A well-written press release can get your business featured in trusted local news, build community trust, and boost your visibility. Here’s how to make it work:
Local press releases are not just about sharing news - they’re about connecting with your community. Follow these steps to craft one that stands out.
A well-structured press release helps journalists quickly find the information they need. In fact, 74% of journalists favor receiving press releases directly from PR teams [3]. Below are the key elements to make your local press release stand out and look professional.
Your headline is the first thing journalists see, and it determines whether they’ll keep reading. Aim for 60-80 characters [7] and use title case to give it a polished look. Including your city or region in the headline can highlight its local angle.
| Do's | Don'ts |
|---|---|
| Use action verbs | Write clickbait headlines |
| Include location | Use industry-specific jargon |
| Keep it under 80 characters | Make exaggerated claims |
| Focus on news value | Overload with technical details |
"I still get exceedingly long press releases that resemble a book's chapter. A bad book's chapter with an excess of self-promoting adjectives. Anyone who works in media is always running against the clock with deadlines, so the best piece of advice I could give is to always remember to include the most newsworthy information at the very beginning of your press release. If you leave it to the very end, chances are that the journalist will not read that far, and a good story will be overlooked." - Marcio Delgado, Journalist, Digital Consultant and Producer [5]
Start your press release with "For Immediate Release" at the top, followed by your contact details [2]. The first paragraph should cover the five W's - who, what, where, when, and why - in a clear and concise manner. For the dateline, include your city and state in Associated Press style, for example: CHICAGO, IL - (Date).
Organize your press release using the inverted pyramid format, where the most critical information comes first. Since 68% of journalists rely on press releases as primary sources for stories [4], clarity and relevance are key.
Wrap up with a short boilerplate about your company, often referred to as the "About" section. This is your chance to highlight your local presence and achievements. Keep it concise - ideally under 100 words - and include:
"By following a standard press release format, you're ensuring that a journalist knows how to find what they're looking for in your release and allow them to quickly determine if they want to cover your announcement. It also shows them that you're a seasoned PR pro who knows the ins and outs of a press release, and signals that you're likely easy to work with." - Cassie Scher, Nahigian Strategies [5]
If you want your press release to grab the attention of local media, simply dropping your city’s name won’t cut it. You need to show how your story connects to the community in a meaningful way by outlining real, local impacts.
Local media outlets are drawn to stories that directly affect their community. In fact, 85% of U.S. adults say they value local news because it plays a key role in community well-being [11]. To make your press release stand out, focus on specific, measurable benefits like these:
| Benefit Type | Examples to Highlight |
|---|---|
| Economic Impact | New jobs created, investment amounts, tax revenue |
| Community Support | Charitable donations, volunteer programs, event sponsorships |
| Infrastructure | Facility improvements, accessibility upgrades, green initiatives |
| Education | Training programs, scholarships, internship opportunities |
| Local Partnerships | Collaborations with area businesses, schools, nonprofits |
Be as precise as possible when sharing these details. For instance, instead of saying, "We’re creating jobs", say, "We’re creating 75 full-time positions by September 2025." This level of specificity not only strengthens your message but also makes it more relatable to your audience.
"Local media typically demand local news, locally relevant education and local entertainment information."
- Paul J. Krupin [8]
Enhance your press release by incorporating specific, recognizable local details that resonate with your audience.
Geographic Context
Beyond geography, tap into cultural elements that reflect your community’s character and current happenings.
Cultural Elements
For example, Domino’s faced challenges in Italy because it didn’t adapt well to local preferences. However, the company found success in India and Malaysia by tailoring its offerings to suit local tastes [9].
Keep in mind that local newspapers are responsible for producing about 60% of the local news stories in the United States [12]. Relating your data and story to local benchmarks can make all the difference.
"You can't sell a product or service if you don't understand the local customs of the people you're selling to."
- Sean Kivi [10]
Once your content is tailored for local audiences, the next step is making sure it reaches the right local journalists. Keep in mind, nearly half of PR pitches are ignored, and 73% of those rejections happen because the pitch isn’t relevant [14].
Building a strong list of media contacts takes some focused research and careful planning. Start by identifying local outlets that connect with your target audience. Here’s a quick guide to help:
| Media Type | Key Details | Research Method |
|---|---|---|
| Daily newspapers, weekly publications, community magazines | Library databases, publication websites | |
| Broadcast | Local TV stations, radio stations, podcasts | Station websites, media directories |
| Digital | News websites, community blogs, online journals | Social media, Google News |
| Specialty | Industry publications, neighborhood newsletters | Trade associations, community boards |
"Relevancy is arguably the most important factor to consider. Always source contacts who cover topics closely related to your pitch or campaign", says Tayla Davie, Digital PR Manager at NORTH [13].
Social media platforms like X (formerly Twitter) and LinkedIn are excellent tools for finding reporters. Search by job titles or specific beats, and keep an eye on local news to spot journalists covering topics similar to yours.
Only 7% of journalists find the pitches they receive relevant [13]. To stand out, you need to personalize each pitch. Here’s how:
"If the impact of your story is localized around a certain area, you should be targeting that area's journalists and publications", Muck Rack advises [15].
Once your pitch is personalized, timing becomes the next critical piece of the puzzle.
