Working with Local Media

Anybody running a local business – no matter the size or which goods and services are offered – owes it to themselves to keep their name in front of the public as frequently as possible. That’s best accomplished through paid advertising but there also is something called “earned media,” which doesn’t come with an invoice for you to pay. 

Make no mistake: Paid advertising needs to be a cornerstone of your marketing efforts if you want to retain customers and attract new ones. 

But you also can supplement paid advertising by earning coverage in local media that doesn’t cost you anything. To establish yourself and your business as a key influencer and subject matter expert in your community – who is quoted in articles that touch on your area of expertise, consider the following strategies … 

1. Develop High-Quality Content: Create informative and valuable content that showcases your expertise. This can include blog posts, articles, whitepapers, or videos that address common industry challenges or provide insights. 
2. Enhance Your Social Media Presence: Actively engage on social media platforms relevant to your audience. Share your content, participate in discussions, and connect with industry influencers to increase visibility. 
3. Engage with Industry Associations: Join local or national industry groups (such as the Hudson Valley Gateway Chamber of Commerce) to network with peers and stay updated on trends. Participation can lead to speaking opportunities and recognition as an expert. 
4. Collaborate with Local Journalists: Build relationships with journalists (such as yours truly) who cover your community. Offer yourself as a resource for expert opinions or insights on relevant topics. 
5. Offer Educational Workshops or Seminars: Host events that provide valuable information to your community. This positions your business as a knowledgeable leader and can attract media attention.
6. Participate in Community Events: Engage in local events or sponsor community activities. Active community involvement can lead to media coverage and enhance your reputation.
7. Leverage Customer Success Stories: Share testimonials and case studies that highlight how your offerings have benefited clients. These stories can be compelling content for local media.
8. Maintain an Updated Online Presence: Ensure your website and online profiles are current and clearly communicate your expertise and services. This makes it easier for media and potential clients to find and trust you. 
9. Engage with Subject Matter Experts: Collaborate with other experts to co-create content or provide quotes. This can enhance the credibility of your content and expand your reach. 
10. Monitor and Respond to Media Opportunities: Stay alert for opportunities to contribute to local news stories or provide expert commentary. Responding promptly can lead to regular features in local media.

By implementing these strategies, your business can build a strong reputation as a subject matter expert and attract valuable media coverage in your local area.

By Bruce Apar

Editorial Director, River Journal

bruceapar@rivertownsmedia.com

Editor, Peekskill Herald

bruce@peekskillherald.com