Businesses of all sizes and shapes can benefit from local media for boosting branding efforts and creating a lasting impact in the towns where business owners and managers live and work. New businesses gain local brand recognition they need while existing businesses benefit from local media attention as they strive to stay top of mind in their communities. I want to share a few great reasons to consider local media for branding.

Love for the familiar

Business owners may enjoy the familiar feel of the communities where they have chosen to build their lives. New businesses in communities are often opened in response to an expressed need in the community. Local media coverage creates a sense of community as stories feature local people and the products and services they offer.

Awareness in your own backyard

Large corporations that boast nice revenue across the nation may yet struggle to market products and services to the local community. Is anything more disturbing for business owners than to be invisible in their own towns? Local media coverage for big business may feel like ‘small thinking’ and companies encourage thinking big and out of the box. “Out of the box” thinking should include local media.

Support for local economy

Good economic health benefits everyone; communities, businesses and Communities are identified by the strength of revenue base, employment rates and community stewardship. Businesses doing well in their own communities contribute to positive identity.

Now that you are thinking about the benefits of local media for business branding let’s put some rubber on the road and discuss what that looks like in terms of the Who, What, When, Where and How of pitching local media for branding.  The W’s and the H are common precepts used in the PR industry, so I trust my readers will indulge me here.   

Who

Local print and digital publications are a great place to start. Special interest publications are great outlets for businesses with a specific niche like ethnic restaurants, specialty services or retail businesses. Local news media, especially those with community interest reporters, are looking for stories to share about businesses and business owners making a difference in the community. Local radio stations have the ear of a wide local audience and bring your story right to the homes, offices, autos and devices of the community.

What

This is where the professional PR agency comes in. At Chemistry PR and Multimedia, we are experts at finding that perfect story. Does your business specialize in products and services geared to a season, holiday or special occasion? Local media outlets are always looking for the hook that makes a story stand out. Business and personal successes are also great stories to pitch. Business milestones reached, employees or business leaders making a positive impact on the community, businesses expanding and creating new jobs. Journalists are receptive to these stories and PR professionals stand ready to help craft them.

When

Learn the best times to pitch local news media and stick to those times. For time-sensitive stories send out a release first thing in the morning so your media contact has your email at the top of their inbox when they get to the office. Once your pitch is sent to your outlet contact’s preference, allow time for the contact to respond. If they haven’t responded within their usual timeframe, you might reach out to ensure they got the pitch.

Where

In terms of location, pitch media outlets and publications in the immediate vicinity of the business and neighboring townships. For specialty businesses people will travel as much as an hour or more to purchase goods and services from those featured, so be sure the publications and outlets reach into those markets.

In terms of specific media venues, pitch to local business journals and other local business publications. The Greater St Louis Area has the Small Business Monthly which features a number of “best of” lists and does a nice job of digging into the heart of the small business owners and their contributions to our great town. Publications specific to an industry or special interest appeal to narrower niche markets. These publications are ideal for precise business offerings.

How

The ‘How’ is going to look different for different businesses. Quality and style have a big impact on whether or not the story is featured. A professional PR agency, like Chemistry PR and Multimedia, has the expertise to develop effective attention-getting pitches that will catch the eyes or ears of local media. Choosing a local firm gives an additional edge because the agency already has well-established relationships with members of local outlets.

Are you a startup looking for a next level strategy to brand a business locally? Are you ready to launch a new product or service and gain local attention and support? We can help. At Chemistry PR and Multimedia, our goal is to use our unique philosophy of formulating brands that successfully enhance your brand. Let’s get started!  Contact us today for a free consultation.

Chris Kuban started Chemistry PR and Multimedia with a vision to effectively formulate corporate and non-profit brands across the country. In doing so, he has become an expert in Media Relations, Event Management, Social Media implementation and video production. He engages, coordinates and oversees a diverse team of local and national suppliers, vendors, employees and consultants, allowing him to successfully coordinate over 120 national events focusing on overall logistics, media relations and his clients’ expected ROI. Follow him on Twitter or connect with him on LinkedIn.