As large media companies absorb smaller outlets, and news deserts are created at the local level, people lose a valuable source of regional information. With these gutting cuts to regional media staff, fewer and fewer reporters are able to cover crucial local beats such as town meetings, community events, school district decision-making, and local elections. Recently, Grafton Common reported that long-time editor Maureen Sullivan, the only remaining member of The Grafton News, was cut in recent layoffs by Gannett, one of the largest media companies in the U.S. Similarly, in a letter from the editor, Baystate Parent Magazine announced that the September issue will be their last publication after more than 25 years of offering parenting advice, sharing tips, and telling family stories. These local losses are just a taste of what is happening across the country.
Losing our neighborhood media sources is a hit to the public relations industry as well. Previously, we could depend upon local publications for coverage of events, new hires, branch openings, and community thought leadership. Without local news outlets, we are finding additional ways to obtain well-deserved coverage for our clients. Here are a few ways to keep the stories flowing:
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Join the national conversation
By tying local news to what is happening in the broader national news cycle, you can show how your story is newsworthy. Follow a variety of media outlets to see what is trendy, timely, and top-of-mind for reporters and the media. Linking your local stories to the national news cycle may require some out of the box thinking. Careful and big-picture positioning will help.
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Regularly update your media lists
As the media landscape continues to evolve, you should keep note of where reporters move to, if they become freelancers, as well as actively look to find new outlets covering the type of stories you would like to tell. Though many local outlets are disappearing, new publications and indy outlets continually pop up. By keeping track of reporters as they take on new beats at different publications, you will discover new outlets, maintain working relationships with reporters you know, and ensure that your clients’ news gets covered.
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Continue sending pitches to local reporters
As smaller outlets lose staff, receiving pitches, press releases, and event alerts will become more important as they will have fewer resources to maintain their regular cadence of content. Write releases that can easily be repurposed as news articles so understaffed media outlets can run your news without taking up their staff’s time.
Finally, as public relations professionals, we are habitual media consumers. PR professionals should remember our power as consumers as well and continue reading, sharing, and engaging with stories by local reporters both in print and on social media. Just as many of us strive to offer patronage to our favorite neighborhood shops and restaurants, we should also show our support of our hometown newspapers and media outlets with our viewership.
