Media Career Campaign Tackles Misinformation with Wigan Today’s Support

Local Media Initiative Launches to Inspire Next Generation of Media Professionals

A new campaign aimed at inspiring young people to pursue careers in media has been launched with the backing of Wigan Observer and Wigan Post. The “Inspiring the Future” initiative seeks to challenge perceptions about local media and highlight the diverse career opportunities available in the industry.

The six-month pilot program, jointly organized by the Department for Digital, Culture, Media and Sport (DCMS) and Education and Employers charity, will bring media professionals directly into primary and secondary schools across the region. This interactive and practical approach will focus particularly on reaching young people in disadvantaged areas who may have limited exposure to media career pathways.

“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 have nothing to do with them,” explains Nicola Adam, editor in chief for Iconic Media North West. “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.”

The initiative comes at a critical time for the industry, which is undergoing significant transformation as traditional print outlets evolve into multi-platform media organizations. Local media companies are increasingly focused on digital content creation, social media engagement, and combating misinformation online.

“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,” Adam notes, highlighting the evolving nature of local journalism in the digital age.

The program aims to showcase the breadth of roles available beyond traditional reporting. According to Adam, the industry needs “commercial and business minds, creative thinkers, videographers, investigators, content creators and talented social media operators.”

This diversity of opportunities reflects broader trends in the media landscape, where technological innovation has created new specializations that weren’t available to previous generations. The initiative acknowledges that today’s media environment requires a wide range of skills beyond conventional journalism.

The National Media Association has also thrown its support behind the project, which is initially based in the North West but open to media professionals from across the UK. Volunteers can commit as little as one hour of their time to speak with students and will receive support from the Inspiring the Future organization.

For participating schools, the program offers students the chance to hear firsthand about potential career paths from industry professionals. This direct engagement aims to make abstract career concepts more tangible for young people who might otherwise not consider media as an accessible profession.

The initiative also addresses a growing concern within the industry about succession planning and diversity. By reaching out to young people from various backgrounds, the program hopes to ensure that future media organizations better reflect the communities they serve.

Educational establishments from primary schools through to colleges are being encouraged to register their interest in the program. The interactive sessions are designed to be engaging and age-appropriate, giving students practical insights into how media content is created and distributed.

Media professionals interested in volunteering and schools wishing to participate are encouraged to sign up through the Inspiring the Future platform. The project organizers emphasize that contributions from all sectors of the media industry are welcome, providing students with a comprehensive view of potential career paths.

As local media continues to evolve in response to technological change and shifting consumer habits, initiatives like “Inspiring the Future” represent an important investment in sustaining the industry’s relevance and vitality for generations to come.