In an era where local news is evaporating and many cities don’t have a source for local reporting at all, FOX 47 is ramping up on the ground coverage in Greater Lansing. With a new team of multimedia journalists, FOX 47’s goal with its “In Your Neighborhood” concept is to embed reporters into the different neighborhoods and regions of Greater Lansing to produce exclusive in-depth reporting.
When FOX 47’s contract with WILX News 10 was set to expire, it needed to put together a team that could produce in-house news broadcasts. FOX 47 hired director Jessie Williams, who started in local TV news with WLNS, eventually moving to WXYZ in Detroit and WTMJ in Milwaukee, to help assemble a body of reporters. With its new team ready to go, FOX 47 began airing its own original news broadcasts in January. The staff consists of four producers, a photographer/editor and 10 reporters — with plans to add two more by April.
“A new startup is not for the faint of heart. There’s a lot of work that’s gone into this and we wanted people that were excited for this opportunity,” Williams said.
Williams described having a blank canvas to work with as a rare opportunity in a shrinking industry. The strategy she’s overseeing is to essentially drop a reporter in an area of Greater Lansing and have them develop a strong relationship with its local community members. The endgame is to have that bond help produce reporting that viewers simply cannot get from national news competitors or social media.
“When you’re giving this blank slate, you really get to make meaningful decisions around how you’ll operate differently, so you’re bringing new viewers along for the ride,” Williams said. “Our value proposition is local news. That’s what people can’t get from their iPhone or national news outlets. We have to hone in on that.”
Williams said it was important for the team, which features several African-American women reporters, to reflect the diversity of Greater Lansing. The journalists on the team also have several different backgrounds within the industry — some bring more print experience to the table, while others are more familiar with television reporting.
“We’ve seen the need to be vulnerable and have perspectives in the room that bring different things to the table. We all learn that way and become better journalists that way and tell better, more well-informed stories,” Williams said.
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