R Public Relations Firm
Three reasons your brand may not need national media coverage
In the wise words of Vincent Van Gogh, “Great things are done by a series of small things brought together.” While the masterful painter may have been referring to creating art, the sentiment applies perfectly to public relations efforts. More often than we may recognize, we are exposed to a flurry of national media outlets, fictional TV shows that celebrate national recognition, and national news of our favorite celebrities, sports teams, brands, and even our competitors. This celebratory coverage leads many brands to believe that national media coverage is the ultimate PR goal for every business—the end-all-be-all to boost brand recognition, secure sales and gain an invested audience.
However, focusing on local and regional media can be a better investment as it can drive more robust results, meaningful connections and targeted exposure.
Because each approach has several benefits and drawbacks, paying close attention to your brand’s needs is essential when weighing which is right for your organization. To provide insight into the topic, here are three reasons why R Public Relations believes local and regional PR may be a more strategic approach for your business.
Broad reach ≠ relevant reach
While national media coverage is more likely to reach a vast audience, it is also likely to lack reach targeted at key audiences.
While national stories may acquire more impressive unique viewership metrics, the message conveyed in the piece may not resonate with the demographic actively viewing and engaging with the content.
For example, if a local restaurant is gaining traction in national media—but not in local or regional outlets—potential customers and regulars who could visit the eatery, increase sales and move the needle could be missed entirely.
In contrast, localized media coverage can provide strategic exposure by reaching more closely concentrated and easily definable target audiences, bolstering community involvement and recognition, and encouraging locals to engage with the business in some concrete way.
Oversaturated markets can dilute brand messaging
The phrases “big fish in a small pond” and “little fish in a big pond” perfectly illustrate this concept.
Regardless of how notable your brand is, when you release it into a large pond filled with thousands of other brands, thought leaders and industry professionals, it can easily be swallowed up by the fast pace of the news cycle, the noise of additional businesses, and timely current events that are ever-occurring.
While national media coverage can place your brand in areas and communities that are beneficial and unique to the access of the big pond, it is also undeniably valuable to be a big fish in a little pond.
This approach ensures that a brand’s story is conveyed to critical audiences authentically to the organization, that it is unique to its story and offerings, and that it stands out from the crowd, reducing the possibility of untailored or ingenuine messaging.
Cost-effectiveness is critical
Nowadays, costs seem to rise everywhere we look, and media is typically no different. National outlets play a vital role in the media landscape, but obtaining placements in this arena can require significant fees, ad buys and highly involved, long-lead pitching efforts.
To offset costs and ensure a positive ROI, investing in relationships and opportunities with local and regional publications can result in media coverage that earns your brand consumer buy-in and can even save money.
More often than not, localized outlets provide an array of affordable and authenticity-centered opportunities that are highly likely to reach audiences that have already been exposed to the organization, are interested in it or resonate with its key messaging.
Final thoughts
Focusing on obtaining opportunities with relevant reach, strong, genuine brand messaging, and budget in mind is a critical way to connect more authentically with your target audiences and communities and secure future success.
Investing in local and regional opportunities centered on these ideas will also build stronger relationships. Furthermore, it will build customer loyalty and word-of-mouth marketing, prompting further media coverage from invested outlets and contacts.
If this sounds like what your brand is looking for, then national exposure may not be the best action. While it may be valuable and vast, opting for more localized media is a crucial, solid and strategic foundation to build future coverage.
If you’re interested in learning more about the robust results, impressive ROI, strong community connections, and targeted engagement that localized media coverage can provide, contact R Public Relations today.
PESO Please! How Integrated Communication Strategies Can Transform Your Brand
For a long time, public relations (PR) lived in its own silo—focused solely on media relations, earned coverage and brand reputation. Marketing and advertising were separate entities, each working within their own lanes. But today, in the age of digital-first everything, PR is no longer just about press releases and media pitches. Instead, it’s about shaping a brand’s voice across all communication channels—paid, earned, shared, and owned.
That’s where the PESO model (Paid, Earned, Shared, and Owned media) comes in, offering a holistic approach to brand storytelling. When applied correctly, PESO creates a stronger, more consistent brand presence across all touchpoints using integrated communication strategies.
“Gone are the days when PR was only about media relations,” says Emily Reynolds Bergh, founder of R Public Relations (RPR). “Using the PESO model, we help clients leverage every communication channel in an intentional and coordinated effort, ensuring their message isn’t just heard—but amplified.”
Breaking Down the PESO Model
The PESO framework, created by PR expert Gini Dietrich, blends traditional PR efforts with digital marketing strategies. Here’s how each component works together:
1. Paid Media: Amplify Your Reach
Paid media includes social media ads, sponsored content and pay-per-click (PPC) campaigns. While PR has traditionally shied away from paid efforts, they’re now essential in getting your brand in front of the right audience at the right time.
💡 Example: If we secure an incredible media placement for a client, why not amplify it with a small paid boost on LinkedIn or Instagram?
2. Earned Media: PR’s Traditional Sweet Spot
PR professionals have always excelled at earned media, including media placements, interviews, podcast appearances, and industry recognition. This third-party validation builds credibility and trust like nothing else.
💡 Example: RPR secures a feature for a client in a major publication. By integrating it into a larger PESO strategy, we don’t just celebrate the win—we maximize it.
3. Shared Media: The Power of Organic Engagement
Shared media encompasses social media interactions, customer testimonials, influencer partnerships, and brand collaborations. This is where your audience gets involved—sharing, commenting and creating a dialogue around your brand.
💡 Example: A loyal customer posts about your product on Instagram. When shared on your brand’s page, it adds authenticity to your marketing efforts.
4. Owned Media: The Foundation of Your Brand Story
Owned media includes content you control and create—your website, blog, email campaigns, and brand newsletters. These channels are the foundation for your messaging, positioning your brand as an industry leader.
💡 Example: We can recommend updates if we see gaps in a client’s website content.
Why PESO Works for Today’s Brands
A fully integrated PESO strategy ensures that a brand’s message is consistent, cohesive and effective across all platforms. It removes communication silos and allows brands to leverage multiple channels to build authority, credibility and engagement. While traditional marketing has focused on generating leads and driving sales, PR has focused on brand trust. We are moving toward more integrated communication strategies that impact brand awareness and a business’s bottom line.
“At RPR, we don’t just secure media hits and call it a day,” says Bergh. “We help clients integrate every aspect of their communications, so they see measurable impact across paid, earned, shared, and owned channels.”
The result? A more powerful, data-driven approach to PR and marketing that delivers results beyond traditional media placements.
The Future of PR Is Integrated Communication Strategies
The days of PR living in a vacuum are over. Today, brands must think bigger, connect the dots and embrace an integrated approach, leveraging PESO to maximize visibility, credibility and brand loyalty.
Want to learn how RPR can help you build an innovative, modern and results-driven PR strategy? Let’s chat.
