local pr
How to Get Local News Coverage for Your Business
By Daniel Reyes · · 12 min read
To get local news coverage, give a specific local reporter a story their readers need: a new location and the jobs it adds, data about the region only you have, a community program, or a timely service tip tied to weather or a season. Pitch it by short email, with a local person to interview and photos ready. Newsrooms are thin, so a pitch that saves the reporter work gets read.
Local coverage is one of the most undervalued channels for multi-location operators. A single Business Journal story about your expansion reaches the owners, landlords, and hires in your market. A local TV segment on heat-wave AC safety puts a technician’s face in front of every household in the viewing area. And both create third-party mentions that search engines and AI assistants treat as evidence your business is real and established.
This guide is written from the reporter’s side of the desk. It covers what editors cover, which outlet fits which story, how to find the right person, pitch templates you can copy, and how to turn a published story into links, reviews, and AI visibility.
Why is local news coverage harder, and more valuable, than it used to be?
Local news coverage is harder to get because there are fewer local reporters covering more ground, and more valuable for the same reason: each story carries more weight in a smaller media landscape. Northwestern Medill’s State of Local News 2025 report counts 213 counties that are now news deserts. Poynter’s summary of the report notes 136 newspaper closures in the past year and nearly 3,500 newspapers lost since 2005.
For a local operator that cuts two ways. The reporters who remain are stretched across several beats, so they rely on outside tips. Muck Rack’s State of Journalism 2025 found that 84 percent of journalists say at least some of their stories originate from PR pitches. But the same survey found that 86 percent disregard pitches that are not relevant to their beat. A generic press release sent to a newsroom inbox goes nowhere. A tailored pitch to the right person often lands.
What do local news and Business Journal editors cover?
Local editors cover stories that affect their readers’ lives, money, or neighborhood. Your business is rarely the story by itself; what your business is doing to the region is. These are the story types that consistently get coverage for local operators:
| Story type | Example for a local operator | Best outlet | What the reporter needs |
|---|---|---|---|
| Expansion or new location | A dental group opening its sixth office and hiring 14 staff | Business Journal, community paper | Opening date, jobs, investment, address, founder quote |
| Notable hires and promotions | An HVAC company naming a new COO from a national brand | Business Journal (people-on-the-move section) | Headshot, short bio, role |
| Data about the region | Your service records show furnace failures up in one ZIP code this winter | Metro daily, local TV, Business Journal | The data, how you got it, a spokesperson |
| Community program | A salon chain offering free haircuts for students before the school year | Community paper, local TV | Date, place, people involved, photo opportunity |
| Seasonal service story | ”How to keep your AC running through a heat wave” in the first hot week | Local TV, radio, metro daily | An expert available the same day, simple tips, visuals |
| Milestones and awards | 25 years in business, a local “best of” win | Community paper, Business Journal lists | Specific facts, photos, history |
| Workforce and training | An apprenticeship program with a community college | Business Journal, metro daily | Partner quotes, numbers of trainees, wages if shared |
Three filters decide whether a story runs. Is it local (named neighborhoods, local people)? Is it new or timely (this week, this season)? Does it matter to readers beyond your customers (jobs, safety, money, community)? Pitch only stories that pass all three.
TV vs print vs Business Journals: which should you pitch?
Pitch each outlet the story type it is built for. Local TV needs pictures and timeliness. Business Journals need growth, money, and names. Community papers and local sites need neighborhood detail. The same news can become three different stories.
| Outlet | What it covers | Lead time | How to pitch | Best for |
|---|---|---|---|---|
| Local TV news | Consumer, weather, safety, human interest | Same day to one week | Email the assignment desk and a specific reporter; call the desk for breaking weather angles | Seasonal service tips, community events, visual stories |
| Metro daily paper or site | Regional trends, data, local economy | One to three weeks | Email the beat reporter (business, real estate, health) | Data stories, trend stories, expansions |
| Business Journal | Company growth, deals, real estate, hires, lists | One to four weeks; lists run on a calendar | Email the beat reporter; submit people-on-the-move items through the site’s form | Expansions, hires, funding, workforce |
| Community paper or hyperlocal site | Neighborhood news, openings, people | One to two weeks | Email the editor; many accept submitted announcements | Openings, milestones, community programs |
| Local radio and podcasts | Expert interviews, call-in segments | One to three weeks | Email the producer, not the host | Owners and technicians as recurring experts |
Business Journals deserve special attention from multi-location operators. Their readers are the decision makers in your market: commercial landlords, bankers, prospective senior hires, and potential acquirers. Many publish annual lists (fastest-growing companies, largest employers in a category) with deadlines months ahead. Put those deadlines in your calendar.
