Eight Steps to Conquering Local Media

Anyone charged with the task of growing a business salivates at the idea of landing in the national media spotlight. The lure of the massive exposure that just one mention on CNN, Good Morning America or Oprah or in the pages of Bloomberg Businessweek or USA Today delivers is the driving force behind many PR campaigns.

However, it's important to remember that the cardinal rule of real estate also applies to media relations: location, location, location.

Of course your potential customers are tuned in to news from the national players. But these customers also exist as members of their local communities. They live locally, shop locally and do business locally. They also read, listen to and watch local media outlets.

That's why no matter the size of your business or the scope of your target market, it's critical to develop a systematic approach to leveraging local media outlets to increase awareness, build trust in your brand and boost sales.

But if you want to make an impact, you must get strategic. Even at the local level, the competition is stiff for airtime and column inches.

Here are the fundamentals of breaking through the clutter and conquering the local media markets where you do business.

1. Do your homework.

Every market offers a wealth of opportunities for media coverage. Make it your mission to uncover all of the outlets available to you in each market and then narrow your hit list according to the demographics of your target market and their media consumption preferences.

For print media, you'll want to identify the major daily newspaper as well as smaller suburban weeklies and specialty publications that serve niche audiences like parents, women and retirees. Even the humble neighborhood association newsletter can be a valuable tool for showcasing your expertise or increasing awareness of your services.

On the broadcast side, local television news programs are a given, but don't forget about local daily or weekly radio and TV talk shows, which often have strong loyal followings. Morning and afternoon drive shows in particular attract a huge number of listeners during the daily commute. Locally produced call-in and talk radio can also be ideal targets for your promotional efforts, particularly if you can offer an expert to field questions or provide insight on topics of interest.

2. Go grassroots.

In your efforts to canvas the traditional media outlets in a given market, don't forget to also investigate the opportunities that may exist to gain exposure among locally based online communities.

In today's digital era, companies have unprecedented access to highly active, motivated and powerful influencers who can use social media platforms to disseminate information through their networks of friends and fans.

A successful local social media-driven PR campaign begins with researching the popular websites and blogs that cater to that specific market as well as identifying individuals have a strong following on Facebook or Twitter and whose needs and interests overlap with your offering.

Once you've pinpointed the sources that are the best fit in terms of both size and scope of their influence, that's when it's time to put trustcasting to work.

You must strive to create authentic relationships with these individuals who hold a position of leadership within their tribes. You must also overcome the burden of proof that your company and your products are worthy of their recommendation. By giving you their endorsement, they're putting their reputation and their credibility on the line. Make it worth their while, and they'll make it worth yours in return.

For example, when Just Focus Massage & Wellness in Charlotte, North Carolina, needed to build awareness for their new FocusForward wellness seminar series, they identified popular local lifestyle blogs and approached the owners with the opportunity to attend the series free of charge in exchange for sharing their experience with their readers.

For a minimal investment, Just Focus was not only able to gain exposure to a highly targeted audience, they also reaped the benefits of the inherent trust that comes with the word-of-mouth recommendation of an established tribe leader.

3. Get to know the gatekeepers.

It's always a good idea to get to know the talk show hosts and reporters who cover topics of relevance to your products or services.

However, it's important to keep in mind that many of these individuals have relatively little control over the stories they report.

The real power players in local media are the editors (print), producers (radio) and assignment editors (television) who tell the writers, hosts and reporters where to be and what to talk about.

If you can get to know these gatekeepers and how to get in front of them, you'll greatly improve your chances of gaining the coverage you seek.

4. Develop genuinely local angles and events.

It's tempting to distribute the same press release or pitch to every outlet on your hit list, especially if you think your story offers a broad-based appeal.

However, going the extra mile to enhance your story with local interest will pay dividends in securing coverage in the markets that matter most to you.

For example, let's say you're an HR consulting firm pitching a story on the rising costs of health care. This is a compelling story that might gain coverage simply on the merits of its timeliness. However, you could significantly boost your chances of catching the eye of a local newspaper editor simply by including a few relevant details like how local cost increases compare to the nationwide average or the contact information for one of your consultants who is based in that location and can offer expert insight on how these changes are affecting the job market in that city.

5. Don't forget the fundamentals.

In addition to giving local media stories that offer local angles, local impact, local data and local people, you must also make sure you're obeying the fundamental rules of good storytelling.

Give your press release the "Would I read it?" test. Keep it simple and find hooks that tie into universal themes. Time your pitches to correspond with news cycles and seasons. Offer compelling visuals and expert spokespeople. Learn the audience demographics and the hot-button issues for each media outlet you plan to approach, and shape your story accordingly.

6. It's all in the delivery.

Even the best pitch can fall flat it it's not delivered in the correct manner and at the appropriate time.

An important part of building relationships with media professionals is getting to know how and when they prefer to be contacted. Does he live and die by his Blackberry, or will your e-mail just collect dust in his inbox? Would she like to hear from you, or would a phone call be an annoyance?

Timing is everything. You must make sure you're on the radar when editorial decisions are being made and that you're not trying to get attention when a reporter is up against a deadline.

