Local news websites often have high domain authority—legacy newspapers and TV stations have accumulated links for decades. A single link from your local newspaper can carry more weight than dozens of directory links.
For local businesses, the opportunity is significant: local media actively seeks local stories, and your business provides the content they need.
Why Local Media Links Matter#
Local press links offer specific advantages:
High domain authority: Many local newspapers have DA 50-80+, rivaling national publications.
Local relevance signals: Links from local media demonstrate geographic relevance to search engines.
Trust building: Press coverage establishes credibility beyond SEO value.
Referral traffic: Local news sites drive qualified, local visitors.
Link longevity: News archives typically remain accessible indefinitely.
Understanding Local Media Needs#
Local journalists face constant pressure to produce content. Understanding their needs helps you become a valuable source:
What local media needs:
- Local business stories with human interest angles
- Expert commentary on local and national trends
- Event coverage and community happenings
- Economic development and job creation news
- Crisis response and community support stories
What local media doesn't want:
- Pure promotional content
- National stories without local angles
- Press releases without news value
- Requests to cover "boring" business updates
Newsworthy Story Angles for Local Businesses#
Business Milestone Stories#
Significant milestones warrant coverage:
- Anniversary milestones (10, 25, 50 years)
- Expansion announcements (new locations, facilities)
- Significant hiring (job creation stories)
- Awards and recognition
- Ownership transitions or succession
Pitch angle example: "[Business] celebrates 50 years serving [City], with original founder's grandson now leading third-generation family business"
Community Impact Stories#
Community contributions create natural news hooks:
- Major charitable donations
- Community program launches
- Disaster response and support
- Scholarship programs
- Community revitalization efforts
Pitch angle example: "[Business] donates $50,000 to rebuild [City] community center after fire"
Innovation and Trend Stories#
Being first or different creates news:
- Innovative practices or technologies
- Industry-first implementations locally
- Adaptation to changing conditions
- Unique business models
Pitch angle example: "[City] restaurant becomes first in state to implement zero-waste kitchen program"
Expert Commentary Opportunities#
Position yourself as a local expert source:
- Local perspective on national trends
- Industry expertise for relevant stories
- Economic commentary for business stories
- Seasonal trend analysis
Pitch angle example: "Local contractor offers expert advice as [City] homeowners face construction material shortages"
Human Interest Angles#
Personal stories resonate with local audiences:
- Founder stories and entrepreneurial journeys
- Employee achievements and recognition
- Customer success stories (with permission)
- Behind-the-scenes looks at local businesses
Pitch angle example: "From immigrant to employer: How [Owner] built [Business] from scratch in [City]"
Building Relationships with Local Journalists#
Identifying the Right Contacts#
Local newspaper:
- Business reporter/editor
- Features editor
- Community/neighborhood reporters
- Specific beat reporters (food, real estate, etc.)
Local TV stations:
- Assignment editors
- Morning show producers
- Feature reporters
- Digital content producers
Online-only local media:
- Site editors
- Contributing writers
- Community managers
Relationship Building Tactics#
Before you need coverage:
- Follow journalists on social media
- Engage with their content meaningfully
- Share their articles with your audience
- Attend local press events
- Offer to be a background source
Becoming a reliable source:
- Respond quickly to journalist inquiries
- Provide accurate, quotable information
- Be available for interviews
- Never ask to review stories before publication
- Thank journalists for coverage (without being sycophantic)
HARO and Source Request Monitoring#
Sign up for journalist request services:
- HARO (Help A Reporter Out): Daily journalist queries
- Qwoted: Source-journalist matching platform
- SourceBottle: Alternative to HARO
- Twitter lists: Monitor local journalists for source requests
Response best practices:
- Reply within hours, not days
- Answer the specific question asked
- Include your credentials briefly
- Provide high-quality headshot if requested
- Follow up only once
Pitching Local Media#
Pitch Structure#
Subject: [Compelling local angle in 6-8 words]
[Journalist name],
[1 sentence hook with newsworthy angle]
[2-3 sentences with relevant details and local significance]
[1 sentence explaining why their audience would care]
[1 sentence offering interview availability and additional materials]
[Brief signature with phone number for quick contact]
Sample Pitches#
Milestone story:
Subject: Third-generation family business marks 50 years in [City]
Hi [Name],
[Business Name] is celebrating 50 years serving [City] families this month—one of the longest-running [business type] in the region.
