BACK TO LOCAL MEDIA
| Until recently, the media and politics needed each other, but today we find an imbalance of power between the two players (see Figure 1). In the meantime, social media, dedicated websites, and the general professionalization of local government communication have made it possible for municipalities to no longer be dependent on the local media to reach the largest possible number of residents with their information. In our research, there was even some talk that municipalities and local media were no longer working together at all.
In the long term, this is critical in terms of democratic theory: if local administrative communication becomes stronger with its own media-like products to the detriment of local media, the fourth estate of democracy is de facto eliminated. A democracy cannot function if an administration markets and scrutinizes itself while giving the appearance of neutral reporting. This means that not only sensitization is needed (Grubenmann & Weber, 2022, p. 35) but a resensitization to the importance of local journalism within a democracy. Mutual understanding must be promoted. The local administration, local politicians and local media professionals must get to know each other (again) and build a basis of trust. Mutual visits, combined with an appearance in the media, are a good first step in this direction. There are also other points to consider regarding the tension between local media and local government: |
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Many municipalities are currently dissatisfied with the local media and the (non-existent) media presence of the municipalities. However, the unique selling point of local journalism is precisely the reporting from local areas and the associated relevance of events at the micro level, which reflect the direct experiences of the residents of municipalities. Due to national mergers and increased savings and dwindling local editorial offices, there is a concentration on the centre. As a result, an essential quality of local media is being lost, and smaller municipalities and their residents are thus losing their public presence alongside it. This development should be counteracted to avoid further loss of relevance in the communities.
A single article about small communities may only bring in a limited number of readers, but in total this also adds up to a respectable sum. It should also be borne in mind that a diverse local presence contributes significantly to a positive image. Such a reputation is important to generate subscription, crowdfunding, etc. revenues or to receive financial support from the municipalities.
Journalism and public relations, which also includes community communication, are often not readily recognizable; for example, when communities publish their own community newspapers, and these appear like local journalistic products. It is therefore important to know the system boundaries. Journalism is the independent selection of topics and the preparation of topics with the aim of informing, bringing readers together, but also criticizing. Municipalities have an information mandate; they are therefore obliged to inform their citizens about important events in the municipality and want to reach as large an audience as possible with their communication. Where local media are withdrawing, municipalities are increasingly beginning to communicate via their own channels.
However, this community communication should not lead to journalism being weakened even further, for example by community newspapers increasing the attractiveness of their community/official news with journalistic reports, for example from the Keystone-SDA news agency or citizen journalistic contributions. This weakens the existing local media.
In such a case, it is better if journalism and municipalities cooperate and use their own strengths. Local media can also provide the editorial section for community-owned newspapers, while communities can provide their official news; similar models are also conceivable online. At the same time, municipalities can at least indirectly support media companies by purchasing publishing services from local media companies, for example for the distribution of their municipal news. The question of system boundaries will become increasingly important in the future: Where does the local media’s remit begin and where does the municipalities’ duty to inform end? Such system boundaries need to be defined.
Public relations work in the municipalities is becoming increasingly professionalized, which means that media releases are largely provided at a high-quality level. At the same time, local media are often under pressure to save money. In this dynamic, it is important that a core task of (local) journalism – critically examining content supplied to the media and not simply publishing it without comment but with slight adjustments – is maintained. Municipal representatives rightly expect a journalistic classification of events and decisions on the municipal side by the editorial offices of the local media.
Although some municipalities have reservations[4] about the local media, many municipal representatives are nevertheless genuinely concerned that critical reporting on topics relevant to the municipality is guaranteed. Accordingly, there is an expectation that representatives of the local media will become active here and take a critical look at individual issues. Municipal representatives without fear of contact with the media are needed. For this, it is helpful to know the press council guidelines and to familiarize yourself with the working methods of journalists. At the same time, there is a need for professionally equipped editorial staff in the local media who deal with topics at municipal level in a well-founded manner.
[4] In 2024, there was a new level of escalation in Switzerland in this regard, with the municipality of St. Niklaus publicly communicating that it would refrain from passing on information to the Walliser Bote in future: www.persoenlich.com/medien/gemeinde-boykottiert-lokalzeitung