A statewide mindset in communications

In August, the Star Tribune rebranded as The Minnesota Star Tribune. While recent decades have seen thousands of newspapers close (and peers like the Chicago Tribune downsize significantly), the Strib has retained a large newsroom and remained profitable since changing ownership in 2014. The New York Times coverage on the announcement noted their goal of doubling paid digital subscriptions in the next five years.

With this transition, the newspaper has changed its approach to reporting on certain topics, including:

• organizing coverage around five major pillars: news and politics, business, outdoors and the environment, food and culture, and sports. Notably, combining environmental and outdoor recreational reporting into one section draws attention to how these issues are closely intertwined.
• adding regional reporters and new community voices across the state.
• plans to share information and reporting with smaller local newsrooms.

The shift to a statewide focus may prompt readers to consider the relationship between their community and the rest of the state. It’s also an opportunity for communicators at public institutions to examine statewide issues and shared identity.

While many Americans tend to focus mostly on national and local news, a statewide mindset can help communicators strengthen outreach. Conversely, monitoring statewide news through diverse media outlets can help communicators build inclusive messaging based on an understanding of the issues that impact all Minnesotans.

Whether it’s life-changing discoveries that improve the quality of life and fuel our economy, or the world-class education occurring on all five of our campuses, the U of M plays an irreplaceable role in Minnesota’s success. The University Relations PR team works to share how U of M experts are tackling issues important to Minnesotans by working with reporters across the state through targeted pitching and strategic media tools like Talking…with U of M releases and the Driven for Greater Minnesota newsletter.

Reach out to the PR team at unews@umn.edu to learn more about how we can help share University news and build relationships with local media.