The Easiest Way to Get Local Press

Getting featured in local media isn’t rocket science, but it isn’t child’s play either. Most business owners think they need to hire expensive PR agencies or have celebrity connections to land coverage. That’s rubbish. Local journalists are constantly hunting for good stories right in their backyard, and your business could be exactly what they’re looking for.

Local press coverage can change your business fast. You build credibility, attract new customers, and become the expert people call in your field. But most people get one thing wrong: they approach it like they’re pitching to The Times when they should be thinking like their neighbour who runs the corner shop.

Local reporters are some of the most approachable people in media. They’re not sitting in ivory towers. They’re in your community, shopping at the same supermarkets, dealing with the same local issues. They want to feature businesses that matter to their readers.

From working with dozens of small businesses, I’ve found the easiest path to local press isn’t through fancy PR stunts or expensive campaigns. It comes from understanding what local journalists need and delivering it in a format they can’t ignore. Let me walk you through the system that’s helped businesses from Manchester to Brighton land consistent local coverage.

The sector has shifted a lot. Local newsrooms run with skeleton crews, and journalists wear multiple hats. This works in your favour: they need your story more than you need their coverage. The trick is packaging it properly.

Press release fundamentals

Let’s get one thing straight: press releases aren’t dead, despite what some marketing gurus claim. They’re just changing. The old-school, corporate-speak releases that read like legal documents are definitely dead. But a well-crafted, newsworthy press release is still one of the most effective tools for securing local coverage.

Think of your press release as a conversation starter, not a formal announcement. You’re not issuing a royal decree. You’re sharing something interesting that happened in your community. The best press releases I’ve seen read more like the first draft of a news article than a corporate memo.

Finding your newsworthy angle

This is where most businesses cock it up. They think everything they do is newsworthy. It isn’t. Opening a new location? Meh. Hiring a new employee? Unless they’re a local celebrity, probably not. But helping solve a community problem? Now we’re talking.

The golden rule of newsworthiness is simple: does this story matter to people who don’t work for your company? If your mum would find it interesting, you might be onto something. If only your accountant cares, back to the drawing board.

Here’s what actually makes news in local markets:

• Community impact stories (you’re solving a local problem)
• Human interest angles (the person behind the business)
• Local economic impact (jobs created, money invested locally)
• Seasonal or timely connections (Christmas charity drive, summer safety tips)
• Awards or recognition from credible sources
• Partnerships with other local businesses or organisations

Here’s a real example. A local bakery I worked with wasn’t getting coverage for their “award-winning croissants.” But when they started a program delivering free bread to elderly residents during lockdown, three publications covered it, and the BBC local radio interviewed the owner.

Lead paragraph structure

Your opening paragraph makes or breaks the pitch. Journalists scan dozens of press releases daily, and they’ll decide within the first sentence whether yours is worth reading. No pressure, right?

The classic journalism formula still works: who, what, when, where, why. But don’t recite it like a shopping list. Weave these elements into a story that hooks the reader immediately.

Here’s a terrible opening: “XYZ Company is pleased to announce the launch of their new service offering enhanced solutions for local residents.” Yawn. Here’s better: “Manchester dog owners struggling with separation anxiety in their pets now have a local solution, thanks to a new training program that’s already helped over 100 families.

See the difference? The second version immediately tells you who benefits, what problem is being solved, and hints at proven results. It’s specific, benefit-focused, and creates curiosity.

Your lead should answer the reader’s immediate question: “Why should I care?” If you can’t answer that in your opening sentence, rewrite it. And please, for the love of all that’s holy, avoid starting with “We are excited to announce…” or “It is with great pleasure…” These phrases are press release cancer.

Contact information requirements

This seems obvious, but you’d be amazed how many businesses mess up the contact details. I’ve seen press releases with mobile numbers that go to voicemail, email addresses that bounce, and contact persons who are mysteriously unavailable when journalists call.

Your contact information should include:

• Primary contact name and title
• Direct phone number (not a switchboard)
• Email address that’s checked regularly
• Best times to reach the contact person
• Backup contact information
• High-resolution photos available upon request

One more thing: make yourself available. If a journalist calls at 4 PM on a Friday, answer the phone. Local news cycles move fast, and if you’re not available, they’ll move on to the next story.

Also, include a brief bio of the spokesperson. Journalists need to know they’re talking to someone credible who can speak with authority on the topic. “John Smith, who has run Smith’s Hardware for 15 years and serves on the local business association board” carries more weight than just “John Smith, Owner.”

