How to Get Your Business Featured on Local News and Blog Sites

Getting featured in local news and on blog sites builds the kind of credibility that paid advertising rarely achieves. A story in your city's newspaper, a mention on a regional blog, or a segment on a local news site tells potential customers something a banner ad cannot: that an independent source considers your business worth talking about. For small businesses in competitive markets, that trust signal can directly influence who calls, who walks in, and who chooses you over a competitor they found on the same search results page.

This guide covers exactly how to make it happen, from identifying the right journalists to writing pitches that get responses.

Step 1: Map the Local Media Landscape

Before reaching out to anyone, build a clear picture of who covers businesses like yours.

Identify every relevant outlet in your market: local newspapers, city blogs, business journals, community news sites, radio stations with online presences, and niche blogs tied to your industry or neighbourhood. For each outlet, note which reporters or editors cover business, lifestyle, food, health, or whatever category fits your work.

This research takes a few hours, but it pays off immediately. Pitching a food editor about your restaurant's new menu is far more effective than sending a generic email to the newsroom address. Freelance writers are worth noting too. A freelancer who covers local business often writes for three or four publications simultaneously, so one good relationship can lead to placements across multiple outlets.

Create a simple spreadsheet with columns for: outlet name, reporter name, beat, email address, and social handles. This becomes your media list.

Step 2: Build Relationships Before You Need Coverage

The most common reason businesses fail to get press coverage is that they contact journalists only when they want something. Reporters receive dozens of unsolicited pitches daily. A name they recognise, even slightly, has a much higher chance of getting a response.

Start building familiarity before you have a story to pitch.

Follow Journalists on Social Media

Follow the reporters on your list on LinkedIn, X (formerly Twitter), and Instagram. When they publish a story, leave a thoughtful comment that adds something useful to the conversation. Do not use their posts as an opportunity to promote your business. Simply be present and helpful over several weeks.

Share Information That Helps Them

Local journalists are under-resourced and always looking for reliable sources and story leads. If you hear about something happening in your industry or community that might interest them, pass it along with no expectation of anything in return. This kind of goodwill builds real familiarity. When you eventually pitch your own story, you are not a stranger.

Respond Quickly When Opportunities Arise

Media outlets that run community features or expert roundups sometimes reach out directly. When they do, respond within the hour if possible. Journalists work to tight deadlines, and a slow response often means they move on to someone else.

Destinali, which helps businesses get discovered across local search and AI platforms in markets across Africa, the US, UK, Canada, Australia, and the Philippines, consistently emphasises this principle: businesses that invest in their community presence before they need it perform better across every discovery channel, not just press.

Step 3: Develop a Newsworthy Angle

This is where most businesses make their biggest mistake. Contacting a journalist to say "we'd love to be featured" is not a pitch. It is a request. Journalists are not in the business of promoting businesses; they are in the business of telling stories that their audiences want to read.

Your job is to give them a story, not a subject.

Angles That Work by Business Type

Different business categories naturally lend themselves to different story angles. Here are specific ideas for common business types:

Restaurants and food businesses: A new menu launch tied to a local food trend, a partnership with a nearby urban farm, a recipe developed from a customer suggestion, or a cultural dish that has never been served in the city before.

Clinics and health businesses: A free community health screening, a spike in a local health issue your clinic is addressing, or a doctor on staff with an unusual specialisation or background.

Hotels and hospitality businesses: A renovation that preserved a heritage feature of the building, a unique local experience package, or a guest story that reflects the culture of the destination.

Startups and tech businesses: Hitting a significant user milestone, securing investment, solving a problem specific to the local market, or partnering with a local institution.

Real estate agencies and law firms: A trend in the local property market, advice on navigating a new regulation, or a transaction that reflects a broader shift in how people are buying or renting.

Salons and personal service businesses: A training initiative that employs young people from the area, a sustainable product switch, or a community event held at the location.

