Act local, think global when talking to reporters

By Venetia Sherson

When I was a young journalist the term "parish pump news" was part of newsroom lexicon.

Quite literally, it referred to snippets of news passed on by villagers when they gathered to get their water at the parish pump. The news may have been about the local drunk, the parish priest or the fruits of a successful harvest. Gossip and scandal were part of the daily brew. But only of interest to local folk who knew the characters.

In journalism, "parish pump news" means the same thing. It is local and parochial and considered of low interest to people who don't live in the district. It is often used in a derogatory sense as in, "that's a bit 'parish pump' for us. Journalists on larger newspapers tend to be more interested in the bigger stories that will attract the widest audiences. They have left the "parish pump news" to community press and radio stations. It is only there that you will learn that young Johnny won a top Scouting award or Lucinda has been given six red ribbons at the Pony Club champs.

I'm pleased to report that that is changing.

The media, having now appreciated the difficulties of competing for our attention on a world stage, is pushing "local" as its point of difference. While CNN and the BBC may cover wars, famines and Madonna's spiritual revival, it is unlikely they will bring their cameras to the Cambridge Flower Show. But the Cambridge Flower Show is big news for Cambridge folk - and for thousands of gardeners beyond its parish pump. Ipso facto, there is a very good reason to send a reporter and photographer to cover the show.

When I was editor of the Waikato Times (1997-2003) we launched a series of road shows in which a team of journalists and management would visit towns to get to know the locals. One aim was to make contacts who could pass on news tips; another was to sell more newspapers.

The visits were successful but not without risk. Many towns were angry that the newspaper showed interest in their patch only when there was a scandal or a murder. Tokoroa was particularly incensed. I remember getting my ear chewed by many locals who said the newspaper always referred to Tokoroa as a "mill town". Ngatea locals were equally incensed that a reporter had once referred to the town as a "backwater." They had long memories. The message was: how come you never report the good things that happen here?

What I learned from those road shows was that journalists should get out more. So, the newspaper put more journalists on the road and we found some of the best stories in some of the smallest communities. At a function I attended recently a television representative lamented the fact that the channel does not rate highly in the Waikato. I found myself saying what the people of Tokoroa once said to me: Perhaps you should visit us more often.

What's in a name?

Another message I had drummed into me as a fledgling reporter was that names make news. The more names in a newspaper, it was said, the more newspapers would be sold. A focus on local people and local events attracts a local audience. That's why community newspapers - the best examples of parish pump news - are so widely read. People like to read about their neighbours, especially when they get in trouble. Which is why a list of drink drivers will be one of the most highly read columns in a newspaper.

While the new emphasis on local news is welcome, it should be noted that, in the age of the worldwide web, it pays to remember local stories don't always stay that way. A story from Thames, Te Aroha, Tokoroa or Te Kauwhata may be put up on YouTube or twittered around the globe in milliseconds. There is a message in this for all those who have dealings with the media: when you are covered locally, think globally. You may be interviewed by a parish pump journalist but your story may reach an audience of millions. That's great if you want to spread the good word about your business. However, you may want to think about how you will handle the media if your food products have been shown to make babies sick or your aeroplane had to ditch in the ocean on its delivery flight.

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