VT Chief Communications Officer Rebecca Kelley Discusses New Executive Order

Governor Phil Scott signed an executive order on July 23, 2026, directing Vermont state agencies to prioritize local media outlets when purchasing advertising. The order aims to support the financial viability of local newspapers and broadcasters by shifting state marketing spends away from global social media platforms and toward community-based journalism.

The directive applies to state advertising purchases across various departments, including those focused on public health, safety, and tourism. According to Rebecca Kelley, Vermont’s Chief Communications Officer, the order ensures that the state and its marketing partners utilize local channels to reach residents.

Vermont’s local media landscape includes a mix of traditional newspapers, broadcast stations, and digital-first outlets. The executive order specifically targets the procurement process for public service announcements and state-funded promotional campaigns, such as those promoting state parks or health initiatives.

State Advertising Shift Toward Local Outlets

The executive order mandates a review of how state agencies allocate their advertising budgets. Rather than relying on broad social media marketing, agencies are instructed to identify and partner with local media outlets that serve specific regions, including rural areas like the Northeast Kingdom.

The move is designed to counteract the decline in traditional advertising revenue for local newsrooms. By utilizing state funds to buy ad space in local publications and on local airwaves, the administration intends to provide a stable revenue stream for journalists covering community-specific issues.

“This executive order really is about making sure that we in the state, as well as the marketing [partners]” prioritize local media. Rebecca Kelley, VT Chief Communications Officer

State agencies will now evaluate the reach and community impact of local outlets when planning campaigns. This includes prioritizing broadcasters and newspapers that provide essential local reporting over national digital platforms that do not employ local staff or maintain physical offices within the state.

Impact on Rural Communities and Public Safety

The administration’s strategy emphasizes the role of local media in disseminating critical information during emergencies. In rural communities, where internet access can be inconsistent, local radio and print newspapers often serve as the primary sources for safety alerts and public health warnings.

By supporting these outlets, the state aims to maintain the infrastructure necessary for effective crisis communication. This includes the delivery of public service announcements regarding weather events, health crises, and state-mandated safety protocols.

The order also extends to tourism marketing. Instead of relying solely on national digital campaigns to attract visitors to Vermont’s state parks and landmarks, the state will increase its presence in local media to support the broader regional economy.

Collaboration with Journalism Coalitions

The development follows discussions involving the Vermont Association of Broadcasters and the Vermont Journalism Coalition. These organizations have advocated for policies that protect the sustainability of local news in the face of digital disruption.

The executive order represents a formal policy shift in how the state views its relationship with the press. By treating local media as essential infrastructure for public communication, the Scott administration is linking state spending to the preservation of community journalism.

State agencies are now tasked with auditing their advertising expenditures from the previous fiscal year to determine how much was spent on national platforms versus local outlets. This data will inform the implementation of the new procurement priorities.