Looking for a way to connect with your local community? The real challenge lies in understanding how to connect with local newspapers and other media outlets. And then present stories that resonate with their audiences.
Connecting with locals helps brands cover smaller markets and reach important niches. It is a great way to establish your position in the audience's mind as a go-to solution.
So–how to get the local news to cover your story? Let's dive in and find out.
There’s no easier way to contact the right media outlet than by using a PR software that has it all: a media database, a press release creator, and a media pitching tool—all enhanced by the help of an AI assistant.
You’ll find all these features (and more) in Prowly. Give it a try for 7 days free!
The challenges of PR in local news as an agency
From regional nuances to fragmented media landscapes—do these challenges sound familiar? If so, we will help you navigate them.
Navigating the complex landscape of local news PR
Effective local news outreach requires navigating a diverse and dynamic landscape.
In the vast U.S. market, each region boasts unique rules. This can mean different editorial standards, audience expectations, and even cultural nuances.
👉 Research is your best friend—study regional editorial guidelines, audience preferences, and cultural nuances before pitching. Prowly’s media database lets you filter journalists by location and expertise, saving time on research.
The challenge of fragmentation
The fragmentation of local media outlets presents a significant challenge. Identifying the right journalists and tailoring pitches to meet their specific needs can be time-consuming and resource-intensive.
You should also think about press release distribution services if you want to customize your pitch to each recipient.
👉 Streamline your outreach by using tools that allow personalized pitches. Prowly’s media database shows you journalist's social media, which can give you valuable insights about their preferences.
Understanding local dynamics
A successful local PR strategy needs to have a deep understanding of the important factors and needs of the region and local culture. These elements play a crucial role in delivering newsworthy content.
👉 Invest time in understanding what makes your story relevant to the region. Media monitoring can help you stay updated on trending local topics and adapt your pitch accordingly.
Balancing global reach with a local focus
Think global and local. Coordinating outreach across different time zones and managing content tailored to local audiences can put a lot of pressure on agency resources. Especially for teams that work globally.
👉 A PR calendar could help you coordinate global efforts while keeping track of localized pitches.
Building and maintaining relationships
Cultivating strong bonds with journalists across various newspapers requires a significant investment of time and effort. Finding the right balance between personalized engagement and reaching a large audience can be tricky.
👉 Learning about journalists' unique preferences might take your relationships to another level. But if you don't know them yet, social media can be a great source of information. Prowly’s media database shows you journalists' social media profiles, providing valuable insights into their preferences.
When does it make sense to get published in the local news?
But why (and how) should you get your story in the newspaper? And perhaps even more importantly—why should you consider using local media to do so?
Don’t start pitching to local journalists until you’ve answered these questions. Local media outlets can be highly effective in some cases but might offer little to no value for other projects
Reason no. 1: Localized audience impact
Local news outlets provide a unique connection to community audiences. Such media offers targeted exposure that national publications cannot replicate. This direct line to local residents enables businesses and organizations to reach their specific demographics effectively. As local news has a unique connection to their audience. They see places from their own neighbourhoods and people they know or have heard about.
Reason no 2: Enhance community credibility
Coverage in local media positions a brand or client as a trusted voice within the community, enhancing reputation and engagement at the grassroots level.
Reason no 3: Being a part of a community
Once you get featured in local media, you'll begin to gain recognition and people will start to remember your name. By becoming an integral part of a community and its culture, you increase your chances of being the first company that comes to mind when they think about meeting specific needs.
Five strategic use cases
- Product or service launches: Focus on local news when launching products or services specifically tailored to a community or local market.
- Crisis response: Address community-related issues directly and transparently via local outlets. When a crisis hits, be sure that you address all issues that may reach the locals.
- Community engagement: Enhance your involvement in events, sponsorships, and charity activities that highlight your commitment to the local community.
- Milestones and achievements: Celebrate local awards, anniversaries, or recognitions validated by the community.
- Expert commentary: Establish a thought leader position by offering insights on local topics that are relevant and timely.
How to get the news to cover your story?
Let's focus on the process itself. How to get a story in the newspaper step by step? Here is your guide:
#1 Identify the right local media outlets and journalists
First, you may be asking yourself how to contact local newspaper journalists? Well, we have some ideas.
Start with advanced media research. Go beyond and make use of Prowly’s media database. Filter and find the local journalists who cover your specific topic or story. Do not waste time on manual searches and let a specialized tool designed for the task do it for you.
💡 Pro Tip: With Prowly you can filter journalists by location, coverage history, and niche interests, ensuring your pitch lands in the right person's inbox. Search through their published content and analyze their writing style and portfolio to pick somebody who your story can resonate with.
Search for just the right journalist now – try the database and filters yourself.
#2 Identify key local stories and angles that resonate
To become a part of the community, you need to dive deep into the local issues, trends, and news cycles that matter to it. Aligning your story with current local issues can greatly enhance its newsworthiness.
