The way we consume news continues to evolve and whilst we can access information from across the globe at our fingertips, more and more of us are turning to community-centric content. In fact, research by Ofcom found that 92% of adults rely on local news to keep up to date.
It’s perhaps not surprising that with so many stories available, there’s an increased focus on narrowing down to what we find most relevant. This includes reading about what’s happening in the communities we live and work in, tapping into local knowledge and insights. That’s where often overlooked hyperlocal media publications come in.
What exactly is hyperlocal media?
Hyperlocal media, sometimes known as microlocal journalism, refers to publications which are highly community-focused. They provide news and information for a very specific location, such as a town, village or parish. Simply put, they are all about the community. They can be a mix of printed publications, such as village magazines, or town e-newsletters. They differ from regional media which covers a much wider geographical area and may pick up more national stories.
For organisations looking to engage in specific geographical locations, hyperlocal media can be a key channel in your comms strategy. For example, if you’re building new infrastructure in a town or opening new premises, there may be important updates you want to share within a relatively small target audience. Hyperlocal media may be the best way of reaching them. The readership may be smaller, but the audience is highly relevant. This can form part of your wider stakeholder engagement activity and help ensure you provide all the necessary information to affected groups and show your proactive engagement with the local community.
This is also an effective approach when integrated with regional and national media engagement too where you share the ‘big picture’, complemented by hyperlocal media for the ‘on the ground activity’ taking place day to day targeted to each geographical location. So, what’s the best approach for reaching out to these publications?
5 tips for engaging with hyperlocal media
- Your content must be relevant
If your article isn’t directly relevant to the town or village the publication covers it will not be included, so avoid generic information about your campaign. The most effective approach to secure editorial content is to present your article as a factual update. Avoid technical jargon and make it accessible to a broad audience. Reach out to the editor and discuss the topic you would like to cover first to ensure they are interested before you start drafting.
- Impactful and succinct content
Keep your article succinct with a clear and impactful headline. Village print publications will have very limited space, particularly if they are in an A5 format. They are often run by volunteers who may not have time to edit your article down if the word count is too high. Similarly, for e-newsletters, there will be a lot of other stories to include so try to be as concise as you can.
- Understand your audience
As hyperlocal media is focused on specific towns or communities, the demographics and readership for each publication will vary significantly. Research and understand the audience and tailor your content accordingly. Try to get copies of previous editions of the publication to get a sense of the tone, writing style and use of imagery so you can adjust your article accordingly.
- A clear strategy is key
If you’re running a long term campaign you need to take a strategic approach to hyperlocal media, as you should do with all other media relations activity. Research the publications you want to engage with, confirm their frequency (monthly, bi-monthly etc.) and map out a six month or annual content plan accordingly which aligns with the key update you want to share. Hyperlocal publications often work to tight deadlines so organisation is key.
Be sure not to overlook the finer details too. If you’re running editorial alongside an advertorial campaign, what format does the publication require your advert to be? What size do they need? Do they print in colour or black and white? These are all vital details to ensure your campaigns run as smoothly and effectively as possible.
- Build positive relationships
Hyperlocal publications are highly trusted and respected in their communities. As a given, it’s essential you double check all your content is clear and factually accurate. This will help you build a positive long-term relationship. Speak with the editor to understand the content they and their readers would find most valuable and support the publication where you can.
Our experienced team manages hyperlocal media campaigns as part of wider integrated communication strategies, incorporating media relations, stakeholder management, public affairs and digital marketing. To find out how we can support you, get in touch.