Local media research

Now, here’s where the magic happens. Most businesses send the same generic press release to every media outlet they can find. That’s like using a shotgun when you need a sniper rifle. Local media research is about precision, not volume.

You wouldn’t walk into a vegan restaurant and start promoting your burger joint, would you? The same principle applies to media outreach. Each publication, radio station, and news website has its own personality, audience, and editorial preferences.

I spent a morning last month reading through the local papers in a client’s area, and the differences were stark. The community weekly focused heavily on local business success stories and charity events. The daily paper preferred hard news with economic angles. The lifestyle magazine wanted human interest stories with strong visual elements. Same town, completely different editorial appetites.

Identifying the beat reporter

Journalists have specialties, just like doctors. You wouldn’t ask a heart surgeon about your broken ankle, and you shouldn’t pitch your restaurant opening to the sports reporter. Beat reporters cover specific topics consistently, and they’re always looking for sources and stories within their patch.

Most local publications have reporters who cover:

• Local business and economic development
• Community events and non-profits
• Local government and politics
• Arts and culture
• Sports and recreation
• Health and lifestyle

Find the reporter who covers your beat, then do your homework. Read their recent articles. Understand their writing style and the types of stories they gravitate toward. Follow them on social media if they’re active there. You’re not stalking; you’re researching.

When you pitch the right reporter, your success rate jumps. I’ve seen businesses get coverage within days simply because they approached the journalist who was already interested in their industry or community angle.

Mapping publication deadlines

Timing is everything in journalism, and most businesses get it spectacularly wrong. They send press releases on Monday morning for events happening Wednesday, then wonder why they don’t get coverage. That’s not how newsrooms work.

Weekly publications usually have much longer lead times than dailies. A community weekly might need your information two weeks in advance, while a daily paper might work with 24-48 hours notice for breaking news. Monthly magazines? You’re looking at 6-8 weeks minimum.

Here’s what I’ve learned about local publication schedules:

Here’s the insider secret: many local publications are desperate for content during slow news periods. August, the week between Christmas and New Year, and random Tuesdays in February are golden opportunities. When nothing else is happening, your story about the new coffee blend or charity partnership suddenly becomes front-page material.

Reading the editorial calendar

Smart businesses think like editors. They know when the local paper runs its annual “Best of” issue, when it does back-to-school features, or when it highlights local holiday events. This isn’t insider information. It’s pattern recognition.

Most local publications follow predictable editorial patterns:

• January: New Year, new business features, health and fitness
• March: Spring preparation, home improvement, gardening
• May: Wedding season, graduation celebrations, summer prep
• August: Back-to-school, fall activities, harvest themes
• November: Holiday shopping guides, year-end business roundups

The key is aligning your story with these seasonal themes. Don’t pitch your summer camp program in October. Don’t try to get coverage for your tax preparation service in July. It sounds obvious, but you’d be surprised how often businesses miss these timing opportunities.

I worked with a local bookshop that tracked their regional paper’s editorial calendar for a full year. They noticed the paper always ran education-focused features in September and January. By positioning themselves as experts on children’s literacy and offering reading recommendations, they landed coverage in both issues and became the paper’s go-to source for book-related stories.

Preferred submission formats

Let’s talk about the nuts and bolts. Every publication has preferences for how they want to receive story pitches and press materials. Some want everything via email. Others prefer phone calls for breaking news. A few still accept faxes (I know, it’s 2025, but some local papers are delightfully old-school).

The golden rule: ask them directly. Most publications have submission guidelines on their websites, or you can call and ask the receptionist. “What’s the best way to submit a press release to your business reporter?” is not a difficult question, and the answer will save you time and improve your success rate.

Common preferences I’ve run into:

• Email with press release in body text (not attachment)
• High-resolution photos as separate attachments
• Subject line format: “Press Release: [Brief Description] – [Your Company]”
• Word count limits (usually 400-600 words for local press releases)
• Specific contact information format requirements

One local business magazine I work with has a quirky preference: they want press releases submitted on Wednesdays only, with photos embedded in the email body rather than attached. Weird? Absolutely. But following their preferred format gets you noticed and taken seriously.

That said, some publications are embracing modern submission methods. A few local papers now accept story pitches via social media direct messages, and some have online submission forms that make the process quicker. Stay flexible and adapt to each outlet’s preferences.

