It’s easy to think of local media as just the dusty newspapers gathering on a corner rack or the dry court reports that pop up between advertisements. But shake that image from your mind, because a vibrant, evolving force is at play, pushing the boundaries of what local news truly means. Imagine a world where the stories that shape our communities are told not just through print, but through engaging TikTok videos, insightful Instagram posts, and dynamic digital content that speaks directly to a generation glued to their phones. This isn’t a futuristic fantasy; it’s the present reality that two prominent sister brands, the Lancashire Post and Blackpool Gazette, are championing through their enthusiastic backing of the ‘Inspiring the Future’ campaign. They’re on a mission to ignite a spark in young minds, encouraging them to see a thrilling and diverse career path within the world of media, a path far wider and more dynamic than many might ever have imagined.
This ambitious initiative is far from a mere talk show; it’s a meticulously crafted six-month pilot scheme, a collaborative brainchild of the Department for Digital, Culture, Media and Sport (DCMS) and Education and Employers. The latter is a truly remarkable education charity with a profound purpose: to bridge the gap between young people and the diverse tapestry of the professional world. Their goal is elegantly simple yet powerfully transformative: to broaden horizons and to inspire future career choices in a way that feels not just aspirational, but genuinely achievable. The very core of this program is designed to be interactive, practical, and deeply engaging, with a clear and unwavering focus on reaching young people in areas where opportunities might traditionally seem out of reach. It’s about bringing the world to them, dispelling myths, and illuminating possibilities that might otherwise remain hidden.
The real magic of this project lies in its direct, human connection. It’s not about handing out brochures or showing generic career videos. Instead, it’s about bringing real, living, breathing media professionals directly into the classrooms of primary and secondary schools. Picture a journalist, a videographer, a social media strategist, or a content creator, sitting amongst eager young faces, sharing their personal journey, their passion, and the daily realities of their work. This intimate interaction gives pupils an invaluable chance to hear firsthand about the astonishingly wide range of roles that exist within the industry. From the investigative reporter digging for truth to the creative genius crafting captivating visual stories, from the business strategist navigating market trends to the social media whiz building online communities – the curtain is pulled back, revealing a world of exciting possibilities that extend far beyond the traditional image of a newsroom.
Nicola Adam, a formidable force as the editor-in-chief for Iconic Media North West and the guiding hand behind the Lancashire Post and lep.co.uk, captures the essence of this transformation with remarkable clarity. “When young people think of media, particularly local media,” she observes, “they think of the local newspapers that – as digital natives- they probably don’t read and consider nothing to do with them.” This is a crucial insight. Our younger generations, immersed in a digital landscape, often view print as a relic. Yet, as Nicola astutely points out, they are, in reality, constantly “interacting with local news brands in their communities regularly via their phones – on Tik Tok, Instagram and numerous other social media for sport, for news, for information and advice as they scroll their devices every day.” This is the pivotal shift: the medium has changed, but the fundamental need for local, trusted information remains. She powerfully articulates that while the constant scrolling brings boundless information, it also brings “a great deal of disinformation and fake news from other sources which we as media have a role to tackle head on.” This challenge, she rightly asserts, “creates new opportunities in news and sport across video and social.” The familiar newspapers may have launched these brands, but they are no longer the sole definition of what these media outlets are. Their redefined, crucial role is to serve as “that trusted source amid the unfiltered noise,” a beacon of truth in a chaotic digital ocean.
The media industry, in its current dynamic state, desperately needs new blood, new perspectives, and a fresh surge of energy. Nicola passionately emphasizes this need: “The industry needs young people, a fresh take, and a new generation to come along and take on the challenge of media in the latest iteration of the digital age.” And crucially, her vision extends far beyond traditional journalism. “It’s not just journalism,” she asserts, broadening the scope. “We need commercial and business minds, creative thinkers, videographers, investigators, content creators and talented social media operators – the opportunities are myriad.” This is a call to action for a diverse array of talents, a testament to the fact that the modern media landscape is a multidisciplinary playground where innovation and creativity are paramount. Echoing this sentiment, Nicola extends an invitation to her colleagues across the industry, from reporters to commercial teams, to lend their time and expertise. “I encourage all my colleagues in the industry, from reporting to commercial and everything in between, to get involved and volunteer time,” she implores, understanding the power of collective effort. And for the schools, the gatekeepers to these young minds, she has a clear message: “We also needs schools to shout up if they want to get involved.”
This ‘Inspiring the Future’ campaign is more than just a recruitment drive; it’s a profound commitment to shaping the next generation of storytellers, truth-seekers, and community builders. If you’re a professional working in local media, regardless of your specific role, this is an unparalleled opportunity to pay it forward, to ignite a passion in a young person who might just be the next groundbreaking journalist, the next viral content creator, or the next ethical leader combating misinformation. While the project, proudly supported by the National Media Association, is strongly rooted in the North West, its spirit of inclusivity means that you don’t need to be physically based there to make a meaningful contribution. Even just an hour of your time can be transformative. By sharing your journey, you’ll help young people not only discover the diverse roles available but also understand the practical routes into them, crucially demonstrating that people from all backgrounds have the power to shape our media. You’ll be connected directly with schools and supported by the dedicated team from Inspiring the Future, ensuring a smooth and impactful experience. And for schools, from primary classrooms brimming with curiosity to college lecture halls buzzing with ambition, this is a golden chance to enrich your curriculum and open exciting new doors for your students. This isn’t just about jobs; it’s about building a stronger, more informed future, one inspired young mind at a time.