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How To Get Local PR
Why would you want to get your business in the local media? For two very important reasons:
- Positive press of any kind is good, especially when it comes from a trusted news source.
- You can’t put a price on the kind of free exposure that could get a strong message out to thousands of potential customers.
The only problem is that actually making it happen in the first place can be tricky to say the least. After all, the whole point of the local media is supposed to be the provision of helpful, unbiased information and recommendations for its customer base. Anything else could put the media brand’s reputation at risk.
So you need to give the media agencies in question every reason to feature you, which means making them believe in whatever it is you do. You need to appeal to their interests with something they and their audience care about.
But what kinds of stories and issues are most likely to get you and your business featured in the local press and media?
Positive Change
Well, it could be something to do with the changes you’re making in whatever it is you do, to benefit the greater good. Charity collections, recycling initiatives, donations, voluntary work and so on – anything that adds up to positive change for the community in general. Media outlets typically cannot resist these kinds of stories, which also paint your business in the best possible light for all to see.
Individual Success
Rather than telling the world how great your business is as a whole, why not focus on celebrating individual success? For example, an employee recognised for their outstanding contribution, a success story to share with others, the efforts of an employee to benefit the local community and so on. Rather than approaching it from an ‘us’ perspective, think instead about individual success.
Educational Pieces
The best way to approach local media promotion of this type is to avoid the promotional aspect entirely. Instead, think about something you could offer of genuine value to the local community. An informational or education piece, a helpful guide – anything that’s 100% useful and 0% promotional. And the fact that you’ve been willing to share this information ‘free of charge’ is guaranteed to work in your favour.
Competitions and Draws
And of course, a few freebies of the right kind and at the right time are pretty much irresistible. Once again, the fact is you are technically giving something away 100% free of charge, nurturing engagement in the publication in question and bringing more potential interest and customers your way. Particularly around special events, public holidays and so on, competitions and draws can be great.
What Not to Pitch…
As for what rarely gains the interest of local and regional media sources, stay away from things like new product launches, the progress of your business and essentially anything that is all about you and you alone. The key to getting published is that of taking yourself away from your own priorities and interests, instead providing something of genuine value and relevance to those you are reaching out to.