Techniques for Ensuring PR Coverage in the Regional Media – An Insider's View

Overview

The regional media are vibrant and growing, attracting bigger and better audiences and producing better programmes and better publications – offering substantial PR opportunities at every level.

But opportunities are often missed, partly because the PR industry often underplays the potential impact the regions can have and still considers that national media coverage is sufficient. This is short-sighted.

Even the simplest campaign will achieve more space and airtime in the regions if the requirements and attitudes of those in the regional media are considered at an early stage.

Some of the best national PR coups have started in a home-town weekly or evening newspaper, later picked up by local freelancers. Once syndicated nationally, they can multiply with surprising ease.

Specific knowledge and methods are required. You shouldn’t be using the same methods you apply on the national circuit – they just won’t work. This in-depth Briefing will give you the tools and techniques you need to enjoy the opportunities offered by the regional and local media. It offers you practical guidance and advice on how to apply them with maximum effect for your next PR campaign.

Content

1. Overview of the regional media
2. Regional morning, evening and weekly newspapers
3. Newspapers – the dominant force in the regions
4. News versus views
5. Pictures – a practical guide
6. Feature link – help from a trade body
7. Local radio in more depth
8. Regional TV news – a major news source for local people
9. Magazines – a valuable means of communication
10. Text services
11. The Internet
12. The when and the how

Appendix 1 – Case study
Appendix 2 – The Press Complaints Commission

The author

Mike Imeson spent a quarter of a century as a journalist on the national scene. He had a spell of several years, specialising in energy and the motor industry, and in transport and travel and aviation, with the Press Association, the national news agency now known as PA News. He moved onto the newsdesk and completed his Fleet Street career as the PA’s last associate editor.
He is now a media consultant and his client list includes Guinness, BP Oil, British Rail, Going Places and Vauxhall Motors.