The Local PR Advantage: How One Event Can Open Doors

When it comes to PR, so many of us set our sights on the big leagues: national TV features, major publications, or viral social media moments. Trust me, I get it—landing coverage in The New York Times, The Wall Street Journal, Running World or Sports Illustrated is an incredible feeling. (I still have the NY Times article framed and hanging in my home office as a reminder of the hustle that got it there!)

But here’s the reality: those moments are the exception, not the rule. The real, consistent wins? They often start closer to home.

Local PR isn’t just a stepping stone; it’s where you build relationships, trust, and visibility right in your own community. Whether you’re a small business, solopreneur, or scaling up, focusing on your local market can create incredible momentum—and open doors to even bigger opportunities down the road.

Let’s talk about why local PR works and how to crush it.

Why Local PR Packs a Punch

It’s Personal.

Local outlets, events, and audiences feel more accessible—and that intimacy builds trust. A customer reading about your business in a neighbourhood paper is far more likely to show up and support you.

Less Noise, More Impact.

National media pitches? That’s like shouting into a crowded stadium. Local PR? It’s like having a one-on-one coffee chat with someone who actually cares about what you’re saying.

Relationships Last Longer.

Local journalists, businesses, and community leaders aren’t just one-off connections. They’re people you can collaborate with again and again.

How to Crush Local PR

1. Start with Local Media Outlets.

• Pitch your story to newspapers, radio stations, and local TV channels.
• Offer a unique angle: Did you overcome a major hurdle? Are you giving back to the community? Is your business solving a local problem?

Example: A bakery donating a portion of sales to support local schools isn’t just a feel-good story—it’s PR gold for the neighbourhood.

2. Leverage Community Events.

• Sponsor a local event or host one yourself.
• Set up a booth at a farmers' market, collaborate on a charity run, or hold workshops that highlight your expertise.

Pro Tip: Document these moments for social media and your website. The PR doesn’t stop when the event ends!

3. Engage Your Neighbours.

• Send out a “thank you” post to your loyal local customers.
• Highlight local partnerships or shout out other businesses you love.

Community isn’t built in a vacuum—get involved, and people will notice.

Case Study: Building Momentum with Local Media

When Papaschase First Nation wanted to showcase their innovative use of drones, we organized a local media day to bring their story to life. The event wasn’t just about press releases—it was about creating an immersive, hands-on experience.

Local media outlets were invited to see live drone demonstrations and, even better, fly some of the drones themselves under the guidance of certified drone pilots. This wasn’t just coverage. It was connection. Journalists left with a firsthand understanding of the work being done and the story they were sharing.

The result? Coverage that spanned radio, newspapers, and digital platforms. But here’s the real win: the relationships built that day laid the groundwork for future opportunities. When new projects needed a spotlight, it wasn’t a cold pitch—it was a “pick up the phone and invite” situation because the trust was already there.

Your Local PR Toolkit

• Google My Business: Keep your profile updated for better local search visibility.
• Hyperlocal Social Posts: Tag locations, use local hashtags, and celebrate community wins.
• Email Newsletters: Highlight local stories, testimonials, or events in your updates.

Your Next Move

This week, I challenge you to take one step toward boosting your local presence.

• Draft a pitch for a community newspaper.
• Brainstorm an event you could host or sponsor.
• Reach out to a local influencer or business for a collaboration.

Need help building your local strategy or empowering your team to take it on? That’s where I come in. At Take Roots, I help businesses like yours build capacity, develop strategies, and make their PR efforts thrive.

Let’s Build Your Local Strategy Together

Local PR is your secret weapon, and I’d love to help you make the most of it. Head over to takeroots.ca to explore how we can work together, or drop me a message. Let’s turn your local market into your biggest advantage.

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Cheers to making waves right where you are! ???

Simles and lattes,

Stephanie