How PR stories can make marketing your local business easier
Updated: Sep 7
As a remote freelance PR and communications professional, I've been to several in-person networking events with other local businesses on Merseyside recently, and what's struck me is that little is known about the benefits of earned media (PR).
Firstly, I think there's a misunderstanding around what earned media is - that is - media coverage online, radio, TV and in print that mentions your business and provides genuinely interesting new information endorsed by a third party (the journalist) that builds trust and credibility. This could be:
A strong visual or human story, great photography, an ordinary person doing an extraordinary thing, a quirky customer story - something surprising that immediately brings the story to life.
Interesting data or insight - original research, advice, a warning, local statistics or expert knowledge that reveals something people would find useful or surprising about what your business has learned about the sector and local area.
Community impact - work that is making a meaningful difference locally, tackling an issue or bringing people together, bringing to life with case studies.
A significant or unusual development - a milestone, expansion, investment, partnership or new initiative that has a wider story behind it and the impact it will make, not just a purely 'pat on the back, aren't I great' business announcement.
A clear reason for local people to care - a strong connection to the area, a change affecting the community or a story that says something interesting about what is happening locally.
PR is not the same as a paid-for advert carrying all of your marketing messaging. While that may be interesting to you, PR calls for deeper storytelling within the business that is not overly promotional and provides a value exchange with the journalist. In essence, you become part of the bigger picture of a topical moment, community campaign or trend that makes you relevant to people (e.g. industry peers or consumers) who gain a greater awareness of your mission and why and the impact of the work you're doing.
For example: "Golf club marks 50th anniversary" (promotional, may be missed by media) is not as interesting as "100-year-old golfer credits longevity to local club" (more newsworthy/human-interest and photo led.) There is a reason to read on - what is it about the club that has contributed to her longevity?
Summary: What makes a PR story different from a marketing story?
A PR story helps earn the trust and connection with your local community, including those who aren't looking to buy from you immediately
PR is not a paid-for advert coming from you directly, it is an article written by a third party (journalist) who has found information you've provided interesting, newsworthy and unique. The publication has not been paid to publish it, hence the term 'earned media' - it has to earn its place online or in print or on the radio or TV by being news.
A marketing story lacks third party endorsement purely as it is shared directly to your audience. There has been no intermediary judgement on the validity of what you're saying. You miss the opportunity to gain trust as the consumer may think "well, you would say that as you want me to buy your product'.
Marketing stories are very buyer focussed and also alienate 'overheard' audiences who may be interested in the wider stories behind your business (which is where PR builds credibility and trust
Make PR the centre of your content engine
Many local business owners I've met on Merseyside, Wirral and Liverpool get overwhelmed by juggling paid promotion, keyword focussed website content, social content planning, emails, newsletters and networking events.
What if good quality PR content could consolidate some of these areas to make life easier, across channels? The most newsworthy aspects of your business can work across your channels and benefit SEO, AI search when you generate earned press coverage.
Channel | How earned media coverage (PR) benefits each channel in the mix |
PR | Increase third party trust and credibility, build relationships with media. |
AI search | More credible information about your business across the web, online media coverage is used by AI search in references, recommendations and citations |
SEO | Brand mentions, referral traffic and links to your website in earned press coverage articles boost your website presence and authority |
Social | Share authentic content and conversation around PR stories in your content plan - there is also the opportunity for wider social content through other media outlets and accounts (e.g. filmed video clips shared through their social channels that tag you to amplify your presence) |
Website | Engaging news and case studies content can be repurposed, with the opportunity to say "as featured in" third party publications |
PR content can feature in newsletter content planning to join up your communications and connect in a meaningful way with your community |
Sales | Third-party credibility from journalist recommendations and round-ups (e.g. gift guides); direct click-throughs from links in press coverage to your website |
Google Business Profile | Fresh business stories that have relevance to the local community |
Paid adverts | More content to test, stronger PR creative, social proof |
If you'd like to discuss how generating newsworthy PR stories can help your storytelling across the marketing and PR mix, drop me a line.
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