Rebuild Local News

Message DevelopmentBrand + CreativeIntegrated Marketing + Comms
Written By Kristine Neil

Local news has been collapsing in recent years, and the COVID-19 pandemic has greatly accelerated the challenges facing the industry. With news deserts growing and a handful of big companies owning what’s left of local news organizations, Americans are losing trusted, reliable news that serves their communities. A healthy, locally-owned and nonprofit news ecosystem means more civic engagement, less government waste, greater ability to track diseases, and less toxic emissions. And during COVID-19, local news has played an essential role of keeping communities informed and safe.​

This news is worth protecting, so Mission Partners stepped in to help Democracy Fund launch what became known as the Rebuild Local News coalition. Rebuild Local News now represents 3,000+ locally-owned and nonprofit newsrooms and is comprised of organizations advocating for community journalism. Mission Partners led on message development, branding, op-ed development, coalition group management, media opportunities, and communications collateral such as infographics, a website, and toolkit for organizations to reach key members of Congress.​

The key messages and communications materials were used by lobbyists supporting the coalition to engage with influential members of Congress, leading to unprecedented levels of awareness and bipartisan support among U.S. senators for investing in locally-owned and nonprofit news. The messages and op-ed frames were instrumental in helping Rebuild Local News members advocate for their organizations. The messages also helped to forge new relationships with key industries, such as public health, with an op-ed in support of the cause being authored by the CEO of Common Health Action in the Orlando Sentinel. The Association of State and Territorial Health Organizations also gave their stamp of approval for the coalition’s work.​

Support for locally-owned and nonprofit news continues to swell in Congress, with Sen. Maria Cantwell (D-WA) releasing a report with recommended solutions and the Local Journalism Sustainability Act in the U.S. House has 78 cosponsors to date.

Kristine Neil

Fractional Web Partner

I'm Kristine Neil - a communications strategist who has spent 20+ years designing websites, first running a full-scale design and marketing agency, and now leading my own studio. I've been the creative director managing the work, the coder quietly fixing what others couldn't, and the strategist in the room asking why before how. Somewhere between the MBA and the other degrees, I decided web design was just one tool in a much bigger toolbox - the real work is figuring out what you're trying to say, who needs to hear it, and what's getting in the way. A website is just where all of that comes to life.

I mostly build on Squarespace, and after years deep in the platform I know how far it can go and when to push past its limits. These days, I'm especially drawn to working as a fractional partner - getting to know an organization over time and helping with whatever moves them forward, whether that's a full redesign, an ongoing hand with content and strategy, or just being the person who knows their site best. I write here about AI, UX, eCommerce, web strategy, and making the complex feel a little more human.

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