LITTLE KNOWN PUBLICITY SECRET REVEALED – LOCAL PAPER = LOCAL MONEY
By Kate Engler, The Publicity Princess
So often when people think of publicity and getting their names in the media, they think of national TV, major daily newspapers or high rating radio. And all these outlets are great – no question. But there is an often overlooked ‘poor cousin’ in the media world which can yield HUGE results for businesses. What is this ‘hidden’ poor cousin? It’s your local paper. (ok, so it doesn’t have the ego factor of national TV – but this isn’t about ego – it’s about results!)
Businesses everywhere are sitting on an absolute gold mine of publicity when it comes to their local paper, and many people don’t realize just how powerful it is. Recently I got a group of journalists together to work one-on-one with my community and their resounding message was about how important the local papers are – and not one of them works for local papers! They all work for the BIG mastheads, TV shows and radio programs, and without a doubt they all look for stories in the local papers so they can follow up the angle/issue or use to augment a story they are already working on.
So other than being a great ‘lead in’ for other media, why else does your local paper mean local money? Firstly, your local paper is ALWAYS interested in stories about local people and local businesses. They don’t tend to cover the big national events and there’s a couple of reasons for this:
- most local papers come out weekly and their deadlines are usually 3-5 days prior to publication. This means that they may have already printed this week’s edition when a big national story ‘breaks’. They simply are not nimble enough to cover it.
- they also realize that the major daily papers, radio and TV will be all over BIG stories, and they don’t want to be seen as an ‘also ran’.
Local papers understand it’s their job is to cover what’s going on locally. And this is where YOU can benefit. Simply tell a story that is interesting about something which is going on in YOUR local area and you will almost certainly get a run in the local paper. The same rules apply about making sure your media release is a news story and not an ad for your business – that goes without saying. But local papers are ALWAYS keen to cover what’s new and different in their local area.
Let me give you a real-life case study. In preparation for a seminar I was speaking at, the event organizer asked if I would do a ‘preview’ interview with him which he could send to his database so they had an understanding of the types of material the seminar would cover. Sure, no problems. We conducted the interview and it was sent out to his database. One person who heard this interview latched on to a suggestion that I offered and immediately prepared a media release and sent it to his local paper. This person took one of the headlines I mentioned in the interview and adapted it to HIS industry and his local area and BANG!! The result was immediate! His local paper was on the phone straight away and sent out a photographer within 2 days. How easy was that. The result was a great story with a pic that appeared in his local paper – all promoting his business for FREE!
So whilst some people ‘poo-poo’ the idea of the local paper, it’s a great place to start – Women As Entrepreneurs members are being featured in start-up media and you may just be the next business featured in a local papers somewhere in the country who generates thousands in additional income they would otherwise not have had without the power of free publicity and their much loved local paper!
With more than a twenty years ‘in the trenches’ publicity experience, Kate Engler AKA The Publicity Princess, knows what it takes to get your name in the newspaper quickly and easily. You can spend a day with Kate hearing all the tricks of the trade and getting your media release ‘done in a day’ at her one day workshop. Register today for a special WE price of only $77 for a DOUBLE PASS when you use the code WE20 during checkout.