I proudly belong to a micro-generation of people known as the Xennials, a group of individuals sandwiched neatly between Generation X and Millennials. Born somewhere between 1977 to 1983, we are defined as having had an analogue childhood and a digital adulthood, giving us a somewhat unique perspective. We truly marvel at and embrace modern technology and the potential it offers to us, whilst also wistfully looking back over our shoulders at a far less complicated time in our lives, when we didn’t constantly have a gadget glued to our hands, conversations meant actually ‘talking’, and everyone watched Top of the Pops on a Thursday night because, well, there were limited other options.
It’s for this reason that I shudder each and every time I hear reference to the local press being ‘dead’. You see, I dreamt of becoming a Journalist at my local newspaper from a very young age. I blame Channel 4’s “Press Gang” (Google it), because it made the idea of being a reporter or working at a paper seem exciting, important and attainable.
Our local paper arrived daily in our home. My Dad read it, my Mum would read it, my brother would flick through the sports pages, and I would then scour each page diligently, trying to digest the news as best I could before pestering my parents about what it all meant.
I adored thumbing through the pages far more than I’ve ever enjoyed swiping on a screen. And the best thing about it was that all the news about my town, where I lived and could relate to. I felt seen, and relevant.
I used to set up a newsroom with my teddy bears, and crank out pages of homemade, handwritten news stories from my desk, complete with artist impressions and catchy headlines. Our local newspaper inspired me, bedazzled me, and gave me ambition. And now you want to tell me it’s dead?! No. I won’t hear of it. And I’ll tell you why;
Progression, not regression
Just because we consume the news differently these days, does not mean that the stories themselves are any less relevant.
I can argue until I’m blue in the face about how physical newspapers, magazines and books trump online, but I know full well such protestations would fall on deaf ears given the range of technology we now have at our fingertips.
But just because of the decline of the print-centric newspaper model, it doesn’t mean that local and regional stories are yesterday’s news. Far from it. Localised news outlets are in fact now embracing the new era of media consumption by launching digital counterparts with readers being granted a choice between either format.
Moreover, we are witnessing an emergence of fresh online titles gathering recognition among modern audiences who depend on up-to-date journalism for awareness and understanding.
In the digital age, titles that have traditionally reported weekly news are shaking up their approach to inform readers with more frequent updates and real-time coverage via websites. Additionally, they’ve taken advantage of social media platforms to ensure the broad dissemination of stories across multiple channels.
Ofcom statistics released in summer 2022 showed a significant shift in news consumption habits among teens; traditional channels had been surpassed by Instagram, TikTok and YouTube. 16-24 year olds made up 50% of those using TikTok for their information needs, offering local and regional media outlets an unprecedented opportunity to reach out to a wider range of consumers than ever before – emphasising just how important these platforms can be when it comes to staying informed.
The Trust Factor
Local and regional media should remain a priority for PR professionals due to its inherent trustworthiness – as was confirmed by a survey by Newsworks/OnePoll, in which 81 per cent of Brits agreed that they trust the news and information they see in their local news media – newspapers or their websites – a rise of seven per cent on 2018.
These qualities were further demonstrated by the latest audience data from JICREG Trust Local –which showed that local media has a monthly total brand reach of 40 million (73 per cent of the GB population aged 15+).
It would seem that in times of crisis, such as the recent pandemic, it became especially important for readers to have access to accurate facts; with an abundance of online content available, recognising trustworthy sources can become difficult which is why many turn towards reliable and accountable press providers.
Local and regional press was crucial for getting the right message to the right audience, ensuring local communities felt listened to, and not simply bundled in with the national agenda. That sense of uniqueness and independence often resonates in localised areas, usually because people want to celebrate what is special about their neighbourhood. And nothing achieves that more than the regional and local press.
Opportunity
From a PR perspective, not including the types of media outlets that are ‘trusted’ the most in our strategies would be unthinkable.
Whilst the art of PR consultation has shifted beyond recognition in the last 20 years, and our ability to be agile, and to learn and move with the evolving media landscape has been tested, the fundamentals remain intact.
Whether it’s via digital, print, online or social, our role is to target our client’s audiences with the most authentic, relevant messaging possible. Those messages need to be trustworthy, accurate and relatable, or they will miss the mark entirely and we will have failed in our job.
In practice, this will most likely lead to the adoption of a hybrid strategy, combining digital PR tools like online advertisements and social media campaigns with more conventional PR tools such as press releases and radio interviews. PR professionals can now combine the two approaches for maximum impact and reach, developing focused campaigns that reach their target audience in the most direct and efficient manner.
It’s important not to write off local media just yet. With a successful PR campaign that integrates digital PR strategies with conventional media, it’s still possible to make the most of local and regional resources.
Despite the constantly expanding digital media landscape, I am confident that regional press is not only alive and well, but positively thriving, if approached with an open mindset. It all sits rather well with my Xennial self. The comforting nature of dealing with the traditional localised titles where I first cut my teeth as a junior PR executive, mixed with the endless potential posed by evolving technology. It genuinely is the best of both worlds.