Timing can make or break your email’s chances of being noticed. Research shows Thursdays have the highest open rates at 26%, with the best times to send being between 10 AM and 2 PM [16]. Aim to send press releases mid-morning on Tuesday, Wednesday, or Thursday, and avoid sending emails right on the hour to prevent them from getting buried [18].
When it comes to following up, wait three days after your initial email - or 48 hours if the story is time-sensitive. Interestingly, 72% of reporters say they appreciate at least one follow-up [17].
"Sometimes I get 300 to 500 emails a day, so there's a decent chance that there are things I miss. There are times I get a follow-up and think, 'This is really good. I didn't see the original email,' and then I go back and find it", one reporter shared [17].
Keep your follow-ups short and to the point. Reference the subject line of your original email to jog their memory. If you don’t hear back after two follow-ups, it’s time to move on and explore other opportunities.
Connecting with local audiences online requires a thoughtful digital strategy. Recent studies reveal that 92% of searchers select businesses from the first page of local search results [19]. While a strong press release lays the foundation, utilizing online channels amplifies your local presence. This approach opens the door to actionable tactics that can strengthen your impact in the community.
Did you know that as of 2024, 5.9 million keywords in the U.S. are tied to "near me" searches [19]? This underscores the importance of tailoring your digital efforts to specific locations.
| Optimization Element | Implementation Strategy | Impact |
|---|---|---|
| Location Keywords | Use city, neighborhood, or region names in content | Boosts visibility in local search results |
| NAP Consistency | Ensure your business name, address, and phone (NAP) details match across platforms | Builds credibility and authority locally |
| Schema Markup | Add structured data specific to local businesses | Helps search engines understand your location |
| Voice Search | Focus on conversational, natural phrases | Captures "near me" and voice-activated searches |
"Practice awareness of long-tail terms in your keyword research, and be sure your site is optimized for them", says Miriam Ellis, Local Search Scientist at Moz [19].
In addition to keyword strategies, visuals can make a significant difference in engaging local audiences.
Visual content drives engagement. For instance, press releases that include images are seven times more likely to be picked up by media outlets compared to those without [21].
When it comes to images, aim for a resolution of at least 2400 pixels in height or width at 300dpi quality [20][22]. Videos should be under five minutes long to maintain viewer interest, and always include captions and location-specific keywords in titles [20].
Here are some ideas for showcasing your local connection through visuals:
"The number one thing is having hi-res images immediately available... it is incredible how many PR's aren't prepared and can't provide or expect you to wait a week", shares a Photo Editor from Marie Claire/InStyle [22].
While optimizing content and visuals is essential, using specialized tools can take your local outreach to the next level.
By combining smart search tactics with engaging visuals, advanced platforms like Humble Help make local PR efforts more effective. This tool leverages AI-driven insights and targeted SEO to extend the reach of your press releases.
Some standout features include:
For example, Humble Help enables businesses to tap into the 72% of consumers who visit stores within a five-mile radius after performing a local search [19]. Their Brand Boost Package is particularly helpful for businesses starting their local PR journey, offering services like website optimization and press placement tailored to specific geographic areas.
Creating impactful local press releases hinges on blending a community-centered approach with professional execution. Adding multimedia elements can significantly boost audience engagement, making your message more compelling [1].
Here are the three key components of successful local press releases:
Community Connection
Tailor your message to highlight specific local benefits and provide detailed context that speaks directly to your audience. Knowing what matters to your local community is crucial [23].
Professional Distribution
Timing and targeted outreach are everything. Sending your press release to the right journalists increases your chances of gaining media coverage.
"You'll have a better chance at media coverage if you prioritize pitching to relevant journalists, rather than blasting it to as many as you can" - Tommy Young, PR consultant at Content Collision (C2) [6].
Digital Integration
Combine tried-and-true PR methods with modern digital techniques. Use local keywords, include multimedia like images or videos, and ensure your business information is consistent across all platforms. This mix helps your release connect with local audiences effectively.
To grab the interest of local journalists, begin with a headline that’s both clear and attention-grabbing, showcasing the most compelling part of your story. Keep your press release short - ideally no more than a single page - and structure it using the inverted pyramid style, which means putting the most crucial details right at the top.
When reaching out, make it personal. Focus on specific journalists or publications that align with your story, and avoid sending out generic mass emails. Take the time to explain how your news connects with their audience. Including quotes from local personalities or highlighting the impact on the community can also make your press release stand out and feel more relevant.
To ensure your press release strikes a chord with the local community, emphasize aspects that showcase its connection to the area’s unique identity and values. Highlight partnerships or collaborations with local businesses or organizations to demonstrate your involvement and commitment. Incorporate local statistics or relatable stories to illustrate how your news directly benefits or impacts the community. Include quotes from respected community leaders or residents to lend credibility and make it more personal. Adjust your tone and messaging to align with the interests and culture of your audience, making your press release feel relevant and engaging.
Timing plays a crucial role in ensuring your press release gets the attention it deserves. The ideal days to send one are Tuesday and Wednesday, as journalists tend to review submissions more frequently during the middle of the week. For the best results, schedule your release between 10:00 AM and 2:00 PM, a window when editors are actively scanning their inboxes.
Steer clear of sending your release too early in the morning or late in the afternoon - these times often lead to your message being buried or missed altogether. Thoughtful timing can significantly boost the chances of your press release being noticed and considered.
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