Starting a new business comes with a flurry of activities and getting noticed might seem like just another item on an already full plate. However, the landscape of local news is more welcoming to your story than you might think. Today’s journalists aren’t just confined to traditional print media; they’re also active on digital platforms, social media, and influential local blogs.
Local journalists are always on the lookout for engaging and relevant content for their readers. Whether it’s a story about how your business started, a community project you’re spearheading, or a product launch, your business has a story that helps you gain positive local publicity.
So, how do you stand out in a journalist’s overflowing inbox? Here are 8 ways that’ll get you featured on local news:
1. Find your audience’s source of news
Start by mapping out where your target audience consumes their news. Do they prefer community radio stations, local weekly newspapers, or perhaps niche blogs that focus on local events? This is where brand positioning comes into the picture. Your audience should easily understand the story behind the news and be interested in knowing more about your products or services.
2. Research your local media landscape
What kind of stories do the local outlets typically cover? Who are the reporters, and what beats do they specialize in? Subscribe to their newsletters, follow them on social media, and observe the types of headlines that make the cut. If you don’t have time for research or crafting press releases, work with a PR agency in Toronto that specializes in earned media.
3. Write your company’s press release yourself
Before you begin, write down all points that you want to cover. Read up the recent news or press releases public by local news outlets and understand how it resonates with your audience. Then, draft a simple press release in third person but just include enough information for the journalist to feel interested and ask more. Add an exciting headline. Begin your copy with date, time, and location of release and end with your contact details.
4. Turn your news into a story
Press releases aren’t the most exciting to read, so use the power of storytelling to get your message across. There are endless stories to read online, so don’t be afraid to take inspiration from them. Your story needs to resonate emotionally with its audience; if it doesn’t stir any feelings, then it might not be ready to be shared in a press release.
5. Send your own videos and photos
Include high-quality, relevant photos or a video clip, maybe even a b-roll, with your pitch. Instead of adding as an attachment, send them as a cloud link. They should be an extension of your press release, easy to publish, and properly formatted.
6. Always write a personalized email
It goes without saying – start with a compelling headline. Start the email with a personalized greeting and a few words of their recent work to demonstrate that you’re familiar with their coverage. Keep the body concise and clear – highlight the most exciting parts of the release and mention why they should be interested in your story. End with time and date of the release and how the journalist can reach youJournalists at all levels get hundreds of emails every week, so keep it under 200 words.
7. Be easy to communicate with
Work within a journalist’s tight deadlines to get your release out quickly. Before your interview, reach out to the journalist to request their questions in advance to understand the specific angle they’d like to highlight in their release. Prepare answers beforehand so you aren’t caught off-guard.
8. Build mutually beneficial relationships with local press
It goes without saying that you must thank the journalist after your story is published. Follow them on social media and engage with their content, especially those that align with your audience. Find ways to help them out. For example, if they’re looking for professionals from a particular industry for a story they’re working on, connect them with anyone you know.
Organic PR doesn’t happen overnight—it’s a slow burn that demands a thoughtful, long-term approach. If you’re just starting out, it is a smart idea to partner with an earned media PR agency. Our team at Verified Communications can help you put together a comprehensive communications strategy. Once that’s in place, your team can take the reins and keep things moving forward. Book a call and let’s get things rolling.
