How to pitch to local press (and why it's worth it)

Sep 28

7 min read

Everyone's so busy chasing national headlines that they miss what's right under their nose: local press.

It might not have the glamour of a national paper. But it's trusted, it gets shared, and national journalists keep an eye on it for their next story. One good local piece can reach everyone from your local councillor to your mum's neighbour's book club.

The quick answer: to pitch to local press, find the local angle in your story (local people, a local place or a benefit to the community), and send it to the right reporter at a local paper, news site or radio station. Keep your pitch short, include photos with a recognisable local backdrop, and pitch around their deadlines. If you don't hear back, follow up once after about three days, then try the next outlet. Local coverage is easier to land than national, and it's often where bigger stories start.

Why should you pitch to local press?

Because it's easier to land, people trust it, and it travels.

Local journalists need local stories, every day. That means less competition than national titles, and editors who want to hear from businesses on their patch.

People trust their local paper and radio station. They read it, share it in community groups and mention it to friends. For a local business, that's exactly the audience you want.

And local stories travel further than you'd think. When a TikTok trend sold out Josie's velvet ribbon at Follie, one short piece on BBC local radio set the story moving. It was picked up by BBC News, then The Guardian.

National journalists keep an eye on local news for stories with legs. So "it's only local" is never only local. It's often where bigger coverage starts.

What makes a story local?

A clear connection to the people and places your community knows.

Before you pitch, check your story has at least one of these:

Local people. A customer, staff member or resident, with their name and area.
A local place. A street, landmark, neighbourhood or town people will recognise.
A community benefit. Jobs created, money raised, a service added or a space improved.
A timely hook. An opening, an anniversary, a local event, a council decision or the season.
A first or only. The first or only one in the town or county, or a clear before-and-after change.
Local numbers. Figures for your town or area, not just national stats.
Other local voices. A quote from a school, charity, councillor or local business group.

The more of these you've got, the easier your story is to say yes to.

Which local media should you pitch?

More than just the local paper.

Local media comes in all shapes and sizes, and each has its own audience, style and deadlines. Build a short, targeted list from:

daily and weekly local papers, and their news websites
hyperlocal news sites and blogs
BBC local radio, community radio and regional TV
"what's on" listings and community diaries
parish and neighbourhood magazines
business outlets, like Chamber of Commerce newsletters and trade titles with regional pages
local podcasts and student media
community channels, like local Facebook groups and Nextdoor

Don't overlook BBC local radio. It's where some of my favourite stories have started. For Small Business Saturday, I lined up a week of local businesses for BBC radio. Sharon, an independent travel expert, was one of them, and now she's who they call whenever travel news breaks.

How do you research a local outlet before pitching?

Spend ten minutes reading or listening before you write a word.

For each outlet on your list, find out:

Who to contact. The newsdesk email, the reporter who covers your area or topic, or the producer of the right radio show.
Their deadlines. The day the paper goes to print, when the radio show goes out and the cut-off for listings.
Their sections. News, features, business, community, listings or photo stories. Pitch to the one that fits.
Their style. How long their stories are, how headlines are written and what kind of photos they use.

This is what makes your pitch feel like it was written for them, because it was. A pitch that fits their section and arrives before their deadline is much easier to say yes to than one that doesn't.

What should you have ready before you pitch local press?

Everything a journalist might need to say yes quickly.

When a local reporter likes your story, they often want to move fast. Have these ready before you send anything:

Photos. Portrait and landscape shots, ideally with a recognisable local backdrop, with captions and credits.
Names and details. Correct spellings, roles and, if relevant, ages. Add how to pronounce any tricky names for radio.
Location details. The exact address, a map link and notes on parking, transport and accessibility.
Permissions. Consent from anyone in your photos, and sign-off from any partners or charities involved.
Short video clips. Useful for TV, radio websites and social media.

My free PR-ready checklist covers the assets journalists ask for most.

When should you pitch local press?

Around their clock, not yours.

Local newsrooms run on tight deadlines. Avoid calling or chasing on press day, or while a radio show is live. Check when your paper goes to print and pitch well before then.

For listings and "what's on" diaries, send your details at least 7 to 10 days ahead.

Then look for timely hooks in the local calendar: school terms, festivals, market days, council meetings, awareness days and the weather. A story tied to something already happening in town is much easier to run.

If you're giving one outlet your story first, say so in your pitch. Local journalists love an exclusive, and it can make the difference between yes and maybe.

How do you write a pitch to a local journalist?

Short, local and focused on the community.

Lead with why your story matters to their readers. Put the local angle in the first line, keep the whole email to a few short paragraphs, and avoid anything that sounds like an advert.

A few lines that can help:

"This is a positive community story celebrating [person or group] in [town]."
"Residents will learn [practical takeaway] and can get involved [how, when and where]."
"We've included a quote from [local school, charity or councillor]."
"Photos are available with [landmark or street] in the background."
"Happy to tailor this for [section], and I can send a listings version with timings and access details."

Paste everything into the email rather than attaching files. Share links to photos instead, and double-check every name and title before you send.

How do you follow up with local journalists?

Once, politely, then move on.

If your story is time-sensitive, a single polite follow-up the same day is fine, especially if you've got a new detail or photo to add.

Otherwise, follow up once after about three days. Keep it short: a quick recap, and perhaps a different angle or the offer of an exclusive.

If you still don't hear back, take it to the next most relevant outlet on your list. Don't send the same pitch to everyone at once.

And think long term. Follow local reporters on social media, read their stories and offer a quick, two- or three-line expert comment when something breaks in your area. Say thank you when they cover you and share their piece. The more they know and trust you, the easier the next story gets.

What should you do after you get local press coverage?

Make it work as hard as possible.

A local feature keeps working long after it's published, if you use it. Here's how:

add it to your website, with an "as featured in" logo
link to it from your Google Business Profile
share it in local groups and your email newsletter
put it on display in your shop or venue
mention it in proposals, funding bids and award entries
turn it into a LinkedIn post or a short video

Every piece of coverage also gives Google and AI tools another trusted source that mentions you. That helps you show up when people search for a business like yours in your area.

And keep the relationship going. The journalist who covered you once is the one most likely to call next time.

Questions people ask

How do I get my business in the local paper?

Find a local angle, such as local people, a local place or a benefit to the community, and email a short pitch to the reporter or newsdesk that covers your area. Include photos with a local backdrop and send it well before the paper's print deadline.

What do local newspapers want?

Local papers want stories that matter to their community: local people, local places, things happening in the area and changes that affect residents. Stories with good photos, a timely hook and quotes from local voices are the easiest for them to run.

How do I contact local journalists?

Check the outlet's website for its newsdesk email and the names of reporters who cover your area or topic. Many local journalists are also on X and LinkedIn. Email is usually best for a first pitch.

Is local press worth it?

Yes. Local press is often easier to land than national coverage, it's trusted by people in your area, and national journalists use it to find stories. A local feature can lead to bigger coverage and helps you show up in local search.

How far ahead should I pitch local press?

For news, pitch as soon as you have a timely story and before the print deadline. For listings and "what's on" diaries, send details at least 7 to 10 days ahead. Magazines usually plan further ahead.

Want to practice with someone?

How to pitch to local press is one of my workshops. You'll leave with a pitch the editor of your local paper will want to open, and a plan for who to send it to.

See the workshops.

Or book a free 20-minute call and tell me about your story.

Book a call.

Becky here, running on flat whites and a non-negotiable 3pm Diet Coke. I'm Becky Newmarch, a PR consultant for founders and brands in the UK, based in Lincoln and Cheshire. I find the stories hiding in your business and get them to the journalists who'll run them.