Brand Tone

The brand employs a hybrid tone: journalistic and formal for news reporting; engaged and community-oriented for editorial and lifestyle sections; descriptive and poetic for cultural stories; and conversational on social media.

Brand Values

• •Independence: The foundational value, stated in its name and origin story, ensuring information free from business or political influence.
• •Community Focus: Dedicated to being an indispensable part of the local cultural environment, covering hyper-local news and providing a platform for regional topics.
• •Accountability and Public Service: Aims to keep the community informed, knowledgeable, responsible, and healthier by performing a journalistic watchdog role.
• •Tradition and Trust: Operational since 2000 with a stable team, projecting stability, reliability, and adherence to journalistic ethics.

Best Practices

• •Segment Tone by Platform and Content: Maintain a formal, objective tone for hard news on the website and in print, while adopting a more conversational and engaging voice on social media.
• •Uphold the "Independence" Value in All Copy: Ensure all editorial content, especially opinion pieces and investigative reports, reinforces the core value of independence, avoiding language perceived as biased.
• •Clearly Delineate Paid vs. Editorial Content: Continue to clearly label all sponsored posts and advertisements (e.g., "Apmaksāta informācija") to maintain trust and transparency.
• •Emphasize Local Impact: Consistently connect headlines and article introductions to their direct impact on the residents of the coverage area, framing even broader topics through a local lens.
• •Engage with the Community Constructively: Respond professionally to criticism and foster healthy debate in comments sections and social media, reinforcing NTZ's role as a central community forum.

Social Perception

NTZ is perceived as an influential and integral local institution. It's recognized as the main news provider, a vital platform for community discourse, but also polarizing and controversial due to past allegations and its influential position.

Copy Examples

• •When a public service fails, who is accountable? Our latest investigation uncovers the difficult questions behind the recent changes at Tukums Hospital. We believe our community deserves answers. Read the full story. #Tukums #CommunityJournalism #NTZ
• •Independent. In-depth. Indispensable. For over 20 years, we've been your voice and your source for trusted local news. Support community journalism. Subscribe to NTZ today and never miss a story that matters.
• •Reach over 28,000 engaged local readers who trust us to keep them informed. From Kandava to Engure, NTZ is where the community looks first. Advertise your business with the region's leading news source. Contact our advertising department to learn more.
• •Get ready for the annual Rose Festival! 🌹 We've got the full schedule of events, from the parade to the evening concerts. Check out our guide to make the most of the weekend. What's your favorite festival memory? Let us know in the comments! #RožuSvētki #TukumsEvents
• •A Budget for Progress, or a Missed Opportunity? Examining the council's latest proposal and what it truly means for our towns.