Lancashire Post Backs Media Career Campaign to Combat Misinformation

Local Media Campaign Aims to Inspire Next Generation of Media Professionals

Sister brands Lancashire Post and Blackpool Gazette have announced their support for the new ‘Inspiring the Future’ campaign, designed to showcase the diverse career opportunities in modern media to young people across the region.

The six-month pilot program, jointly organized by the Department for Digital, Culture, Media and Sport (DCMS) and education charity Education and Employers, will bring media professionals directly into primary and secondary schools. With a particular focus on reaching young people in disadvantaged areas, the initiative aims to broaden horizons and present achievable career paths through interactive, practical sessions.

“When young people think of media, particularly local media, they think of the local newspapers that – as digital natives – they probably don’t read and consider nothing to do with them,” explains Nicola Adam, editor-in-chief for Iconic Media North West and editor of Lancashire Post and lep.co.uk. “In reality they are probably interacting with local news brands in their communities regularly via their phones – on TikTok, Instagram and numerous other social media for sport, for news, for information and advice as they scroll their devices every day.”

The campaign comes at a critical time for the media industry, which continues to undergo significant digital transformation. Local news organizations, once primarily print-focused, now maintain diverse digital presences across multiple platforms, creating new roles that many young people may not associate with traditional journalism.

Adam emphasized the importance of trusted local media in an era of misinformation: “With that scrolling comes a great deal of disinformation and fake news from other sources which we as media have a role to tackle head on and this in itself creates new opportunities in news and sport across video and social. Newspapers are what launched our brands but it’s not the only thing we are anymore. Our role is that trusted source amid the unfiltered noise.”

The initiative responds to evolving industry needs that extend far beyond traditional reporting. Today’s media organizations require a diverse workforce with skills in digital content creation, social media management, videography, and business development. By showcasing these varied career paths, the campaign hopes to attract fresh talent who might otherwise overlook opportunities in local media.

“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 it’s not just journalism,” Adam noted. “We need commercial and business minds, creative thinkers, videographers, investigators, content creators and talented social media operators – the opportunities are myriad.”

The National Media Association has also pledged support for the initiative, which will primarily focus on the North West but welcomes participation from media professionals nationwide. Volunteers are asked to commit as little as one hour of their time to connect with schools and share insights about their careers.

Educational institutions from primary schools through colleges are encouraged to register for the program. Schools participating in the initiative will gain valuable connections to industry professionals who can provide first-hand accounts of working in modern media environments.

Adam has called on her colleagues across all media functions to volunteer their time for the campaign. “I encourage all my colleagues in the industry, from reporting to commercial and everything in between, to get involved and volunteer time. We also need schools to shout up if they want to get involved.”

The ‘Inspiring the Future’ campaign represents a strategic investment in developing the next generation of media talent, ensuring local news organizations can continue to fulfill their vital role in communities while adapting to the digital landscape. By connecting directly with young people, the initiative aims to revitalize interest in media careers and build a pipeline of diverse talent for an industry in transition.