Your Organization as a News Source

Evidence suggests more people are turning to government sources directly for local news, as traditional local media continues to contract. For government communicators, this is not just an opportunity — it's a responsibility.

Your organization is now, in many communities, one of the most important sources of local information. Whether you're ready for that role or not, the audience is already looking for you.

This course covers the operational side of becoming a genuine news source: building the publishing infrastructure, writing for real audiences rather than organizational records, distributing across the channels where your community actually is, and growing an audience that comes back because you've earned their attention.