Local Media Association, in partnership with Press Forward, recently hosted a special webinar titled Words That Work: Making the Case for Local News for The Lab Link, the alumni community of LMA’s Lab for Journalism Funding. The session focused on new research identifying the most effective ways to talk about local news when fundraising, including Press Forward’s new Words That Work toolkit for newsrooms.

The research, conducted by strategic communications firm Beekeeper Group, analyzed national survey data, focus groups and message testing to uncover what language motivates audiences to value and support local news. Below are the key takeaways and highlights from the discussion, presented by Press Forward communications lead Marika Lynch and Beekeeper Group managing partner Alex Dickinson.

You can watch the webinar recording here (passcode: KmaK9xf&) and see the slides from the presentation here.

1. Reframe the narrative from “crisis” to “community benefit”

One of the most powerful research findings was that messages about a “crisis in journalism” don’t inspire action. Audiences tend to tune out when they hear about “news deserts” or “saving struggling journalism.” Instead, people respond far more positively to messages that highlight how local news strengthens their community and improves daily life.

Leading with hope and strength — not loss or despair — helps audiences connect emotionally and see the tangible benefits of local reporting.

2. People believe local news matters — but they don’t see “scarcity” 

More than 8 in 10 survey respondents said they can easily find trusted local news, even in areas journalists might classify as “news deserts.” According to the toolkit, “communities are not recognizing the absence (of local news) because they’re not information-starved.”

This disconnect reflects how some people perceive the high volume of content on social media as “local news,” for example. To bridge the gap, journalists must emphasize quality, credibility, trust and accountability, not just the presence of information.

3. Words matter: “democracy” and “journalism” are important — but use with care

The research found that the term “journalism” has become politicized and divisive in some settings. People value the functions of journalism, including accuracy, fairness and verification, but do not universally react positively to the word itself. “Local news” or “local news and information” tested far better across several demographics.

Words like “democracy” and “journalism” can energize some funders and audiences, but they can alienate others. The advice in the toolkit is, whenever possible, to focus on the function of journalism — informing local communities — rather than the job title. 

Similarly, the research suggests that audiences tend to resonate with the concepts of democracy more than the word itself. The toolkit encourages newsrooms to let audiences connect the dots themselves by emphasizing participation, accountability and representation. For example, instead of “Local news protects democracy,” the toolkit suggests trying: “Local news keeps you informed about decisions affecting your taxes, schools, and safety.”

The toolkit doesn’t say you should never use these words, but the research does underscore the importance of knowing your audience. The most effective terms to use will depend on the audience you’re addressing. 

4. Top messaging that engages audiences 

Through message testing and focus groups, several framing strategies rose to the top as the most effective ways to connect with various audiences.

One shorthand way to help newsrooms remember a successful frame was the acronym WIIFM: “What’s in it for me?” Dickinson said newsrooms should focus wherever possible on the benefits individuals get from local news.

5.  Know your audience: tailor your message by audience

The toolkit breaks down how different communities and demographics respond to various frames. For example, people who lean conservative tend to respond best to solutions-oriented frames whereas those under 30 years old respond well to personal relevance messaging.

Knowing who you are trying to reach with your messaging — and adjusting your message based on your audience — is helpful when making the case for local news.

6. Fundraising insights: trust & impact drive support

About 70% of Americans say they’re willing to pay for news they trust, according to the research presented in the toolkit. Key motivators for subscribing or donating include:

  • Believing the outlet is independent and fact-based
  • Seeing a personal or community impact
  • Feeling that the outlet builds trust and relevance

Lead fundraising appeals with outcomes: what the news does for people, not what the news organization needs.

A new story for local news

Dickinson closed the webinar with a powerful reminder: “This is a new story for local news.”

Instead of framing the challenges facing journalism as a crisis, the industry can tell a forward-looking story — one centered on connection, accountability, impact and community strength — that “we can really get people to rally around,” said Dickinson. To grow support for local news, talk less about what’s disappearing — and more about what communities gain when they have trusted news and information.

About the toolkit

Based on its research, Press Forward created two Words That Work toolkits, one for newsrooms and one for funders. The guides offer tested language, message templates and audience-specific framing strategies. Both are available at https://www.pressforward.news/wordsthatwork/.

Editor’s note: Artificial intelligence was used to help the author summarize takeaways from the webinar. Any writing generated by AI for this piece was edited and fact-checked by a human.