Local Newsrooms Must Reassess Their Role to Meet Community Needs

CHICAGO, Ill. — As local newsrooms face declining engagement, experts argue it’s time for a fundamental shift in how they serve their communities. The emphasis should not just be on investigations but also on practical, everyday information that meets audience needs.

Dustin Block, director of portfolio growth at BlueLena, emphasized that while investigative journalism is vital, the average citizen is often searching for tools that help them navigate their daily lives. “People want to make smarter decisions, engage in their communities, and ensure their families are safe,” Block explained.

This perspective is increasingly relevant in an age where platforms like Netflix excel at understanding their audiences and catering to their preferences. “Local newsrooms need to reassess what stories they report, focusing on content that resonates with community concerns,” Block added.

Many consumers are not interested in lengthy investigative pieces or who broke a story first; they are looking for actionable information. According to Block, local news should focus on how its reporting can directly impact citizens’ lives — whether that’s through understanding property taxes, local safety measures, or community events.

Block advocates for utilizing the Jobs to Be Done (JTBD) framework, which centers on identifying the real needs of the audience. “What job are people hiring your newsroom to do?” he asked, pointing out that local news should actively work to protect community interests and provide reliable information.

For instance, when reporting on government spending, news outlets might frame the story around how mismanagement affects taxpayers or what residents can do to hold local officials accountable. Block encourages reporters to pivot their narratives away from their intentions and instead focus on audience-driven priorities.

In a world filled with vast information, local news can still thrive by becoming a more integral part of its community fabric. “It’s crucial we move from ‘What do we want to say?’ to ‘What job does our audience need us to do?’” Block reiterated.

Building trust is also essential in this new approach, according to Block. He advises newsrooms to share their reporting processes transparently, acknowledge gaps in knowledge, and invite audiences into the decision-making framework. “When people feel included in the process, they begin to view the newsroom as a collaborative partner,” he noted.

As the landscape of local media evolves, the focus must shift. Local news has an essential role to play in providing not just headlines but also tools for informed decision-making that empower communities. In this new narrative, journalism becomes a collaboration aimed at enhancing the quality of life for residents.