Building strong relationships with local media is a key part of any company’s communications strategy.
In the Indonesian context, “local media” refers to news organizations that produce content at the regional or city level, focusing on local issues.
These media outlets play a vital role in bridging national narratives with local realities, and often have a closer connection and higher trust among local audiences compared to national media outlets.
While challenges in the media landscape persist, one positive trend is emerging: the rise of local media.
As Sarabeth Berman, the CEO of American Journalism Project (AJP) CEO, wrote in Nieman Lab: “No one can deny that the environment is challenging. But the emphasis of the story too often obscures a trend that should be the source of real optimism: the rebirth of local news.”
Local media outlets are becoming increasingly relevant and have great potential to support the success of companies’ communications with their audiences.
Recognizing this trend, it’s essential for businesses and PR professionals to learn how to foster mutually beneficial relationships with local media.
RadVoice Indonesia discusses key strategies for building strong relationships with local media.
Why is It Important to Build Strong Relationships with Local Media?
Building strong relationships with local media is important due to the role in creating a closer-knit community.
According to a survey conducted by AJP, people highly value local news and view it as a key contributor to a stronger sense of community.
Such trust and loyalty make local media a powerful partner to share stories that matter.
One of the biggest advantages of local media is relevance. According to PR Daily, local and regional media exist to tell stories that are interesting and relevant to their audience.
No matter what services or products you offer, local media have an interest in covering your story because it directly impacts their community.
Beyond coverage, the relationships built with local journalists can bring even greater benefits. Many local reporters also contribute to national media outlets.
This shows that if you are able to build a good relationship with local reporters, they can become a bridge to get your story to be featured at the national level.
For these reasons, businesses and organizations should not underestimate the long-term value of engaging with local media.
Nurturing these relationships could lead to impactful opportunities tomorrow, locally and beyond.
How to Start Build Strong Relationships with Local Media
Building good relationships with local media requires a practical and planned approach.
It’s more than just sending out press releases. It’s about understanding what matters to local journalists and consistently offering value through relevant, well-framed stories.
Here are some steps you can take to effectively build relationships with local media.
Understand Media Characteristics
To build meaningful relationships with local media, businesses and PR practitioners must understand what appeals to them.
Focus on issues that matter to the local media’s audience.
It’s also essential to understand the core values that local media uphold. Knowing what they prioritize will make it easier for you to pitch stories that are aligned with their interests.
According to PR Daily, it’s important to read local news regularly to identify who the local journalists are and the types of stories they typically cover.
This insight helps PR practitioners tailor their messaging to fit the tone, style, and content focus of the media outlets they want to engage with.
Start by understanding local issues and journalist styles when building relationships with local media. (Photo by Rawpixel)
Communicate Personally
The first step in communicating with local media is to identify the right journalist or editor who covers topics relevant to your needs.
Once identified, reach out to them through appropriate channels such as email, social media, or even attending relevant events. These efforts facilitate more personalized and effective communication.
Provide an Added Value
To attract the attention of local media, ensure the stories or data you share are not only newsworthy but also relevant and valuable to their audience.
You can also offer mutually beneficial collaborations or interviews. Support journalists by sharing research or expert insights that can strengthen their reporting.
When you offer real value, your story is more likely to be covered.
RadVoice is ready to help your business develop an effective media relations strategy. Contact us to discuss further.
Build Trust and Consistency
Strong relationships with local media are built on consistency and trust.
Communication should not be limited to a single press release or event. You should maintain regular contact and show an interest in supporting the work of local journalists.
Always uphold professionalism and transparency in every interaction, which helps build credibility and position your business as a reliable and go-to source for stories.
In the long run, local media will come to see you not just as a source, but as a trusted partner.
Summary
Building relationships with local media is one of the most important strategic steps a business can take to strengthen its communication efforts.
Local media plays a significant role in shaping a sense of community and can be a very effective channel to deliver messages to the right audience.
To build strong connections, companies must understand the characteristics of local media, communicate personally with journalists, and provide an added value through relevant content.
Effective engagement with local media not only boosts visibility but can also lead to broader exposure.
This article was first published in Indonesian on 7 March 2025.
