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. @amlewis4 and @CristinCulver dropped absolute knowledge bombs about local PR on Ari's podcast.
Cristin has extensive PR experience at @Spotify, @trulia, @Opendoor, and now @notarize.
A thread of highlights below
Cristin has extensive PR experience at @Spotify, @trulia, @Opendoor, and now @notarize.
A thread of highlights below
Corporate PR often focuses on national headlines (NYT, WSJ, etc.) and misses the boat entirely on local PR.
Local PR is an unrealized opportunity sitting in plain sight.
Local PR is an unrealized opportunity sitting in plain sight.
You can’t establish local PR in every city.
Understand your corporate messaging objectives, then:
-Pick two objectives
-Select local markets that support those pillars
(For example: customer acquisition and economic development)
Understand your corporate messaging objectives, then:
-Pick two objectives
-Select local markets that support those pillars
(For example: customer acquisition and economic development)
At Opendoor, @CristinCulver supported advertising efforts with success stories featuring local customers.
Her "local social proof" strategy lowered customer skepticism and increased acceptance of, and action on, Opendoor's direct mail and radio ad messages.
Her "local social proof" strategy lowered customer skepticism and increased acceptance of, and action on, Opendoor's direct mail and radio ad messages.
News environments vary by city.
Some are “hard news:" if it leads, it bleeds.
Some markets are more focused on human interest and consumer friendly stories.
Adjust your local PR strategies and tactics for each market.
Some are “hard news:" if it leads, it bleeds.
Some markets are more focused on human interest and consumer friendly stories.
Adjust your local PR strategies and tactics for each market.
Face-to-face still matters for building local PR relationships. Be willing to travel and lean on local staff to establish presence and connection.
Nothing beats the one-on-one conversation in local PR.
1. Pitch via email,
2. Keep it brief, and,
3. Offer a follow up conversation and resources to build out the story.
1. Pitch via email,
2. Keep it brief, and,
3. Offer a follow up conversation and resources to build out the story.
Amazing “outlier” stories are great for local PR, but rare.
Your bread-and-butter are the basics of the business, told through local stories and supported with data from internal or external (market reports, studies) sources.
Your bread-and-butter are the basics of the business, told through local stories and supported with data from internal or external (market reports, studies) sources.
Local PR case study:
-OpenDoor closed a huge funding round
-The story was positioned for local and covered in Charlotte because it meant local hiring, facilities expansion, and more spending with local partners.
Distill national stories down to local impacts.
-OpenDoor closed a huge funding round
-The story was positioned for local and covered in Charlotte because it meant local hiring, facilities expansion, and more spending with local partners.
Distill national stories down to local impacts.
It’s the job of local media to localize national news stories for their market. Help local media do that job and you will benefit with positive PR.
Finally, build your local PR playbooks early:
-Leverage customer stories to humanize the brand
-Intro products, features, services, and partners
Realize strategies and tactics must be flexible to meet the unique needs of each market.
-Leverage customer stories to humanize the brand
-Intro products, features, services, and partners
Realize strategies and tactics must be flexible to meet the unique needs of each market.
