Although I'm not working for a newsroom right now because I'm a freelance photojournalist, I think the first steps is education and training about what SJ is and, in this way, courses like this one are so valuable! I liked the course so much!
Education about what is SJ is so necessary to understand that SJ is not PR, but an important way to give voice, solutions or guide to communities, for example.
Another way is convincing to owners and editors that SJ can generate revenues for the media, that SJ is not a waste of time and resources.
In my particular case, one thing I have to do is convince to editors that my SJ story is worth and that it is worth to pay for a freelance journalist (that, besides, can make professional photos and video). I love the idea of making good stories accompanied by my photos and videos.