4 Tips For Getting Your Story On The Local News

Building your brand through local media coverage and news websites can provide substantial benefits for your business – online and off.

Google and other search engines attach great importance to external brand mentions and links to sources they believe to be trustworthy.

This PR exposure to active news and media outlets in your local communities provides access to new audiences and also increases your sales growth potential.

Understanding how to get a story on local news sites relevant to your business can give you a competitive advantage over your local competition.

Use these four proven tips packed with actionable tactics to engage and appear in local media, while building valuable links, visibility, and new business in the process.

1. Laying the Foundation

The biggest mistake companies make when putting stories on local news sites is that it’s a strategy that you can turn on or off however you want.

Ultimately, as with most trust, authority, and backlink/PR building, generating repeat placement and related metric-based wins for the business requires constant attention and prioritization within your marketing mix.

There are many ways to reach this. Below is a useful framework that you can adapt and refine as you progress:

  • Identify the main local news sites and related media outlets specific to your target area.
  • Contact them on social media channels (follow them and build relationships).
  • Create automatic social listening triggers to alert you when these external news sites are looking for stories (often one of the biggest challenges for local news sites is getting enough regular, fresh content to meet the needs of their readers). To do).
  • Increase your visibility within your local community (specific strategy shared later in this post to help here).
  • Find relevant personal contacts for content creation, new stories and extensive editing of the newsletter.
  • Create unique content that has standalone value and has a purpose relevant to the publication’s audience.
  • Reach contacts you’ve got in a professional, friendly, and non-spam, or templated way.
  • Set up recurring actions to follow up on email (using more than just email to contact people).
  • Set up recurring actions to expand your distribution list.
  • Add relevant tools to your arsenal for accessing a wide range of media sites (there are many database/CRM/media publishing tools and software to consider).
  • Check the success of placed articles and promote them on social media and other business channels (direct marketing, newsletters, company websites, etc.).
  • Remember to maintain a relationship with ongoing check-ins and relevant shares of newsworthy content.

2. Build Your Brand Within the Local Community

There are many ways to increase your brand exposure locally in reliable and value-based ways.

When you have physical offices/outlets/premises within different locations, you already have a good foundation and an advantage over competitors that do not exist within the specific locations in question.

There are basic local community strategies to explore such as:

  • Supporting local charities with company events.
  • Running and promoting contests across all of your business channels.
  • Answering location-oriented questions and answers on social media, niche forums and on our website.
  • Showcase your experts by appearing frequently on industry and location forums.
  • Be a part of local business forums, chambers of commerce and related networking areas.
  • Build value of your website location/community center(s) to deliver ongoing value using your data and the unique understanding of your audience.
  • Promoting credible PR in all relevant areas.
  • Actively comment on local news sites.
  • Run customer days or other events that enable your local audience to experience your expertise.
  • Work with local influencers to engage audiences and reach new people.

The above will help you move forward and, over time, you may find many other useful strategies to implement.

3. Have something useful to say

For local news sites, this is mandatory.

You have many unique opinions and interesting stories to share within your company.

The following approach is an example I used to directly link personal success with company brand building in local news.

In this case, the Newsable story began with helping local businesses succeed and grow their online sales, and targeting one of the largest local news sites in our area, Portsmouth News.

you can see post part below:

Lee Wilson Marketing and Business Author - Portsmouth News - Vertical LeapImage from Portsmouth News, April 2016

Thereafter, I continued the relationship with the publication and posted a series of news stories.

In this case, the approach adopted was Story Between helping small businesses online and a new book being published:

Lee Wilson Marketing Writer - Portsmouth News - Vertical LeapImage from Portsmouth News, December 2018

You can then leverage the personal profile and brand of your staff/experts with your organization to target regional and national brand building and PR.

This is best achieved by growing the business’s brand and experts on core subject areas, and by maintaining and increasing the diversity and quantity of relationships established over time.

In this case, I am providing commentary on digital personalization on the national news site times raconteur,

The previous examples demonstrate how you can start with a meaningful story, continue the story across a range of placement opportunities, and, over time, take advantage of past success to drive big news site wins. .

search for other media

The online world is becoming increasingly text-based in their content digestion preferences.

Forms continue to grow in terms of user preference and digital impact online, on the go and easily digestible content.

Your local community and local news sites love to promote business updates and PR when they do something different and have interesting and engaging things to say.

You can take a stance on simplifying complex business topics with video series and Other Content Types Such as infographics and brand development to promote this company’s mission as well as its ongoing content to be replicated on local news sites.

Creating a monthly “reach out to our experts” podcast can be a great way to share a monthly story with your local news sites and get continued access to the business and community pages they frequently fill up on.

in conclusion

There are many ways to be active and present in your local community and to keep your company’s stories in local news outlets over and over again.

targeting local news organizations as part of your “Always On” Marketing ApproachYou can get started by using my tried and tested techniques, using the framework suggested in this post.

You can leverage local news to target regional and national press.

And finally, don’t forget to get creative with the mediums you use to grow your local brand and place your stories on new local platforms often.

The more you stand out from the competition in credible ways, the easier it will be for brand building and story placement.

more resources:

Featured image: Andrey_popov/Shutterstock

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