How do you find the right local reporter?
Find the right reporter by reading what they have written in the last three months, not by finding a generic newsroom email. The goal is one named person whose recent stories match your angle.
- Search the outlet’s site for your category and neighborhood: “HVAC,” “dental,” “salon,” “opening,” plus your city. Note who wrote the relevant stories.
- Check the byline page for their beat and contact details. Many reporters list their email and preferred topics.
- Read their last five stories. Note one you can reference genuinely in your pitch.
- Check the TV station’s assignment desk email on its contact page. For TV, the desk decides what gets covered today, so pitch the desk and the reporter together.
- Keep a simple media list: outlet, reporter, beat, email, last story you read, date pitched, and outcome.
For a 3 to 15 location operator, a working list is small: two or three people per market (a Business Journal reporter, a metro business or consumer reporter, one TV assignment desk). Media database tools help at larger scale, but for a handful of markets a spreadsheet is enough.
How do you pitch a local reporter? Templates you can copy
Pitch local reporters by short, personal email: a subject line that states the news, two or three sentences on why it matters to their readers, what you can offer (interview, data, photos), and your direct phone number. Keep it under 200 words. For the general principles of pitch writing, see our guide on how to pitch journalists. Below are templates tuned to local stories.
Template 1: Expansion pitch to a Business Journal reporter
Subject: Brightside Dental opening 6th Valley office in Gilbert, adding 14 jobs
Hi [Name],
I read your piece on [recent story] and thought this fits your healthcare and real estate coverage.
Brightside Dental is opening its sixth Valley office at [address] on [date]. The 4,200 sq ft location adds 14 jobs (dentists, hygienists, front desk) and is the group's first office east of the 202. Founder [Name] can talk about why they chose Gilbert and what they are seeing in patient demand in the East Valley.
Photos of the build-out and a headshot are ready. I'm at [phone] if a quick call is easier.
Thanks,
[Name], [Role]Template 2: Seasonal service pitch to a local TV assignment desk
Subject: Heat wave this week: AC tech available for on-camera tips today
Hi [Desk/Name],
With highs forecast above [temperature] through [day], our service calls are climbing. [Tech name], a licensed HVAC technician with [Company], is available on camera today or tomorrow at a customer home or our [neighborhood] shop to show three things viewers can check before calling for repair.
We can also share how many no-cooling calls we've taken this week compared with last week.
Direct line: [phone]. Available [times].
[Name], [Role]Template 3: Local data pitch to a metro business reporter
Subject: Service data: [ZIP/area] homes had [X]x more furnace failures this January
Hi [Name],
We run heating repair across [region] and pulled our January service records. Homes in [area] saw [specific finding] compared with the rest of the metro, and most of the failures were in systems over 15 years old.
Happy to share the full numbers and method, and our operations lead can explain what homeowners in older neighborhoods should watch for.
[Name], [Role], [phone]Only use data you can explain and back up: what it covers, the time period, and how you counted. A reporter will ask.
Template 4: Community program pitch to a community paper
Subject: Free back-to-school haircuts at 5 [Salon] locations, Aug 16
Hi [Name],
On Saturday, August 16, all five [Salon] locations in [area] are offering free haircuts to K-12 students, 9am to 1pm, with stylists volunteering their time. Last year we [factual detail, e.g. saw families from X schools].
[Owner name] and stylists are available for interviews, and families have agreed to be photographed at the [neighborhood] location.
[Name], [phone]Timing and follow-up
Send pitches on weekday mornings. For planned news (an opening, a program), pitch two to three weeks ahead. For seasonal and weather stories, pitch the day the forecast breaks. Follow up once, three or four business days later, with a single new detail. If there is no reply after that, move on to the next reporter. Do not send the same pitch to competing reporters at one outlet.
What should you prepare before you pitch?
Prepare everything a reporter would otherwise have to chase, because a thin newsroom will cover the story that is easiest to produce. Have this ready before you send the first email:
- A spokesperson who is available this week, briefed on three key points and on the questions you would rather not get.