Use some local statistics, surveys, or case studies. They will underscore the relevance of your story. Moreover, such content can help position your brand and company as part of the solution to local challenges.
💡 Pro Tip: If you are wondering how to submit a story to the news, a great pitch is your answer. You can use Prowly to gather insights on what local journalists are publishing and their scope to perfectly shape and customize your pitch.
#3 Build a targeted media list and cultivate relationships
Do not focus on how to get in the newspaper. Be extra. Reach out to journalists who have a demonstrated an interest in topics related to your pitch.
This is even more important is cultivating relationships. You can do it by interacting with journalists on social media. Like, comment, and share! And provide them with useful data before you need to pitch them.
💡 Pro Tip: Start with Prowly's media database and CRM features to build, manage, and personalize your own journalist lists. With such a tool in hand, you can keep your finger on the pulse and centralize your entire outreach strategy. This is one of the most effective ways to contact local news and get published.
#4 Craft pitches that stand out and offer value
Make your connections special and tailor each pitch to your journalists' beat. Focus on the local angle of your story. Avoid generic content. Instead, make it clear and connect your story to the community.
It is also worth using visuals. Pick out some videos or infographics that appeal to local newsrooms and make your story easy to scan and read.
💡 Pro Tip: Use Prowly’s pitching templates and tools to create engaging pitches that catch journalist's eye.
Use Prowly's AI assistant to create personalized messages
#5 Timing your outreach and engaging at the right moments
Timing is everything. One of the best ways to get local newspaper coverage is aligning your pitches with local events, news cycles, or regional celebrations. This will maximize relevance and interest.
Another crucial aspect is to understand the best times to pitch and how to follow up without overwhelming journalists. Be persuasive, but don't intrude.
💡 Pro Tip: Did you know that with Prowly’s analytics you can monitor pitch engagement? It's an easy way to polish your pitching skill and get your timing on point.
#6 Maximize interview opportunities and prepare your client
After the media debut, it's time to shine in front of the camera. Ensure spokespeople are media-trained and know what they are doing and talking about.
While it might seem natural and easy for your clients to speak about their projects, the struggle becomes real when the cameras roll, the lights are on, and the live interview begins.
And it’s quite easy to slip and make a mistake that could snowball into a small PR crisis.
Prepare them for both long and short appearances, depending on the media spot they secure. Here’s a list of potential media placements you can secure for your client (across TV, radio, digital platforms, newspapers, and more):
- Live & pre-recorded interviews: In-studio / remote interviews aired on TV, radio, or online platforms.
- Short commentary: Quick expert opinions included in larger stories, columns or local TV news.
- Panel discussions: Group debates or discussions requiring strong positioning.
- Guest articles/ Op-eds: Client-authored opinion pieces published in print or online.
- Product or service mentions: Inclusion of products or services in reviews or roundups.
- Opinion panels: Expert contributions to trending topics or roundups.
- Podcast features: Guest appearances on local or industry podcasts.
- Social media features: Collaborations on live streams or short promotional videos.
- Community spotlights: Recognition for local contributions or initiatives.
- Cover stories: Magazine features as the central subject of an issue.
- "Best Of" lists or awards: Recognition in “Top” lists or local awards.
- Seasonal guides: Appearances in holiday or seasonal magazine guides.
However mistakes do happen, and you should be prepared for such a possibility. With media monitoring alerts, you get notified about negative mention spike whenever it happens. Thanks to that, you can nip the crisis in the bud.
💡 Pro Tip: First, it's how to get local newspaper coverage. Second, how to present your brand. Provide media kits to ensure a perfect presence. Utilize Prowly’s digital media kits to organize and share bios, key data, and supporting materials seamlessly.
#7 Continuously build and maintain journalist relationships
Media is all about relationships. Build bonds through continuous engagement. Share relevant updates, story ideas, or insights that add value to their reports. Remember to be fair during your collaboration and share your story with those you have an established relationship with. Every journalist likes an exclusive.
💡 Pro Tip: Benefit from Prowly’s CRM features. Manage your contacts, track interactions and keep notes. Adjust your pitches with a personal touch to enhance communication. This is a great way to start and maintain relationships and build strong bonds with the media.
How to get published in local newspapers – conclusion
Hopefully, after reading this article, you've stopped asking yourself "How do I get a story on the news?" and can start personalizing your pitches.
Crafting effective local news pitches is a delicate balance of understanding your audience, tailoring your content, and building relationships with local journalists. By following the strategies outlined in this guide, you can increase your chances of getting your content published in local newspapers.
Keep your focus on the audience, their values, and the culture they want to cultivate. It can be expected that the journalist you want to reach is a part of this community, so keep this in mind while crafting your pitch. Show that you care and gain the full benefits of getting published.
