For any brand looking to connect with regional markets or micro communities, a local area marketing strategy is a must. Understanding the nuances of culture and community can unlock potential customers. You’ll also learn which tactics to avoid in some areas.
While events, paid search and even out-of-home advertising can play a role in your local strategy, it’s never been more important to build relationships with the media.
Local and regional media are among the most trusted sources of news. Ofcom’s News Consumption Survey 2025 found that local news was trusted by more than 60 per cent of people, rising to 80 to 90 per cent for traditional outlets such as print, radio and TV.
And communities connect with news content in different ways, through their social media feeds, as well as through more traditional broadcast, print and online news.
No surprises so far, but have you considered the relationship between local media and organic search?
Positive references to your brand in the media will appear when people search for local products and services. These mentions are increasingly prominent as habits change and more people search through AI, powered by Large Language Models (LLMs). This includes content on Google and Bing, in addition to AI assistants like Chat GPT, Gemini and Claude.
The third-party endorsement of a trusted local news source is valued by these LLMs, making digital PR one of the most effective means to position your brand within these new search platforms.
Media coverage has to be earned, which means your content must be presented as genuine news and should read like it’s been written by a journalist. Otherwise it might never reach a human editor for review as AI filters can spot weak content with ease. That includes AI generated ‘slop’. If you’re considering using AI as a writing tool for the media, read this first.
Identifying your message is key. This isn’t about what you’d like to tell people, it’s about what’s new and interesting – what your audience wants to know. Think about your offering and explore the questions that people will ask a search engine or LLM. Provide the answers to their questions.
Local area marketing requires momentum and this applies to your media relations output as much as any other element. Planning activity three to six months in advance ensures your messaging remains fresh and that you’re implementing a considered plan. It also provides an opportunity to share forward plans with journalists, negotiate exclusives and schedule interviews.
Any brand that is dependent on local connections, whether a national chain or growing regional business, can benefit from delving deeper into local culture. An informed approach will win over customers. ‘Show them you know them’ remains as valid a principle as ever.
At Liberty PR, we specialise in local area marketing strategy and delivery, and have an exceptional track record in delivering media coverage for clients. If you’d like to explore the benefits of a location-based approach, drop us a line for a free consultation.
