Another solution would be to actually have NPCs spread rumours, to keep it a bit more immersive. I'd be surprised if it hasn't been done before actually. You could 'seed' a couple NPCs with rumours and then let the rumours as NPCs come into contact with each other or whatnot.
The real difficulty there, though, is dialect. If a rumour is spreading that the Occultists are plotting a new ritual and that rumour is something like, "Hey, I heard the Occultists are plotting a new ritual," what do you do about NPCs that typically speak in dialects or 'accents', whether it be piratey (Arrr, matey, them landlubber Occultists be plottin' another dastardly ritual) or whatever.
--matt
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