Yesterday, I was among a group of local journalists and media representatives invited to Stoke-on-Trent City Council’s media briefing to hear about the 2025 budget. The session clearly outlined the council’s plans, challenges, and opportunities for our city. It wasn’t all positive news – there are tough decisions ahead – but it was a balanced briefing with both progress and challenges laid bare.
Following the meeting, various local media outlets, including Daily Focus, The Knot News (which I wrote), Hits Radio, the BBC, and Stoke Nub News (they didn't attend but did write an article), published articles summarising the budget and what it means for the people of Stoke-on-Trent. These reports were factual, balanced, and aimed at helping residents understand the reality of our city’s future – the good, the bad, and the in-between.
However, Stoke-on-Trent Live published four articles within 24 hours on the same topic, using sensationalist headlines and a heavily negative tone. The difference between their coverage and that of other outlets is stark.
I encourage readers to compare Stoke-on-Trent Live’s articles with those from the other media sources present at the same briefing (they are at the bottom of this article). We all received the same information. We all heard the same plans and saw the same figures. Yet somehow, Stoke-on-Trent Live presented it in a way that paints our city in the worst possible light.
The tone of the Stoke-on-Trent Live articles are alarmist and negative, designed to provoke concern and engagement by focusing on the harsher aspects of the council’s budget announcement. Key phrases like “huge council tax hike,” “street lights dimmed,” and “hit with £7.5m cuts” create an impression of crisis. The language and structure aim to emphasise financial struggle and austerity, presenting the budget in a way that suggests impending hardship.
While factual reporting about cuts and tax hikes is necessary, the article uses sensationalist language to magnify the negative impact. This style of reporting appears intended to draw in readers through worry or outrage rather than offering a balanced overview of both challenges and progress made by the council.
This raises serious questions. Why does this happen? Are they instructed to write in this manner? Are they chasing clicks and ad revenue at the cost of responsible journalism? If so, what does that say about their priorities?
It’s important to clarify that this is my personal opinion, based on my experiences as a local writer and content creator. I have seen firsthand how certain stories have been presented negatively by Stoke-on-Trent Live and the impact that they have on the local area and it's people. Businesses and individuals I know personally have had positive stories twisted into something far less constructive and potentially damaging. It’s disappointing to witness, and I believe it’s damaging to our city’s reputation.
I acknowledge that Stoke-on-Trent faces challenges, and I’m not suggesting we shy away from reporting on the difficult issues. However, there’s a difference between responsible journalism and sensationalism. The former informs the community; the latter creates a skewed narrative that breeds negativity and hopelessness.
It’s also worth noting that Stoke-on-Trent Live continues to trade on the legacy of The Sentinel, a once-proud local paper and pillar of the community. Many residents continue to read it out of habit, unaware of how its editorial direction has changed. This gives Stoke-on-Trent Live significant influence over public perception, which makes their sensationalist approach all the more concerning.
In my view, we need to support local media outlets that report with integrity and care about the communities they serve. We need journalism that informs, inspires, and accurately reflects the realities of life in Stoke-on-Trent – both the good and the bad. That’s the kind of media landscape our city deserves.
The state of Stoke-on-Trent Live’s website also warrants mention. It’s cluttered with pop-ups, adverts, and questionable links, which makes for a poor user experience and further diminishes its credibility.
This post reflects my personal concerns about the impact of sensationalist journalism on our city. I’m sharing this in the hope of encouraging more balanced and constructive conversations about Stoke-on-Trent’s future.
I have added the links to all stories below from all sources, so you can see what I mean and make your own decision about which local news sources you would prefer to use and can sign up for their local newsletter and social media.
The Knot News - Stoke-on-Trent City Council Unveils 2025 Budget Focused on Protecting Services, Supporting Families and Financial Stability
https://www.theknot.news/p/stoke-on-trent-city-council-unveils
Daily Focus - Council announces £7.5m of cuts – but reassures businesses
https://daily-focus.co.uk/2025/01/council-announces-7-5m-of-cuts-but-reassures-businesses/
BBC - Council tax to rise 4.99% as £7.5m savings on way
https://www.bbc.co.uk/news/articles/c8ewze030x7o
Hits Radio - Stoke-on-Trent City Council set to unveil more budget cuts
https://hellorayo.co.uk/hits-radio/staffordshire/news/stoke-on-trent-council-budget-cuts/
Stoke Nub News - Stoke-on-Trent City Council proposing £7.5m of cuts and 4.99 per cent tax rise
Stoke on Trent Live
Huge council tax hike, government bail-out and street lights dimmed as Stoke-on-Trent hit with £7.5m cuts - https://www.stokesentinel.co.uk/news/stoke-on-trent-news/huge-council-tax-hike-government-9840645
Dimmer street lights and leisure centre charge hike as Stoke-on-Trent braces for cuts - https://www.stokesentinel.co.uk/news/stoke-on-trent-news/dimmer-street-lights-leisure-centre-9841157
Live in Stoke-on-Trent? Here's how much your council tax is set to go up by - https://www.stokesentinel.co.uk/news/stoke-on-trent-news/live-stoke-trent-heres-how-9841037
Stoke-on-Trent City Council to unveil latest budget cuts and council tax hike - https://www.stokesentinel.co.uk/news/stoke-on-trent-news/stoke-trent-city-council-unveil-9821905
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