One of the biggest mistakes businesses make when approaching the media is confusing a media opportunity with an advertisement.
A media release that says, ‘Buy our great new product’ is really an advertisement.
Advertising is a valuable way for businesses to promote their products, services and offers. You pay for the space, control the message and choose what you want people to know.
Public relations is different. PR is about finding the story behind the business and sharing something that matters to the wider community.
Local media plays an important role in telling the stories of the people, businesses and organisations that make a community stronger. Journalists are not simply looking for sales messages they are looking for stories their readers will connect with.
Strong stories often come from genuine moments like celebrating a milestone, award or recognition, creating jobs, supporting a community cause, introducing an innovative idea or sharing a journey that inspires others.
A good media release helps a journalist understand the story quickly. Keep it clear, include the key details, explain the community connection and provide hi-res images where possible. Journalists work to deadlines, so making their job easier always helps.
Building a relationship with local media is about understanding their role. They are there to inform, connect and celebrate the community, and businesses are a big part of that story.
For businesses, advertising and PR can work together. A small advertising investment can build awareness and keep your brand visible, while editorial coverage can add credibility because it is a story chosen by the media.
In a world where everyone can promote themselves, being genuinely newsworthy still matters. And, a good story will always travel further than a sales pitch.