How social media and ‘word of mouth’ sources are reshaping local news

Young Americans are embracing neighborhood updates from friends, family, and online forums.

While television and newspapers have long been Americans' go-to sources for local news, new data shows that interpersonal channels like word-of-mouth and social media are growing in importance. A 2024 Pew Research Center report finds that these tech-enabled pathways now rival traditional outlets' roles in local news dissemination.

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Over half of U.S. adults (55%) say they at least sometimes get local news from friends, family, or neighbors. Face-to-face and phone conversations still dominate, but social platforms facilitate a rising share of exchanges. Evidently, the personal touch still matters when it comes to community happenings.

Among those relying on word-of-mouth for local news, 25% now primarily get this news from others via social media — an eight percentage point jump from 2018. Facebook continues to facilitate neighborhood information swaps, while neighborhood community app NextDoor and micro-communities within platforms like Facebook Groups and Instagram are also connecting local populations.

Further, direct social media consumption has spiked drastically as a means of accessing local news. According to the report, 52% of Americans now say they at least sometimes get local news directly from online forums like Facebook Groups, compared to 38% in 2018.

Younger generations are leading the social shift.

Generational differences underpin the ascent of social- and internet-powered local news distribution. Roughly seven in ten adults under 50 often or sometimes use social media for local updates, compared to just 40% of those 50 and up.

Younger users are also far more likely to rely on networked online forums like Facebook Groups as local news sources. Half of 18-29 year olds and 44% of 30-49 year olds at least sometimes access neighborhood information this way, above the average of 33% for all adults.

The prevailing youth preference for bite-sized news in feeds aligns with the decentralized, crowdsourced nature of local updates on social platforms. Residents announce community events, review local businesses, and warn neighbors of safety issues. Hyperlocal blogs and newsletters distributed on social media also customize news to users' exact locales.

Traditional News Media Adapts to the Social Shift

Even as social media asserts its role in local news circulation, traditional media outlets recognize this trend. Many now distribute content through digital channels to meet audiences where they already spend time online.

Among Americans who get local news from TV stations, 37% access this news mostly via websites, apps and social media pages instead of live broadcasts. Local newspapers are adapting as well — 66% of print newspaper followers now primarily read them online.

Media company adaptations coupled with public embrace of social signaling has disrupted Americans' local news habits. While TV remains the most popular source overall, a nuanced picture shows community information flowing across both legacy outlets and emergent digital pathways like word-of-mouth and social media sharing.

What does this mean for PR?

These shifts in local news consumption have important implications for public relations professionals. With younger audiences flocking to social channels and online forums for community updates, PR teams should diversify content distribution and outreach efforts. This means adding social media to your strategy in addition to pitching traditional media. Tailoring press releases and story pitches to resonate with local audiences and issues will also be key. 

If you need help developing an integrated local PR strategy that leverages these trends, contact us today or book a one-on-one consultation.

Photo by Andrea Piacquadio