How to Send a Press Release to Local Media & Newspapers
Learning how to send a press release to local media is one of the most effective ways for small businesses and local organizations to share their story, connect with their community and expand their reach. If you want to get your message in front of the right audience at the right time, this guide can help.
Why Send a Press Release to Local Media?
Press releases are a great tool for increasing your organization’s visibility, engaging your local audience and sharing your news. Here’s why learning how to send a press release to local media is essential.
Build Awareness for Your Organization
Local newspapers, television stations and online news sites have dedicated audiences who trust their reporting and are interested in community news. These outlets are ideal for reaching your immediate community. Whether you’re announcing an event, launching a new product or celebrating a milestone, a well-placed local news press release can generate awareness and engagement with people who care.
Gain Search Benefits
Publishing a local press release online offers benefits beyond traditional PR – it can improve your website’s search engine visibility. When trusted local news outlets publish your press release on their websites, those links can boost your search engine rankings, improve your credibility and drive more traffic to your site.
Build Trust in the Community
Local newspapers, television stations and radio programs are seen as reliable information sources. When they publish your press release, it helps establish your business or organization as an active, credible and trusted member of the community. Especially when announcing events, a press release to local media can attract support and boost community engagement.
Best Practices for Local Press Release Distribution
To maximize the impact of your local press release, it’s important to follow best practices for distribution. From crafting a professional release to carefully choosing the timing, here’s how to send a press release to local media.
Follow AP Style and Formatting
A well-written press release that adheres to AP Style guidelines ensures that journalists can quickly understand and repurpose your message. Using AP style in your local press release also enhances its appeal and professionalism, further increasing your chances of picking up local media coverage.
Mastering these AP-style basics will put you well on your way to writing effective press releases:
Headline: Clear, engaging and newsworthy, summarizing key messaging.
Dateline: Where and when the news being reported took place, formatted as CITY, State, Month Day, Year (i.e., CONWAY, N.H., Dec. 22, 2024). If it’s a major city, you can skip the state abbreviation.
Lead paragraph: Concise summary of the story that answers who, what, when, where and why.
Body paragraphs: Supporting details and press release quotes.
Boilerplate: Paragraph at end of release that provides key, concise information about your business. Press release boilerplate typically includes an overview, mission statement, core products or services and up-to-date contact information.
Make Sure It’s Newsworthy
The key to capturing attention is writing about topics that matter to your audience. Your press release should communicate newsworthy information – it should be timely, relevant and directly impactful – keeping your readers interested and engaged. Local newsworthy topics include:
New business launches, expansions, partnerships or mergers
Awards or achievements
Community-focused events (such as contests, competitions or holiday-themed celebrations)
Significant milestones or anniversaries
New product launches
Determine the Best Time to Send Press Releases
Timing is key to the success of your local press release distribution. Sending your press release on the right day and at the appropriate time can boost your chances of securing media coverage. When it comes to timing, here’s what to consider:
Understand news cycles: Identify which channels are most likely to cover your release and align your timing with their news cycles. For example, daily newspapers follow 24-hour cycles, while TV stations and digital outlets publish content throughout the day.
Avoid busy times: Steer clear of competing with breaking news, holidays or high-profile local events. Sending your release during quieter periods increases its chances of being noticed.
Best days to send: Generally, Tuesdays through Thursdays are ideal for most announcements. Always consider the nature of your news – for example, weekend events may benefit from releases sent later in the week.
Mornings vs. afternoons: Mornings are typically the best time to send press releases, as journalists and editors often plan their coverage early in the day.
Step-by-Step Guide for How to Send a Press Release to Local Media
Sending a press release to local media involves strategic planning and execution to craft, target and distribute it effectively. Follow this step-by-step guide to ensure your message reaches the right audience.
Step 1: Choose a Distribution Partner
Your distribution partner can make or break your press release success. When selecting a service, start by looking at its track record and media relationships. Strong distribution partners have built trust with newsrooms over many years and can get your content directly into editorial systems, making it more likely to be seen.
Search engine visibility is another key factor. Your distribution partner’s website should be optimized for search engines, have high authority and get plenty of traffic. This helps your press release appear in local searches.
Finally, think about your future needs. While you might focus on local distribution now, your business could expand regionally or nationally. Choose a provider that offers comprehensive solutions including media monitoring, targeting platforms, video distribution and strategic placement options. Make sure they can support potential growth into new markets.
Step 2: Write and Upload Your Press Release
To grab the attention of journalists and editors, your press release needs to be clear, concise, engaging and newsworthy. Here are some tips for crafting a compelling press release:
Start with an attention-grabbing headline: Create a headline that is both engaging and informative. Try to summarize your key news in a single, impactful sentence that hooks the reader from the start.
