The line between local and national news has become increasingly blurred. Where once it was about geography, it now comes down to numbers—if enough people in enough parts of the country want to read about your town, you’ve got a national story. Achieving that reach is just a matter of packaging.
Seek Commonality
A national story reaches a broad audience across demographics. So, for an account to reach a broad audience, it must appeal across age groups, races, and interests. Look for aspects of your story that transcend geography, culture, and lifestyle. Find a reason people will care, no matter where they live, and make that the center of your pitch.
Tie Your News Story to a Larger One
National stories about hot-button issues or controversies often use local stories as salient anecdotes. This humanizes what would otherwise seem abstract and too big to grasp. For example, a story about a hurricane that displaced thousands often begins with the experience of one person or family.
Do Your Homework
A news pitch involves more than the quality of your piece. The media is selective at every level, and even good stories are routinely rejected. As with anything else, you have to be patient and remember you’re competing with others doing the same thing. This situation, therefore, demands meticulous due diligence. Use your connections, conduct thorough background research on your pitch targets, and know your audience. Sell your piece on its carefully selected merits, and your local story could achieve national exposure.
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