Drive Publicity in Your Local Market 

Mar 25 2019

by Carolyn Sutton


Create Your Media List

First things first, create a list of every possible media outlet to tell your story. Larger markets will have more media opportunities. Smaller markets, you may need to get creative. Look at local newspapers, websites, business journal, local radio and TV stations, local radio stations, local magazines and curate a targeted list of outlets. 

Creative Storytelling

Get creative with how you can tell your story. Make a list of story ideas you can pitch from your product to new launches to entrepreneur and executive news. Work with your team to come up with fresh ideas and news going on with your company. Or partner with a PR professional who can look at your business with a fresh set of eyes and create a continual pipeline of news opportunities.  

Take National Local

Pay attention to national news and bring it home. Watch for timely trends in national publications and websites that you can pitch on a local level. Can you take the news of the 2019 Pantone Color of the Year to a local level and position your design business as an expert with 2019 color trends? Pitch yourself as an expert on a national trend/story on a local level. Reporters and journalists love to showcase how a national trend or experience is being executed in their market. 

Perfect example of this is with a salon and spa client of Carolyn Sutton PR. In 2017, The New York Times did a feature story on the trend of microblading. We quickly turned around and pitched the story to our local paper how a local salon + spa was spearheading the microblading trend in Omaha. It resulted in a feature story in our paper, a TV news segment and our client booked more than $5,000 worth of microblading services in one weekend.

Local Influencers

Local influencers can be a fabulous way to tell your story and connect the dots between brands. Begin building relationships with local influencers and find ways to collaborate and partner. A Carolyn Sutton PR design studio client needed to showcase holiday styling, so we brought in a local influencer + blogger to shop and style for the holidays. Last year, we pitched a holiday styling trend story to our local newspaper and landed a feature story for the same client. 

The Media Advisory is (Seriously) Not Dead

Typical, old-school PR tactics may not be the route for you to go, but reconsider using a Media Advisory to drive local chatter. The Media Advisory can still be an effective tool for driving local TV and radio publicity for your brand. Create a media advisory in advance of your event or news to tell who, how, what, when and where and leverage it with local media. You may snag a TV segment showcasing your story or a targeted radio interview. 

Partner with Your Local Convention and Visitors Bureau

Go to lunch or have coffee with the media contacts at your local CVB. They are likely in the know of upcoming media opportunities and can keep you on their radar for future publicity. 

Local Drives Brand Recognition

Do not minimize the importance of local media coverage! You should be making a name for your business and company and be proud and loud in your own community.


Carolyn Sutton View More Blog Posts from this Author

Carolyn Sutton | Omaha, NE | began her PR career right out of the gate with a coveted internship in Dallas, which started her 16 year passion for public relations. In 2009, Carolyn experienced the joy of motherhood, which motivated her to start her own Public Relations firm, Carolyn Sutton PR, from years of lifestyle consumer PR experience.

Carolyn Sutton PR put clients in the spotlight by launching brands, driving publicity and media coverage, creating collaborations and creating influencer partnerships. The Carolyn Sutton PR team work with brands and clients they are passionate about and believe in their mission. The team is media and influencer obsessed and are constantly combing magazines, online media and Instagram for the latest and the greatest. Carolyn Sutton PR truly believes in one-on-one time with the client and absolute efficiency to keep budgets and objectives in check. Being called "the little engine that could" and "a PR miracle" keep Carolyn ticking and focused to drive the best client service possible.

Whether Carolyn is pounding the pavement in NYC at media tours, driving to Des Moines for Meredith meetings, launching a toy company in NYC with a "Playdate in the City", orchestrating a gala for non-profit organizations or simply tackling a stack of magazines searching for opportunities and new editors, Carolyn never tires from the PR world. And, her three darling kiddos and hunky husband keep her busy, too.

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