Working with the local media

Local media essentials

Local papers, magazines and radio stations specific to a region or area focus on stories that will resonate with the community. Stories are often people led and are written to engage and inform local individuals. Here’s some tips to give you the best chance of securing coverage in these types of publications.

Tailor your press release to local media

Enhance your release with local specific elements:

  • A strong local headline
  • Early mention of the community or village name
  • Quotes from:
  • Residents
  • Parish councillors
  • Local partners or volunteers
  • Simple, non‑technical language (avoid jargon such as “tenure mix” unless explained)
  • Photos showing real places or people in the village

Local media value familiarity and trust. To build relationships:

  • Introduce yourself with a brief email explaining your role
  • Keep a small list of key contacts:
  • Local newspaper reporters
  • Editors
  • Community radio producers
  • Online community news sites
  • Invite them to visit a site, attend an event or meet residents
  • Follow up with a thank-you when they run a story

Local newspapers, radio stations, and community magazines tend to favour stories that are:

  • Rooted in the local area – names, places, community impact
  • Human and relatable – resident stories, personal experiences
  • Timely – new developments, events, planning decisions, openings
  • Community-focused – how the project benefits local people

Local media want stories that feel “close to home”.

Local media respond strongly to:

  • Photos of residents (with consent)
  • Recognisable village locations
  • Ribbon-cutting moments, on‑site visits, community events
  • Before and after comparisons

Local newsrooms are often stretched and appreciate simplicity. Provide:

  • Clear, short paragraphs
  • Quotes ready to use
  • Captions for photos
  • A contact number for quick follow-ups
  • A link to further information (survey page, project page, etc.)