Local PR: Is Your Business Forgetting About It?

Some of the greatest activities we do at Axiom are our occasional field trips to farmers’ markets. Because of our deep roots in horticulture and agricultural products, we have a special affinity for homegrown products (did we mention that several members of our team are active home and garden writers?). Why do we love farmers’ markets so much? Not only are they opportunities to buy great foods at a good price, but they’re also perfect forums for staying in touch with members of our community. Sadly, this affinity for locally grown isn’t as popular as it should be. The same can be said in the field of public relations.

In the digital age many companies focus exclusively on the national outreach, ignoring the power that local influencers can have over targeted market segments. Why is this such an important oversight? Here are three reasons.

Genuine Voices

One of the trickiest hurdles your brand might run into in its public relations efforts is the problem of voice. At Axiom we frequently come across (and filter out) self-proclaimed national influencers who don’t have a unique voice. Why? Many of these individuals try so hard to appeal to as many people as possible that they end up appealing to no one in particular.

Consider the alternative. By looking to local outreach in targeted communities, you’re dealing with influencers who not only have a firm grasp on what it takes to succeed in that area, but who also (and perhaps more importantly) have a special type of relationship with their communities in which their viewers are more likely to trust their opinions. This sense of individuality gives rise to positive voices and, as a result, greater influence over readership.

Relationships

The relationship between the influencer and the influenced is important, but so too is the relationship between the influencer and your business. With localized individuals, your business may benefit from the longevity of a great partnership—and if/when that individual does see national exposure, you’ll be the first company that the person turns to when thinking up new ideas. This relationship can be symbiotic, and not only will you both benefit, but you will also be in an ideal position to remind the influencer about what got him/her to where he/she is—thus advancing both of your interests.

Cost

At Axiom we always try to find the best service at the best possible price for our clients. National influencers often wield enough leverage to get away with charging companies too much for the services they provide (also one of the reasons we actively negotiate with our PR outreach efforts in order to attain the best price). With local influencers, however, the prices are often much lower—and they’re generally more willing to give you more for less. This not only benefits your bottom line, but also helps you later down the line if the person gains national traction, since you’ve already established a working relationship and certain price standards.