“If I was down to my last dollar, I would spend it on PR.” – Bill Gates
In today’s media-sphere, news and stories travel at light speed across digital, broadcast, and print platforms, shaping perceptions in real time. That said, securing press coverage can be a transformative force for your business. Whether you’re launching a new product, building brand awareness, or establishing yourself as an industry leader, media exposure helps you reach new audiences and enhance credibility. However, not all media coverage is created equal.
Understanding the difference between national and local media—and determining which best aligns with your business goals—is crucial. Below showcases some of the main differences between the two types of coverage and how they work; consult with a PR partner to make sure you’re leveraging the right media strategy to effectively reach your target audience and align with your overall business objectives.
What is National Media?
National media outlets operate on a broad scale, reaching mainstream audiences across the country. Examples include major newspapers (The New York Times, The Wall Street Journal), television networks (CNN, NBC), widely recognized online platforms (Forbes, TechCrunch), and popular podcasts and syndicated radio shows (The Daily, NPR’s How I Built This, iHeartRadio business shows).
Pros:
- Get noticed everywhere – National media puts your business in front of people all across the country, not just in your local area. This means more potential customers, business partners, and investors can learn about what you do.
- Boost your reputation – Being featured in a big-name news outlet or a popular podcast makes your business look more credible and trustworthy. It helps establish you as a leader in your industry.
- Open new doors – National coverage can lead to exciting growth opportunities, like attracting major investors, expanding into new locations, or forming partnerships with larger companies.
Cons:
- Tough competition – Big media outlets get flooded with story ideas every day, so standing out and getting featured is a challenge.
- Takes time and effort – Landing a spot in national media often requires a solid PR strategy, a compelling narrative, and good instinct for the right journalists.
What is Local Media?
Local media outlets focus on specific regions, catering to community newspapers, regional TV networks, local online publications, and radio stations or community podcasts. Examples include city-specific publications like local business journals, regional news stations, and local business podcasts that focus on small business owners in a given city or state.
Pros:
- Stronger community connections – Local news helps businesses earn trust and credibility in their area, making it easier to build a loyal customer base geographically.
- Easier to get featured – Smaller outlets have fewer hurdles, so landing a story in local media is often simpler and doesn’t always require a big budget.
- Reach the right people – If your customers are mostly in one region, local media ensures your message gets to them directly.
Cons:
- Smaller audience – Local news doesn’t reach as many people as national outlets, so your exposure is limited.
- Less prestige – While great for community recognition, local press doesn’t carry the same influence as being featured in a major national publication.
Requires Local Tie – Local reporters cover news taking place in their community. If you don’t have some kind of physical presence in the area you are seeking coverage, local reports may not care.
Key Factors to Consider When Choosing Between National and Local Media
Before deciding on a media strategy, consider the following:
- Business goals – Do you want nationwide brand awareness, or is a strong regional presence more important?
- Target audience – Is your customer base local or spread across multiple states?
- Budget and resources – Can you allocate funds and effort toward securing national media, or is a local approach more feasible?
- Industry and niche – Some industries, like retail or hospitality, benefit more from local press, whereas tech startups may seek national exposure.
Can You Do Both?
Absolutely. Successful businesses know how to make the most of both local and national media to get noticed. For example, a restaurant chain might use local news to spread the word about new locations while also trying to get national coverage to build its brand. A tech startup could start small by getting featured in local media to gain trust before reaching out to bigger national outlets. Likewise, a fashion brand might work with local bloggers to create buzz while also aiming for features in major lifestyle magazines.
Podcasts and radio help bridge the gap between local and national media. Some business podcasts focus on a specific area or region, while others reach a nationwide audience in a particular industry.
A balanced media strategy keeps a business in the public eye while ensuring it connects with the right people at the right level.
How a PR Firm Can Help You Decide
Navigating media relations can feel overwhelming, but the right PR strategy can make all the difference. A PR firm can help assess your business’s needs, identify the best media opportunities, and craft compelling pitches that capture journalists’ and producers’ attention. By building strong relationships with reporters, podcast hosts, and radio producers, PR professionals increase your chances of securing valuable coverage.
Whether you’re aiming for national headlines, a feature on a popular podcast, or stronger community connections, a strategic PR approach ensures your message reaches the right audience.
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