The Local Advantage: How Community Storytelling Drives Big PR Wins
by Cristina Lenoci
The PR landscape is consistently changing and evolving, with PR professionals and publicists chasing the next viral moment, hottest new podcast, or the latest influencer endorsement. While these opportunities are valuable, they often make it easy to overlook one of the most meaningful and effective PR tools: local earned media.
For brands and spokespeople looking to build authentic connections with their target audience, drive real community impact, and establish lasting trust, local press remains essential to a well-rounded communications strategy.
Here at Litzky PR, we’ve seen firsthand how local media wins can drive meaningful results for ours clients, especially when working with mission-driven brands like Ageless Innovation and OATS from AARP, where community-level impact is at the heart of every initiative.
Locals Wins have a Lasting Impact
A placement in a hometown newspaper or a regional TV station might seem small compared to a national headline, but these local stories make quite an impact. Local media outlets are deeply trusted by their audiences, often more than national sources; when a brand earns coverage in these spaces, it taps into that credibility and builds meaningful relationships at the ground level.
With Ageless Innovation, we’ve found major success when highlighting their Joy for All Companion Pets through Regional TV and newspapers, sharing the real-life stories of Older Adults and their caregivers who have benefitted from using the pets. With events like Companion Pet adoption days, Ageless Innovation is making a genuine positive impact on the communities it aims to serve.
Create Meaningful Connections within the Community
Local media thrives on relevance. Stories that spotlight community events, highlight local spokespeople, or address regional needs, resonate because they feel personal. When pitching these outlets, tailoring the message to reflect a community’s interest is key.
With OATS from AARP we pitch hyperlocal outlets to promote their Senior Planet centers throughout the country. From a Participant led Poetry Slam to Digital literacy classes, we focus on how these events fill unique needs within specific neighborhoods. From Miami to Denver, we generate strong local coverage that boosts class signups and fosters genuine connections between Senior Planet and the communities they serve.
The Foundation for National Success
Local coverage doesn’t just drive impact on its own; it can also open the door to bigger media moments. National producers, reporters, and editors are always hunting for grassroots success stories, and consistent local buzz often leads to wider exposure.
Local media isn’t just a box to check, it’s a powerful, strategic tool that can create trust, build awareness, and drive real action. Investing time and creativity into community storytelling pays off, turning local moments into big PR wins.