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In the current social-media-driven world, it can be easy to assume that the best place for carrying out your company’s PR strategy is online. However, traditional media, such as local newspapers and other publications, can also play an important role in boosting your company’s reputation. Whether it’s by positioning your company as a great place to work or by giving you credibility as a key player in your community, local papers and publications may offer benefits you can’t get from other platforms.
To ensure you’re taking advantage of these opportunities, consider the following advice from the members of Forbes Communications Council. Here, they discuss tips and best practices for small- to medium-sized businesses hoping to leverage their own local newspapers and publications for positive PR.
1. Boost Brand Recognition In Local Markets
Invest in local media relationships with the long term in mind. Consistency is the key to building awareness. Make sure to leverage both paid and earned opportunities with local media for maximum effectiveness. Human interest stories about your business, combined with paid ads, can go a long way to boost your brand recognition in your local markets, but be patient and give it time. - Nataly Kelly, Zappi
2. Build Relationships To Become A Go-To Resource
Local publications are integral to our success. They're important sources of information for our regional audiences. We work to create and maintain rapport with them so they know they can come to us when working on a related story. And, being featured by area publications is a more cost-effective way to reach our target at scale and ideally comes with the credibility halo that earned media can create. - Meaghan Morelli, Beirne
3. Humanize Your Brand
Local media can be a powerful ally in building your brand’s reputation. Humanize your brand by sharing stories about your team, founders or customers. Personal narratives create an emotional connection and are a great way to bridge the community that you are already a part of. - Susan Hardy, CDW
4. Position Your Company As A Great Place To Work
Building a partnership with local publications is worth the effort. In addition to reaching local customers and prospects, you can position your company as a great place to work and demonstrate that you’re a good corporate citizen. Create strong media relationships by knowing their audiences and providing relevant, polished news releases that connect with their readers. - Kay Midthun, Wisconsin Reinsurance Corporation
5. Customize Pitches To Align With Community Interests
Understanding what local journalists look for enables SMEs to customize press releases and pitches to align with community interests, making your stories appealing. Local publications reach a targeted audience likely to engage with and support your business. Tailored messaging ensures PR efforts resonate locally, increasing the likelihood of positive coverage and community engagement. - Jawaher Al-Khuzaei, GWC
6. Develop A Win-Win Partnership
Many national publications now use Performance PR, earning revenue through flat fees or sales percentages via trackable links. Explore local publications for similar partnerships. Invite them to experience your brand, product or location. Ask them to write honest, transparent content and then provide a link for their own revenue generation. - Kerry Curran, Revenue Based Marketing Advisors
Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
7. Do Something Others Haven't Done
The power of the local press cannot be underestimated! Those papers, while smaller in circulation, often have high engagement and can be used to strategically share how your brand positively impacts the community. The key to a successful local PR piece is to do something others haven't done, whether it's a boldly designed ad, interesting sponsorship or intriguing story that will generate buzz. - Melissa Kandel, little word studio
8. Generate Talking Points When Out In The Community
Local publications can be huge for keeping our brand in front of the right audience. We publish more niche items, such as project or company awards, high-profile project updates and major company changes. This lets the community know what is going on with our company and gives us talking points when we are out in the community. - Sarah Lero, A.L. Huber
9. Increase Event Attendance
Local media can be a great place to build your brand with your community. Apart from thought leadership and milestones, we find that leveraging them to share our events (both in-person and virtual) can be especially useful for successfully engaging their audiences as well as increasing our event attendance. - Roshni Wijayasinha, Prosh Marketing
10. Announce Significant Milestones
Local newspapers and publications can be vital to PR strategies for their targeted, trusted reach. Announcing significant milestones, such as partnerships or expansions, through these channels is a best practice. This approach drives quality leads and enhances local engagement. Highlighting achievements in local media ensures visibility among relevant audiences and builds a positive reputation. - Lauren Parr, RepuGen
11. Get Around AI And Algorithm Changes
Local newspapers and publications should absolutely be part of your local business strategy! A Google leak revealed that small businesses were downgraded in their most recent algorithms, and AI programs block and filter many emails. Directing traffic through traditional methods can make for a great pivot. Combine it with a campaign column or advertorial and you have a winning strategy to own your market voice. - Mollie Barnett, The SMART Co.
12. Amplify Your Reach (And Theirs)
Partnering with local businesses that have strong owned media channels enhances our PR strategy significantly. By forming alliances, we collectively amplify the reach of local media coverage to our combined audiences. We assure media outlets that featuring our cooperative efforts will extend their stories' visibility and impact, making it more advantageous for them to cover our activities. - Kurt Uhlir, Ethereal Innovations, Inc.
13. Earn Local Credibility To Gain National Attention
Leveraging local media outlets can generate that initial buzz and establish you as a trusted player in your community. This local credibility positions you for future growth, potentially attracting national attention. Most local businesses are deeply rooted in their communities. Highlighting your hometown pride and involvement in local initiatives resonates with potential customers—both near and far. - Joe Ariganello, MixMode
