Tressa Bush knows the power of storytelling. As a journalist, community advocate, and passionate preservationist, she has spent her career connecting people to their past and their community. But today, as the landscape of local news changes, she believes local journalists and anchors need to rethink their approach to stay relevant.
For decades, local news was the trusted voice in communities. But with the rise of social media and on-demand content, readership and viewership are on the decline.
According to a 2023 report from the Pew Research Center, local newspapers have seen a 50% drop in circulation over the past two decades. Similarly, local TV news viewership is shrinking, with younger audiences increasingly turning to digital platforms for their news.
“Local news isn’t dying. It’s evolving,” Tressa says. “The challenge is knowing how to adapt to the times.”
She built her career in media, first as a general assignment television news reporter in several southeastern markets, and as a newspaper feature writer for the Carthage Courier, where she won two Tennessee State Press Awards.
Tressa also produced feature stories for Tennessee Crossroads on WNPT-TV 8, gaining recognition for capturing Tennessee’s unique people and places. Her work has always focused on telling stories that resonate with the community, something local news outlets need to focus on.
Adapting to a New Era of Journalism
To stay relevant, Tressa emphasizes the importance of community engagement and storytelling that speaks to people’s interests and values.
“Local news must go beyond just reporting the facts,” Tressa says. “It needs to connect on a deeper level. It’s about engaging with people, showing the human side of every story, even in the hard news stories.”
Her work with the Smith County Historical Tourism Society (SCHTS) shows how this approach works in practice. SCHTS combines history and storytelling to create immersive experiences.
Their living history events, like those focused on the Tennessee Maneuvers during WWII, draw visitors from across the country.
This strategy can work for local news too. Newsrooms need to go beyond traditional formats and dive into what makes a community unique. Local journalists need to focus on stories that impact their audience directly – stories about local heroes, unsung community leaders, and pivotal moments that shape the area.
The Role of Digital Innovation
Tressa also believes that digital storytelling is the future. She’s already doing it through Misspelled Productions and Media, where she produces videos, still photography, and other digital content. Her YouTube videos, including features on Tennessee’s history, have amassed thousands of views.
“People want content they can connect with, and they want it on the platforms where they’re already spending their time,” Tressa explains. “If news outlets are still relying on traditional methods, they risk missing out on younger generations.”
Local news outlets must adapt to the digital shift by investing in social media platforms, video content, and interactive online features. These tools can help them reach a wider, more engaged audience. For instance, while many local TV stations have seen their viewership decline, many have experienced a surge in online engagement through YouTube and social media channels.
Despite the challenges, local news outlets are finding innovative ways to stay afloat. Some have leaned into hyper-local news, focusing on small-scale issues and personalized content. Others are diving into community-driven journalism, where the audience helps shape the stories being told. This approach is working because it gives people a sense of ownership over their news.
“Journalism is no longer a one-way street,” Tressa says. “The audience is now part of the story. They have more power than ever to influence the kind of news they see.”
Local outlets are also partnering with influencers and creators to reach younger audiences. By tapping into the local talent pool, news organizations can use authentic voices that resonate with the community. The key is to stay authentic and relevant, even if it means stepping outside traditional boundaries.
Balancing History with Modern Needs
Tressa’s work proves that there is room for both the past and the future in local news. Her expertise in historical preservation and tourism development has given her a unique perspective on how communities value their history. She encourages local journalists to integrate this into their reporting.
“It’s about telling the story of where we’ve been, and showing where we can go,” she says. “People care about their history. It’s what ties us all together.”
Her advice to journalists and anchors is simple: Embrace change, but don’t forget what made local news so important in the first place. It’s about trust, connection, and relevance.
“Local news has a future,” Tressa says with confidence. “But it needs to evolve. It needs to be bold and authentic. It needs to listen to the community and tell their stories – stories that matter.”
A Legacy of Impact and Guidance for Future Media Executives
Tressa’s work shows that the key to success is connecting with audiences on a deeper level, whether through historical preservation, community engagement, or immersive storytelling. Tressa didn’t just settle for conventional media roles; she forged her path by integrating her passions into her professional life. Her advice to those entering the field is simple: “Don’t be afraid to carve out your niche. Find what excites you and use that to guide your career.”
For aspiring media executives, Tressa’s career underscores the importance of adaptability, creativity, and staying true to what drives you. The media industry constantly evolves, but the core principle remains the same: telling resonating stories. Whether you’re passionate about history, culture, or social causes, there’s room to create content that has a meaningful impact.
By embracing your unique interests and staying connected to your audience, you’ll be poised to succeed in an ever-changing industry.
Do you want to see more of Tressa? Follow her on Twitter, LinkedIn, Instagram and visit her website!
