Getting featured in the local paper, on regional radio or on a local news website can do things advertising struggles to. Coverage carries a sense of independent credibility, it reaches people who ignore ads, and a good article can be shared long after it’s published. And getting into the local press is more achievable than most people think.
Many small businesses assume local press coverage is only for companies with PR departments. It isn’t. Local journalists often work to tight deadlines with small teams and need a steady flow of stories. If you can offer a genuine one, clearly written and easy to use, you’re doing them a favour.
The catch is the word “genuine”. Here’s how to find a story worth telling and pitch it properly.
Understand what counts as news
“Local business is good at what it does” isn’t a story. Journalists are looking for something new, surprising, human or relevant to their readers. Angles that tend to work in the local press include:
- Milestones. A significant anniversary, a new premises, a big expansion, creating local jobs.
- People. An apprentice who’s thriving, a long-serving employee retiring, an unusual career change behind the business.
- Community. A charity fundraiser, a volunteering project, support for a local cause.
- Firsts and awards. A new service locally, a recognised award, an accreditation that means something.
- Expert comment. A useful, timely view on something affecting local people, such as a mortgage adviser on rate changes or a garden centre on a dry summer.
Ask yourself: would someone who has never heard of my business find this interesting? If the honest answer is no, keep looking for the angle.
Find the right person at the local press
Sending a press release to a generic inbox works occasionally. Sending it to the right person works more often. Spend half an hour reading your local outlets and note who writes about business, community or your sector. Many journalists list their contact details on the outlet’s website or on social media.
Don’t forget smaller outlets. Community magazines, hyperlocal news sites, parish newsletters, trade press and local radio shows can be easier to get into and are often read closely by exactly the people you want to reach.
Write a pitch that’s easy to say yes to
Keep your email short. The journalist should understand the story from the subject line and first two sentences. A good structure:
- A clear subject line that states the story, not a vague “Press release”
- One or two sentences on what’s happened and why it matters locally
- The key facts: who, what, when, where
- A short quote from you or a relevant person, written the way people actually speak
- Your contact details and availability for interview
- A note that good photos are available
Paste the text into the body of the email rather than only attaching a document. Make it factual, not promotional. Words like “leading” and “premier” tend to get deleted, along with the email.
Journalists aren’t there to advertise your business. Give them a real story, make their job easy and your business gets mentioned as part of it.
Have photos ready
A story with good pictures is much more likely to be used, and much more likely to be noticed. Have a few high-quality images available: people rather than just logos, in a real setting, well lit and in focus. Horizontal and vertical versions help. Make sure you have permission from anyone who appears in them.
Be responsive and make the most of it
If a journalist replies, answer quickly. Deadlines can be hours, not days. Be available for a quick phone call, and be clear and honest in what you say. If there’s anything you don’t want published, don’t say it.
You usually won’t get to approve the article before it runs, and you shouldn’t expect a link to your website, though you can politely ask. When the piece is published:
- Thank the journalist. A good relationship makes future stories easier.
- Share the coverage on your social channels and in your email newsletter.
- Add it to an “as featured in” or news section on your website, linking to the original.
- Keep a note of what worked, so you can do it again.
Don’t be discouraged if your first pitch to the local press goes nowhere. Stories get dropped for all sorts of reasons. Keep a simple list of potential stories through the year and pitch when you have something good, not just when you want attention.
When to bring in help
If you’d like support finding angles, writing releases and building relationships with local and trade media, our PR and media relations service can take care of it. We can also arrange photography so your story arrives with pictures that editors actually want to use.
