You’ve got an amazing story to tell – an innovative business launch, community fundraiser, or milestone worth celebrating. But when you reach out to local media outlets for press coverage, you hear silence. Here’s how to bridge that gap and score media coverage.
Identify what makes stories newsworthy
Think like an editor for a moment: “Why will my audience care about this right now?” That’s the key question because local news thrives on five strategic elements:
- Timeliness
- Local relevance
- Human interest
- Conflict or solution
- Novelty
With your editor’s cap on, you can have a great story, but your headline could make or break whether it gets picked up. For example, instead of pitching “Local Business Celebrates 10th Anniversary,” shift the perspective to “Local Bakery Feeds 500 Homeless on 10th Anniversary.” The second version has human interest, community impact, and a unique twist that makes readers stop scrolling.
Know your local landscape
Not all local media outlets are the same and it’s knowing your media resources that can impact your media outreach and your story pitching success. First things first, start by identifying:
- Your local newspapers and their community section
- Television stations that cover your region
- Radio programs with local talk or community segments
- Hyperlocal online news sites or blogs
Once you’ve found your viable resources, dig deeper. Learn which reporters or editors cover your type of story — whether it’s business, arts, education, or community events. Follow them on social media to get a sense of their tone, interests, and the kinds of stories they choose. The better you understand their style and news story focus, the more you can tailor your pitch.
Craft pitches with a compelling hook
Your subject line has one job: to make them open your email. In 5-8 words you need to capture the heart of your story. Case in point: “Tustin Restaurant Opens Training Kitchen for At-Risk Youth” beats “Business Expansion Announcement” every time. The format of your email should be:
- Hook
- Essential details
- Community impact
- Visual element offer in 150 words or less
Example opening:
“Maria’s Kitchen in Tustin just launched a culinary training program for at-risk youth, partnering with local high schools to teach job skills while serving the community. Owner Maria Rodriguez started the program after struggling to find trained kitchen staff, creating a solution that addresses both youth unemployment and the restaurant industry’s staffing shortage.”
Pitch television coverage effectively
Television coverage requires a different approach. TV news thrives on visual stories, so mention potential B-roll opportunities in your pitch – behind-the-scenes footage, before/after shots, or demonstration possibilities. Morning shows prefer upbeat community stories, while evening news gravitates toward problem-solving angles.
Always lead with the visual hook:
“Maria’s Kitchen culinary training program would make great footage as at-risk youth learn professional cooking skills.”
Ready to master TV pitching? Watch:
Build relationships before you need coverage
Journalists respond favorably to those who go beyond contacting them when they have a story to pitch. Alternatively, become a valuable community source they can count on year-round by attending local government meetings, community events and press conferences. Introduce yourself to reporters at these events and stay on their radar by forwarding interesting community tips, connecting them with expert sources, or thoughtfully engaging with their social media posts.
You could also send local reporters a quarterly newsletter with community updates related to your business or nonprofit. Now you’re in the right place at the right time when a related story breaks. Guess who gets the first call?
Be prepared for media opportunities
News moves fast, and reporters who respond to your pitches expect quick, professional responses.
What does that mean for you?
- Keep a comprehensive media kit updated with press materials—photos, bio, stats, and contacts
- Designate one spokesperson with 3-5 key talking points
- Set Google Alerts to catch relevant breaking news
Leverage coverage to build future opportunities
Getting local press coverage is just the beginning. Be sure to follow through with these additional steps:
First, share the story within 24 hours across your social channels and email newsletter. Tag the journalist with genuine appreciation: “Thank you @ReporterSmith for highlighting our community garden impact!”
Next, create a media-mentions folder to track what story angles work best.
Finally, send handwritten thank-you notes – this personal touch stands out in our digital world.
Make it happen: Your 3-step start
Your story is waiting. Your community is listening. It’s time to act with these steps: Research first: Identify 2-3 local reporters who will cover your topics. Connect authentically: Follow and engage with them on social media. Pitch strategically: Send your first pitch within two weeks using the framework outlined above.
Now go tell your story.
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