Newspapers are the lifeblood of their communities – giving people their daily dose of local news and holding those in power to account.
It has been a difficult time for them recently, working out how to forge a new place for themselves in the age of the internet as pressures mount from competitors, including the BBC.
Editors from across the country have recently published an open letter criticising the state broadcaster for its encroachment on their news patches, feeling the organisation is overstepping its remit.
Here, Adam Howlett, Media Relations Lead at Prominent PR, looks into the state of play with local newspapers and how the BBC should be mindful of how its actions affects the balance of the local media landscape.
It is well known the media moves at a fast pace – as a former reporter myself I know how quickly the news cycle changes.
However, it’s not only the news that moves fast, the industry itself has changed a lot since I left the business.
Newspapers are under pressure to make up reducing print sales with their online offering, with some trying new ways to generate income like subscription services.
The BBC has seen changes too, having slashed its local radio offering while bolstering its local online news coverage.
It has also faced criticism for its television coverage. With BBC Look East’s news patch now reaching as far as Milton Keynes and Kettering, some say it is overstretching.
This has got the newspapers’ backs up, as they must fight for every newspaper sold or click on their website without the cushion of public funding.
My view of local newspapers is that sometimes they have to cover stories that don’t make them much money.
I have attended countless county, district and town council meetings reporting on issues that affect the local area – such as new housing developments or the announcement of local plans.
These stories will often not get as many clicks as a story about a cat stuck up a tree, but they mean a lot to the communities they impact. They show their local newspaper cares about the issues they face and will stand with them.
I fear the BBC’s move into more online local coverage will force newspapers to chase clicks, rather than serving their communities.
Not only that, I think the BBC is going in the wrong direction. Its local radio offering used to be top-notch, giving people a taste of life in the county and the characters that call it home.
They do their best with the funding they have, but I feel local radio should be among the top priorities for the BBC.
My view is that the BBC and local newspapers should play to their strengths, stay local and not lose what makes them great by chasing clicks.
I’d like to see different forms of local media benefit each other, rather than battle.
I see PR as an important part of the media landscape – providing great stories and content to complement local media and to support them as they develop in the modern world.
If we can provide them with fascinating, well-written tales from their local area, with plenty of superb pictures, it gives them time to concentrate on the things they do best – keeping you informed and holding power to account.
Understanding the changing media landscape is crucial to successful PR.
Knowing who the audience is, what issues affect them and how it will impact their communities is key to developing press releases that give local media interesting stories to share.
If your business is looking to reach people where you live, Prominent PR has the knowledge and skills to make that happen.
Give us a call on 01473 276126, or drop us a line to find out how.
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