RGA — PR & Marketing Communications

Working to get local press coverage

Written by Rick Grant on November 1st, 2009

Regardless of whether a national company gets new clients from a local market, an effort should be made to forge strong relationships with local journalists. This can make it easier to recruit qualified workers, qualify for local awards and attract reporters from larger markets as most press outlets have web presences that will contribute to higher search engine rankings for those they cover.

Local markets are less discriminating in the type of news they will cover. While many of the ideas that follow would not be appropriate for the national or trade press, a well written press release will often get picked up on the local level. We encourage all clients to consider this list in order to identify opportunities for local press releases.

• When the company wins new business
• When the firm receives an award or recognition
• When you introduce a new product or service
• When you celebrate an anniversary
• When you announce a promotion
• When the company takes part in a philanthropic event
• Offering an article series for publication
• When you issue a position statement on an important issue
• When you have an expert that can speak on an important topic
• When someone from the company makes a public appearance
• When the company makes free information available
• When an executive retires from the company
• When you give an award to an employee or client
• When someone from the firm is named to serve in a leadership position in a community

The same rules for good press release writing should be followed for releases sent to local reporters and the same care should be taken in relationship building with these media outlets.