News coverage is the visibility a brand, individual or event receives through media outlets (newspapers, magazines, radio, television and digital platforms). Being featured in the news increases your audience reach and can have a profound impact on perception, credibility, and awareness.
Journalists are a crucial part of the information supply chain, uncovering stories that inform and engage communities. Their work promotes democracy by facilitating informed citizenry, and contributes to economic development by providing employment and generating revenue for local economies. Journalism also serves as a watchdog, a mirror of society and a catalyst for societal dialogue, while also holding individuals and institutions accountable.
Unfortunately, newsrooms continue to shrink. Between 2008 and 2018, local newspaper jobs decreased 25%, while jobs in radio, television and online news organizations declined 47%. As the amount of quality, locally produced news diminishes, it becomes harder for people to stay civically engaged. Studies have shown that the availability of local news increases the likelihood that voters will complete ballots in down-ballot elections, and that voter participation correlates with newspaper circulation.
When you are involved in a topic that could garner media attention, be proactive in reaching out to your local journalists to introduce yourself and let them know of your expertise. Keep in mind that many reporters have a wide range of topics they cover and are constantly filing story ideas, so don’t expect to be included in every article. If a reporter misses an opportunity to include you, call them, not to complain but to establish yourself as a potential source for future stories. Your institution’s public relations office can be a valuable resource for stimulating media attention and for writing news releases.