YEREVAN, Armenia — On June 13, the American University of Armenia (AUA) welcomed Ruben Keoseyan, an experienced journalist and professor at California State University, Northridge, for a dynamic masterclass titled “Gaining and Keeping Your Audience Through Strategizing News Delivery.” The event was hosted at AUA and drew students, faculty, and media professionals eager to explore practical strategies for enhancing news outreach and audience retention.
During the session, Keoseyan shared actionable insights for both large and small newsrooms on how to effectively maximize existing content across digital and social media platforms. Emphasizing the principle of “working smarter, not harder,” he demonstrated how news teams can repurpose daily content in creative ways to better engage audiences — whether for quick updates or in-depth stories.
“Your newsroom already has the content,” Keoseyan explained. “It’s about changing how you think about delivering it — what platforms you use, what formats are most engaging, and how to stay top of mind for your audience.”
With over 30 years of experience in Spanish-language media in the United States and Puerto Rico — including leadership roles at Telemundo, La Opinión, La Raza newspaper, and ImpreMedia — Keoseyan brought a rich perspective on journalism and media management. He currently teaches journalism and newsroom operations at California State University, Northridge. He holds an M.S. in development management from American University in Washington, DC.
In addition to the masterclass, Keoseyan delivered guest lectures during two summer courses in the U.S. Embassy Yerevan-supported Master of Arts in Multiplatform Journalism (MAMJ) program that launched on June 11. His expert guidance on establishing a student newsroom and developing an online newscast studio is expected to accelerate the hands-on production capabilities of the MAMJ program and student news website that will go live later in the summer. Drawing on his dual experience in professional journalism and academia, he offered practical recommendations to help avoid common pitfalls and ensure a smooth setup process.
Keoseyan’s visit also serves to distinguish AUA’s Center for Excellence in Journalism and the MAMJ program from other local media training initiatives by demonstrating a strong commitment to international collaboration and innovation in journalism education.
As AUA continues to develop pioneering programs in journalism and media studies, engagements with global experts like Professor Keoseyan reaffirm the University’s mission to equip Armenian journalists with the tools, mindset, and mentorship they need to succeed in today’s evolving media landscape.
The College of Humanities and Social Sciences (CHSS) of the American University of Armenia (AUA) was awarded USD 2,171,462.49 by the United States (U.S.) Department of State to establish an M.A. Program in Multiplatform Journalism and a Center for Excellence in Journalism within AUA’s CHSS. The Program has also established a partnership between AUA and Edward R. Murrow College of Communication at Washington State University to collaborate on continuously improving the quality and content of journalism education and practice in Armenia.