When Hurricane Helene ravaged North Carolina, national news sensationalized the devastation. The footage flooded airwaves for a couple of weeks, and quickly died off. The local reporters told the whole story—like the dozens of Amish volunteers, quietly arriving each week by van and bus, rebuilding homes by hand in towns like Bat Cave and Chimney Rock. While federal aid stumbled, these volunteers showed up with hammers, drywall, and heart. Local outlets followed the story, sharing emotional interviews, tracking community progress, and reminding people that even after a disaster, connection and hope remain.
This is what local journalism does best. It shows up. It tells stories that are close to home, stories that national media can’t connect with. In an increasingly globalized media landscape, focusing on the people and places around us can have a vast and lasting impact, making our world smaller. Local news isn’t just reporting stories—it’s a community hub, a watchdog, a forum—it’s about relationships. The importance of local news lies in its unique ability to directly influence people.
If you’re a part of a local newsroom, you know that the weight of this task can feel daunting. The budget is tight, there is never enough time, and with so many loud media voices, it can seem impossible to make a breakthrough. When you add in a massive distrust of media sources, an apathetic audience, and a tough-to-measure ROI, the job feels impossible.
However, take heart. Local journalism matters, and we are here to help.
Why is local news important for the community?
The importance of local news all comes down to connection. One of the biggest obstacles that news outlets need to overcome is a trust deficit—the internet has made it very easy to misrepresent facts or distribute false information, creating a jaded consumer. However, local reporters are part of the community. You know your local anchors, because they are likely a part of your community and coach your kid’s team or shop at your Target. It is much easier to build a connection, which creates trust and makes your content valuable.
From Pew Research:
“At a time when many local news outlets are struggling and Americans’ trust in the news media has waned, the vast majority of U.S. adults (85%) say local news outlets are at least somewhat important to the well-being of their local community. This includes 44% who say local journalism is extremely or very important to their community.”
The truth is, news content is worthless without trust, and local news has the unique benefit of being able to connect with their audience in a very real way to eliminate that trust deficit. Local journalism can reach people where they live and work, and has the power to shape a community.
“Local news teams understand the importance of the ‘social’ in ‘social media’. They’re part of their community, and we understand how vital that engagement with their audiences really is.” Kate Burke, Customer Social Media Strategist at True Anthem
What kind of information does local news provide that national outlets don’t?
The scope of local news coverage goes much deeper than some think. Yes, it’s about covering local stories, but there is so much more to it than writing about a local event. Providing interviews and coverage of local candidates during elections, compiling information on polling places/changes, and making information accessible to those who need it is an invaluable resource.
Some content types that are unique to local news outlets:
- Local event calendars/information
- School closings/updates
- Local traffic/weather updates
- Local election coverage
- How your community is impacted by national events
Creating content that people need will make you an invaluable resource to your community. We all need to be aware of the things happening in our neighborhoods! Even if it’s information that is available on government websites or in school systems, making that content accessible and helping distribute the information is a very important part of the puzzle.
How do local news sources help during emergencies?
Local news sources are invaluable resources during times of crisis. There is a lot of noise and advice floating around on social media, and a trusted source can make all the difference. When disaster strikes, having the infrastructure to create and distribute news content quickly can, quite literally, save lives and heal your community.
Enhancing preparedness
When you know a storm is coming, you can educate the public on how to be ready for anything that may come.
- Safety precautions are an important part of preparedness. Providing supply stock-up lists, helping create emergency plans, and communicating basic safety guidelines should be part of the content process.
- Create reusable content about storm preparedness and other frequent events in your area, such as extreme heat/cold, hurricanes, tornadoes, earthquakes, mud/rock slides, wildfires, and more.
Dissemination of important information
Being a trusted source that people can rely on for real-time updates should be the goal.
- Make information accessible on multiple platforms (TV, radio, social media, websites, texts, etc)
- Provide timely updates on the situation, highlighting things like evacuation orders, road closures, shelter locations, and other important safety notices.
