Proactive pitch campaigns often target national or even global audiences. However, when you’re working with organizations that have products or services that appeal to audiences in specific regions or locations, it’s important to capture the attention of those local audiences.
How do you reach these audiences? With pitches tailored designed to resonate with their specific interests. Consider what’s relevant to the people you’re trying to reach. Why would this audience care about your message? Can you offer spokespeople they will trust? Your success depends on making your story relevant to these audiences.
The next time you’re drafting a pitch to a targeted audience, consider the following questions.
Why is your story relevant to this area? What is its potential impact on the region?
Local publications are focused on covering news specific to their area and audience. Your pitch should clearly demonstrate why this audience would want to know about your story.
Does it support one the area’s largest industries? Does it create local jobs? A clear explanation of the pitch’s local relevant is critical to its success.
An excellent way to build credibility is to provide some context with third-party statistics that validate your claims. Can you reference a study that highlights the predicted growth of an industry or how much development it could bring to the area? It’s important to validate your claims to ensure they are taken seriously.
Are there local spokespeople who can speak to the story?
Local spokespeople are excellent ways to connect with an audience. For example, a recent pitch of ours secured five media opportunities because it featured a local farmer who was using a new technology. This grower could speak about their personal experiences, how it’s benefited them and what their perspective is on the future of the technology. This provides color and layers to a story as well as offers a spokesperson who relates to the audience.
By providing a source who can speak first-hand about your story, you offer reporters a balanced perspective.
Have you called the reporter yet?
In our experience, local reporters are more likely to answer the phone. This can be helpful in working with them to build a story that suits all parties. The reporters will know their readers and viewers best, so you can work closely with them to ensure you’re offering interesting elements.
Phone conversations also help build rapport with the reporter and establish a collaborative relationship.
Crafting a pitch for a local area or region requires a thoughtful and tailored approach, ensuring that its relevance to the local audience is clear. Gather elements, including sources and third-party stats, that support the story, then work closely with local reporters to develop a piece that will resonate with their specific audience.