, ONA’s membership is diverse, spanning reporters, editors, product managers, technologists, and independent content creators. The organization remains committed to fostering innovation in journalism, supporting members navigating the rapid changes in technology, and ensuring that journalism remains a trusted and credible source of information in an increasingly digital world.

The Rise of AI in Journalism

One of the most pressing topics in journalism today is artificial intelligence. AI has become an unavoidable subject in media discussions, and ONA has taken proactive steps to ensure that journalists are prepared to use these tools ethically and effectively.

In 2023, ONA launched an AI in Journalism Initiative aimed at educating journalists about the opportunities and challenges AI presents. Meghan explained that the goal was not only to train journalists on AI applications but also to foster high-level conversations about how AI is shaping the industry. With over 2,800 participants from 1,500 organizations engaging in the initiative, it’s clear that there is widespread interest in AI’s role in journalism.

Meghan noted that many journalists initially view AI with skepticism, particularly when it comes to AI-generated writing. However, the most effective use cases tend to focus on workflow efficiency—such as transcription, translation, SEO optimization, and data analysis—rather than direct content creation.

One particularly innovative example comes from Norway-based news organization iTromsø, which developed AI-powered tools to analyze public documents, helping journalists quickly identify important stories. Another example is THE CITY, a nonprofit newsroom in New York that used AI to audit their coverage and visualize which neighborhoods they were underreporting on. This kind of technology helps newsrooms allocate resources more effectively and address gaps in local coverage.

Addressing the Challenges of Local News

As the podcast is primarily focused on local news ecosystems, I was particularly interested in how AI can benefit smaller newsrooms. Meghan emphasized that AI can level the playing field for local outlets, allowing them to automate tedious tasks and free up time for in-depth reporting.

However, we also discussed the dangers of AI-generated “news slop”—low-quality, auto-generated content that lacks journalistic rigor. The key to using AI responsibly is ensuring that human journalists remain central to the editorial process, using AI as a tool rather than a replacement.

Climate and Resilience: ONA’s 2025 Focus Areas

Looking ahead to 2025, ONA is expanding its programming beyond AI to include two other critical themes: climate reporting and resilience.

Climate Journalism: Covering the Crisis

Climate change is one of the most important stories of our time, affecting every beat in journalism. ONA aims to support journalists in reporting on climate issues with greater depth, clarity, and engagement. The focus isn’t just on covering disasters but also on exploring the long-term impacts of climate change, community resilience, and solutions journalism.

Meghan highlighted the role that local journalists can play in covering climate stories that directly impact their communities, such as wildfires, extreme weather, and environmental policies. ONA is working to provide training and resources to help journalists improve their climate coverage and connect with experts in the field.

Building Resilience in Journalism

Resilience, ONA’s other focus area for 2025, encompasses several dimensions:

• Organizational resilience: Helping newsrooms become financially sustainable and adaptable to industry disruptions.
• Community resilience: Exploring how journalism can contribute to stronger, more informed communities, especially in times of crisis.
• Journalist resilience: Addressing the mental health and career sustainability of journalists, many of whom face burnout, layoffs, and increasing hostility toward the profession.

We all agreed that supporting independent journalists and local publishers is critical, as many are stepping into roles traditionally held by larger institutions. ONA’s initiatives aim to help these journalists access funding, resources, and professional networks to thrive in the evolving media landscape.

ONA 25: The Annual Conference in New Orleans

One of ONA’s biggest events is its annual conference, which brings together journalists, technologists, and industry leaders for networking and learning. ONA 25, set to take place in New Orleans, will focus on AI, climate, and resilience, featuring workshops, panel discussions, and opportunities for collaboration.

Karolle and Meghan emphasized the value of attending in-person events like ONA’s conference, where serendipitous connections often lead to exciting new projects. They encouraged journalists, especially those in local news, to take advantage of these gatherings to expand their networks and gain insights into the latest industry trends.

How to Get Involved with ONA

For those interested in engaging with ONA, Karolle suggested three easy ways to get started:

1. Join the ONA Slack Community – Open to anyone interested in digital media, this online space allows journalists to ask questions, share resources, and connect with peers.
2. Participate in Virtual Sessions – ONA offers a variety of free training sessions and networking events throughout the year.
3. Attend ONA 25 – The annual conference is a great way to meet other professionals in the industry, learn from experts, and explore new opportunities.

Final Thoughts: The Power of Connection

We closed episode by reflecting on the generosity and collaborative spirit of the journalism community. Both Meghan and Karolle echoed this sentiment, encouraging local publishers and independent journalists to reach out, connect, and share their experiences.

As the media landscape continues to shift, organizations like ONA play a crucial role in ensuring that journalists have the tools, support, and community they need to navigate the challenges ahead. Whether through AI, climate reporting, or resilience-building efforts, the future of journalism is being shaped by those willing to innovate and adapt.