In today’s digitally connected world, where more and more people rely on social media for their news, the crucial role local media can play in PR is often be overlooked.
It is tempting as a PR professional to look for that viral tweet to take off, for your client to become an international sensation, or to only aim for national press or TV coverage.
But most of the time, the customers your client is really looking to attract are not people checking their social media timeline on the other side of the world – they are the people living down the street from the business.
Here, Adam Howlett, Prominent’s Media Relations Lead, looks at the vital role the local press should play in any client’s PR strategy.
When developing a PR campaign for a client, targeting the right audience is vital.
For some, national news coverage will get you the maximum exposure to a wide audience of people, however, often a more targeted approach using local media is far more productive.
Indeed, national news coverage will get you maximum exposure – but is it really targeting the people you want to reach?
If you are doing PR for a large construction firm, for example, you may think as a UK-wide company you would want to get its name out there to raise brand recognition nationally.
However, if they are building homes, the people they are seeking to buy them will likely be local people eager to live close to their family or where they grew up.
Great local news coverage can target the people your client wants to have as customers, leading to increased sales.
Examples of some of our most successful pieces of coverage include a story boosting community relations for a sustainable housebuilding firm and publicising an upcoming public consultation event that proved so popular it required additional dates.
We’ve also helped publicise the successful launches and rebrands, such as the reopening of the popular Cobblers wine bar and café.
Local newspapers and radio stations have had a challenging time lately – but their reach and their impact on their communities is often underplayed.
A local newspaper does not revolve simply around the printed product anymore, the news is now published over a variety of platforms, including websites and social media.
You may find one with a limited print readership that attracts hundreds of thousands of readers to its website, and even more on social media. Many outlets are claiming all-time high readership for that very reason.
A local newspaper or radio station’s social media accounts may also have tens of thousands of followers, so a story post from them could reach a large swathe of the local community.
Sadly, general trust in the media is waning – with many people not sure how to verify what they are reading is the truth.
Social media has compounded this, with our timelines filled with posts with links from a variety of sources, many of which cannot be verified.
However, one area that has retained and increased its trust from the public over the years is local media.
A recent survey from Newsworks/Onepoll revealed 81% of Brits agree they trust the news and information they see in their local news media, a rise of 7% from five years ago.
This compares to just 13% of people who trust the press in general, according to research from King’s College London.
In a world where people are unsure whether to believe what they read, the local newspaper or radio station remains an important trusted news source.
As a former newspaper reporter myself – I love local media.
Be it newspapers, radio or TV, local media are the backbone of their communities, shining a light on amazing people making a difference where they live and holding local authorities’ feet to the flames.
Although their reach and audience sizes may not be up there with the big national newspapers or broadcasters – or some big social media influencers for that matter – they remain a trusted source for news locally.
PR is about targeting the right audience for each client and boosting your reputation – and local, trusted media is one area that should never be ignored.
If you’re looking for support in getting your business in the local media, drop me a line or call the team on 01473 276126.
Share this article:
Call us on: 01473 276126
Email us on: hello@prominentpr.co.uk
