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Media, Top PR Agency, Top Public Relations Firms

Holistic PR Strategies Leverage Local and Trade Media

by Thomas WalterSeptember 5, 2023

Time to be honest – PR is a what have you done for me lately business, which can make the expectations for any media relations program extremely demanding. Especially if there is an appetite from clients or senior leadership for a consistent, constant cadence of tier-one coverage hits.

Tier 1 media outlets – the New York Times, NBC News, and CNBC’s of the world – are a beast when it comes to obtaining coverage placements. The news cycle moves extremely quickly and tends to focus on the top issues facing the nation. Securing opportunities in that ecosystem requires the right story angle, timing, and media contact. It can be challenging to strike that balance. As a result, finding that precise combination means Tier-1 coverage hits should be thought of as grand-slam home runs rather than singles.

But hitting singles and getting on base is critical to any good baseball team’s success. They build momentum, threaten the competition, and continue to drive attention. As does constant coverage in local and trade media.

So How Do You Build Momentum?

A proper media relations strategy includes not just grand slam dingers but also a holistic approach that includes trade and local media. Let’s examine how B2B PR agencies can leverage local and trade press to drive the maximum eyeballs back to your client or company.

Local Media – Everyone Needs A Friend

Local news channels are great opportunities to reach an audience close to your company’s headquarters, pitch stories with a local data tie-in, or if a client indicates a particular market is of specific interest.

Newspapers, radio stations, and broadcast news outlets are critical targets. These outlets have a broad reach within their communities and can serve as valuable reps for spokespeople starting their media relations journey.

When it comes to Bluetext’s DC media strategy, we prioritize WTOP, WJLA-TV, the Washington Business Journal and the Washington Post.

For up-and-coming PR professionals, cultivating relationships with reporters at local outlets drives coverage in the short term, and staying in touch with those journalists could lead to further opportunities as they progress in their careers.

Trade Media – Find Industry Trades That Cover Your Beat

Trade outlets are critical to improving your brand’s awareness within a specific industry. Industry news via press release announcements, thought leadership content, or even investing in sponsored content or sponsored imagery at conferences and webinars will help announce your business’ presence as a leading player within the industry.

For example, we have several government contracting and government tech clients. To drive meaningful coverage for those companies, Government PR firms like Bluetext will prioritize FCW, NextGov, FedScoop, Federal News Network, and WashingtonExec to highlight new contract wins, leadership changes, and the latest trends within federal agencies.

To be successful in their pitching efforts, B2B PR agencies must emphasize a holistic media relations strategy that does not solely rely on national coverage but leverages local and trade momentum to build brand awareness. Consistently securing opportunities with local and trade media will bolster a company’s profile, eventually enabling companies to secure that critical Tier-1 grand slam.

Reach out to pr@bluetext.com to learn more about how we would build a holistic media approach for your business.

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Frequently Asked Questions (FAQ)

How can local media support a B2B company's goals?

Local outlets reach the communities around your headquarters, customers, and hiring markets, so stories feel relevant and concrete. They’re also ideal rep spaces for emerging spokespeople to practice interviews and refine messages. Consistent local coverage creates social proof you can share with prospects and employees. Those relationships often grow with reporters as their careers advance.

What unique value do trade publications deliver in PR?

Trades speak directly to niche decision-makers and industry insiders. They welcome product news, contract wins, and expert commentary that national outlets might ignore. Because their readers are closer to purchase, coverage converts into pipeline faster. Over time, bylines and quotes in trades establish your executives as trusted authorities.

How do you decide which local and trade outlets to prioritize?

Start with where your buyers and partners actually are-map headquarters, major offices, and key markets to local outlets, and your industry verticals to trades. Then score outlets by audience relevance, credibility, and storytelling fit. Build a short A-list for recurring outreach and a B-list for timely pitching. Reassess quarterly as priorities shift.

What does a 'holistic' media cadence look like in practice?

Anchor the year with a few tent-pole narratives that tie news together. For each story, plan a national angle, a trade-ready angle, and a localized angle. Stagger embargoes and exclusives so wins land across weeks, not one day. Repurpose hits into sales enablement, social posts, and newsletters to extend their shelf life.

How do local and trade wins help you secure national coverage later?

They demonstrate traction: editors see that your perspective resonates with real audiences. Clips prove your spokesperson can deliver clean, informative quotes. Consistency also gives you timely data points and case studies to pitch larger narratives. That foundation increases your odds of landing the elusive tier-one opportunity when timing aligns.