Working with officials to coordinate the response
They need help! Local news has essential functions during these times.
- Amplify the instructions of community officials and other important messaging
- Highlight the needs of people in the area. Food, clothing, shelter, and other essentials can be hard to come by, and shining a light on relief efforts goes a long way.
Recovery efforts
This part is just as important as the rest. Depending on the severity of the event, this could be a long process.
- Track recovery efforts. Show people the progress made, help people find resources that may be scarce, and highlight urgent needs.
- To quote Mr. Rogers, look for the helpers. Bringing attention to the good work being done around you can give hope to people who need it. There are always people doing good in the wake of disaster, and giving a platform to those who are making a difference can be a beacon.
- Hold officials accountable. This applies to government agencies, non-profit leaders, and others who are prominent. Local journalists can provide much-needed transparency to ensure the relief goes to those who need it.
How does local news build social connection?
Simply put, social connection is often lost amidst the clutter of social media and the detachment that comes with a keyboard. The onus falls on the publisher to establish trust, credibility, and community among their readers. It’s a big task, and one that can feel overwhelming. However, long gone are the days of throwing content on Facebook and expecting people would read it. There are a lot of steps involved, and they all start with knowing your audience and understanding how to speak to them.
Learn your audience
A true connection begins before writing even happens. To reach your audience effectively, you need to know what they care about and tailor your content accordingly. Begin by identifying your audience and dedicating time to creating audience personas. What do they like? Where do they shop? What makes them angry? What motivates them?
Once you know who you’re talking to, you’re in business. Your content should serve your audience and their needs. Choose your stories well, and you’ll get more out of everything you create.
Choose your distribution channels
From there, you need to know your distribution channels. Where is your audience spending their time online? You should consider all of your options—not because you need to be everywhere, but because it’s important to focus your time and energy where you’re going to get the most benefit.
Possible platforms to consider:
- X
- TikTok
- Nextdoor
- YouTube
- Podcasts
- Website
How do you implement the plan?
When you develop your strategy, there are a lot of things to consider:
1. You’re going to need to be realistic about your resources. What do you have time to create content for? What could be repurposed? Are you using True Anthem to free up time to explore more content possibilities?
2. How can you efficiently repurpose your existing content? Is your video being used across your platforms? Are you breaking down long form content and sharing snippets, creating graphics, and using your content in as many ways as possible? You should be.
3. Choose your priorities, and then share to other platforms as resources allow. Try to streamline your crossposting as much as possible—we can help with that, too.
Take the time to measure your success on each platform and understand where your audience hangs out, and start where you can get the most bang for your buck.
Identify your KPIs
KPIs can be a tricky thing to identify, even if you think you know what you want to achieve with your content and social platforms. What you want to get out of your content will depend entirely on your goals as an organization.
Forget everything you’ve been told about algorithms and reach and views. Forget the posting rules. What are you trying to accomplish? Are you trying to reach as many people as possible with pertinent information? Trying to drive traffic to another website? Building the profile of a local reporter? Maybe you’re trying to connect with your readers and build a community.
Whatever your goal is, be sure to identify it and tailor your content to that purpose. Don’t chase reach. Chase your purpose.
“We had a publisher who told us they felt like they were just ‘feeding the algorithm’—posting constantly without knowing if it mattered. When we demonstrated how True Anthem could surface high-impact content and automate tedious tasks, it clicked. They realized they could be more strategic without burning out.” Mike Maher, VP of Sales at True Anthem
Building community is quite possibly the most important KPI of all. Building engagement, consistently posting content that touches your audience, and being accessible are cornerstones of a real connection.
How can True Anthem help?
If this all sounds like a lot, well, it can be. But it doesn’t have to be. True Anthem’s technology can help you analyze your audience, lighten your load, and optimize your distribution to reach the right people at the right time. Reach out today for a free demo and see what True Anthem can do for your team.
