Many U.S. communities—especially marginalized ones—lack access to reliable, relevant news. These “news deserts” leave people invisible to mainstream media. Even where local journalism exists, it often overlooks diverse voices vital to civic life.

The Listening Post Collective (LPC) is a nonprofit working to strengthen local news and civic information ecosystems. They bring together journalists, organizers, activists, business leaders, and policy experts to support communities historically underserved by traditional media.

Regular readers know that I call my own brand strategy and consulting process "Listen First." So the fact that listening plays a central and foundational role in the work of the LPC got my attention.

Their approach is grounded in deeply engaging with communities through listening to understand their actual experiences, information needs, and priorities. They employ a structured process of "visiting and listening" which involves immersive community walks, informal conversations in everyday spaces (like barbershops, churches, stores), and attending local events to observe how information naturally flows and is shared within the community.

It's working. LPC has helped build community-driven media projects; improved engagement in news deserts; and created platforms where local voices shape the news and information ecosystem across Appalachia, Southwest border communities, Indigenous communities, and the Southeast.

WEBSITE: The Listening Post Collective

RELATED ARTICLE: How The Listening Post Collective Identified Community Information Needs in Omaha