Does it seem like every time you turn on the local news or scroll through your social media the headlines are crime, crime and more crime? Well, there is a reason why.

In a recent study “The Local Journalist Index 2026” released by Muck Rack and Rebuild Local News reports there is a decline in local journalist in comparison to population. In 2002, the study found that there were 40 local journalist per 100,000 people, but in 2025 that number shrank to just 8.2.

The study shows that counties with less local news, put even more emphasis on crime in comparison to other topics such as, education, health and arts & culture.

“In counties with less than five Local Journalist Equivalents per 100,000 residents, nearly 1 in 5 local articles focuses on crime and justice, roughly 50% more than in counties with more than 10 LJEs per 100,000”.

The State of Florida ranks 42nd among the national average for lowest density of local journalist with 6 local journalist equivalents per 100,000 people. The study notes that as newsrooms shrink, stations and publications tend to focus on stories that generate the most website traffic, which often results in increased coverage of crime.

So how do you get through the crime noise to share your story with your community?

There are dozens of impactful and powerful stories that need to be shared. The more informed a community is the stronger and more engaged its residents are. Does your business or nonprofit have a story to share, but you don’t know where to begin? That’s where the TLC team comes in, to strategize and find stories within your organization that will create impact and build credibility and trust for your company.

What Makes a Story Relevant?

Journalists receive thousands of emails a day with story ideas, so how can you stand out? Journalists look for key points in a story to determine if it is newsworthy. The Showmaker Model, ET AL., 1987 says that timeliness, proximity, importance, impact, interest, conflict, sensationalism, prominence and unusualness are the key pillars of newsworthiness. Journalists, use these pillars to determine what stories they cover. However, each journalist and news platforms make individual decisions on what to cover.

What media type is right for your story?

News media is constantly changing. Years ago, the only way to get news was reading the paper or sitting in front of the television for the 6 o’clock newscast. Today, however, we have a 24-hour news cycle accessible anytime, anywhere. With the constant growth of media outlets and platforms, it’s now about choosing the strategy that’s right for you.

The first thing needed is to determine your target audience, and what channel they view their media. Audiences age; place of residence, interests and lifestyle are all important things to consider.

If your story is visual, TV might be the best option. However, if you have fewer visuals, and more written content, print or radio could be a better fit. If you looking to reach a younger audience, traditional print might not be the best option, because according to a Pew Research study young adults age 18-29 are most likely to consume their news from social media channels. This has also caused a new trend in “vertical video”, where news outlets create content specifically designed for social media platforms.

How TLC Marketing & Creatives Services, inc. can help you in obtaining news coverage for your story

At TLC Marketing & Creative Services, inc. we have a team of dedicated and creative professionals that can help you tell your stories. We invest time and energy into building relationships with local journalists, and news teams so we can strategically pitch your stories. We’ve recently helped Circe Ma Ceo, the largest equestrian show in North America, with its media relations as it tours around the country. Although the show itself is an entertainment story, we pitched multiple angles to our media contacts specifically highlighting the rich family history of the show, and the connection the performers have with their horses. You can view recent coverage here.

 

Journalism is still considered one of the most powerful and influential forms of media, so it’s not something to forget. Our team is here to strategize and navigate the challenging media world, so you can focus your time on other aspects of your business. Learn more about how the TLC team can help by visiting www.tlcmarketing-events.com