How To Maximize Local Press Coverage for Small Businesses
Reading Time: ~4 Mins | Written By: Sydney Vardja
In my PR journey, I've come across a stigma that truly frustrates me: the perception that PR is exclusively reserved for big players with bottomless marketing budgets.
And while yes, those giants often tap into the power of PR, the truth is that small businesses can and should do the same. In fact, PR can be a total game-changer for them, even more so than for their larger counterparts!
So, in this blog post, let's explore how small businesses can maximize local press coverage. We’ll dive into the strategies that can help small businesses maximize their local PR potential and make a lasting impact in their communities. It’s time to level the playing field for small businesses.
Embrace Your Uniqueness
I don’t have to tell you that small businesses have a distinct charm that sets them apart from corporate giants! Embrace that uniqueness and use it to your advantage when crafting your PR strategy. Highlight your business's origin story, your passion for your craft, and the personal touch you bring to customer interactions. These human elements resonate deeply with local audiences and capture the attention of journalists looking for heartwarming stories.
After all, what’s more enticing?
“We’re a local jewellery store.” Or…
“Our store sets itself apart with our rich legacy of artisanal craftsmanship spanning generations. Our commitment to ethical sourcing, bespoke creations, and community engagement makes each piece of jewellery a unique work of art with a compelling story. We have truly captured the hearts of our local community and we couldn’t be more thankful.”
The Power of Local Connections
When it comes to maximizing local press coverage, the strength of your connections cannot be understated. As a small business, you have the advantage of being deeply embedded in your community. Leverage this by building and nurturing relationships with local journalists, bloggers, and influencers.
Go on and attend local networking events, engage with media on social media and show genuine interest in the work done by others. By fostering these relationships, you position yourself as a reliable source of compelling stories and news, increasing the likelihood of getting featured in publications while possibly making a friend or two along the way!
Pitch Newsworthy Stories
Journalists seek newsworthy stories that resonate with their readership. So if you’ve spent hours trying to find the connection between your client and today’s news? I’d suggest saving the pitching for when you’re confident because that day will come sooner than you think! It’s all a matter of patience. As a small business, you have the opportunity to offer interesting angles and perspectives that big companies often lack. So when you craft your pitches, make sure to emphasize how the story impacts the local community.
Whether it's a charity event, a collaboration with a local non-profit, or an innovative product launch, position the story in a way that puts the audience first. You’ll be glad you did!
Utilize Local Events and Sponsorships
Participating in local events and sponsoring community initiatives can significantly boost your chances of getting press coverage (these events also get you out of the house)! So look for opportunities to connect your brand with events that align with your values and target audience. If you run a fitness studio, consider sponsoring a charity run or hosting a wellness workshop at a local community centre. These activities not only show your commitment to the local community but also create potential news hooks that might intrigue journalists.
p.s. connecting with other local events or businesses will also improve your chances of getting a story picked up. Journalists are more likely to cover a story that includes a variety of parties as opposed to just one. The less sales-y, the better!
Be Responsive and Available
When journalists reach out to you for comments, interviews or insights, you must be responsive and available. Media opportunities arise unexpectedly, and being prompt in your responses demonstrates professionalism and a commendable eagerness. Keep your contact information easily accessible in your email signature, website and social media platforms. It might sound demanding, but that’s PR baby!
Small businesses have a plethora of opportunities to maximize local press coverage and establish themselves within their communities. If you are a small business in the market for PR results, I hope that you embrace your uniqueness, leverage local connections, pitch newsworthy stories, utilize events and sponsorships and remain responsive and available.
Though local PR might not seem glamorous, it sure is effective when done right. So, go ahead and tell your stories—the local press is waiting to hear from you!
Sydney Vardja is a PR Specialist passionate about getting her clients the coverage they deserve. She is also the Editor of Marketing News Canada, a premier publication and podcast bringing Canadians the exciting marketing news they crave.