- Two to four high-resolution photos (exterior, team, work in progress) and a headshot.
- A one-page fact sheet: address, dates, numbers of jobs or customers, founding year, locations.
- For TV: a location where filming is allowed, with a customer or staff member willing to appear.
- A newsroom or press page on your site with the same facts, so the reporter can check details at 9pm without calling you.
How do you turn local coverage into backlinks, reviews, and AI visibility?
Turn local coverage into lasting value by securing a link where you can, publishing it everywhere you own, and using it to prompt reviews and further stories. A published story is a starting point, not the finish.
Backlinks. Local news sites carry regional authority. When a story mentions you, politely ask the reporter or web producer whether they can link your business name to the relevant location page; never make it a condition of the interview. Our digital PR link building playbook covers link etiquette with editors.
Brand mentions, even without a link. AI assistants and Google’s systems read unlinked mentions too. A story that says “Brightside Dental, which operates six offices in the East Valley” is a trusted third-party statement of facts about you. We explain why this matters in brand mentions vs backlinks for AI citation.
Your own channels. Add an “As seen in” line to the location page, share the story on social with the reporter tagged, and post it as a Google Business Profile update on the relevant location. Keep that location’s profile in sync with the facts in the story; our Google Business Profile guide for multi-location businesses covers the setup.
Reviews. Coverage brings new customers and reminds existing ones you exist. It is a natural moment to make sure your review requests are running for every job. We cover compliant methods in how to get more Google reviews. Never ask for reviews in exchange for anything, including a mention in a news follow-up.
The next story. Send the reporter a thank-you note and add them to a short list for future expert comment. Local reporters return to sources who were responsive and accurate. Over a year, one technician or dentist can become the go-to local expert for a category.
What this means for local operators, founders, and D2C brands
Local operators with 3 to 15 locations. Treat each market as its own media list. A new location is news in its city, not across your whole footprint. Build a simple calendar: openings, hires, seasonal angles (heat, cold, back to school, holidays), and Business Journal list deadlines. Coverage compounds with word-of-mouth: pair press with community activity, like sponsoring a youth team or running a street team at a local event, which gives reporters something to see.
Seed to Series B founders. Your hometown Business Journal is often the most receptive first outlet for a funding round or first major hire. A local story also gives national reporters a credibility check. Give the local reporter the same facts and timing you give national outlets, and do not break an embargo for either.
D2C brands. Local coverage works when your story is rooted somewhere: a founder’s hometown, a local manufacturing partner, a pop-up. Pitch the community angle, not the product launch.
Your next step
Pick one story from the table above that is true for your business in the next 30 days. Find two reporters who covered something similar in the last three months, adapt the matching template, and send it on a weekday morning with photos ready. If you would rather have a team with newsroom experience run local media relations across your markets, see our media relations service.
Frequently asked questions
How do I get my business on the local news?
Pitch a specific local reporter a timely story that matters to their audience, not a general announcement. Good angles include a new location and the jobs it adds, local data only your business has, a community program, or seasonal safety tips from an expert on your staff. Send a short, personal email with photos ready and a spokesperson available the same week.
Is it free to get local news coverage?
Yes, earned news coverage is free, since reporters choose what to cover and you do not pay for placement. The costs are your time and, if you use one, a PR firm. Paid options such as sponsored content or advertorials exist at many outlets, but they are advertising, labeled as such, and do not carry the same credibility as an independent story.
Should I send a press release to local news stations?
A press release alone rarely gets local coverage; a personal pitch to the right reporter works better. Use the release as a reference document with full facts, quotes, and contact details, linked or attached to a short email. Muck Rack’s 2025 survey found most journalists disregard pitches not relevant to their beat, so personalization matters more than distribution.
How far in advance should I pitch local media?
Pitch planned news, such as openings, events, and hires, two to three weeks ahead so reporters can schedule it. Business Journal lists and special sections often have deadlines months in advance, so check their editorial calendars. For weather and seasonal service stories, pitch local TV the same day the forecast or news breaks, and have an expert available on short notice.
Does local news coverage help SEO?
Yes, local news coverage can help SEO and AI visibility. A link from a regional news site is a strong local authority signal, and even unlinked mentions give Google and AI assistants trusted third-party facts about your business. Google lists prominence, which draws on links and articles about a business, among its local ranking factors. Add the coverage to your location pages and Business Profile to extend its value.
