The Power of Local Media
by Julia Higgins
When putting together PR plans, it’s easy to get caught up in the glitz and glam of a national story but do not overlook the power of local news! Discounting local outreach in your PR strategy could mean missing out on a goldmine of storytelling moments for your client – and it’s true, local news makes national headlines!
Local outlets are the pulse of communities – don’t believe me? Ask your parents where they get their news (I bet you a local station is on that list!) By getting your client featured in local publications, you can not only establish a meaningful connection with the community but also use it as a resource for landing that national story with The New York Times!
Julia recently provided onsite PR support for the Play Pokémon Regional Championship event in New Orleans and secured an opportunity with the local FOX affiliate. Reporter Maddie Kerth toured the event and interviewed attendees about the tournament happenings, one of many placements that generated buzz in the local and Pokémon fan community.
Check out my top 3 reasons why local coverage can lead you to the perfect pitch:
- Making Your Brand a ‘Hometown Hero’
Every brand has a story to tell, and their local community is ready to celebrate those successes. Hometown hero stories are the heart of local news – after all, everyone loves a feel-good story! When pitching local media, be sure to emphasize the local tie to the brand. Are they locally born and raised? Are they finding ways to give back to their community? What connections does the brand/product have with the community? By getting featured in local news publications, you can establish a meaningful connection within the company’s neighborhood and find unique story angles that can only be achieved through local outreach.
- Establishing Credibility in Your Community
Local media makes national headlines. When you land a local feature, you automatically earn credibility and authority for your brand to the community your client is trying to reach. Audiences tend to trust the news sources they are familiar with – looking to try out a new restaurant? Or attend a fun weekend event? You are most likely going to check out your local newspapers for an expert opinion.
Not to mention, you can use these great local features to land that national story by offering journalists the opportunity to see the big picture and further show the client’s expertise in the space.
- Taking Advantage of Targeted Outreach
While global stories are always a win, they can lack the specificity that local news outlets can offer for clients and brands. Whether you’re promoting an event, announcing a new product that gives back to the community, or sharing a success story, local news outreach lets you reach your targeted audience where they are already finding their news.