While the global pandemic has dominated national headlines for the last two years, nearly half of Americans say they trust local coverage more than national media.

Our friends at FGH’S Health and Media Insights newsletter highlighted new analysis from University of Missouri journalism professor Monique Luisi suggesting part of the reason may be anti-elitism and larger distrust of major public institutions and national media organizations. To increase reader trust, Luisi recommends local media outlets covering the pandemic and vaccines cite local experts and officials rather than national experts or agencies such as the CDC. 

If pitching local media outlets is part of your external communications strategy, identifying and media training local spokespeople could help strengthen your hand. Not only will your pitch be more attractive to a reporter, but it will also help with readers’ receptivity to your message.

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