August 20th 2015

Can the humble press release work locally?

Of course, but only if done in the right way

It’s interesting to turn our minds to public relations in the middle of the ‘silly season’, a classic British term, also known in other languages as ‘cucumber time’ or ‘dog days of summer’ in North America.


The major news outlets are short of hard news, senior influencers take their annual holidays, (along with the rest of us), and the media becomes loaded with soft news stories, or obsessed with just one particular issue, like the Calais migrants currently.

It’s a great time for us marketing types to have a better chance of what is after all ‘free coverage’.

The trouble is that you still have to try to find something vaguely interesting to say, and you’re not alone in your quest for ‘free coverage’.

For all that’s said about the power of the internet, and the waning interest in print media, there’s no doubt that the holy grail for us down in Dorset is to obtain local TV coverage for our business.

If you can get your story on to Meridian News, or even better BBC South Today, you’re in clover. Awareness soars, reputations are enhanced, let’s face it Fred Dineage and Sally Taylor have a high level of influence and trust within our area.

But what about the press?

The Bournemouth Daily Echo is still the leading print media in Dorset with a circulation of 16,918 (ABC, Jul –Dec 2014), and a readership of 44,014 (JICREG 1Q 2015).

To get your story published in the Echo requires some thought, a reasonable story, and, most importantly something, in the headline to gain the attention of the journalist.

Journalists received hundreds of e-mails daily, and are hyper-fast deleters, it’s crucial that your e-mail subject line and headline hits the mark.

There are, of course, a plethora of smaller localised and specialist print and online media, that may also provide the right opportunity depending on your objectives and target audience.

So If you think that you may benefit from some help with your public relations, there’s no better time to talk to us at Top Cat Media Group.

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