Public relations success often hinges on the strength of local media relationships. But what happens when your client wants to break into new markets where those relationships don’t exist yet?
Whether your client is expanding geographically, launching a product nationally, or targeting niche audiences in specific cities, securing media coverage in these new markets can help build brand recognition and drive business.
Here are four tried-and-true tips to help PR professionals land meaningful media placements — even when you’re not playing on your “home turf”:
1. Tailor the Narrative to the Market
Local media want stories that are relevant to their audience. Just because something is newsworthy in your client’s hometown doesn’t mean it will automatically grab attention elsewhere. Find the local hook when pitching to outlets in a new city or region.
A great way to get started is to ask yourself, “Why would someone in this market care?” Is your client hiring locals, investing in the area, supporting community causes, or solving a problem unique to that market?
2. Build a Localized Media List
In a new market, the media list you build needs to be as tailored as the pitches you are sending. Start by identifying outlets and journalists who cover your client’s industry, as well as those who report on local business, community development, or events. Include local TV, radio, online news, lifestyle blogs, and even hyperlocal newsletters.
To start implementing this strategy, use media database tools or manual research to find relevant contacts. Then, check their recent coverage to make sure your pitch aligns with their beat.
3. Leverage Local Experts or Partnerships
If your client lacks name recognition in a new market, consider teaming up with a local figure, organization, or influencer that those in the area will recognize. Partnerships can lend credibility and provide built-in connections to media.
For example, consider co-hosting an event with a local nonprofit or collaborate with an influencer who already has strong local roots. Mentioning these alliances in your pitch strengthens your story’s relevance.
4. Emphasize Visuals and Broadcast Appeal
When pitching to markets that may be hundreds of miles away, in-person and in-studio interviews may be difficult (or impossible) to navigate. With that in mind, offering strong visuals, video content, or high-resolution photos can improve your pitch’s success rate. This is especially helpful for lifestyle, product, or event-related stories.
Offer pre-recorded B-roll, high-quality photos, or arrange remote interviews with a visually engaging backdrop, particularly for TV or digital outlets.
Securing media coverage in outside markets is all about strategy, specificity, and relationship-building. By tailoring your story, targeting the right journalists, and approaching each market with a localized mindset, you’ll dramatically increase your chances of success — and position your client as a brand with national (or even global) relevance.
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