Local PR: Getting Covered by Local News

A short story in your local paper, on a community news site or on regional radio can bring in more trust than months of ads. The good news is that local reporters need stories, and small businesses are often exactly what they are looking for. This guide shows you how to find a real news angle, reach the right person, write a pitch that gets read and make the most of any coverage you win.

Local PR works because it borrows credibility. When a trusted community outlet writes about you, readers see you as part of the neighborhood rather than just another business trying to sell to them. A piece of coverage can also be shared on your website and social channels for years, and it often helps people find you when they search for your name.

Mid-August is a useful time to start. Many newsrooms are planning back-to-school, autumn and holiday season features, and editors are often looking for local faces to include. If you lay the groundwork now, you will be ready when those stories are assigned.

What makes a small business story newsworthy?

The most common reason pitches are ignored is that they are not news. "We are having a sale" or "We launched a new menu" rarely interests a reporter on its own. Look for an angle that connects your business to something readers care about.

Here are angles that often work for local outlets:

• Local impact. New jobs, a renovated empty building, a revived high street, or a service the area was missing.
• People stories. A founder who changed careers, a family business reaching a milestone, an employee with an unusual background, or a long-serving staff member retiring.
• Firsts and milestones. The first business of its kind in town, a 10th or 25th anniversary, or a major expansion.
• Community involvement. A charity partnership, a free workshop, a volunteer day or support for a local school or team.
• Timely tie-ins. Your expert view on a local issue, the weather, back-to-school costs, a seasonal trend or a change that affects residents.
• Something visual or unusual. A striking product, a quirky event, animals, or anything that makes a great photo.

Build your local media list

A media list is simply a spreadsheet of the outlets and people who might cover you. Ten well-chosen names are worth more than a hundred random email addresses.

Where to look

• Local and regional newspapers, including their websites and weekend supplements.
• Community news sites and newsletters run by independent journalists or local groups.
• Local radio and TV stations, especially morning shows and community segments.
• Neighborhood and lifestyle magazines, which often plan issues months ahead.
• Business journals and chamber of commerce publications for B2B stories.
• Local podcasts and creators who cover food, events or business in your area.

Find the right person

Read recent articles and note who writes about businesses, food, community events or your industry. Many outlets list a news desk email and staff contacts on their websites. Pitch the specific reporter or section editor whenever you can, rather than a general inbox.

A media list template

Copy these columns into a spreadsheet. The entries below are made-up examples to show the format.

Prepare before you pitch

Reporters often work to tight deadlines. If they have to chase you for basic facts or photos, a story can quietly fall through. Pull together a simple press kit first.

• A short fact sheet: business name, location, opening date, owner names, what you do and any relevant numbers you are happy to share.
• Good photos: a few high-resolution images of the owner, the premises and the products or service in action, with permission from anyone pictured.
• A spokesperson: one person who can answer questions, ideally the owner, with a phone number they will actually pick up.
• Background: two or three short paragraphs about your story, plus links you can share on request.
• Customer or partner contacts: one or two people who are willing to speak to a reporter, with their consent.

Keep all of this in a shared folder so you can send a link in seconds.

How to pitch local news step by step

1. Choose one angle per outlet. A business reporter may want the jobs angle, while a radio show prefers a lively community event.
2. Write a clear subject line. State the story plainly, for example "Former nurse opens town's first sensory play cafe."
3. Lead with the news. In the first two sentences, say what is happening, where and when.
4. Explain why locals care. Link it to residents, the neighborhood or a current topic.
5. Offer something useful. An interview, a photo opportunity, a site visit or an expert comment.
6. Keep it short. Aim for a pitch that fits on a phone screen without much scrolling.
7. Follow up once. If you hear nothing after about a week, send one polite follow-up. Then move on.

A pitch email you can adapt

Subject: [Short, factual headline about your story]

Hi [Name], I enjoyed your recent piece on [story]. I wanted to share a local story your readers might like: [one or two sentences on what is happening, where and when]. It matters locally because [reason]. I would be happy to arrange an interview with [person] and can send photos today. Thanks for considering it, [Your name, business, phone number].

Handling the interview

When a reporter says yes, a little preparation helps you come across confident and clear.

• Know your three key messages. Decide the three points you most want readers to remember and practice saying them simply.
• Be accurate. Only share facts you can stand behind. If you do not know something, say you will check and get back to them.
• Be ready for broader questions. Reporters may ask about prices, local issues or challenges. Think about how you would answer honestly and briefly.
• Assume everything is on the record. Do not say anything you would not want to see in print.
• Respect editorial independence. Most outlets do not let subjects approve stories before publication. You can offer to check facts, but do not ask to edit the piece.
• Keep your premises tidy. If a photographer or camera crew is coming, prepare the space and let staff know.

Make the most of coverage

Getting covered is only half the value. The rest comes from what you do with it.

• Share the story on your social channels and tag the outlet and reporter where appropriate.
• Add an "As featured in" section to your website, linking to the piece if it is online.
• Mention it in your next customer email newsletter.
• Post an update on your Google Business Profile, which lets businesses publish updates and news.
• Frame a print copy for your shop or office if it suits your space.
• Check the outlet's rules before reproducing full articles or photos. Sharing a link is usually the safest option.

Keep a simple log of coverage, including the date, outlet and any noticeable effects, such as new customers mentioning it or a bump in website visits. Over time, this shows which angles and outlets work best for you.

Turn local PR into a habit

One story is nice. A steady trickle of local coverage builds real recognition. Try these habits:

• Keep an ideas list. Each month, jot down anything that might be a story: milestones, events, staff achievements and customer stories.
• Plan around the calendar. Back-to-school, autumn, holiday shopping and local festivals all bring predictable story slots. Pitch features to magazines a few months ahead.
• Be a helpful source. Tell reporters you are happy to comment on topics you know well. Many stories need a local voice at short notice.
• Support local journalism. Read, subscribe or attend community events. It builds genuine relationships and keeps you informed.

Frequently asked questions

The bottom line

Local news coverage comes from offering reporters genuine stories that their readers care about. Find a community, people or timely angle, build a short and well-researched media list, prepare your facts and photos, and send brief, tailored pitches.

Start this week by listing three possible angles and five local contacts. One good story, shared well, can keep working for your business long after the paper has been recycled.