Many businesses want to gain media coverage in all the top national and metropolitan news outlets and often forget about the benefits of local news.
For many businesses the majority of their customers and clients are in their local area. This means gaining media coverage in local newspapers, magazines, newsletters, radio programs or TV programs may be more effective at reaching your target audience.
Local journalists are always looking for a local angle on a national story. For example if there is a job shortage in Australia and you are a recruitment company you could pitch your local media a story about how your business is helping people to find work locally. You may have a better chance of getting coverage in your region because national media publications will be covering stories about the government or have a broader focus.
It’s often easier to contact your local media publication than national media publications, which means you may have a better chance of gaining coverage.
The Small Business Playbook has provided some tips on how to pitch a story to your local media.
Target your pitch
It’s important to target your pitch to a specific local journalist and media publication. This means you need to explain why your story is suitable and interesting to the publication’s audience and why the story is local news.
Make it local
You will have a better chance of gaining a journalists’ attention if you have a local story angle. For example it could be how your business is helping the local community or maybe your CEO grew up in the local area. Make sure your story is not too promotional, it still needs to be newsworthy or a journalist won’t be interested.
Be patient
Don’t expect to gain media coverage straight away. You might have to send many different pitches before a journalist is interested in your story. If a journalist tells you they aren’t interested then think about another angle that would be more appropriate for local news and pitch that in.
When trying to gain media coverage for your business don’t neglect local media. Customers often like to support local businesses therefore gaining media coverage in a local paper may lead to increased customer interest in your business.
Have you ever been featured in your local news?
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Sydney Public Relations Agency, CP Communications provides specialist media, traditional and online PR strategies that get amazing results. Contact us today. For more great tips visit our website www.cpcommunications.com.au.
