Being local is more important than ever! Broadcasters obsess about being Live and Local, but running some liners and promos doesn’t make you local. Mentioning Main Street in a traffic report, shouting out a winner from Springfield, and plugging the Kiwanis Club’s pancake breakfast are local, but is it local enough? No, it’s not. Yet, many managers think they’re separating their brands from syndicated programming and large companies by tossing on a “more local winners” when giving away tickets to the community theater. None of those are bad things, but if you think that earns the badge of local, you’re missing the mark – and missing the opportunity.

Local is about relevance, resonance, and reflection. It’s about being in touch with what your audience is experiencing, not just reminding them of where they live. And the truth? Most stations don’t have the time, resources, or team to do that consistently.

 

Stations need to reflect the emotional tone of their city, not just the zip code, by sharing stories with context, not just headlines. They must spark conversation, not just report information. And it must happen on multiple platforms, where their audience is — on-air, online, and on-screen.

 

Here’s what that could look like.

 

Relating In The News

Newscasts are typically written to inform, which is valuable for some stations. However, news spreads at record speed today. By the time it’s on the air, your audience probably knows about it. Your job is to add perspective to it. Here’s what most stations consider a good “local reference”:

 

"Police are investigating a crash on Main Street. More at our website."

Here’s how to be more relatable and connected to your community:

 

"You know that stretch of Main Street by the school where it gets crazy around 3 pm? There was another accident there yesterday. You probably got the alert if you’ve got kids at Lincoln Elementary. What do we do about that intersection?"

 

Connecting On Your Website

 

Stations go out of their way to post information online so their website displays fresh content when users visit. That’s a good goal, but is the information useful? Is it something they can’t get anywhere else, or is it republishing someone else’s content because that’s easier? You’re not local enough unless you add perspective to the story. You can do that with a blog post, video, or conversation.

 

Instead of posting a press release or stiff report about the City Council passing a zoning bill, make it a blog-style article that inserts your brand into the conversation:

 

"What the new zoning bill means for that vacant lot near the old bowling alley — and why your neighborhood group is already organizing."

Suddenly, you’re not just a radio station with a website. You’re a source of relevant local insight. You could even consider starting a new local website as a business and feed it by promoting it on each station in your cluster. This is especially valuable if one of your brands is a news/talk station.

 

Videos That Promote Talent

Slapping a story online isn’t always easy, but it’s easier than posting a video. However, video gets more shares, attention, and traffic. Plus, it promotes talent and tune-in. You can post a video on your website and social media.

 

Most stations say, “Here’s the news story and a link to the source.” What if you made a 30-second selfie video?

 

“Hey, so you know the old movie theater downtown that’s been empty for years? It’s finally getting a new life. Here’s what we know — and the one thing that might derail it…”

Now you’re human, connected, and present. You’re in it with your audience.

 

But Who Has Time for All That?

That’s the real problem. Your midday talent is voicetracking two other markets. The news team is down to one person (if it hasn’t been outsourced) who has to write and perform the news on every station in the cluster. And your digital team? Oh wait… You are the digital team.

 

Meanwhile, the demand for local relevance has never been higher, especially from younger audiences who expect immediacy and authenticity across platforms. The disconnect between what we want to do and what we can do is growing. So, how can you close that gap? The Right Tools Make It Possible

 

Get Local Pulse

That’s where Local Pulse comes in. It was built for this challenge and designed by people who understand radio. Local Pulse uses AI to hunt and gather stories in your market 24/7, then converts them into 13 different, ready-to-use formats designed for local radio stations. It covers everything you need to connect on-air, online, and on social. You don’t have to create from scratch — but you can customize, tweak, and add your voice.

 

It saves time and gives you more to work with:

 

• Get spoken-word news versions of stories ready for air — no rewrites needed.
• Post long-form blog posts with thought-starters that drive engagement.
• Use video scripts that add personality and perspective for social media.
• Plus phone topics, teases, social media posts, and much more.

It’s truly the most remarkable tool available for local radio stations. For details and a demo, go here.

 

Local matters more than ever, but most stations only go through the motions. You’re probably not local enough.