Featured Post from ExpertFile

3 Steps to Earn Local News Coverage

Dec 10, 2019

5 min

Peter Evans



“HOW DO WE GET OUR COMPANY FEATURED POSITIVELY IN THE LOCAL NEWS?”


This is the question I get asked the most as a public relations professional, media coach and as a former long-time journalist with the Canadian Broadcasting Corporation (CBC): how do we get in the local news?


The question usually comes from a small, independently-owned business owner — a company or organization that doesn’t have anyone doing marketing or communications. They are looking for LOCAL media coverage primarily — but they don’t even know where to start.


It’s understandable for them to ask this question. Earned media is the holy grail of building credibility and reputation — having your executives featured in the news media as experts on a subject. Those stories then get shared on social media and it becomes the gift that keeps on giving, living on in perpetuity on the Internet, helping your search engine optimization.


I can tell you this — the local media wants your story pitches. That doesn’t guarantee you’ll get covered. However, local media has been cutback so much and is forced to do so much work in such little time now, that they appreciate a good story idea landing on their desk for consideration — especially during a slow news cycle — and especially if it’s not coming from a slick PR agency voice on the other end of the line. They want authenticity.


So, how do you get there? Here are 3 simple tips based on my experiences. In no way am I saying this is the only way to do it — but I’ve seen others have success with it and hopefully you will as well:


#1 – Do NOT Hire An Agency


Yup. I just said that. And, yes, I do realize I am a public relations professional. However, based on experience, I can tell you the majority of small, independent businesses aren’t going to be able to afford PR firms to get local news. I reiterate we are talking about getting local news coverage — not national news. So, if they’re not going to pay for it anyways, why not give them a hand? I believe in karma. With a little bit of guidance on this blog, you’ll be able to do it yourself. In the past, I’ve helped small companies, pro-bono, get in the media (hoping they make it big and hire me later). In the future, I’ll just send them the link for this blog and save me some time. You can do this. Just stick to the basics.


#2 – Prepare A Newsworthy Pitch


This is important. And, it can be as complicated and detailed as you want — but for the sake of this blog, I recommend keeping it very simple and keeping it authentic. Answer these questions to decide whether the story you want the media to cover is actually newsworthy from the reporter’s perspective — because they are the people who assess the newsworthiness of a pitch.


  • What is the story? You should be able to summarize the story in less than 30 seconds. Just like a good pitch deck for potential investors, a good media pitch typically involves the identification of a problem or a trend and coming up with a solution for it or insightful analysis in the case of a media story. This is simplified but you get the picture.
  • Why should people care about this story? A good reporter wants stories that appeal broadly to their audience, the public. So, be prepared to proactively explain why people will care about this? Is it timely? Does it impact a broad group of people? Does it solve a problem that’s been impacting society?
  • Who is driving this story? Is it you? Is it one of your employees? Who will be the main interview for the reporter and why them?
  • (FOR TV) What are the visuals? If it’s television, what are some strong visuals the news crew will be able to capture on video? What can viewers expect to see in this story? It will help your TV pitch if you can illustrate a visual image for them ahead of time.


#3 – Pick Up The Phone


Pick one media outlet you want to pitch your story to and make the call. First decide what news media is good for your story? Is it a story with very strong visuals? Perhaps TV is the way to go. Is it a story that requires a more fulsome conversation? Maybe public radio is the best option. Newspaper is the best if you’re a nervous person and worried about being on TV or radio. Newspaper is the least intrusive of the media.


Once you’ve decided what outlet, decide which reporter specifically. No emails at first in my opinion. It’s too impersonal for local news and you risk getting lost in the inbox shuffle. Doing it by phone also allows the reporter to ask any clarification questions they may have, right then and there.


Now, if you call the general media outlet phone number, you can end up in phone transfer Hell or end up getting an editor or producer who is putting out six fires and juggling 4 balls. So, you are better to call an individual reporter (perhaps your favourite one). Do this in the first part of the morning before they get too busy. If they’re not there, leave a message and be prepared to call back later. Reporters are busy and may forget to call you back. Don’t take it personally. If you reach them, thank them for taking your call and make your pitch. Get to the point. A few minutes tops for the pitch.


