According to a recent Wall Street Journal article, corporate America’s hottest new job title isn’t what you might expect. It’s not “AI strategist” or “growth hacker.” It’s storyteller.
At first glance, that might sound like branding fluff — another buzzy term applied to a communications role that has always existed. But the trend points to something real, and something that matters far beyond big corporations.
The Journal reports that as newspapers have shrunk in circulation, staffing, and online reach, organizations have lost a reliable source of what used to be called “earned media.” For decades, companies, nonprofits, and institutions depended on journalists to notice their work, put it in context, and share it with the public. That ecosystem has changed dramatically.
With fewer reporters, fewer outlets, and far less space, companies are now hiring in-house storytellers to get their message out to clients, customers, and investors. These engagement specialists are often former journalists, editors, and content creators who know how to shape information into something human, coherent, and memorable.
Something Worth Reading
Now this doesn’t mean a bigger megaphone or a slicker brand voice. In fact, the Journal points out something many communicators already sense: audiences are growing wary of overly polished, generic content. Trust is fragile. AI-generated noise is everywhere. What cuts through now is authenticity — stories that feel specific, human, and grounded in real experience.
Local storytelling presents a unique opportunity, especially, for community-centered organizations to inform, educate, and interact with target audiences.
As traditional news outlets shrink, grassroots media has expanded, especially in regions like Greater Philadelphia. Low-power radio stations, public-access television, independent podcasts, neighborhood newsletters and popular digital outlets are actively looking for community voices. These platforms don’t require you to “spin” your mission. They want people who can explain what they do, why it matters, and how it shows up in real lives.
For organizations with limited budgets and small teams, this shift can be encouraging. Sharing your story no longer depends on landing a feature in a major outlet or launching a costly campaign. Instead, there are accessible, community-centered spaces where thoughtful, authentic stories are welcomed, and where audiences are already listening.
Community-Based Media for Local Voices
Here are some examples of popular media outlets in Greater Philadelphia that regularly feature community leaders, advocates, and educators:
Gtown Radio, 92.9FM
Low-power community radio | Northwest Philadelphia
A long-running neighborhood station with a wide range of locally produced shows. Gtown Radio regularly features community voices, local initiatives, arts, and civic conversations, making it a strong option for nonprofits rooted in place.
Uptown Radio, 98.5FM
Community radio | Northwest Philadelphia
Uptown Radio centers Black voices, neighborhood life, and grassroots organizing. Shows like Tall Talk (Wednesdays at 7 p.m.) actively welcome community guests and conversations around lived experience, advocacy, and local work.
Start Local
Independent podcast | Chester County
Start Local focuses on people doing meaningful work across Chester County, from nonprofits and small businesses to civic initiatives. Its conversational format lends itself well to mission-driven storytelling and practical, place-based work.
Philadelphia Community Podcast
Radio-affiliated podcast | Philadelphia
A community-focused program highlighting local organizations, events, and changemakers. The show’s emphasis on service, impact, and neighborhood connection makes it accessible for nonprofits looking to reach a broad local audience.
PhillyCAM
Public access TV, radio, and streaming | Philadelphia
Philadelphia’s public media hub offers multiple opportunities for community storytelling. Programs like Block by Block feature interviews and conversations about neighborhood life, civic issues, and local work, often with nonprofit leaders and organizers.
Philadelphia Hall Monitor
Independent podcast | Philadelphia
While rooted in local politics and civic systems, Philadelphia Hall Monitor regularly explores how policy intersects with daily life. Its interviews and “survival tips” segments leave room for nonprofit perspectives on housing, public services, and community resilience.
WXPN Local
Public radio programming | Philadelphia region
Best known for music, WXPN’s local programming and online features also spotlight community projects and cultural organizations, particularly those with a strong local or creative angle.
