On the journey to create buzz and brand awareness, it may seem natural to head straight for the major media outlets. While we certainly value Forbes or USA Today pieces, it’s important not to underestimate smaller placements, such as local news coverage, and their potential for building name recognition.
According to research
, more than half of Americans (62 percent) watch local news daily. Because most of the smaller local outlets focus on breaking news and human-interest stories in their region, they tend to foster a strong bond among their audience. As a result, being featured in local publications can boast numerous benefits, from brand awareness to backlinks.
The Benefits of Local News Coverage
Small media placements, such as features in local newspapers or community magazines, provide businesses with targeted exposure within their immediate market. When a local newspaper or TV station covers the opening of a new business, for example, it reaches a significant portion of the community (just remember, your story must
have news value
). The level of precision allowed by small placements ensures that messages reach the right people, fostering deeper engagement and connection.
When businesses are featured in local news stories, there is a potential for these stories to gain traction and get picked up by larger regional or national media outlets. This domino effect ensures that the business gains exposure not only at the local level but potentially at a regional or national scale as well, significantly expanding its reach and influence.
Amplified Social Media Engagement
Local news outlets often have a strong presence on social media platforms as well as a dedicated and engaged local following. When a small business is featured in a local news publication, it can leverage the outlet’s social media channels to reach an even broader audience.
Additionally, the engagement generated from the news placement can lead to increased traffic to the business’s website or physical location, resulting in potential new customers and higher conversions.
Stronger Online Presence
Local media placements can significantly contribute to your online presence. Articles or stories published online by local news outlets can lead to valuable backlinks, which positively impacts search engine rankings. Moreover, the online visibility gained from the media placement attracts potential customers searching for relevant products or services in the local area.
Bridges to Bigger Opportunities
Being featured in local media provides a valuable opportunity for increasing brand awareness, ultimately opening the doors for larger opportunities.
In the meantime, as consumers and even customers repeatedly encounter a business’s name or story through local news outlets, they become more familiar with the brand, making it more likely that they’ll consider the business when making purchasing decisions.
Small but Mighty
The key takeaway here is that limiting media efforts to only top-tier or national outlets would be a disservice as the smaller platforms offer many benefits and opportunities to build trust, refine messaging, and connect with target audiences.
Not sure how to engage with reporters or leverage “smaller” opportunities, we can help! Get in touch with us by emailing firstname.lastname@example.org
or calling 415-351-2227!