Words that Work:
Making the Case for Local News
At a time when Americans are flooded with information yet hungry for trust, the words we choose matter more than ever. Press Forward’s new toolkits — one for funders and one for local newsrooms — offer practical, research-backed guidance on how to make the case for local news in ways that resonate with today’s audiences.
Built from national survey data, focus groups, stakeholder interviews, and extensive message testing by the strategic communications firm Beekeeper Group, these resources reveal what language builds connection, which phrases raise skepticism, and how to frame the local news as essential to community life.
The findings are clear: Americans don’t face a shortage of local information — they face a quality and sustainability problem. While neighbors, platforms, and community groups all share updates, only local newsrooms provide verified reporting and accountability journalism.
By focusing on that distinction — and the tangible benefits local news provides — these toolkits help shift the narrative from “saving journalism” to sustaining trusted local news that strengthens communities.
For newsrooms: The toolkit is designed to help you strengthen philanthropic support, drive subscriptions, and communicate your community role with clarity — without compromising journalistic standards.
For funders: The toolkit provides tested approaches to engaging donors and supporters in ways that move people from appreciation to action.