In a candidate’s tightly managed campaign schedule, every minute is planned out, often days or weeks in advance. There are only a handful of things that can take priority and push their way into schedules at a moment’s notice – deep-pocketed donors and national media interviews.
Candidates want to be on the biggest shows that can get the most eyeballs and viewers. Don’t get me wrong – these shows have incredible value. They can drive fundraising, show momentum, and nationalize a race.
But at the end of the day, only a small segment of those viewers can vote for you. That’s where the importance of local news comes in. While campaigns are willing to move mountains to get candidates on national shows, local outlets can often get pushed to the side or feel like an afterthought. At K2, we understand the importance of local news and how to use it to your advantage.
According to PEW Research, 85% of Americans believe that local news is important to their community and 66% of Americans somewhat closely or closely follow local news coverage. Local news is seen as more trustworthy by both Democrats and Republicans.
Look at North Carolina’s 2016 Governor’s race. Roy Cooper, then long-term Attorney General of NC, ran for Governor against incumbent Pat McCrory. Quickly, the race focused on one issue: McCrory’s support of the Public Facilities Privacy & Security Act (“HB2”), widely known as the transgender bathroom bill.
While national media widely covered this legislation, it was Cooper’s campaign who used the local news to their advantage. They used local reporters’ full-time position on the ground to report on the details of the bill and not the polarized 30,000-foot view that national media used. Cooper used local, personal stories of employees who felt unsafe or transgender individuals who felt discriminated against.
Local news coverage, and Cooper’s willingness to use it, helped drive his message, raised awareness of his support for LGBTQ issues, and created a constant drumbeat that ultimately became the leading factor in the race.
Congressional candidates need to understand the importance of working with local news coverage and prioritizing local media. At K2, we understand the importance of moving mountains for local outlets trusted by constituents, not just national news. Local news coverage can make or break your race.
-Noah Evans, Communications Director