Media Monitor: Local elections and navigating our new multi-party system

Latest media trends: The role of media in a multi-party system

The UK’s shift away from a two-party system is making politics more fragmented and competitive than ever before – especially at a local level. While local elections usually act as a barometer of national sentiment, they are increasingly shaped by issues on the doorstep – from housing to local services.

As voters become less driven by party loyalty and more by hyper-local issues, the importance of regional media continues to grow. At the same time, competition within the media landscape is intensifying. The BBC is expanding its local footprint, while publishers like Reach have pushed back against what they describe as its “aggressive expansion” into digital news. The result is a more contested – but also more influential – regional media environment.

We spoke to Ralph Blackburn, Westminster Correspondent at The Yorkshire Post, to understand how these dynamics are playing out on the ground and what it means for businesses navigating politically sensitive periods.

What issues or themes do you expect to dominate in the upcoming local elections?

As is often the case with mid-term local elections, they are seen as an assessment of the Government, despite being entirely separate. The future of Sir Keir Starmer is likely to be the dominant theme, with some Labour MPs already calling on him to resign if the party has a poor showing. However, as always, each council will have hyper-local issues that will swing votes, like, for example, in Bradford, the recent 10% council tax rise and the ongoing grooming gangs scandal.

What role does regional media play in shaping political narratives during election periods? How does this differ from national coverage?

While the national media is likely to focus on the overarching themes – such as the future of Sir Keir Starmer – regional media can really dig into the local issues and candidates. This is important as ultimately these councillors are taxpayer funded and responsible for a number of key local services. Major stories broken by regional media can have a wider impact, like, for example, Labour stripping the whip of a Keighley council candidate, Mohsin Hussain, after The Yorkshire Post reported on his previous criminal conviction.

What’s your advice for businesses engaging with regional media during politically sensitive periods?

It’s important to think about the different responsibilities of print and broadcast media during election periods, with the latter having stringent neutrality rules from Ofcom. However, if businesses are happy to speak about politics, then the pre-election period will help them get better coverage, as it becomes more relevant. As always, make sure you know the publication you are pitching to and what they will be looking for in a story.

So what?

In a more competitive, multi-party system, understanding the changing media landscape is critical to engaging effectively.

Audiences are less predictable, and individuals increasingly turn to different outlets depending on the issue – whether that’s housing, cost of living or local services. For businesses, this means broadening your view of what “relevant media” looks like. Publications you don’t usually prioritise could be reaching key audiences at the moments that matter most. At the same time, the demand for high-quality, insight-led journalism is growing – particularly reporting that reflects a range of local perspectives.

A regular media landscape audit can help ensure you’re not missing opportunities in a fast-moving environment. Challenge assumptions about who is reading what, and test your approach – both in terms of outlets and messaging.

Above all, stay agile. The most effective media strategies are those that evolve alongside audience behaviour and the shifting political context.

Social spotlight: the rise of Reddit

Reddit is quietly becoming one of the most influential digital platforms. According to Ofcom, it has overtaken TikTok to become the UK’s fourth most visited social platform, growing rapidly among younger audiences and reaching around 60% of internet users.

This surge appears to be driven by two trends. First, many users – particularly Gen Z – are increasingly seeking human perspectives and advice rather than polished influencer content. Forums discussing everything from housing and parenting to football and skincare are booming as people search for authentic advice and first-hand experiences.

Second, Reddit has become an established platform for AI and search engines. Deals with companies such as Google and OpenAI mean its discussions regularly appear in search results and are used to train AI models, which in turn is directs even more users towards the platform.

What does this mean for businesses?

Reddit offers a valuable window into public mood and emerging concerns, with conversations often surfacing here before reaching mainstream media. However, it also comes with risk, as the combination of anonymous usernames and ‘upvoting’ based on likes rather than truth means discussions and points of view can be easily manipulated.

Our advice

For now, treat Reddit as an insight and monitoring tool rather than a communications channel. Understanding the conversations happening there can provide early warning of reputational issues – and valuable insight into what audiences really think.

Top tips for…For regional engagement

While being featured in national media can often feel glamorous, regional media coverage can be just as impactful – especially when you’re trying to reach specific communities or influence local stakeholders and decision-makers. Our advice for pitching to local media:

• Lead with the local angle – make it clear from the first line why the story matters to their audience. Use specific place names and outline the impact on local businesses, services or communities.
• Think about visuals – provide high-quality images, B-roll and suggestions for local filming locations to help bring the story to life.
• Put forward local voices – offer journalists spokespeople or experts based in the area to speak to the story.
• Handle logistics in advance – be upfront about filming access, locations, and permissions, especially if the story involves under-18s.
• Build relationships with local reporters – take time to understand how local newsrooms operate and who to speak to. If you’re not based in the same area, a quick call can go a long way to discuss potential stories and shape stronger pitches.

Movers and Shakers

• Long-standing Channel 4 News anchor Cathy Newman has joined Sky News’ political team
• Katy Austin, is on secondment from her role as Transport Correspondent, has been appointed as BBC News’ Political Correspondent.
• Hugo Gye, the I’s former Political Editor, has joined The Economist as their Political Correspondent, while Caroline Wheeler has stepped down as the Sunday Times’ Political Editor and picked up Hugo’s old role.
• Kirsty Buchanan has been appointed as the Daily Telegraph’s Political News Editor.
• Ben Riley-Smith has started a new role as Chief Political Commentator at The Telegraph, while Tony Diver has been promoted to Political Editor.
• The Sun’s Noa Hoffman and ConservativeHome’s Tali Fraser are both joining the Spectator as their Political Correspondent and Commissioning Editor respectively.

What’s on our radar this month

What we’re reading

“Why populists are winning: and how to beat them” by Liam Byrne MP

We hosted an event with Liam Byrne MP to discuss his new book, Why populists are winning: and how to beat them. The book examines the rise of authoritarian populism across Western democracies and sets out a ten-point plan for how mainstream politics can respond.

Drawing on research with Best for Britain, King’s College London and YouGov, Byrne argues that populists are gaining ground because mainstream politics has struggled to deliver rising living standards and a sense of belonging – while populist movements have been more effective in harnessing the communications tools and funding models of the digital age.

Campaign of the month

Channel 4’s Dirty Business documentary

To promote its Dirty Business documentary on sewage pollution, Channel 4 installed “The Fountain of Filth” in central London – a water feature with statues appearing to vomit murky brown water. This was supported by a targeted OOH campaign, including ad vans outside water company headquarters urging them to “Get Ready for Their Close Up”, and ads at transport hubs playing on the familiar phrase “See it. Say it. Sorted.”

Dubbed by some as the “Mr Bates of the water industry”, the campaign successfully cut through because of its bold familiarity – generating widespread media coverage and drawing attention not just to the programme, but to the issue at its core.

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