CHAPTER 8

Local Media Love Small Businesses

When small business and organizations are embarking on their PR journey, I find that they tend to get swept up with the national media and forget their local media or perhaps do not value them as much, which is a shame. It is worth remembering that occasionally some of the big national headlines started as local news. Traditional local media outlets exist and should be integrated within a PR campaign.

These days’ local media consist of not just the traditional media outlets such as newspapers, radio, television, but also local community groups, local newsletters, community magazines, networks, podcasts, and online platforms. They are all looking for strong news stories and can be very supportive of local companies and initiatives.

Local Media

Working with your local press is also a good way to communicate with your potential local customers and getting to know your local media is the way to go about it—create a relationship. There are so many types of local media ranging from local newspapers, community magazines, local newsletters, online community platforms, local radio, TV, and podcasts—and they all usually look for things that fit their news agenda and to interest their target audience. Some things to think about when approaching:

• “News peg” your news story to pictures. Your business on its own may not stand out, but maybe your personal story will be of interest—did you overcome adversity in some way to get going, or did you make a radical career change that people might find fascinating—city trader to sheep farmer, perhaps? Or do you have views about local or industry issues that other people in your area or sector would find interesting and relevant? Think as creatively as possible to create a “news angle.”
• Look at the kind of stories the local media have featured in the past and find out their deadlines. The local newspaper is usually weekly and therefore will have a what they call their “press day in the week,” where they are frantically ensuring that they are filing all their copy deadlines. You need to find out in advance what is their press day, so you are not calling on this busy day and, of course, to ensure you are not missing the weekly deadline. It is important to give journalists as much notice as possible so they can plan when and how to cover your story.
• Local Radio, TV, or Podcasts—If you are speaking or being interviewed on radio or TV, prepare yourself for an interview. Check if the interview is live or pre-recorded. Also, if it is TV, will you be going into the studio or will they be coming to you? If they are coming to you, have your branding in the background of where the shot will be made.

1. Find out how long the interview will be and what type of questions they will be asking, what their angle will be, so you can then prepare your responses. Prepare your key messages that you want to get across in the interview, having not more than four is ideal. Anything too complex or long will be difficult to get across.
2. Speak clearly; slowly breathe. We tend to speak fast when nervous. Look at the interviewer, rather than the camera, and let your passion shine through.
3. Find out what local business networks exist locally and get in touch with them, offering to give a talk at their next members meeting about the value your local business adds to the local business community, and offer their members a special discount. Find how you can add value to these local networks.

Tips When Dealing with Local Media

The more you understand how the journalist thinks, the more likely you are to be able to deliver something they are looking for; the bottom line is that they want something that will catch the attention of their readers, viewers, or listeners. The more you work with local press, the more they will remember you and come to you for comment on local issues relevant to your organization. Other things to consider:

Be Responsive

Reporters and editors are busy people; so if they call up looking for comment or opinion, get back to them as soon as possible. Reporters know people are sometimes hard to get hold of, so they will often put out a couple of calls—the company that responds most quickly gets the quote.

Waffling and Jargon

This is particularly important, if you are doing radio or TV, as your messages will get lost. Preparing your key messages in advance helps. Do not make the mistake of assuming everyone knows as much about your industry as you do. Do not speak in acronyms, as people will lose interest and have no idea what you are talking about. Try not to be too technical in language—speak in layman’s terms—so anyone can follow your story.

Follow your local media on social media; so when your story comes out you can tag them into your social media post. Your social media post will gain more traction and reach.

Case Stories

A small local soccer academy in North London, called Turnstyles Football Academy, ran an international soccer camp with boys from Italy one summer. The Italian boys were on an exchange to play the game and improve their English. This was a great local story and we contacted the local newspaper, who came to interview soccer coaches and the boys. The newspaper also took some photos to accompany the feature. We also contacted the local newspaper in the Italian town that the boys came from, who loved the story, too. The local Italian paper ran a story, using the photos from the local North London paper, ensuring to credit the photographer and the source of the photos.

Another good story was when a group of women in a rural Indian village started their own chocolate-making business while still working on their farms. Their local city newspaper loved this “good news” story and did a feature; this story then caught the national headlines and an international platform also ran the story.

An author had published first book and contacted his local press to inform that he was doing a book signing in the local bookshop. It was a great photo-story for the local paper, who covered the story and also went on local radio to talk about his book.

Local charities do really well with their local media, as they are making a difference to the local community. I have worked with countless charities all over the world, who have been supported well by their local press for the work they are doing.

Summary

It is worthwhile reminding ourselves as small businesses or organizations that the headlines on our national newspapers or on our national television news can often come from local media.

When reporting on local news, events, and business or product launches, local and regional media play an important part in promoting and sustaining communities and small businesses at a local level. Local traders, charities, organizations, and community groups rely on this exposure and support from their local media to communicate effectively with both new and existing audiences. When trying to raise your profile as a small business or entrepreneur, where you might not otherwise be heard in other national media outlets, the local media papers can bring about real, positive PR for you. The local media, such as newspapers, are a source of trusted and accurate information. Do not ignore developing these relationships; they can be rewarding.

Contacting the media, whether local or national, or if radio, or a magazine, newspaper, or television show, there is an art and format, which is called pitching. In Chapter 9, I reveal all and how to do it with success.