Local media preserve an important role in democratic societies despite globalisation. However, like other media actors, they face numerous problems related to the changed circumstances in the communication environment dominated by digital platforms, as well as transformed methods of producing, distributing, and consuming media content. In this context, the master thesis focuses on exploring the role of local media in their relations with local communities, industry and other organisations. The aim of the research is to examine how local media as a public relations tool help to communicate with local communities, the economy and organizations in the local environment; how they establish and maintain relationships with these stakeholders; what business and other challenges they face in the modern communication and media environment and what impact this has on their editorial independence.The results of the research, based on a case study and in-depth interviews, confirm the findings from the literature that local media play an important role in connecting people in local settings and in supporting local communities, the economy, and organizations. Like elsewhere, in Slovenia as well, local media face challenges of editorial independence in the context of close relationships with local actors; adaptation to rapid changes in the media landscape is also necessary. The findings reveal the role of local media in the development and strengthening of local communities, while also highlighting the need to find a balance between business interests and editorial independence.
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