I’m researching the state of our local news ecosystem, meeting with multiple groups to learn where they get their local news and what they might perceive as gaps in content or delivery. It’s part of a national effort to strengthen local news, considered a pillar of a strong democracy.
I was struck by the comment of someone who said, “I’m not interested in local news, I only watch the national news.”
And that may be the crux of the decline in local news. Sure, advertising revenue has shifted to social media. Phones have become a primary way of accessing news, often without charge (never mind the credibility of the content). English is not the only language consumers prefer. But unless people understand the importance of being an informed citizen, multi-channel, multi-language delivery systems aren’t going to be the answer.
Whether it’s news or the service you provide, before you exert all your effort to push it out to people, consider how you can connect it to something they value. Educator Parker Palmer said, “Education occurs at the intersection of the big picture and little story.” Ensure that you are explicitly making your message relevant so that it is heard.
