How do you talk about journalism when you can’t use the word itself?
That’s one of the surprising challenges raised by Words That Work: A Toolkit for Newsrooms, a new research-based resource commissioned by Press Forward and conducted by the Beekeeper Group. The project set out to understand what kinds of messages inspire trust and support for local news. Through a national poll of more than 3,000 adults, along with focus groups and message testing, the research offers a clear picture of what Americans think of local news — and what makes them tune out.
The findings are rich, and sometimes paradoxical. People overwhelmingly value the role journalism serves, yet often distrust the word itself. Similarly, “democracy” scores well as a concept, but the term can trigger political fatigue or defensiveness.
What the research found
Across demographics, participants associated “journalism” with bias, opinion, or national politics — even among people who support their local newsrooms. The same went for “media,” which many equated with entertainment. Phrases like “local news and information” consistently tested higher for trust and connection.
The takeaway, Press Forward emphasizes, isn’t that people dislike journalists — it’s that they react differently to what they think “journalism” means. As the report puts it: “The gap isn’t about the work itself. It’s about the label. People respect the service but are wary of the terminology.”
A similar pattern emerged around “democracy.” While 93% of Americans believe reliable local news is essential to democracy, many respond negatively when the word itself appears in messaging. In focus groups, people said “democracy” can sound overly political or abstract.
As with “journalism,” the guidance isn’t to avoid the concept but to be strategic about word choice. “Let audiences make the democracy connection themselves,” the toolkit advises. Instead of “Local news protects democracy,” the researchers suggest, “Local news keeps you informed about decisions affecting your taxes, schools, and safety.”
Pushback against the report
Not everyone agrees with this approach. In an October 11 op-ed for The Seattle Times, Free Press editor Brier Dudley argued that avoiding words like “democracy” and “journalism” risks diluting the mission. “It’s a mistake, especially now,” he wrote, “to use squishier language and soft-pedal the importance of local news.”
Dudley, who was reached for comment but did not respond, acknowledged Press Forward’s role in advancing the conversation about how best to support local news. “But for this project, and at this time in history,” he wrote, “I suggest being specific and not muddling the message based on fleeting market research.”
The argument for adaptation
Courtney Bengtson, who leads Press Forward Wichita and served on the steering committee for the Words That Work project, sees it differently.
In Wichita focus groups, she watched as words like “journalism,” “media,” and even “democracy” drew strong negative reactions from participants. As surprising — and maybe even discouraging — as this might seem, she encourages journalists and funders to not lose hope.
“As people who care about journalism, we have to humanize the work that we do,” she said. “If communities are saying this is not how I want this to be framed or shared, then we have to adapt.”
That adaptation doesn’t mean abandoning principles, she said, echoing the report. It means leading with clarity and empathy — describing journalism through its impact, not its designation.
Putting adaptation to practice
Ultimately, the Words That Work toolkit provides guidance, not a set script. What resonates will vary from place to place. The language that lands in Dudley’s Seattle may be different from what connects in Bengtson’s Wichita.
As Marika Lynch, communications lead for Press Forward wrote in a blog post, the findings are meant to be tested and refined through real-world use — in membership campaigns, grant proposals, and community conversations. “Let us know what resonates,” she wrote. “Your feedback helps us continue to refine and strengthen these tools for the field.”
The toolkit offers several ways for newsrooms to apply these lessons without compromising integrity:
- Lead with purpose, not profession. Instead of “As journalists, we…”, try “As your local newsroom, we…” or “Our job is to provide fact-based information you can use every day.”
- Frame stories around impact. Highlight how reporting helps people make decisions about schools, safety, or local government. Keep the focus on usefulness and connection.
- Anchor trust in transparency. When you do use “journalist,” connect it to accountability and local presence: “Our journalists live here too — their credibility depends on accuracy and fairness.”
- Let values speak louder than labels. Audiences may not respond to the word “democracy,” but they do respond to fairness, access, and shared responsibility.
The words we use matter. The challenge — and opportunity — for local newsrooms is to choose the ones that invite people in.
You can learn more about Words That Work and download the toolkit here.
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Katie Hawkins-Gaar is a freelance writer and journalism consultant. She previously worked at CNN and the Poynter Institute and now collaborates with a variety of journalism support organizations, including Press Forward, the News Revenue Hub, the Lenfest Institute, and Report for America. She lives in Atlanta with her family.