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.