By Karen Mason, Rockford Gray, Senior Director
Landing a media placement isn’t just about having a good story—it’s about having the right story for the audience you’re pitching. That’s where localization comes in, and learning how to pitch local media stories can make all the difference.
National stories can generate widespread interest, but they rarely resonate with local newsrooms unless you tailor them to the community. The more relevant and specific this pitch is to a media outlet’s audience, the more likely it is to spark their interest and generate coverage.
Local Insight Equals Local Media Coverage
Localizing a media pitch means tying your story to what’s happening in your specific area. It might be how your company or organization is tackling a statewide issue, employing residents, or responding to regional trends like economic issues, population growth or shifting consumer habits.
Reporters are looking for stories that connect to their readers, so give them one. For example, feature a local employee who has an incredible story about their career trajectory, offer an interview with a Denver-based patient, or include statistics on how your product is performing in Pueblo versus Fort Collins. Make it relevant to the media outlet’s readers or viewers.
Build a Denver Media Angle
National holidays, seasonal trends or awareness months are perfect opportunities to get creative. Does your client sells school supplies? As Back-to-School season ramps up in August, instead of offering generic talking points, look at what’s selling in Colorado. Are Colorado parents buying more eco-friendly notebooks or sticking with brand names? How do backpack sales in Colorado compare to those in Texas or Illinois? Is demand for reusable lunch gear higher in Denver than in Phoenix or Chicago?
This kind of data builds a fully localized story—one that regional outlets can’t get from national wires.
Media Pitching Tactics
Journalists want stories that are timely, relevant, and offer fresh perspectives. By uncovering state-specific trends and providing unique local data, you’re making their job easier and increasing the chances your pitch will stand out and gain coverage.
Do you need a partner with your public relations and media strategy? Reach out to Rockford Gray and we can help.
About the Author: With more than 35 years of experience in news media, public relations and grassroots communications, Karen Mason is a seasoned public relations practitioner based in Breckenridge, Colorado. Utilizing her broad-reaching media contacts throughout Denver and Colorado, Karen develops and implements public relations and communication plans for a variety clients across a wide range of industries. Karen is originally from Minneapolis, Minnesota and earned her Bachelors of Arts degree in English from Colorado College.