The underlying principle is the same across all of these: the story must be relevant to the outlet's audience, not just to your business. Ask yourself: would a customer who has never heard of my business find this interesting? If yes, it is a pitchable angle.

Step 4: Write a Pitch That Gets Read

A good media pitch is short, specific, and easy to act on. Journalists and editors at most local outlets spend less than thirty seconds deciding whether to open a pitch or delete it. Your subject line and first sentence carry almost all the weight.

The Pitch Structure

Subject line: One sentence, written like a headline. Specific and concrete. Avoid vague openers like "Story idea for you."

• Weak: "Story idea from Lagos wellness clinic"
• Strong: "Accra clinic offering free diabetes screenings this Saturday – 200 spots already booked"

Opening sentence: State the story in plain language. Who is doing what, where, and why does it matter to local readers right now?

Body (three to five sentences): Provide the key facts. Include a quote they can use directly if they choose to publish quickly. Mention any visuals you can provide.

Closing: Offer to answer questions, provide more information, or arrange an interview. Give your phone number and email.

The entire pitch should fit on a single screen without scrolling. If it runs longer than 200 words, it is too long.

Pitch Template

Subject: [Specific headline-style statement – one sentence]

>

Hi [First name],

>

[One sentence stating the story and why it matters to local readers.]

>

[Two to three sentences with the key facts, any relevant numbers, and a direct quote from the business owner or spokesperson.]

>

[One sentence describing any photos, video, or visual assets available.]

>

Happy to arrange an interview or provide anything else you need. You can reach me at [phone] or reply here.

>

[Your name and title]

Step 5: Pitch Local Blogs and Online Publications

Local news sites and community blogs deserve just as much attention as print and broadcast outlets. Many carry strong link equity, rank well in local search, and reach exactly the audience a neighbourhood business needs.

The pitch process is the same, but the angle can be slightly less formal. Bloggers who cover city lifestyle, food, or small business often welcome contributed pieces, expert commentary, and interview features. Some will publish a well-written guest post under your byline, which builds both visibility and local links for your business that search engines and AI platforms use as authority signals.

When approaching local bloggers, read at least three of their recent posts before reaching out. Reference something specific in your opening message. Showing that you have actually engaged with their work is the fastest way to stand out from the generic outreach they receive.

Step 6: Use Reactive PR to Get Featured Without Pitching

Reactive PR means responding to media opportunities that journalists are already advertising. Several platforms connect reporters seeking expert sources with businesses that can provide comment.

HARO (Help a Reporter Out) is the most widely used free service of this kind. Subscribers receive three emails per day listing journalist queries across dozens of categories. A relevant, concise, well-written response to a query can earn a mention in publications ranging from local outlets to national media.

Respond to HARO queries within two hours of receiving them. Journalists typically move fast. Include your full name, title, business name, city, and a response that directly addresses their question without padding. Attach a headshot if one is requested.

Similar platforms include Prowly and SourceBottle. Setting up alerts on these services for keywords relevant to your industry creates a steady stream of reactive coverage opportunities.

Step 7: Write and Distribute a Press Release

A press release is not outdated. Local journalists, especially at small newsrooms, sometimes publish them with minimal changes when the content is solid and the story is genuinely newsworthy.

A press release earns coverage when it has actual news at its centre: a launch, a milestone, an event, a partnership, an award, or a meaningful community initiative. It earns nothing when it is thinly veiled advertising.

Press Release Structure

1. Headline: Specific and written like a news headline
2. Dateline: City and date
3. Opening paragraph: The full story in two sentences (who, what, where, when, why)
4. Supporting paragraph: Background, context, and relevant data
5. Quote: One attributed quote from a company spokesperson or owner
6. Boilerplate: Two to three sentences describing your business
7. Contact details: Name, email, and phone number for media enquiries

Send the press release directly to the reporters on your media list, personalised for each. Follow up once after five business days if you receive no response.

