Getting the Most Out of Local News
Hey small business owners, listen up! The way local news works is changing, and if you know what’s up, you can use it to your advantage. Let’s break it down so you can get the most out of local news coverage.
Local TV Revenue Trends
Local TV is still a big deal for many communities. In 2022, local TV stations made more money than in 2021, thanks to a boost in ad revenue during the election year. They raked in $20.5 billion from over-the-air ads, a 27% jump from the previous year.
| Year | Local TV Revenue (in billions) | Change from Previous Year |
|---|---|---|
| 2021 | 16.1 | – |
| 2022 | 20.5 | +27% |
This pattern shows that timing is everything. If you’re planning a press release or local ad campaign, try to sync it with these trends to get the most bang for your buck.
Digital Advertising Growth
Local TV stations aren’t just sticking to the old ways; they’re diving into digital ads too. Between 2021 and 2022, digital ad revenue for local TV stations shot up by 23%, hitting $2 billion. Now, digital ads make up 9% of their total ad revenue.
| Year | Digital Ad Revenue (in billions) | Percentage of Total Ad Revenue |
|---|---|---|
| 2021 | 1.63 | 7% |
| 2022 | 2.00 | 9% |
With more people turning to online platforms for news, it’s smart to mix traditional media with online channels. Folks are hungry for local news that’s reliable, and your business can be part of that (The American Journalism Project).
By keeping an eye on these trends, you can better navigate the local news scene and boost your outreach. For more tips on making the most of press releases, check out the benefits of local press releases and how to increase local press release visibility.
News Values for Local Press Releases
When small business owners want their news to hit local headlines, it’s crucial to know what makes a story tick. Let’s break down the essentials: impact and relevance, timeliness, and proximity.
Impact and Relevance
Impact is all about how your story touches people’s lives. It’s the “why should I care?” factor. Local press releases that show real benefits or changes for the community are more likely to get noticed. Think about it: a new business creating jobs or a project sprucing up a park will grab attention. If you understand local press release impact, you can craft messages that highlight these perks.
| Impact Factor | Example |
|---|---|
| Job Creation | New restaurant opening 20 jobs |
| Community Improvement | Local park renovation project |
| Health and Safety | New health services available |
Timeliness and Newsworthiness
Timeliness is about why your story matters right now. People want the latest scoop, so press releases that focus on fresh developments or timely events are more appealing. Work with your Marketing and Communications team to spotlight the newest angles of your story, making it irresistible to media outlets (UNO News Center).
| Timeliness Factor | Example |
|---|---|
| Seasonal Events | Holiday sales or festivals |
| Recent Achievements | Awards or recognitions received |
| Current Trends | Aligning with local or national trends |
Proximity to Audience
Proximity is about how close your story hits to home. Local news loves covering events or announcements that matter to their readers. Stories that connect with the community, like charity events or school programs, are more likely to get coverage. Knowing the importance of proximity helps you craft press releases that resonate (UNO News Center).
| Proximity Factor | Example |
|---|---|
| Local Events | Town hall meetings or community fairs |
| Local Partnerships | Collaboration with nearby schools or organizations |
| Community Issues | Addressing local challenges or needs |
By focusing on these news values, small business owners can boost their chances of scoring local media coverage opportunities. Highlighting impact, ensuring timeliness, and emphasizing proximity will make your press releases more compelling to local news outlets. For more tips on making your press releases pop, check out the benefits of local press releases and strategies for increasing local press release visibility.
What Makes Local News Tick?
So, you’re a small business owner looking to get some local news love? Let’s break down what makes a story newsworthy and how you can get your business in the spotlight.
Drama Sells
Conflict is like catnip for news outlets. Stories with a bit of drama—think legal battles, neighborhood disputes, or business rivalries—tend to grab attention. It’s the stuff that makes people sit up and take notice. Imagine your local bakery is in a legal tussle over a trademark, or there’s a heated debate about a new development in your area. These stories have a high chance of making it to the news.
| Type of Conflict | Example | Media Interest |
|---|---|---|
| Legal Battles | Lawsuit against a local bakery | High |
| Community Fights | Zoning law arguments | Medium to High |
| Business Rivalries | Competing coffee shops | Medium |
Tug at the Heartstrings
Human interest stories are gold. They focus on real people and their experiences, making them relatable and engaging. Think about the shop owner who donates part of their profits to local charities or a business that helps underrepresented groups. These stories are not just news; they’re feel-good moments that people love to read about.
