For businesses that serve a city or region, local and regional media, such as city newspapers and their websites, regional-language dailies, local news portals, city magazines and business chamber publications, are often easier to reach than national outlets and more relevant to local customers. Their online articles are indexed and read by search engines and AI assistants, so a mention in a local publication can support visibility for local questions. The approach is the same as any PR: bring a genuine local story, data or expert comment, in the language the publication uses.
Why local media matters
- Local customers read and trust local publications.
- Online editions of regional newspapers are widely indexed and can appear in answers to local questions.
- Journalists at local outlets often have more room for business stories from their city.
- Mentions from local sources reinforce your connection to a place, alongside your Business Profile and location pages.
What makes a local story
| Angle | Example |
|---|---|
| Local data | A survey of businesses in your city, or analysis of local trends from your own data |
| Hiring and growth | A new office, significant hiring, training programmes for local students |
| Expert comment | Explaining a new rule or trend for local readers |
| Community involvement | Free workshops, partnerships with local colleges or associations |
| Awards and milestones | Recognitions from credible bodies, with context |
Working with regional-language media
- Write press notes in the publication’s language, such as Marathi or Hindi, or provide a translation reviewed by a native speaker.
- Have a spokesperson who can give interviews in that language.
- Keep company name, spelling and details identical to your English materials, so mentions connect to your entity.
Building relationships
- List the local publications, portals and journalists who cover business, technology or your industry.
- Follow their work and send a brief, relevant introduction, not a mass email.
- Offer yourself as a source for local comment on your field, and reply quickly when asked.
- Take part in local business chamber events and publications, such as city chambers of commerce.
Paid content
Some publications offer paid features. The Press Council of India’s norms treat paid news presented as editorial as unethical. If you pay for content, it should be clearly labelled as advertising or sponsored, and links in it should be marked as sponsored. It will not carry the credibility of genuine coverage.
After coverage
- Link to the article from an “In the news” section on your site.
- Share it on your profiles.
- Ask for a correction politely if your name or details are wrong.
- Record it in your mention tracking. See digital PR for AI visibility.
Frequently asked questions
Do print mentions help online visibility?
Print alone does not, but most regional newspapers publish online editions, which are indexed.
Is a press release on a distribution site the same as coverage?
No. Syndicated press releases rarely count as independent coverage. A story written by a journalist carries far more weight.
How often should we contact local media?
Only when you have something genuinely newsworthy or useful. A few relevant stories a year build a better relationship than frequent pitches.
Sources
- Press Council of India, norms of journalistic conduct and guidelines on paid news
- Google Search Central, “Qualify your outbound links to Google”