While every news organization works differently, there are a few rules of thumb that apply in most cases. Deadlines generally fall in the afternoon for daily print publications and three to four days ahead of publication for weeklies. Radio show producers typically have either weekly or bi-weekly meetings to plan upcoming topics and guests, while assignment editors for local television news broadcasts make their final determinations about where to dispatch camera crews and reporters on a daily basis, usually very early in the morning.

It's important as well to be realistic and bear in mind that there can and will be times that no matter how strong or well-timed your story idea might be, no one will bite based on prior commitments or breaking news. Simply accept this graciously and move on to the next pitch.

7. Don't underestimate the personal touch.

"Media relations" can be a bit of a misleading term. It implies that you're sending your press releases and pitches to some nameless, faceless news-generating machine.

In fact, nothing could be further from the truth. Always remember that there are people on the receiving end of your stories, so put your best relationship-building skills to work.

Call and introduce yourself to local writers, editors, bloggers and producers when you have nothing to actively pitch.

If possible, invite them to lunch to discuss their needs and interests as well as how they prefer to receive information, and demonstrate consideration for those preferences when you contact them in the future with story ideas. Do keep in mind that many media outlets have strict policies regarding gifts, so be sure to know and play by the rules.

8. Give 'em the goods.

Product placement can go a long way in getting free advertising for your company, especially in radio.

If you run a bakery, deliver a tray of your most popular treats to the afternoon drive show personalities. Or if you own a day spa, invite the busy mom who hosts the morning show to enjoy a free day of pampering. While there are no guarantees, chances are good that you'll at least get an on-air thank you and maybe even a genuine, glowing review of your products or services.

Additionally, radio and TV producers are always looking for prizes for promotional giveaways and sponsors for events. These opportunities tend to cost much less than traditional paid advertising on the same stations but deliver high-impact exposure and referrals.

Let the conquest begin.

Remember: if you want to win the war of PR, you have to win the battles being fought in your own backyard. By employing these time-tested tactics, you can help to ensure that your pitches will stand out from the crowd and establish your company as a trusted source for local media outlets in the markets where you do business.

Based in Charlotte, N.C., Fame Foundry is the trustcasting agency specializing in driving business growth through marketing, website design and development, traffic building, public relations and social media, creative design, media and software and information technology. The firm publishes The Fame Foundry Magazine at http://www.famefoundry.com and produces two podcasts - The Fame Foundry Podcast and The Fame Foundry Marketing Minute - all focused on helping owners and marketers overcome the challenges of doing business in today's marketplace.

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Get Local Media Coverage For Your Small Business - 7 Strategic Steps

Having your business featured in the local media can feel like getting lucky at the roulette table. The wheel spins round and round and you just pray that tiny ball lands on your number so your story is one of the chosen few to receive coverage that day. It is seen as a big bonus because you're basically getting free advertising, and the people absorbing that content are active viewers, listeners and readers.

So how do you get your local newspapers, TV and radio stations to take notice of your company? You've been sending out press releases when you launch a new product or have an event, you've been calling to follow up, but nothing seems to work.

Let's take a look at some simple suggestions for getting your story in the local news.

1. Know Your Current Events

This is first on the list for a reason. You may have heard it before because it truly is the most important factor. Connecting your small business to a current event is the easiest way to get some media attention.

When you're looking for stories to pitch, think about local, state, national and even international news. Most local media outlets include national and international news in their broadcasts or publications. They are always looking for ways to connect the local community to "the big story."

Remember...most news is not good news. That means you're going to have to be willing to participate in stories that may not give you the glowing coverage you'd hoped for.

In most cases, the saying "any publicity is good publicity" is right on. You just have to find a way to be positive about what could be viewed as negative circumstances.

For instance - what is your restaurant doing about that huge recall on lettuce? Is your ski shop still making sales despite the warm winter weather? Will you be hiring fewer seasonal employees this summer because of the slow economy?

Staying up to date on the news means you'll be ready when an opportunity to attach your small business to a big story arises. If you get a request for an interview without asking for it, make sure you brush up on the topic beforehand. That way you'll look smart!

2. Look for Unique Stories to Tell

Chances to connect your business to a news story won't come around every day, but media outlets are always on the look-out for human interest stories, sometimes called "fluff pieces" in the industry.

These are the feel-good stories that everyone loves to watch. If you can get the media to bite on a story like this, it's like striking oil! You may not make the front page or get coverage at the top of a newscast, but you can bet they'll tease the pants off it so that people stick around.

Is your company sending anything - or better yet - anyone to help with the latest disaster relief? Are you doing anything to help families in need over the holidays? If someone who works for you is a member of the military and has been deployed, let the media know about send-off parties and how you plan to support the employee.

It may sound like tooting your own horn (and you are), but that's the way it works. By the way, if you can pitch a story relating your business to puppies, kittens or babies - you're in for sure. I'm not joking!

3. Appear as Professional as Possible

When a newsroom gets a press release that's full of typos and blatant errors, it not only gets eye rolls it also means you lose credibility. When possible, have more than one person proofread your news release before it's sent out.