The business, founded by [Founder] in 1976, is now led by his grandson [Current Owner], who returned to [City] after working in [larger city] to continue the family legacy. Through economic downturns, a major fire, and the pandemic, the business has remained a [neighborhood] fixture.
I thought this might resonate with your readers who appreciate local business stories with staying power.
Happy to arrange an interview with [Owner] at your convenience. I can also provide historical photos from the business's 50-year history.
[Your name]
[Phone number]
Community impact story:
Subject: [Business] partnering with [School] on skilled trades program
Hi [Name],
Starting this fall, [Business Name] is launching a skilled trades apprenticeship program with [Local High School], providing paid training to students interested in [trade] careers.
The program will train 10 students per year, with [Business] committing to hiring graduates. It addresses both the local skilled trades shortage and provides career pathways for students not pursuing four-year degrees.
Given your coverage of workforce development in [City], I thought this initiative might fit well.
[Owner name] is available for interviews, and we can arrange a site visit once the program launches.
[Your name]
[Phone number]
Pitch Timing#
Best times to pitch:
- Tuesday through Thursday
- Mid-morning (9-11am)
- Well before any deadline pressure
Timing considerations:
- Avoid breaking news days
- Lead time: 2-4 weeks for feature stories
- Immediate for breaking/timely news
- Seasonal stories: 4-6 weeks ahead
Leveraging Press Coverage for Links#
Ensuring Links Are Included#
Not all press coverage includes links:
Before coverage publishes:
- Confirm your website URL with the journalist
- Provide exact URL to link
- Offer additional online resources they might reference
After coverage without links:
- Politely ask if a link could be added
- Provide the URL and suggest where it fits
- Accept the outcome gracefully
Amplifying Coverage#
Maximize value from press coverage:
- Share on all social channels
- Feature on your website ("As seen in...")
- Include in email marketing
- Add to your press page
- Thank the journalist publicly
Building a Press Page#
Create a dedicated press page on your website:
- List media coverage with links to original articles
- Provide downloadable press kit materials
- Include media contact information
- Make it easy for journalists to find background info
Measuring Local Press Link Building#
Link Metrics#
- Referring domains from news sources: Count local media links
- Domain authority of coverage: Authority of linking publications
- Link context: Where links appear (article body vs. directory)
- Coverage frequency: Press mentions per quarter/year
Business Impact#
- Referral traffic: Visitors from press coverage
- Brand search lift: Increase in branded searches after coverage
- Lead attribution: Customers mentioning press coverage
- Reputation impact: Qualitative assessment
Benchmarks#
| Metric | Good | Excellent | |--------|------|-----------| | Press mentions per year | 2-4 | 6-12+ | | Links from press | 50%+ of mentions | 75%+ | | Average DA of coverage | 40+ | 60+ |
Common Local Press Mistakes#
Pitching non-news: Self-promotional content without news value gets ignored.
Wrong contact: Pitching the wrong reporter wastes everyone's time.
Long, rambling pitches: Journalists skim—get to the point fast.
Following up too aggressively: One follow-up is acceptable; more is counterproductive.
Expecting guaranteed coverage: Even great pitches don't always result in stories.
Ignoring online-only outlets: Digital-first local news sites are increasingly valuable.
What to Read Next#
- Local Citation Building - Foundation of local SEO
- Community Sponsorship Links - Build links through community involvement
- Link Building Strategies Hub - All industry strategies
Local press coverage builds authority and credibility while generating high-quality backlinks. Focus on genuine news value, build journalist relationships over time, and you'll become a go-to source for local business stories.