Businesses that want their content to rank well in local search and get cited by AI tools like ChatGPT and Google AI Overviews should also ensure press releases and published articles are structured so AI tools can find and cite them – consistent business name, address, and category data across every published piece reinforces the structured signals that AI-powered search relies on.

Step 8: Maintain the Relationship After Coverage

Getting featured once is good. Becoming a reliable source a journalist returns to is far more valuable.

After a story runs, send a short thank-you message. Not effusive, just brief and genuine. Share the piece on your social channels and tag the outlet and the journalist. This extends the reach of their work, which they appreciate.

Follow up three to four times per year with fresh story ideas. Keep ideas relevant and timely. A restaurant could pitch once per quarter by tying each angle to a local event, a season, or a community issue.

Over time, this consistency builds the kind of source relationship that means a journalist calls you when they need a comment on your industry, rather than the other way around.

FAQ

What Makes a Business Story Newsworthy to a Local Journalist?

A story is newsworthy when it is relevant to the outlet's specific audience, timely, and contains something that readers do not already know. Concrete elements strengthen any pitch: a specific number, a first-of-its-kind claim in the local market, a community impact angle, or a human story behind the business. Journalists also respond to stories that are easy to visualise, so mentioning available photos or video increases the chance of coverage.

How Do I Find Local Journalists to Contact?

Search the websites of local newspapers, business journals, and community news sites and look for bylines on articles covering topics near your business category. Follow those journalists on LinkedIn and X to identify their beat and tone. Build a media list in a simple spreadsheet and update it regularly, as journalists change outlets frequently.

How Long Should a Media Pitch Email Be?

A media pitch should be no longer than 200 words. Journalists decide within seconds whether a pitch is worth reading. A concise email with a strong subject line, a one-sentence story summary, three to five supporting facts, and a clear offer to provide more information performs far better than a lengthy background document.

Do Local News Outlets Pay for Business Stories?

Local news outlets do not typically pay sources for stories – the coverage itself is the value. Some outlets offer paid advertorial placements, which resemble editorial content but are disclosed as advertising. These can be useful if earned coverage is not available, but they carry less credibility with readers than genuine editorial features.

What Is HARO and How Does It Help Small Businesses Get Press Coverage?

HARO (Help a Reporter Out) is a free service that sends journalists' source requests to subscribers three times daily. When a query matches your expertise, you submit a concise response and may be quoted in the resulting article. Responses should be sent within two hours and should answer the journalist's specific question directly. One to two placements per month is achievable for businesses that respond consistently to relevant queries.

What Should I Do If a Journalist Ignores My Pitch?

Follow up once after five business days with a short, polite message referencing your original pitch. If there is still no response, move on to the next outlet on your list. Persistence beyond one follow-up rarely helps and can damage the relationship. Keep the journalist on your list and pitch a different story next quarter.

Can Being Featured in Local Media Improve My Google Rankings?

Yes, indirectly. Coverage on local news and blog sites typically generates backlinks to your business website. Backlinks from credible local sources are a strong ranking signal. Coverage also increases branded search volume, which reinforces your business's authority in local search. Consistent business information across local directories amplifies this effect by helping search engines confirm your business details are accurate.

What to Do Now

1. Build your media list: identify five to ten local outlets and the specific journalists who cover your business category.
2. Follow those journalists on social media and engage with their content this week.
3. Identify one genuinely newsworthy angle your business has right now and draft a pitch using the template above.
4. Sign up for HARO and respond to your first relevant query within twenty-four hours.
5. Prepare a short press kit: a one-page business overview, a high-resolution logo, two or three photos, and your contact details ready to send on request.

Local media coverage compounds over time. One story leads to a journalist remembering your name. A second pitch gets answered faster. A third earns a proactive call asking for your comment on a wider story. Start the cycle now, while competitors are still waiting for someone to notice them.

Businesses working on broader local visibility can create a free listing on Destinali to strengthen their online presence across search engines, maps, and directories alongside their media outreach efforts.