As you would expect of a PR agency, we are often asked to recommend media channels for brands and businesses when developing campaigns, events and stunts.
Although many agencies would quickly recommend national media with larger audiences (and not surprisingly commanding bigger budgets) we always think about the objectives of that particular activity and how the message will be communicated by our chosen medium.
It is always surprising when businesses and agencies dismiss regional media whether for advertising or editorial opportunities. We term these titles heartland, as they are usually located at the heart of a community where a brand or business is based.
Although many companies believe that the CEO or Managing Director of a business will only read leading trade and national titles it’s fair to say that in our experience that isn’t true. Many leading senior executives will read regional media to find out what is going on in their local area.
What is most frustrating about this situation is when people are dismissive of regional titles to then get excited when they feature in them – it’s one way or another!
We have long been an advocate of regional media and the opportunities that print and broadcast media offer; promotions, competitions, editorial, features, advertorials and of course standard advertising.
Next time you are considering a campaign think about the businesses that are based in your local area. Are they large or small? Would you send the MD of a multi-million pound business packing because he was local? Unlikely, so perhaps the same thought process should go to working and engaging with regional titles and channels.
The beauty of PR is that you don’t have to be restrictive so if your preferred agency dismisses regional media ask them why. If they say people don’t read the papers, listen to the radio stations or watch the local news take this simple test – ask people you meet in everyday life what the last paper, radio station or TV news programme they engaged with was. I bet there is at least 6 out of 10 who will mention a regional title, station or programme then you have your answer.
The truth is that people do read, listen to and watch regional media and as a result this makes them a valid medium for engagement with prospects and customers.