Why local media is good for business – and your PR strategy

Table of Contents

By: Jane Lee

 

As businesses reopen across Canada, the #supportlocal movement continues to play a significant role in the post-pandemic recovery. Local media have also felt the impact of the pandemic with many seeing a decline in ad dollars, yet, they are often valuable news sources for the resident and business community, raising local issues that are often ignored by larger outlets.

 

Partnering with local or regional media doesn’t just support the movement but it makes good PR sense when developing pitches that require a targeted reach. Their focus on the community means they understand their audience, resulting in a strong media strategy with proven results. Effectively using local media for organic or sponsored coverage, whether it be online, print, radio or broadcast, can help establish trusted connections with the targeted audience and frequently are less cluttered than national media with competing messages.

 

Here are a few items to consider before pitching to local media:

 

What is the latest local buzz?

Monitor local print, online and broadcast news and see if there is a connection between the content you are pitching, and what is gaining media attention in the community.

 

Is there a subject matter expert or spokesperson available?

If your pitch includes a relevant subject matter expert or spokesperson, consider reaching out to the outlet or reporter to offer supporting commentary on recent relevant stories.

 

Does your story have a strong local hook?

When pitching to smaller communities, be sure there is a local angle to ensure it captures the reporter’s interest and suits the outlet’s messaging.

 

Does the publication have additional media platforms?

There are often additional media platforms such as print, online, broadcast, and even affiliated radio stations. Prioritize media who have multiple platforms to increase reach and create greater visibility. Some smaller outlets often fall under a bigger network, so be sure to check sister publications to see if your story has been syndicated.

 

Do you have assets available?

Media may not always have the time to capture supporting photos or videos. Make sure to have assets ready such as relevant high-res images, headshots, and a short bio of the experts. For broadcast, share a b-roll if you have one on hand.

 

The BlueSky team supports local media with continued outreach and sponsored opportunities as communities very often turn to their local news as a trusted source. We encourage everyone to do the same as targeting local media can be a winning and successful strategy for your clients and business.

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