In today’s digital age, press releases are a powerful tool to convey your message, whether you’re promoting a product launch, announcing a corporate milestone, or addressing an important issue. While press releases can be distributed to a wide array of media outlets, submitting them to local media outlets can be one of the most effective ways to gain attention from your target audience. If you’re unsure how to submit a press release to local media, this guide will walk you through the essential steps.
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Why Submit a Press Release to Local Media?
Local media outlets, including newspapers, radio stations, and TV stations, have an immediate and loyal audience base within a specific geographic area. They often cater to communities and industries that national outlets may overlook. As a result, submitting a press release to local media can help you gain credibility, increase visibility, and build connections with people in your community.
A well-written press release that is relevant to local issues or interests is more likely to be picked up and published. This can lead to increased awareness of your business, product, or event and can contribute to positive public relations.
Step 1: Write a Compelling Press Release
The foundation of a successful press release lies in its content. Local media outlets are inundated with press releases daily, so it’s crucial that yours stands out. Below are some tips to ensure your press release is compelling:
1.1. Craft a Strong Headline
Your headline should grab the reader’s attention and provide a clear idea of what the press release is about. Keep it concise and to the point, while making sure it’s both informative and intriguing. Avoid using jargon and keep the tone professional.
1.2. Begin with a Solid Lead Paragraph
The opening paragraph should answer the essential questions: Who, What, Where, When, Why, and How. This is your opportunity to provide the most critical information. Keep it clear, precise, and factual. Local journalists are looking for news that matters to their audience, so be sure to highlight the local angle right away.
1.3. Include Relevant Details and Quotes
In the body of the press release, include any relevant facts, statistics, or quotes from key people involved. This could be a quote from the CEO, a community leader, or an expert in the industry. Quotes add a personal touch to the release and make it more relatable.
1.4. Keep it Brief and Focused
Journalists are busy and may not have time to read a lengthy press release. Aim to keep your press release between 300 and 500 words. Stay focused on the main message and avoid including unnecessary information. If readers want more details, they can always follow up with you.
Step 2: Research Local Media Outlets
Before you submit a press release, it’s essential to identify the right local media outlets that are relevant to your audience. Research the various newspapers, magazines, TV stations, and radio stations in your area. You want to target media outlets that align with your message and have a history of covering stories similar to yours.
2.1. Newspapers
Local newspapers are a great place to start. Many newspapers have specific sections dedicated to local business news, events, and community updates. Look for publications that cover the area where your business is located, or that focuses on the industry you’re targeting.
2.2. Television and Radio Stations
Local TV and radio stations also have a wide reach and can provide exposure to a different segment of the population. Research the local channels and stations that air news programs or segments relevant to your industry or community.
2.3. Online Platforms and Blogs
In addition to traditional media, many cities have local blogs and online platforms that cater to specific niches. Many of these websites provide a space for local businesses to share news and announcements. These platforms may also offer opportunities for interviews, guest posts, or other types of media coverage.
Step 3: Identify the Right Media Contacts
Once you’ve researched the local media outlets, you’ll need to find the correct contacts. Journalists and editors are usually the primary recipients of press releases, but it’s essential to target the appropriate person within the organization. Follow these steps:
3.1. Find the News Desk or Local Reporter
For newspapers and online publications, look for the contact information for the news desk or the relevant department. For broadcast media, find the name and contact details of the local news reporters or producers who cover your industry or region.
3.2. Tailor Your Submission
Whenever possible, try to identify specific journalists who cover topics related to your press release. By personalizing your submission to the right person, you increase the likelihood that your release will get noticed. Mention why your story is relevant to their audience.
3.3. Include Contact Information
Make sure to include your contact details in the press release. Journalists should know who to reach out to for follow-up questions or interviews. This should include your name, email, phone number, and website.
Step 4: Format the Press Release for Submission
Formatting your press release correctly can help ensure that it is taken seriously by journalists. Here are a few formatting tips:
4.1. Include a Dateline
The dateline, located at the beginning of the press release, indicates the location and the date of the release. This is an essential part of the format and helps journalists understand the timing of your story.
4.2. Use a Standard Format
Press releases generally follow a standard format. After the dateline, the headline and lead paragraph come next, followed by the body of the press release. Finally, add a short “About” section at the end, which provides information about your company or organization.
4.3. Include a Call to Action (CTA)
If your goal is to drive traffic to a website, encourage people to attend an event, or purchase a product, include a clear and concise call to action. This directs the reader on what to do next.
Step 5: Submit the Press Release to Local Media
Now that you have your press release ready and your media contacts in place, it’s time to submit it. Here’s how you can do that:
5.1. Submit Via Email
Email is the most common and efficient method for submitting press releases. Write a brief but personalized message to the media contact, introducing yourself and explaining why your press release is relevant to their audience. Attach the press release in the body of the email or as an attachment.
Make sure to follow up within a few days if you don’t receive a response.
5.2. Use Online Distribution Services
Some media outlets prefer press releases to be submitted through an online distribution service. Services like PR Newswire or Business Wire can help you distribute your press release to a wide range of local media outlets quickly. While these services may come at a cost, they offer a comprehensive distribution option.
5.3. Follow Up
If you’ve sent your press release and haven’t heard back, don’t be afraid to follow up. Politely inquire if the journalist or media outlet received your press release and if they’re interested in covering your story. Remember that journalists are busy, so a gentle follow-up is acceptable.
Step 6: Monitor and Respond to Media Coverage
Once your press release has been submitted, monitor the media outlets to see if your story gets picked up. If it does, be sure to track any coverage and share it on your social media platforms. Engaging with the media and your audience can help further spread the word.
If a journalist or media outlet reaches out for additional information, be prompt in your responses. Building relationships with local media professionals is key to future success in gaining press coverage.
Conclusion
Submitting a press release to local media is an essential component of a successful public relations strategy. By following these steps, you can ensure that your press release reaches the right audience and generates media attention. From writing a compelling press release to researching media outlets and submitting your release properly, every step contributes to maximizing your chances of gaining local media coverage.
With a well-crafted press release and effective submission strategy, you can elevate your brand’s presence in the local community and build lasting media relationships.
