Local Media Champions ‘Inspiring the Future’ Campaign to Nurture Next Generation of Media Professionals

If you think local media is just newspapers and court coverage – think again. Sister brands Lancashire Post and Blackpool Gazette are taking a leading role in the ‘Inspiring the Future’ campaign, a new initiative designed to encourage young people to consider careers in the modern media landscape.

The six-month pilot scheme, launched as a partnership between the Department for Digital, Culture, Media and Sport (DCMS) and education charity Education and Employers, aims to connect young people with media professionals who can offer real-world insights into the industry. With a strong emphasis on reaching youth in disadvantaged areas, the program will bring interactive, practical, and engaging experiences directly to primary and secondary schools across the region.

Media professionals will visit classrooms to give students firsthand accounts of the diverse roles available throughout the industry, helping to dispel outdated notions of what working in media entails in today’s digital-first environment.

Nicola Adam, editor in chief for Iconic Media North West and editor of Lancashire Post and lep.co.uk, emphasized the disconnect between young people’s perceptions of local media and the reality of modern news operations.

“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,” Adam explained. “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, news, information and advice as they scroll their devices every day.”

This digital transformation of traditional media outlets represents both challenges and opportunities for the industry. Local news organizations like the Lancashire Post have evolved far beyond their print origins to become multimedia platforms delivering content across various digital channels.

Adam highlighted another critical aspect of modern media’s mission: combating 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,” she said. “Our role is that trusted source amid the unfiltered noise.”

The campaign comes at a pivotal time for the media industry, which continues to undergo rapid digital transformation amid changing consumer habits. Traditional print circulation has declined across the UK, forcing local news outlets to innovate and develop new revenue streams while maintaining their role as trusted information sources within their communities.

The initiative also addresses a growing need for fresh talent across multiple disciplines. “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,” Adam noted, adding that opportunities extend far beyond traditional journalism roles.

“We need commercial and business minds, creative thinkers, videographers, investigators, content creators and talented social media operators – the opportunities are myriad,” she explained.

Adam urged her industry colleagues to volunteer their time for the initiative, emphasizing the importance of professionals from all media disciplines – from reporting to commercial operations – getting involved to inspire the next generation. Schools interested in participating are also encouraged to reach out.

The ‘Inspiring the Future’ campaign, which is also supported by the National Media Association, is primarily focused on the North West but welcomes media professionals from across the country to participate. Volunteers can commit as little as one hour of their time and will receive support from Inspiring the Future colleagues when connecting with schools.

Educational establishments ranging from primary schools to colleges are also being encouraged to sign up for this opportunity to expose students to the evolving world of media careers and help them understand the various pathways into the industry.

By bridging the gap between young people and media professionals, the initiative aims to ensure that the industry continues to attract diverse talent capable of serving communities with reliable information in an increasingly complex digital landscape.