Local versus National Coverage

Guest post by: Barbara Spagnola
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Who is Your Target Audience? - By Barbara Spagnola

When planning for your Press Release, you decide who would be the most interested in hearing your story as well as where your audience is located. If you are releasing information about a local public event, it would seem obvious that you would want to notify the public through local newspapers, newsletters, radio and television. You would also want to make sure the Press Release includes the actual dates you want the release published. If it is not published in a timely manner, it might be too late.

This scenario addresses your need to publish locally and in a timely manner. However, what if this event was of interest to a number of your customers or others located outside of your immediate area? You would want to give them plenty of time to arrange travel plans, child care, and hotel accommodations as necessary. Here’s an example of how to solve this dilemma.

These easiest and perhaps the most effective way to address local AND national coverage, especially for an event, is to prepare two different Press Releases. The first release you write and distribute is primarily for both local and national media outlets. It needs to be released and picked up by the media at least four to twelve weeks in advance. This allows your national target audience enough time to prepare to attend.

The Press Release is written in the standard format, including an attention grabbing headline and all the details of who, where, why, when and what. Remember, this Press Release must be newsworthy enough for it to be published. At the same time, distribute this Press Release to your local media outlets. By distributing it locally, you give your community ample time to make their plans as well.

The second Press Release would be distributed closer to the actual event date and only to local newspapers, television and radio stations. This release can be in a simpler press release format used specifically for public service announcements. This release is a great reminder to the local community that your event will take place in the next week or few days.

Keep in mind using two different types of Press Releases is an acceptable way to communicate local and national newsworthy events. The standard Press Release format can always be used for both local and national audiences. Don’t be afraid to write different types of Press Releases to meet your publicity needs and target the appropriate audience.

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Who is Your Target Audience? - By Barbara Spagnola

About the Author: Barbara Spagnola

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For Barbara, building a brand is so much more than slick marketing slogans and high-dollar advertising campaigns. After putting in stellar performances as a sales and marketing manager with Armour Foods of South San Francisco and Western Insurance Company of San Mateo, Barbara started the first of two high-impact companies. And, more importantly, she mastered countless revealing practices on how, and how not, to build a powerhouse brand. One of Barbara’s natural talents is creating a hard-hitting, multifaceted marketing campaign. The days of “shotgun” marketing are nearly extinct. With countless mediums and the reach of cyberspace, companies that bet big bucks and hope they’ve made the right play typically have a very short shelf life. Her ‘full circle’ approach addresses the key aspect of marketing in the new millennium; a rich mix of tried-and-true traditional concepts and promising current theories that develops brands, sells products and services, and just plain old works. And that’s exactly what Concept Marketing Group can do for your business. Take you by the hand and empower your business to not only weather the storm, but build momentum in any market condition.
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