How To Get Local Press Coverage For Your Small Business

Key takeaways

• Research local outlets and note the reporters who cover your industry before you reach out.
• Craft a timely, local, and useful story so your pitch is genuinely newsworthy.
• Keep your pitch short and send one friendly follow-up to build lasting media relationships.
• Treat rejection as normal and keep pitching to earn local coverage over time.

What counts as local press coverage?

Local press coverage is unpaid attention from newspapers, radio, TV, blogs, and news sites in your area. A reporter or editor chooses to feature your business because your story matters to their readers.

Unlike an ad, you don’t pay for it. That’s what makes it feel credible. A mention in a trusted local outlet can send new customers your way and build word of mouth.

The best part is that you don’t need a big budget or a PR agency to earn it. You need a story worth telling and a friendly, thoughtful approach.

Research local outlets and reporters

Take the time to familiarize yourself with your favorite local newspapers, radio stations, blogs, and other outlets. Make a note of the reporters who cover topics related to your business. Then create a wishlist of the outlets you hope to be featured in.

Make sure your story is newsworthy

Reporters cover stories their readers care about, not ads for your business. Before you reach out, ask yourself why your news matters to the wider community.

A story tends to be newsworthy when it’s timely, local, useful, or has a human angle. Think about what makes yours stand out right now.

• Timely: it ties into something happening now.
• Local: it affects people in your area.
• Useful: readers learn or gain something.
• Human: it has heart, humor, or a personal journey.

If your story checks one or two of these, you have a strong reason to pitch it.

Introduce yourself to local reporters

Establish a connection with local reporters by introducing yourself and your business. Share the inspiration behind your business, why you started it, and what sets it apart.

Don’t worry or feel awkward reaching out to someone you don’t know. Remember, journalists are always on the lookout for a great story. It’s their job. As long as you’re sensible and respectful when you approach them, you’re not bothering them.

Invite reporters to your events

Extend invitations to local reporters for any events your business is hosting. Whether it’s a store opening, a special occasion, or a holiday party, it’s always a good idea to reach out with a personal invitation.

Be sure to tell the reporter about the event and why you think it would be relevant for them to come. Give them an incentive to show up in person, besides some delicious hors d’oeuvres. Perhaps you can offer an interview with the business owner. Since it’s you, that can be arranged. Or maybe you can share that you’ll have a special guest, such as a local celebrity, in attendance.

It can also be a huge advantage if there’s a philanthropic aspect to the event, since there’s always a story there.

Share your business milestones

Keep reporters informed about any significant milestones or achievements your business reaches. These can include anniversaries, the launch of a new product, or the opening of a new location.

Maybe you’re celebrating your grand reopening after a fire or discovered a new recipe development hack with the launch of a new sauce flavor. Be creative. If it’s a story you enjoy telling, their readers will most likely enjoy reading it.

Write a simple pitch or press release

A good pitch shows a reporter why your story matters to their readers, fast. Keep it short, clear, and easy to say yes to.

1. Write a clear subject line that names the news.
2. Open with the hook: what’s happening and why it matters locally.
3. Add one or two supporting facts or quotes.
4. Offer an interview, photos, or a visit.
5. Close with your name, business, and contact details.

Keep the whole thing under 200 words. A tidy press release makes it easy for a busy reporter to run your story.

Follow reporters on social media

Engage and follow your favorite local reporters on various social media platforms such as X (formerly known as Twitter), Instagram, LinkedIn, Facebook, and TikTok.

Comment on their content, engage, and like their articles, of course only if you truly do. Build a personal digital connection so they’ll keep you in mind.

Follow up and don’t take rejection personally

Keep in mind that the reporter won’t always write about everything you pitch to them, and that’s okay. Not every story is going to stick, but that doesn’t mean you should stop trying. There could be several reasons your story didn’t make the cut, such as bad timing or a reporter who’s backed up with other stories.

It’s also good to know that a reporter’s inbox often gets flooded with requests. Be sure to send a friendly follow-up email or phone call that gently reminds them about your message. They’ll appreciate you taking the time to check in, and will hopefully get back to you with a positive response.

If they tell you they aren’t interested, move on to the next publication. Try to stay in touch with the reporter regardless, and keep building your relationship. Hopefully the next time they want to write something, they’ll think of you.

Get the local press coverage your business deserves

Getting some press attention can do wonders for your small business, but, like everything else, it takes hard work and dedication. Follow the tips above to improve your chances of getting the 15 minutes of fame your business deserves.

If we’re already on the subject of minutes, spend a few to sign up for Melio so you can manage your business payments online and lighten the burden on your entrepreneurial shoulders.

Local press coverage FAQs