I recently had the fortune of vacationing in Paris and London, and for once, I wasn’t opening my phone every two minutes to keep abreast of the local news (PR pros – if you know, you know).
Working in PR means knowing your local media scene—but sometimes, “local” stretches pretty far. In a single month I’ve pitched reporters in Philadelphia, fielded interview requests from Charleston, and coordinated with journalists in the U.K., all while ensuring my clients’ stories were relevant for each audience.
If you’re like me and are juggling different media markets—whether they’re regional, national, or international—here are a few quick lessons I’ve picked up along the way that might be helpful.
1. Know what’s making headlines locally
Even if your client has a great story, it won’t land if it’s disconnected from what reporters or consumers in that market care about. Spend time reading the local news—not just the top stories, but the community beat, business section, opinion pages and even sports. Understanding what’s resonating in a given city (or country) helps you position your pitch in a way that actually matters to that audience.
2. Understand the local news cycle
News rhythms vary more than you might expect. A pitch that works during morning drive time in Philly might fall flat in another market where newsroom staffing is lighter until mid-morning or where weekend editions carry more feature content. Do some quick research of local coverage patterns—and adjust your outreach schedules accordingly.
3. Build relationships like a local
Even if you’re not based in the market, act like you are. Read the top outlets, follow key journalists on social, and personalize your outreach. “I saw your recent story on ___” still goes a long way, no matter where you’re pitching from.
4. Always check the time zone
This one sound obvious, but it’s easy to forget. A 10 a.m. interview in Philly isn’t 10 a.m. in London. I’ve learned this the hard way and don’t want you to fall down the same trap. Triple-check time zones when confirming interviews, embargoes, or pitching windows. It will save you headaches.
5. Have an open mind
Just because a strategy got coverage in one city doesn’t mean it will translate to another. Different markets have different editorial priorities, audience interests, and competitive landscapes. Stay flexible, keep listening, and be ready to adapt.
What are your thoughts? I’m interested in hearing your ideas. Drop me a line at mbatipps@devinepartners.com.
Devine + Partners is a Philadelphia public relations agency . We offer a full range of communications services – from message and content development and media relations to issues management and employee and community engagement.