Working with different formats has taught me that personalisation matters more than perfection. A brief, personalised email to the right reporter often beats a perfectly formatted press release sent to a generic news inbox.

Now, back to our topic. Let’s talk about something many businesses overlook entirely: building relationships before you need them. The most successful local press campaigns aren’t built on individual pitches. They’re built on ongoing relationships with local media.

Think about it this way: if you only contact journalists when you want something, you’re essentially cold-calling them every time. But if you’ve been a helpful source, provided expert commentary on industry trends, or engaged with their content on social media, your press releases land in a much more receptive inbox.

I know a restaurant owner who comments thoughtfully on the local food critic’s social media posts and occasionally sends non-promotional industry insights. When they finally had news worth sharing, a James Beard Award nomination, the critic didn’t just run the story. They did a feature interview. That’s the power of relationship-building.

Here’s something else worth considering: local business directories and your online presence matter for media credibility. Journalists often do quick background research on businesses before featuring them. Having a professional presence on platforms like Jasmine Web Directory gives that extra layer of legitimacy that makes reporters more confident about featuring your business.

The digital footprint you create through directory listings, social media presence, and website content all adds to your media-worthiness. It isn’t only about the press release. It’s about the complete picture you present when journalists investigate your business.

Let’s address something that trips up many business owners: the follow-up. You’ve sent your perfectly crafted press release, and… silence. Do you follow up? When? How often? What’s the line between persistent and annoying?

From my experience, one follow-up email after a week is perfectly acceptable. Two is pushing it. Three makes you a pest. But your follow-up shouldn’t just be “Did you get my press release?” Instead, offer additional value. Maybe you’ve got a new angle, additional data, or you’re available for an interview at a specific time.

The best follow-ups I’ve seen offer something new: “Hi Sarah, following up on the press release about our literacy program. Since sending it, we’ve had 50 more families sign up, and I thought you might be interested in the demographic breakdown. Also, we’re having a reading session this Thursday at 2 PM if you’d like to see the program in action.”

That’s not just following up. That’s providing fresh news value and making the journalist’s job easier by offering visual opportunities and new angles.

So, what’s next? Once you’ve mastered the basics of press release creation and local media research, the real opportunity is becoming a go-to source for your industry. This means thinking beyond individual press releases to building a reputation as the local expert in your field.

Consider creating a media kit that includes your bio, high-resolution photos, company background, and key statistics about your business or industry. Make it easy for journalists to feature you by putting everything they need in one place. Include quotes on common industry topics, so when breaking news happens in your sector, reporters can quickly get expert commentary from you.

The businesses that get the most consistent local coverage aren’t necessarily the ones with the biggest news. They’re the ones that make journalists’ jobs easier by being reliable, available, and quotable. They respond to media inquiries quickly, provide accurate information, and understand that journalists are on deadline.

Where local press is heading

Local media is changing fast, but the fundamentals stay the same: journalists need compelling, relevant stories that matter to their audience. The businesses that understand this and adjust their approach will keep securing valuable local press coverage.

Looking ahead, there are some interesting trends in local journalism. Research on supporting local journalism suggests that community-focused content is becoming even more valuable as readers seek trusted, local sources of information.

The rise of hyperlocal digital publications, community newsletters, and local influencer networks creates new opportunities for businesses willing to think creatively about their media outreach. The same principles apply, understand your audience, provide value, and build relationships, but the channels are multiplying.

My prediction? The businesses that invest time in understanding their local media ecosystem and building genuine relationships with journalists will end up with a real competitive advantage. While others are still sending generic press releases into the void, these relationship-focused businesses will be the ones getting quoted, featured, and recommended.

The easiest way to get local press isn’t about having the biggest news or the fanciest PR agency. It’s about understanding what local journalists need, delivering it in the format they prefer, and building relationships that go beyond individual story pitches. Master these fundamentals, and local press coverage becomes not just achievable, but sustainable.

Every journalist you meet is a potential long-term relationship. Every press release you send is a chance to show your professionalism and reliability. Every story that gets published builds your credibility for the next pitch. It isn’t only about getting coverage. It’s about becoming part of your local media ecosystem.

The tools and techniques here work because they’re based on how local journalism actually operates, not how we think it should work. Apply them consistently, adapt them to your market, and watch local press coverage turn from an occasional lucky break into a reliable part of your marketing.