If they like it, they’ll tell you. If they don’t like it — again — don’t take it personally and don’t burn any bridges. Thank them for their time. When you get off the phone, contact a reporter with a different media outlet and do it again. Shop that story around and you’re likely to get a nibble.



Final Thoughts:


This isn’t a science. There are no guarantees. This process is just my personal opinion based on experience. Just be yourself. Be genuine. The reporters will like that as opposed to dealing with professional PR people or communications officers. They may find it refreshing to deal with a “real person” who isn’t trying to spin them.


Beyond the initial pitch, whether it’s successful or not, offer yourself as a research resource to them on issues related to your industry — even if it means you won’t be in the story. This is how you build a relationship with a reporter and it may bode well for you in the future. Good luck. Let me know how it goes.



Connect with:
Peter Evans

Peter Evans

Co-Founder & CEO

Recognized speaker on expertise marketing, technology and innovation

Media TrendsThought LeadershipMarketingTechnologyInnovation

You might also like...

Check out some other posts from ExpertFile

2 min

The Thrill of Fear: The History and Cultural Significance of Horror Movies

From flickering silent films to today’s big-budget blockbusters, horror movies have always tapped into humanity’s oldest emotion: fear. Across decades, they’ve reflected social anxieties, moral questions, and shifting definitions of what scares us. Yet behind every scream lies a story about culture, creativity, and the psychology of thrill. The Origins of On-Screen Fear Horror cinema began in the early 1900s with short silent films inspired by literature and folklore. One of the earliest, Le Manoir du Diable (1896), often considered the first horror film, introduced audiences to bats, ghosts, and the Devil himself. By the 1920s, German Expressionist films like Nosferatu and The Cabinet of Dr. Caligari used shadow and distortion to create unease, shaping the language of horror still used today. Hollywood’s Golden Age of Horror in the 1930s brought monsters to life — Dracula, Frankenstein, and The Mummy — giving audiences both fright and fascination during a time of global economic depression. These films helped people confront real-world fears symbolically, offering escape through imagination. Fear Evolves with the Times Each generation has reinvented horror to reflect its cultural moment. The 1950s’ atomic-age fears spawned giant monsters and alien invasions. The 1960s and ’70s shifted toward psychological and supernatural horror with classics like Psycho, The Exorcist, and The Texas Chain Saw Massacre — films that exposed anxieties about social change, faith, and violence. The 1980s and ’90s introduced slasher icons such as Halloween’s Michael Myers and A Nightmare on Elm Street’s Freddy Krueger, mixing terror with pop-culture spectacle. By the 2000s, horror had splintered into subgenres — from found-footage realism (The Blair Witch Project, Paranormal Activity) to elevated art-house films like Get Out and Hereditary, which use fear to explore race, grief, and identity. Why We Like to Be Scared Psychologists suggest people enjoy horror because it offers safe danger — a way to experience fear, adrenaline, and relief without real threat. Watching horror triggers the body’s fight-or-flight response, followed by catharsis once the tension resolves. Culturally, it provides a mirror to our collective psyche: what we fear, we face, and what we face, we sometimes conquer. Horror also brings people together — in theaters, at home, or online — to share an intense emotional experience. Whether screaming, laughing, or peeking through fingers, audiences participate in a ritual as old as storytelling itself. The Icons of the Genre Among the most popular and influential horror films of all time: Psycho (1960) The Exorcist (1973) Halloween (1978) A Nightmare on Elm Street (1984) The Silence of the Lambs (1991) The Ring (2002) Get Out (2017) Hereditary (2018) Each left a lasting mark on both cinema and culture — showing that horror, far from being niche, remains one of the most expressive and enduring genres in film history. Connect with our experts about the history and popularity of scary movies and horror flicks: Check out our experts here : www.expertfile.com

