Don’t Underestimate The Value of Local Media
When we first start working with a new client, we always ask which media outlets are on their wish list. While dreams of gracing the headlines of CNA, The Guardian, The Straits Times and The Wall Street Journal often dominate the wishlist, there's a hidden gem that tends to be overlooked - Singapore’s local media such as Strait Times (ST), Lianhe Zaobao, and TODAY.
At DIFY, our philosophy is to understand our clients on a profound level. For our nonprofit partners, we like to build profiles and personas of their donor base and learn who they serve, why, and what big problems they are trying to solve. Similarly, for our for-profit counterparts, we dissect their services, what drives sales and who their client pipelines are, and market presence to amplify their voice and enhance their success. At the end of the day, PR 's role is to help amplify your voice, expand your reach, and ultimately make your organisation or business more successful.
If you are serving a nationally based clientele, then you may be tempted to skip your hometown press and go after the big international media. But we are here to tell you that regardless of whether you serve local, regional, or national clients, the local press holds great value! Here is why:
1. Low-Hanging Fruit: Local and regional media outlets are designed to spotlight stories of local interest. Whether you cater to a specific neighborhood or a global audience, your local reporters are eager to tell your story. The ripple effect of a local hit extends far beyond the immediate readership, offering a treasure trove of content for your owned channels.
2. Relationships Matter: Never underestimate the bonds you can forge with local reporters. Local stories have a knack for transcending boundaries; a feature in a local outlet may find its way to national platforms. Building relationships in your local media market can transform a local advocate into a national champion.
3. Be a Hometown Hero: For thought leaders aiming for the stars, donning the cape of a hometown hero is a strategic move. Secure a profile piece in the local business journal, publish a byline locally, and participate in local events. The credibility garnered locally becomes your armor when you set your sights on national recognition.
4. Google-ability: In the digital age, your online presence is your introduction. Local media hits, awards, and speaking engagements in your hometown create a narrative that captivates national reporters. A well-established local footprint provides the assurance that they've stumbled upon a rising star.
5. Drive Sales: Regardless of your goals - selling services, products, or garnering support - your local market is your launchpad. Local press reinforces your position in the community, driving sales and donations. The people in your neighborhood are likely to be your most passionate supporters, making local news a crucial aspect of staying top-of-mind.
The beauty of starting locally is the domino effect it triggers. Local wins in the form of speaking engagements lead to awards, awards pave the way for broadcast segments, and op-eds open doors to feature stories. In due time, dedication, and a compelling narrative, these local triumphs can pave the way to the pinnacle - landing that dream placement in The Straits Times!
Read Local News: Immerse yourself in the local media landscape. Identify the reporters, understand their beats, and resonate with the stories they tell.
Engage: Social media is a powerful tool. Connect with local reporters, share your stories, and start building your online presence.
Pitching: Take the leap. Reach out to local reporters, share your remarkable work, and earn that first story placement.
As you invest in local media, watch as your PR victories snowball. Speaking engagements lead to awards, awards translate to broadcast segments, and local hits become stepping stones toward that dream placement in The Wall Street Journal.
Ready to harness the power of local media and elevate your brand's presence? Contact us at enquiries@dify.sg today to unlock the potential of your company and make your voice heard in the community!