Think of the world with the existence of only mainstream and regional media covering national and regional interests. Can communities rely on mainstream media only? Well, big no. Despite the citizens watching SABC 2 or eTV every evening for the news, we should keep in mind that some community members are interested in news that pertains to them and their concerns.
Is community media as important as mainstream media? The answer is a big YES. Communities benefit from community media because it enables them to express their concerns about local issues, engage in democratic debates, and send reliable information to the outside world.
Local media is about providing content that is tailored to local interest, and on most occasions, the content is not available elsewhere. Content is often unique because it focuses on neighborhood activities and no two neighborhoods are the same. In some instances, a national TV, radio, or newspaper can’t cover local events unless they are of national importance.
A small town or rural area without local media would be without reliable sources of local news and information, this would also result in them having no voice and their plight would likely go unheard.
A local media outlet is an extensive catalyst for social cohesion and opportunity for political participation. It is a platform primed for building social cohesion.
Local media in South Africa has grown in significance in the past three decades, thanks to the financial support of the government and various non-governmental organisations. Many small towns and rural communities have a newspaper or a radio station that talks directly about their issues.
The void created when we lose a local newspaper has significant political, social, and economic implications for our society and democracy. With the media, communities can make their voices heard and achieve much more than they could without one.
There is a tendency to question the importance and benefits of local media as many people believe that it is irrelevant. Local media has made a great deal of difference in communities.
A client of ours has a brand sold in the largest retail store, so as a PR and Media Relations practitioner, I encouraged him or her to be interviewed by a local paper and radio station so people could become familiar with the brand.
We can’t deny that most people buy only things they’ve seen or heard about. It’s easier to support something you know about, and I am certain that many businesses that have received exposure through newspaper and radio advertisements are now doing very well.
Contact Hlengani Associates if you want to take your message to local media in South Africa info@hlengani.co.za.
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