‘News deserts’ and tackling the shift away from local media
In March, the Department for Culture, Media & Sport (DCMS) published new data, realising a concept that has long been feared in PR and media – that we increasingly live in a country with ‘news deserts’.
The DCMS research titled ‘Local News Provision and Local Public Performance’ (catchy I know), detailed that up to 37 local authority regions now have virtually no local news or media presence at all – in effect making them ‘deserts’.
It’s assumed this leaves as many as 4.4 million Brits living in so-called ‘news deserts’, regions defined as areas with no online, TV, or radio outlet dedicated specifically to their communities. The report also noted this trend disproportionately occurs in the most deprived urban areas of the UK.
While certain emerging hyper-localised publications are seeing a revival in some parts of the country, for most this decline has been many years in the making. So, what does this mean for PR? How do we respond? At High-Rise we’re recognising how our efforts can go some way to help buck this trend.
Why do ‘news deserts’ exist and where are they in the UK
For a long time, ‘news deserts’ were something Britain was thought to be, by and large, immune from. Especially when we compare ourselves to our cousins across the pond. Originally an American term, ‘news deserts’ were coined in the late 2000s and 2010s in the wake of the Global Financial Crisis, as local media saw their advertising revenue drop and the growing shift to online-first level of media engagement by communities.
Today it’s assumed almost 1,300 communities in the United States are left without any local news or media at all.
In the UK, between our different funding models and denser population, it was assumed we’d be safe from this travesty, at least for a while longer. State support for roles such as Local Democracy Reporters (LDRs) and regional BBC outlets funded by licence fee payers ensured there is at least some presence in these areas.
But as public scrutiny of our national broadcaster has grown in recent years, the institution has been forced to consolidate, take a step back from the micro and focus on the regional picture and urban hubs on a larger scale. While not their fault, this, in tandem with the decreasing value of print advertising, has led community-orientated reporting to fade away in many areas, as local publications cease operating.
In 2025, Rochdale Online ceased publication, making the area a relative desert, East Durham Life in May 2024, and even City Matters, covering the City of London, closed its doors, making the wealthiest square mile in the United Kingdom a news desert.
Noting over twenty outlets ceased publication between 2024 and 2025, the Government has announced a £12m package to tackle the issue. But once broken down, it begs the question whether it’s really enough to create a revival in local media?
What does this mean for PR and how is High-Rise responding?
A ‘news desert’ doesn’t mean the appetite for local news has suddenly disappeared into a puff of smoke. It only means events aren’t being covered as they once were, or the local BBC are resource-stretched beyond what they can report on.
Through our work with easyfundraising we’re often talking about hyper-local grassroots causes. So along with pitching national stories, we want to secure local coverage too – where it’s possible to do so! For example, we helped the Withernsea Veterans & Armed Forces Breakfast Club tell their fundraising and organisational story last year in Hull Live, or the Friends of St Helens and their fight to restore their 12th-century village church in Grimsby Live.
They may be seemingly unimportant stories when up against the national picture, but news is relative. If it’s happening on your street and it’s important to your community, it’s news to you, those are stories we’re trying to celebrate with easyfundraising.
What does the future hold?
Unfortunately, without additional intervention, ‘news deserts’ are something we’re going to see more of across the UK for some years to come. But there is an opportunity in this shift – an opportunity for organisations and individuals alike to speak up for the communities they inhabit and work with PR agencies that still recognise value in local and regional media.
From our Manchester base, we can already recognise a small resurgence in local media. In our own backyard, Mill Media’s standout start-up title The Manchester Mill, or the M.E.N.’s growing premium content, confirms the appetite for community news.
Why? Readers are stakeholders to events in local media in a way they aren’t with the Sunday paper’s splash or a podcast about international affairs, they’re engaged, motivated, and more trusting of news in their area than anywhere else.
It’s why local media still plays an important role in our comms plans and strategies, despite the challenges.
And we think the Government deserves to be applauded for at least recognising there’s a problem going on that needs addressing.
If you’d like to hear more about how High-Rise can help with local and regional storytelling – get in touch, we’d be thrilled to tell you more. You can reach us on 0161 706 1618, email [email protected] or fill in our contact form here.