2 min

Lighting the Night: The History and Meaning of the Jack-o’-Lantern

No Halloween is complete without the warm flicker of a Jack-o’-Lantern glowing from porches and windowsills. But long before it became a symbol of trick-or-treating and fall décor, the carved pumpkin had deep roots in folklore, superstition, and the immigrant experience that shaped North American culture. From Folklore to Flame The story begins in Ireland, where early Jack-o’-Lanterns were not pumpkins at all, but turnips and beets. The tradition sprang from an old Irish folktale about “Stingy Jack,” a clever but dishonest man who tricked the Devil and was doomed to wander the Earth with only a burning coal inside a hollowed-out turnip to light his way. People began carving their own “Jack’s lanterns” to ward off wandering spirits and evil forces during Samhain, the Celtic festival marking the end of the harvest and the beginning of winter. When Irish and Scottish immigrants brought this tradition to North America in the 19th century, they discovered that the native pumpkin—larger, softer, and easier to carve—was the perfect replacement. The transformation from turnip to pumpkin turned a small superstition into a dazzling new folk art. The American Reinvention By the mid-1800s, Jack-o’-Lanterns had become a staple of Halloween celebrations in the United States. Newspapers of the era described “pumpkin lanterns” lighting up autumn gatherings, and by the early 20th century, the smiling (and sometimes sinister) carved pumpkin was the defining symbol of the holiday. Over time, the tradition evolved from scaring away spirits to creating community and creativity. Towns began holding carving contests, families passed down patterns and designs, and pumpkin patches and Halloween festivals turned the once-humble lantern into an essential piece of American seasonal culture. A Symbol Beyond Scares Today, Jack-o’-Lanterns carry layered meanings: they celebrate harvest, creativity, and folklore while keeping a touch of the supernatural alive. In many ways, they embody the blend of ancient myth and modern celebration that defines Halloween itself—where fear meets fun, and the flicker of a candle becomes both decoration and tradition. Whether whimsical or eerie, the glowing face of a Jack-o’-Lantern continues to connect generations to an age-old story about light overcoming darkness—a reminder that even the spookiest traditions began with a spark of human imagination. Connect with our experts about the folklore, cultural history, and enduring legacy of the Jack-o’-Lantern. Check out our experts here : www.expertfile.com

2 min

Stepping Away from the Crown: Royals Giving Up Titles and Duties

Just last week, Prince Andrew announced that he would relinquish his title of Duke of York and other honours, citing that the ongoing allegations against him had become a distraction to the work of the royal family. He asserted this step was taken with the King’s agreement, stating he will no longer use the titles conferred upon him—even as he continues to deny any wrongdoing. A Legacy of Abdication and Renunciation Throughout royal history, stepping back from royal life or formally abdicating has taken many forms. The dramatic abdication of King Edward VIII in 1936—who gave up the British throne to marry Wallis Simpson—remains one of the most famous examples. Other monarchs, like Queen Christina of Sweden and Emperor Charles V, also renounced power to pursue personal convictions. Today’s examples are often more nuanced: royals “stepping down” from duties while retaining birthright status. The case of Prince Andrew fits in this evolving pattern of royal redefinition. Why Royals Leave (or Are Pushed Away) Motivations are diverse: personal choice, scandal, pressure, health, or changing views of leadership. Historically, abdications often responded to political crises. Now, with the monarchy under constant media and public scrutiny, stepping back can be seen as damage control or a bid for personal freedom—particularly in cases involving controversy. The Constitutional and Symbolic Ripples When a royal gives up titles or duties, multiple questions emerge: What role remains? (In Andrew’s case, he loses the Duke title but retains his princely status.) How does the monarchy manage public perception, continuity, and precedence? What are the implications for funding, patronages, and official duties? Such departures also force the institution to grapple with legacy, relevance, and the tension between duty and humanity. Monarchy in the Age of Transparency The modern era demands more from monarchy than ever before: accountability, relevance, and adaptability. When royals step aside—voluntarily or under pressure—it reshapes how the public sees royal duty. These shifts reflect broader questions: what role should individuals born into monarchy play? Can institutions evolve while retaining symbolic continuity? Connect with our experts about the history, symbolism, and modern evolution of royal abdications and withdrawals. To see our full database of experts, visit: www.expertfile.com

View all posts
Powered by