The power of local press
Local journalism has long been a cornerstone of the UK’s media landscape. Beyond simply reporting the news, local press is essential for driving economies, holding local government accountable and providing a platform for voices to be heard. Once the beating heart of every community, these smaller publications are now often overlooked in favour of the glitz and glamour of national headlines.
However, local news is far from dead. In fact, it’s having a bit of a renaissance, and it’s high time we gave it the attention it deserves in our PR strategies.
How print media has changed
The way we consume news has changed quite a bit in recent years. For many, digital platforms have become the go-to for headline scrolling and breaking news alerts, while print media is increasingly enjoyed on a more leisurely basis – with many publications, like The London Standard and City AM, reducing their print run and opting for more in-depth ‘magazine-style’ articles.
While digital news consumption soars, this shift has left many small, local publications struggling to stay afloat. Many have been absorbed by big companies like Reach PLC, while many beloved local titles have been forced to shut shop.
However, the appetite for high-quality, hyper-local news is still very much alive. Recent research has revealed that 65% of UK adults follow their local news. That’s a lot of people who care deeply about what’s happening in their neighbourhoods.
Why local news is making a comeback
In an age where 45% of UK adults believe they encounter fake news daily, it’s no surprise that more and more people are turning towards their local journalists to report the truth. Local news outlets are often seen as more trustworthy than their national counterparts, written by real people in the area about real issues that matter to their communities. They’re not driven by ad revenue; they’re led by a genuine desire to inform and uplift their nearby towns and villages.
The innovators keeping local news alive
In recent months, we’ve seen stories emerging of a few trailblazing groups who are working to reinvent local news for the modern age.
The Mill in Manchester have introduced a subscription model for in-depth local journalism, proving that people are willing to pay for quality content. The Bristol Cable is a co-operative where locals set the agenda and decide what gets covered, while The Ferret in Glasgow has created the UK’s first community newsroom, inviting residents to participate in editorial meetings.
These initiatives show that local news isn’t just surviving; it’s thriving in new and exciting ways.
Why local press should be a PR priority
So, what does this mean for PR professionals, and our clients PR strategies? We need to stop treating local press as an afterthought. Instead, we should be crafting campaigns, press releases, and activations specifically tailored to these outlets. Local journalists are hungry for stories that resonate with their readers - stories about the people, places, and projects that make their communities unique.
By prioritising local press in our PR campaigns, we’re not just amplifying our clients messaging, we’re also building trust, fostering local connections and supporting an essential pillar of the community.
By Harriet Stevens