| Human Interest Angle | Example | Appeal Level |
|---|---|---|
| Community Support | Business sponsoring local events | High |
| Personal Journeys | Owner’s story of overcoming adversity | High |
| Acts of Kindness | Donations to local causes | High |
Stand Out from the Crowd
Uniqueness is your friend. If your story is unusual or different, it’s more likely to get picked up. Maybe you’re hosting a quirky event or launching a groundbreaking product. These unique angles can make your story pop in a sea of sameness.
| Novelty Factor | Example | Coverage Likelihood |
|---|---|---|
| Unique Events | Themed pop-up shop | High |
| Innovative Products | Eco-friendly packaging | Medium to High |
| Odd Situations | Unusual marketing stunts | Medium |
Putting It All Together
By focusing on conflict, human interest, and novelty, you can craft press releases that catch the eye of local journalists. This strategy can boost your chances of getting media coverage and make your business a local star. Want more tips on getting your business noticed? Check out our article on local media coverage strategies.
Representation in Local News
Black Americans and News Consumption
Black Americans have a unique relationship with local news media, especially regarding how and where they consume news. According to Pew Research Center, about 76% of Black adults report that they at least sometimes get their news from television, which is higher than the percentages seen in other racial and ethnic groups. In comparison, 62% of White and Hispanic adults and 52% of Asian adults rely on TV for news.
However, many Black Americans express concerns about the portrayal of their community in news stories. A significant 63% feel that the news coverage they encounter regarding Black individuals tends to be more negative compared to coverage of other racial and ethnic groups. This perception underscores the need for a more balanced and fair representation of Black voices in local news.
| Demographic Group | Percentage Getting News on TV |
|---|---|
| Black Adults | 76% |
| White Adults | 62% |
| Hispanic Adults | 62% |
| Asian Adults | 52% |
Underrepresentation in Newsrooms
Despite the high viewership rates among Black Americans, their representation within newsrooms remains disproportionately low. As of the latest statistics, only 6% of reporting journalists in the U.S. identify as Black, which is significantly lower than the Black share of the overall workforce (11%) and the adult population (12%) (Pew Research Center).
In local TV newsrooms, the scenario shows some improvement, with 13% of employees identifying as African American. However, it’s notable that only 6% of news directors are Black. This lack of representation at higher levels in newsroom leadership can influence the diversity of coverage and the issues that are prioritized in local reporting.
People increasingly demand representation in news, emphasizing that their needs and perspectives should be reflected in news stories, particularly regarding local business and economic development. For small business owners, this means that effectively utilizing local press release impact can help amplify their stories in a way that connects with the community. Engaging with local media coverage strategies can also promote better representation and coverage of diverse businesses and communities, leading to more inclusive local news coverage opportunities.
What Your Community Wants from Local News
When it comes to local news, folks in your community have some pretty clear expectations. If you’re a small business owner, knowing these can help you make the most of local news coverage.
Trustworthy News Sources
People crave reliable news. They want a go-to spot for accurate info about what’s happening around them. This isn’t just a local thing; it’s a nationwide trend. News outlets that stick to the facts and avoid sensationalism are highly valued. Residents appreciate it when news organizations prioritize accuracy, letting them form their own opinions based on solid facts (The American Journalism Project).
| What They Want | Why It Matters |
|---|---|
| Trustworthy Sources | People want news from reliable outlets. |
| Fact-Checking | Rigorous fact-checking helps fight misinformation. |
Balanced Stories and Solutions
Communities want the whole picture. They don’t just want to hear about problems; they want to know about solutions too. Balanced coverage that includes helpful info and follow-ups on important stories is a big deal. This kind of reporting boosts public safety and makes sure neighborhoods are accurately represented (The American Journalism Project).
| What They Want | Why It Matters |
|---|---|
| Solutions-Focused | Highlighting ways to tackle community issues. |
| Follow-Up Reporting | Keeping the community updated on developments. |
Representation and Connection
People want to see themselves in the news and in the newsrooms. This is key for covering local businesses, economic growth, and diverse communities. They want their needs and views reflected in news stories. Plus, they want local newsrooms to be a hub for understanding and community engagement (The American Journalism Project).
| What They Want | Why It Matters |
|---|---|
| Diverse Perspectives | Ensures all community voices are heard. |
| Community Engagement | Fosters a sense of connection and unity. |
By aligning your press releases with what the community wants, you can boost your visibility and effectiveness in local news. For more tips on engaging with local media, check out our article on local media coverage strategies.
