Regional News, Real Impact.
Written by Keane Duncan – Associate Director
Do you trust the news? You may be surprised to hear that two thirds of Brits don’t.
News is changing, and fast, leaving many doubting just what to believe.
Online and social media have achieved dominance.
The BBC News at 10, once a nightly national ritual, has suffered a record dip in ratings. And you probably can’t remember the last time you bought a physical newspaper.
Indeed, for our teens, learning about events in a newspaper feels as alien in 2025 as hiring a movie from Blockbuster, finding a number in the Yellow Pages or faxing a document.
We are in a new era, with outlets like YouTube, TikTok, X and Facebook cited as leading news sources. News has never been more instant and accessible.
But with trust a challenge and the industry in flux, navigating the media may seem tricky, even impossible, for your brand.
You might feel it’s just not worth the hassle.
But coverage in the right place, with the right story can make a real impact.
And there is a haven of reliable news with surprising reach that we want you to know about: regional media.
It’s more trusted than the national media, with a recent survey showing 58% of people trust local outlets, compared to 46% for national ones.
And for good reason. Afterall, their journalists are based in the very communities they serve. Their patch is their home.
They are hungry for content. There are hundreds of eager, passionate, committed journalists ready to tell fascinating stories that matter to local people: their friends, family and neighbours.
And forget the narrative of unstoppable decline. Despite inevitable challenges, regional media is going nowhere fast.
In fact, it’s almost impossible to miss its output, with 10,300 hours of local TV news each year, and online news sites like the Liverpool Echo and Birmingham Mail each reaching more than a million people per month.
So, although the media is definitely changing, don’t despair.
You can – and should – use the regional media to tell your story.
At Cavendish, we realise the power of the regional media. We know it can change perceptions and elevate your brand.
That’s why we’ve established a dedicated team to help you to navigate this new news landscape.
Cavendish Newsroom is a team of journalists, media advisors, creative storytellers and PR professionals.
Not only can we advise on the content that will work, we know the outlets you should prioritise and the people you should talk to.
Our newly-released ‘Who’s Who’ guide features some of the most influential outlets and journalists across the UK’s nations and regions.
They are shaping public discourse and setting the grassroots agenda, with quality, accurate and engaging content.
So, when trust matters so much, trust Cavendish to help you navigate media’s new age.
To discover how we can elevate your engagement strategy across the UK’s nations, regions and beyond, get in touch by fax, telegram, carrier pigeon . . . or email.
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