Sometimes in PR, we can get so focused on getting the big mainstream, prime time media hits, that we forget that the smaller media can be just as important to the audience you’re trying to reach.
The media landscape continues to change, but regional and local titles should still have a place in our media strategies and PR plans. Not every story has the right angle for larger mainstream media, but they might be exactly what the local outlet is looking for.
We’ve had great success with clients of late homing in on localised media opportunities. Localised media coverage can really help drive brand awareness at grassroots, community level, and showcase the great stories and people behind your brand in their local community.
Below are some examples of stories that might suit a local PR push.
Hosting a local event/forum
Local events or speaking opportunities are great for driving media coverage. You might have an expert speaker visiting who can offer some insights for the local paper, or you might want to invite the paper and their photographer to grab some photos for a spread.
This year we’ve done some work with CommBank to promote their regional customer events, where they’ve had economists and other SMEs visit regional communities, and we’ve invited media to cover the event, getting them some great local coverage.
Highlighting a local hero
People love reading about people they know, and hearing their successes and stories. Stories about locals winning awards are particularly great for local media coverage, as it can create a strong, positive connection between the brand and the community, while showcasing a champion for your business. This past year we worked with local media outlets to secure interviews with the regional and national winners of the Syngenta Growth Awards.
Local brand success stories
Your local team might be doing some amazing things that deserve some attention, or maybe you’ve uncovered a story at the local branch that you think the community would love to hear about. Often, there are stories in our businesses that are hiding right under our nose. Komatsu has a wide-reaching branch network, and last year we focused on their Rutherford branch, and their use of tech to help manage mine sites right across the world. NBN Newcastle picked it up in the 6pm news bulletin and ran it online as well.
When you’re next planning a PR opp for your brand, don’t forget about the local stories you might be able to capitalise on and get some great media coverage for. And if you’re stuck – you know where to find us – [email protected]u
Alex Williams