Words shape perceptions — and in today’s media landscape, the way newsrooms talk about their work can determine whether communities tune out or step up in support. Press Forward, in partnership with Beekeeper Group, has conducted national polling, focus groups, and message testing to identify how newsrooms can communicate their value in ways that resonate across demographics and political perspectives.

In this webinar, we’ll walk through a new guide for reporters and editors that provides research-backed language for funding appeals and grant applications, strategies for highlighting your newsroom’s role without compromising standards, and ready responses to common questions. You’ll also hear insights on shifting the narrative from journalism’s financial struggles to the community benefits that local news provides.

Join us to explore how the right words can help sustain local news and leave with practical messaging tools you can use immediately in your appeals, conversations, and campaigns.