Businesses and communities that serve local needs are popping up everywhere; the idea of 'local' is now a media darling in the eyes of consumers, and everything from local review sites, to Google and beyond are taking up the flag of local in terms of search, food and goods. Accompanying this is Local PR, a way to increase the popularity of a local product or service with a local public relations campaign. This doesn't mean you move away from a National Campaign, but the local PR is simply a compliment to it.
When done right, Local PR really works well - it takes advantage of the great work your company is doing, and leverages that work at the grassroots level without having to reinvent your brand and message. Like local review sites like Yelp, which has customized their experience to each location, a PR Firm can present a unified voice for your company across the nation, but keep it personal at the local level. By utilizing local TV stations, newspapers and radio, it helps communicate your brand, message and products in a unified, yet personal way.
The idea here is replication: take a large company campaign and replicate the message across several mediums in several different places, yet change specific cultural messages depending on the location. The Midwest may react differently to a particular aspect of your campaign than someone from the Northwest and so on. This can be an effective way to boost awareness of your product nationally and locally at the same time while reducing costs.
So how does one go about creating this type of dual PR campaign? Hire a great PR Firm and work with them to create a great local marketing strategy and local PR program. Any thoughts? Share them below!
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