"Alroight bab, anyone oop for a beer?!"

While researching the differences between national and regional news for a client, I was struck by the stark contrast between the same interview aired on BBC 5 Live and BBC Radio WM ahead of Aston Villa’s Champions League appearance.

On 5 Live, Rick Edwards spoke to an excited fan en route to Bruges, focusing on the manager’s tactical signings, her aspirations for the next round, and the challenges posed by rival teams. In contrast, the Radio WM presenter -speaking in a broad Birmingham accent - asked: “Whass it loik on the buss, bab??”, “Are you’s ‘avin’ a good time?”, “Have you ‘ad any Belgian beer yet5live brekky presenter

?!”

In other words: the national agenda was all about strategy, tactics, and aspiration, while the regional programme honed in on emotion.

This contrast isn’t the only difference (there’s also the classic trend/epidemic vs. event distinction between national and local news), but it serves as a powerful reminder: when engaging with regional media, it’s essential to bring feeling into your interview performance. Local news thrives on emotional connection and is often seen as the clarion voice of its community. Ignore that at your peril!