Make it easy to scan: Structure your press release with short paragraphs and bullet points to make it easy for journalists to skim through and extract the essential details quickly.
Incorporate meaningful quotes: Use statements from influential voices and stakeholders to add a human touch and relatability. Household names can also lend credibility and increase visibility.
Include visual assets: Press releases that include multimedia generate up to six times greater engagement. Enhance your press release with images, infographics, video clips or other visuals to help your story stand out.
Keep it concise: Stick to the most relevant information and avoid fluff. Journalists will appreciate your brevity and clarity.
Avoid industry jargon and buzzwords: Use straightforward language that speaks to everyone and makes your message relatable to a broad audience.
Once you have a compelling press release, upload it through your online account at your chosen distribution service. The best partners, like PR Newswire, have teams that proofread and optimize press releases before distribution.
Step 3: Determine Your Distribution Area
Local press release distribution is all about smart geographic targeting, from specific cities to entire regions. You can target metropolitan areas (like the greater Seattle area), states or broader geographic regions (such as the Pacific Northwest). The distribution area you choose depends on your news. A new store opening works best with tight local targeting. A regional business expansion might need broader reach across several states.
The best distribution services can also layer additional targeting on top of geography. You can focus on specific industries within your area, target certain demographics or reach people interested in particular topics. For example, if you're opening a new medical clinic, you might target healthcare media in your city. More precise targeting helps your news reach the most relevant local audience.
Step 4: Select Your Distribution Channels
Local audiences consume news across many channels, and your distribution strategy should reflect this. Traditional media remains powerful at the local level, including newspapers, TV stations, radio outlets and regional trade publications. Your distribution service should have direct connections with these outlets in your target area.
Modern press release distribution also uses digital channels. Look for distribution that places your release on news websites, trade publications and search engines. For example, PR Newswire can syndicate content to thousands of websites, increasing the chances your local audience will see your news. You could also consider doing a broadcast media tour to further promote your local news.
Step 5: Track Your Results
Once you’ve learned how to send a press release to local media, you’re not quite done yet. You should always leverage press release analytics to track who's seeing your release, which media outlets pick it up and how it performs compared to similar releases in your industry. Key metrics to track include impressions, site postings and social media shares.
Use this data to improve future releases. Compare results against your objectives and other similar press releases in your area. Look for patterns in what works best for your local market: Maybe certain types of news get more pickup or specific distribution channels perform better. These insights help you refine your strategy over time.
Maximize Your Local Media Coverage with a Distribution Service
Learning how to submit a press release to local media is an essential skill for many small business owners and organizations. By leveraging professional distribution services, you can attract even more local engagement. Working with a distribution service for local press release distribution offers several key advantages:
Extensive network: Gain access to a pre-built network of local media contacts and industry-specific outlets for more targeted outreach.
Time savings: Eliminate the tedious task of manually researching media contacts, freeing up time for other priorities.
Performance tracking: Benefit from analytics and reports including views, clicks and media pickups.
Enhanced credibility: Professional services lend legitimacy to your press release and increase its chances of being taken seriously by journalists and outlets.
Leading distribution platforms like PR Newswire can help you get all these benefits and more. Editors and journalists trust PR Newswire for credible, reliable content that’s worth reading and sharing. With access to the industry’s largest and most-sourced press release distribution network, we help amplify your story and boost engagement.
Maximize your local media coverage with PR Newswire’s trusted press release distribution services. Start reaching your audience today.
FAQs
How do I submit a press release to a local newspaper?
Start by choosing a distribution partner with the right connections who can get your press release directly into the newsroom. Then write a clear, concise and engaging press release with a compelling headline and key details. Choose the region and audience you want to target and the channels where you want to distribute your press release. Then just upload your press release online and hit “Send.” With these tips, you’ll successfully learn how to get a press release in a local newspaper in no time.
What should be included in a local press release?
A local press release should include a compelling headline that grabs attention and summarizes your story, key details about your news (who, what, when, where and why), a relevant quote from a stakeholder, accurate contact information and a clear call-to-action.
When is the best time to send a press release to local media?
The best time to send a local press release is typically in the morning, Tuesday through Thursday, when journalists are more likely to read them. Avoid Monday mornings, Friday afternoons, holidays and busy news days. Tailor your timing to the nature of your news; for example, weekend events may benefit from a release sent later in the week.
Learning how to send a press release to local media takes strategy and practice. Making sure you have a relevant story and the right media list is just the beginning. Download The Ultimate Toolkit for Getting Your Press Release Noticed to learn how to craft and amplify your news.