The report, which has been 18 months in the making, outlines how the media has changed dramatically within the last decade. As advertising moves online to Craigslist and other websites, newspapers are closing and cutting staff, which means fewer reporters to write in-depth stories on institutions that really impact people’s daily lives, such as city councils, schools and local developers.
“Thanks to digital technologies, we have more media sources than ever to get our news from, but when it comes to covering town halls, school boards, courts, and other local news, they mostly suck,” the site reads.
The FCC recommends new offerings to viewers, such as a local version of C-SPAN. It reads: “We also would like to see public TV consider the potential of state public affairs networks (SPANs) as a possible form of programming on their multicast channels. Perhaps [the Center for Public Broadcasting] could provide extra funding to public TV stations that provide carriage for such operations.”
While none of the FCC reports’ findings are a shock, PR pros can be reminded of what is missing in news coverage, and therefore how to pitch differently. Seek out nontraditional and local news sources, even if they are just popular news blogs. Find the local angle. Get to know the editors of each Patch.com site in your target areas.
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