Why We Love Local Press (and You Should Too)
When planning their Public Relations strategy, leaders often express interest in national coverage, like 60 Minutes or The New York Times. National press attention can benefit any organization, but we shouldn’t forget the power of local media coverage. Here’s why we love local press and you should, too!
People pay attention to local press.
While news viewership is declining overall, local news remains significantly more popular than national media. According to the Pew Research Center, roughly 37% of Americans regularly watch their local TV news, while only 27% watch network TV news and 28% watch cable news.
Don’t write off local media coverage just because it’s confined to one area. You can still reach a lot of people with local press.
People trust local press.
Trust is one of the most important aspects of public relations. If people don’t trust the outlet or publication sharing your news, you won’t see results. Luckily, Americans across the political spectrum trust local press. As reported by the Poynter Journalism Institute, 76% of Americans have “a great deal” or “a fair amount” of trust in their local TV news, and 73% have confidence in their local newspapers. This level of trust is much higher than that of national network news (55%), national newspapers (59%), and online-only news outlets (47%).
Simply put, people see local journalists as credible and reliable. They can give your message the legitimacy it needs.
You can connect with local press.
Any seasoned public relations professional will tell you that the key to getting good press coverage is building relationships. Journalists like working with people and companies they know and trust. However, it’s hard to build a relationship with a national journalist or TV producer if you work for a smaller organization. Your local journalists are different – it’s easier to start a conversation or even grab coffee with a reporter in your city.
If you don’t know your local journalists, reach out! Tell them who you are and what your company does. You can also read and comment on their stories. Start a relationship with them and they might cover your story in the future!
In short, national press attention is great, but depending on your business goals, local news coverage can be just as, if not more, effective. People watch and trust local news much more than national outlets. Additionally, with local journalists, you have a better chance of building long-lasting mutually beneficial relationships.
The next time you have news, don’t forget to consider local media in you PR strategy, and as always, AFFIRM is here to help! Contact us if you’d like assistance getting the word out about your business.
