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How We Got Here

In-depth interviews with a mix of funders, newsrooms, and others�
National public opinion survey including oversampling�
Focus groups (3 identity-based and 6 location-based) �
Message alignment focus groups with Press Forward stakeholders�
Randomized control testing of core messages

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What We’ve Created

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Reframing the Local News Crisis

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From Crisis to Community Benefit

Not This: "Save struggling journalism“��This: "Support trusted local news that strengthens our community"

�

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Key Research Findings

More than eight in ten say they feel they can easily find and access trustworthy local news.�
They cite local TV stations, social media, and community newspapers (physical, online, newsletter, or app) as their top sources of local news.�
Nearly all (96%) believe that local news and information builds a stronger community.

70% prefer the term “local” to “community”, and “local news and information” is preferred to just “local news.”

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News Deserts (Y/N)?

Social media provides a constant stream of content.�
Communities are not recognizing the absence because they’re not information-starved.

It’s about quality and trust, not quantity.

Negative framing is not motivating people to action.

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What to Say Instead

Ensuring everyone has access to trustworthy, reliable community news�
Connecting communities through shared stories and local perspectives

Local news as an accountability tool

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Research-Based Language Shifts

Lead with the strengths and opportunity – not news deserts.�
"Local news and information" not "journalism" �
“Community” works great – try “community connection” or “of the community”�
Try not to frame as healthy/unhealthy.�
News as a community connector and accountability tool. �
Emphasis on practical outcomes — safety, accountability, participation

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Frames that Work

WIIFM: What’s In It For Me

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Top Frames

Personal Relevance: Local news helps you make choices every single day.
Relational Trust Frame: You know the people behind your news.
Solutions-Oriented Frame: Shining a light on what’s working.
Accountability Frame: Someone needs to keep an eye on local institutions.
Crisis Response Frame: When there’s a crisis, local news is the lifeline.
Source Credibility Frame: Stronger news means a stronger community.
Objectivity Frame: Respects your ability to make up your own mind.

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Frames that DON’T Work

Local news covers topics that I care about but don’t have time to follow�
Local news gets me something unique that I can’t find anywhere else�
Local news is good because I see familiar names, faces, or stories�
Local news should affirm my political POV

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Audience Quick Guide

Audience	What They Care About	Best Frame to Use
General Public	Daily Usefulness	Personal relevance
Rural Communities	Local voices they know	Relational trust
Conservatives	Preserving tradition, safety	Solutions-oriented
Progressives	Accountability, action	Democracy-based
Under 30	Shareable, visual content	Personal relevance
Spanish Speakers	Family/community impact	Personal relevance
African Americans	Government accountability	Solutions-oriented

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Example Democracy Reframe:

Instead of: "Local news protects democracy"

�Try: "Local news keeps you informed about decisions affecting your taxes, schools, and safety"

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Why Not Journalism?

The gap isn’t about the work, it’s about the label. People value what journalists do, but the word has become politicized.

Journalism was associated with bias, opinion, or national politics even when respondents supported local news.

“Local news and information” and “local news” both tested better.

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Journalism Reframe

Use “journalist” sparingly. If you do use it, anchor it in trust and accountability: “Our journalists live here too — their credibility depends on accuracy and fairness.”�
When in doubt, pivot to phrases that tested well: local news, local information, community reporting, independent, fact-based, trustworthy, accountability.

For journalists, we’re advising that they lead with their function, not their title. Instead of “As journalists, we…,” try “Our job is to provide fact-based information you can use every day.”��

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Talking About Your Impact

Lead with impact and usefulness – connect in to how your stories help people make decisions, stay safe, or stay connected.�
Frame your work around community benefit by saying things like “Our reporting helped community members understand…”

When you can – show, don’t tell – what has changed or improved because of your work?

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Talking About Local News

Local news connects people and strengthens communities.�
Local news focuses on things that matter to you.

Local news is a public good

Support sustains service.

Local news keeps power accountable.�

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The Subscription Opportunity

Our research found that 70% of Americans say they are willing to pay for local news that they trust.

People subscribe when they:

Trust the source (top motivator)
See personal relevance to their daily life
Want to support their community
Value independent and fact-based reporting�

Words that built trust: fact-based, independent, fair, trustworthy

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Making the Case for Support

Don’t lead with collapse. But you can use the crisis as context.
�Balance urgency with agency. Give people an action to take.

Tailor your message for your unique audience.

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PITFALL 1: Leading with Deficits�

❌ "Local news is disappearing" ��✅ “Local news strengthens communities.”

PITFALL 2: Using Jargon�

❌ "We're addressing news deserts through hyperlocal solutions" �

✅ "We're helping communities access the local information they need"

Common Pitfalls & How to Avoid Them

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PITFALL 3: Abstract Benefits* �

❌ “Supporting democracy and civic engagement" ��✅ “Local news helps you know what's happening at school board meetings and city council.”

PITFALL 4: Doom & Gloom�

❌ "Without action, journalism will die”�

✅ "With investment, communities can have thriving local news sources"