Of course, this list is only a starting point. Many communities have smaller, less visible media outlets with loyal audiences, including neighborhood radio shows, podcasts, and public-access programs that don’t always surface in a quick search. These platforms are often run by people who care deeply about their communities and are genuinely looking for good guests with relevant stories.
Local colleges and universities are also worth exploring. Many operate media programs that invite community participation and offer a low-pressure, conversational setting for sharing your story. Community calendars, library bulletin boards, and word-of-mouth recommendations can also reveal opportunities that feel more personal and approachable than larger outlets.
Once you’ve settled on a platform, a natural question follows: what story should you tell, and how do you find the right one?
Finding stories worth sharing is often easier than it sounds. Storytelling isn’t a special skill reserved for writers or performers. It’s something people do naturally when they explain what happened, why it mattered, or what they learned along the way.
So What’s the Story?
With a bit of focused reflection and a basic awareness of audience and local context, many organizations already have more stories than they realize. No need to invent a whole narrative. Rather, try to notice the moments that reveal something meaningful about your work.
- Look for moments when something changed.
A challenge that led to a new approach, a setback that clarified priorities, or a decision that reshaped how you work. - Think in “firsts,” “bests,” and “hard moments.”
First clients served, early missteps, unexpected successes, or lessons learned the hard way often translate into clear, relatable stories. - Pay attention to timing and seasons.
How does your work show up differently at certain times of year? What feels most urgent during budget season, winter months, or periods of community transition? - Focus on people rather than programs.
A single experience from a staff member, volunteer, or participant often communicates more than a full overview of services. - Ask simple reflective questions.
Prompts like “What surprised you?”, “What didn’t go as planned?”, or “What would you do differently next time?” can surface stories with natural shape. - Invite stories from others.
Colleagues, partners, and community members often notice moments you might overlook, and their perspectives can reveal stories that feel grounded and authentic.
When you have a few story ideas in mind, it’s time to consider how to introduce yourself and your work to community media in a way that feels natural and respectful. Many of these outlets are run by small teams or volunteers so a clear, concise message goes a long way.
Opening the Door
Here’s a simple template you can adapt for email or direct messages when reaching out about a possible guest spot or interview:
Hello [Name],
I’ve been listening to [show name] and really appreciated your recent conversation about [specific topic or episode]. I especially liked how you [brief, genuine observation].
My name is [Name], and I’m with [organization], where we work on [one-sentence description of mission or focus].
I wanted to reach out to see if you might be open to a conversation sometime. A few story angles we could explore include:
– [Story idea #1, framed simply]
– [Story idea #2]
– [Story idea #3, optional]I think this could resonate with your audience because [one sentence connecting your work to their listeners].
Thanks for all you do to highlight community voices. I’d be happy to share more details if this sounds like a good match.
Best,
[Name]
[Title / Organization]
Reach out as a community partner, a colleague in positive change. No need to sell, persuade, or overshare. A strong pitch focuses less on proving importance and more on offering something genuinely relevant to the platform and its audience. Clear, friendly, and specific almost always beats polished.
View from Above
Sometimes the hardest part of storytelling isn’t finding the words, but seeing your own work clearly enough to know which moments matter most. When you’re close to a mission, everything can feel equally important, which makes it harder to decide what’s worth sharing, where, and with whom.
An outside perspective can help. With experience in local news and community-centered publishing, we often work with organizations to surface strong story ideas, think through which platforms make the most sense, and flag common pitfalls that can dilute an otherwise compelling message. The goal isn’t to reshape your voice, but to help your stories land with meaning and purpose.
If you’d like help thinking through your stories, we offer a short Story Snapshot conversation. In 15 minutes, we’ll help you surface a few strong story angles, talk through which local platforms might make sense, and flag common pitfalls before you invest time pitching or producing anything.
It’s meant to be practical, low-pressure, and useful. Pay what works (suggested rate $15).
This blog is powered by East Falls Media, where we help small businesses, nonprofits, and local governments communicate with clarity and purpose.
