Experience I Can Apply in My Newsroom - Job shadowing at HRT
Experience I Can Apply in My Newsroom
By Ozren Zogovic
Thanks to the “Innovation. Media. Minds.” mobility grant, I spent a week in Zagreb, where I had the opportunity to see firsthand how work is organized at Croatian Radio Television (HRT).
As part of a relatively young social media team at Radio and Television of Montenegro (RTCG), I wanted to learn how to improve our work—and my stay in Zagreb made that possible. Within the grant, I searched for a media outlet with a similar workflow that has similar challenges as we do at RTCG. I chose HRT, and my choice was right.
After gaining practical insight into how one of the most influential media houses in the region operates, I learned what we can apply in our newsroom in the coming period—especially when it comes to launching social media profiles for different sections, such as RTCG Sport and RTCG Entertainment.
During the job shadowing program, I had the chance to see how HRT deals with everyday digital challenges—from publishing speed and platform limitations to audience demands, which are becoming increasingly direct. I paid special attention to how editors analyze the results of their work. By reviewing HRT’s internal analytics tools and weekly reports, I gained insight into metrics such as views, attention retention, interactions, and audience growth. This gave me a clear picture of how post success is measured and how decisions about future content are made.
One of the most important aspects of the job shadowing experience was learning that HRT manages all its social media pages independently, without external agencies. In conversations with the digital team, I learned how work is organized on platforms like Facebook, Instagram, TikTok, X, and YouTube. I became familiar with internal protocols—from planning daily posts and editorial meetings to task distribution among editors responsible for different formats and audiences. I was told that HRT has a strictly defined system for creating and approving content, ensuring consistency, editorial accuracy, and the quality expected from a public service.
Also, since our newsroom is considering launching a podcast, it was useful to see how they record their podcast “U trendingu.” It’s commendable that they involve young talent—students—in their projects, which certainly adds to creativity. We experimented with different formats—from short “reels” and “shorts” videos to dynamic “behind-the-scenes” shots and podcast segments showing how audio and video material preparation works.
Podcast studio "U trendingu" - HRT
I must emphasize that the seven-day program at Croatian Radio-Television was a valuable opportunity to see firsthand how a major public broadcaster operates in the digital age. The knowledge I gained about organizing a digital team, analytics, and content production will have a significant impact on my future professional development.
Funded by the European Union, the Innovation. Media. Minds Program: Support to Public Service Journalism in the Western Balkans, is managed by the Goethe-Institut on behalf of the European Commission and in collaboration with its implementing partner DW Akademie. The contents of this story are the sole responsibility of the author and do not necessarily reflect the views of the European Union.
Thanks to the “Innovation. Media. Minds.” mobility grant, I spent a week in Zagreb, where I had the opportunity to see firsthand how work is organized at Croatian Radio Television (HRT).
As part of a relatively young social media team at Radio and Television of Montenegro (RTCG), I wanted to learn how to improve our work—and my stay in Zagreb made that possible. Within the grant, I searched for a media outlet with a similar workflow that has similar challenges as we do at RTCG. I chose HRT, and my choice was right.
During the job shadowing program, I had the chance to see how HRT deals with everyday digital challenges—from publishing speed and platform limitations to audience demands, which are becoming increasingly direct. I paid special attention to how editors analyze the results of their work. By reviewing HRT’s internal analytics tools and weekly reports, I gained insight into metrics such as views, attention retention, interactions, and audience growth. This gave me a clear picture of how post success is measured and how decisions about future content are made.
One of the most important aspects of the job shadowing experience was learning that HRT manages all its social media pages independently, without external agencies. In conversations with the digital team, I learned how work is organized on platforms like Facebook, Instagram, TikTok, X, and YouTube. I became familiar with internal protocols—from planning daily posts and editorial meetings to task distribution among editors responsible for different formats and audiences. I was told that HRT has a strictly defined system for creating and approving content, ensuring consistency, editorial accuracy, and the quality expected from a public service.
I wasn’t just an observer—I had the chance to participate in content creation
I must admit that the most enjoyable part of the job shadowing was working with the team managing the HR2 Radio profile, one of HRT’s radio programs. I participated in creating multimedia materials, recording engaging video clips tailored for social media. We filmed something we wouldn’t normally do at RTCG—a video dedicated to World Candy Day, where radio journalists teamed up with colleagues to make a “salad” out of gummy candies.Also, since our newsroom is considering launching a podcast, it was useful to see how they record their podcast “U trendingu.” It’s commendable that they involve young talent—students—in their projects, which certainly adds to creativity. We experimented with different formats—from short “reels” and “shorts” videos to dynamic “behind-the-scenes” shots and podcast segments showing how audio and video material preparation works.
I must emphasize that the seven-day program at Croatian Radio-Television was a valuable opportunity to see firsthand how a major public broadcaster operates in the digital age. The knowledge I gained about organizing a digital team, analytics, and content production will have a significant impact on my future professional development.
Funded by the European Union, the Innovation. Media. Minds Program: Support to Public Service Journalism in the Western Balkans, is managed by the Goethe-Institut on behalf of the European Commission and in collaboration with its implementing partner DW Akademie. The contents of this story are the sole responsibility of the author and do not necessarily reflect the views of the European Union.