A stylish looking press release can go a long way. You may want to consider putting together an entire media packet inside of custom presentation folders. That way you can include extra background information on your company, DVDs, business cards and more along with your release. You can order presentation folders online and personalize them with your company's logo and marketing message.

Pitching your story inside an attractive marketing folder means you're going to get a closer look than a plain press release that gets spit out of the fax machine. Plus, showing up in person to hand over your material could lead to valuable connections inside the local media.

It's also important to write a headline and sub-header for your press release that is attention-getting and makes the reader want to learn more. This makes it obvious to the people in the media how attractive your story could be to an audience.

4. Understand the Newsroom Hierarchy and Make Relationships

Any working relationship you have in the media can prove to be valuable. Most newsrooms have all sorts of employees suggesting story ideas at editorial meetings, which are usually held a couple of times a day. Many times reporters and producers are looking for a story to recommend, and if you give them an idea, you're actually being helpful.

However, not every position in the newsroom carries the same amount of weight.

You may think that if you have an "in" with the news director or chief/managing editor your story will be on the top of the list. That's not always the case. News directors are busy people, and some are more hands on than others. You should realize that if you're only e-mailing your story idea to the news director or editor in chief - you could be getting overlooked.

Reporters, producers and the editors of particular sections of a newspaper or magazine are good connections because they're pitching stories on a regular basis. How much influence they have in a newsroom will vary depending on the individual.

Reporters are obviously the people putting together featured packages for the news. Their stories are the centerpieces of newspapers and newscasts. Developing relationships with reporters could mean you're the first person they think of when it's time to cover something related to your industry.

Producers and editors are the ones making a majority of the content decisions. They'll likely decide where your story appears in the paper or airs in a broadcast. Many of them are also writing copy, and oversee photography choices or video editing.

One of the more influential positions in a TV newsroom is the assignment desk - sometimes called assignment editor or assignment manager. This is the person who organizes all the scheduled events, keeps a close ear on the scanner for breaking news, answers a lot of phone calls for news tips, sets up interviews and much more. The assignment desk is sort of like the central nervous system of the newsroom. Getting your story idea to whoever is sitting at that desk should be your No. 1 goal.

5. Give the Media Monster What it Wants

The Media Monster is hungry. It's also a picky eater. You need to feed it some delicious treats.

Words are powerful, but a picture is worth a thousand words. Having opportunities for good video or photographs is extremely important. If the story you pitch has a good visuals for video, the rest of your bases should be covered. Good video means eye-catching still pictures and usually interesting audio as well.

If your company is holding an Easter egg hunt for kids, don't invite the media for interviews during the ice cream social afterwards.

If you're holding an event with a special speaker, the least you can do is make sure there's interesting stuff to shoot inside the room. That might mean you have to make some signage with logos, photos, charts and graphs. Then you can set up some displays for the camera guy (or girl) to shoot. Don't feel guilty about manufacturing photo and video opportunities for the media. Politicians have been doing it for decades.

It's a smart idea to indicate on your release a time and location where media representatives can find the best photo/video opportunities. When the Media Monster's belly is full of tasty video, scrumptious pictures, and delectable audio he'll be happy and will come back for more.

6. Buy Advertising

This sounds a little shady, but it really is the way things happen. Becoming a regular advertiser in the local media usually means they'll turn to you when there's a story relating to the products or service your business provides.

Of course, buying ads or becoming a sponsor doesn't guarantee you'll get coverage. You're not actually paying for that. Buying advertising won't necessarily make you a favorite among the folks in the newsroom, but if a sales rep hears the newsroom is planning a story on the scorching heat, he may suggest the reporter contacts your air conditioning repair business.

If there is a story in the works about how road construction is affecting local businesses, your shoe store could be the first place that comes to mind because your full-page ad has been running in the paper. Some newsrooms even have lists of local businesses that are also sponsors so reporters call them first when covering certain topics.

7. Be Flexible and Respectful

You may think your schedule is jam-packed, but the people who work in television, radio and print have extremely tight deadlines to meet. In most cases, they've got one work day to turn around their story. But you have until next week to finish your little Power Point presentation.

Trying to reschedule an interview for a later date can be a big hassle. Usually these interviews only take around 15 minutes, so find the time in your day to talk to reporters if they request an interview. If you can't do it yourself, find someone else in your company who can.

It is also important to have some manners when dealing with the media. Working in news can be a stressful job. Would you want to call the mother whose son was just murdered for an interview? Would want to shoot video of deadly car crashes day after day?

Sometimes people get annoyed with those pesky reporters and photographers. Just remember that newsrooms are very social places. If you act like a jerk to the photographer, everyone at your local paper or TV station is going to hear about it, and so could many other people at other stations and publications.

When you come up with a strategic plan for how to deal with the media, develop working relationships with people in the industry, and understand how things work inside that world, you'll find it's much easier to get a little love in the local news.

Kasey Steinbrinck spent seven years working in the media as a TV news producer, radio producer and newspaper reporter. He now creates web content for a number of companies including Check Advantage, an online retailer of personal checks and business checks.

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