How editors evaluate who enters the media ecosystem—and why audience interaction comes first
In today’s digital media landscape, expertise alone is no longer the defining factor for publication. At Presence News, editorial decisions are guided by a deeper question: How will the audience engage with the person behind the story?
For Kasdyn Click, founder of Presence News, the answer begins not with credentials—but with real-world presence.
“The number one thing I look for—more than expertise—is community engagement around a person’s brand,” Click explains.
“When they step out into the world, how do they interact with their environment, and how does it respond to them? That real-world connection matters.”
Beyond Credentials: Measuring Real-World Presence
While many publications prioritize accolades, titles, or technical authority, Presence News takes a more observational approach. Editors look at how individuals exist within their communities—both online and offline.
This includes:
- How a person interacts in public settings
- Whether their presence invites conversation or connection
- How others naturally respond to them in shared environments
The goal is not just to highlight expertise, but to understand whether a subject can hold attention in an organic, human way.
The Unpredictability of Audience Scale
A key factor shaping editorial judgment is the unpredictable nature of modern distribution. Stories that appear ordinary on the surface can reach massive audiences with little warning.
Click points to a recent example:
“We published an article about a local bridge traffic slowdown—it was a simple story, but it reached over 1.1 million views on Facebook and drove more than 1,500 long-form reads on our website.”
Moments like this reinforce a critical editorial reality: any story has the potential to scale rapidly.
Publishing with Responsibility
Because of this unpredictability, Presence News evaluates not just the story—but the potential impact on the person being featured.
“If we publish a feature and it reaches a million people, how will that audience interact with the subject?” Click says.
“And how might that shape their personal and professional trajectory? That level of impact is something we take seriously before publishing.”
This perspective introduces a layer of responsibility often overlooked in fast-paced digital publishing. Visibility is no longer just an opportunity—it can be a defining moment in someone’s career or public identity.
A Different Editorial Standard
At its core, Presence News operates on a principle that separates it from traditional outlets:
Audience interaction potential outweighs credentials alone.
Editors are constantly asking:
- Will this person resonate at scale?
- Does their presence translate beyond a niche audience?
- Are they prepared for visibility if the story gains traction?
The Future of Editorial Decision-Making
As algorithms, social platforms, and reader behaviors continue to evolve, so too must editorial standards. Presence News reflects a shift toward impact-aware publishing—where the relationship between talent and audience is just as important as the story itself.
In an environment where a single article can reach hundreds of thousands—or even millions—the question is no longer just “Is this story worth telling?”
It’s:
“What happens next if it spreads?”
Article Overview
Presence News founder Kasdyn Click explains why community engagement and audience interaction are the most important factors in editorial decisions—often outweighing expertise in today’s media landscape.