Local press coverage remains one of the most valuable forms of promotion for events. A feature in your local newspaper, a mention on local radio, or a write-up on a regional news website reaches an audience that is, by definition, in your geographic area. That hyper-local targeting is difficult to replicate through any other channel, and it comes with the credibility of editorial coverage rather than paid advertising.
The challenge is that local newsrooms are stretched thin. Journalists are covering more stories with fewer resources than ever. To get your event featured, you need to make it as easy as possible for them to say yes.
Understanding what local media wants
Local journalists are not looking for adverts. They are looking for stories. The distinction is crucial. "There is a food festival at the park on Saturday" is an advert. "A former school dinner lady has launched a food festival celebrating the dishes that shaped her childhood" is a story. Both promote the same event, but only one will interest a journalist.
Think about what makes your event newsworthy. Is there a human interest angle? A local connection? A charity element? An unusual or first-of-its-kind aspect? A topical tie-in? A celebrity appearance? Find the story within your event, and lead with that when approaching the press.
Types of coverage to aim for
Listings. Most local newspapers and websites have "what's on" sections. Getting listed here is the minimum you should aim for. It is usually straightforward as long as you submit the details in the right format and by the deadline.
Preview features. A longer article about your event published in advance. This requires a stronger story angle and is more competitive, but it is significantly more valuable in terms of exposure and credibility.
Interviews. Local radio stations are always looking for guests, and an interview about your event is free promotion that reaches a broad local audience. TV is harder to secure but not impossible for visually interesting events.
Review coverage. Invite journalists to attend the event and write a review or feature afterwards. This does not help with ticket sales for the current edition, but it builds credibility and provides press coverage you can reference when promoting future events.
Writing a press release that gets read
Journalists receive dozens of press releases every day. Most get deleted without being read. To stand out, your press release needs to be concise, well-structured, and immediately compelling.
The headline should communicate the story, not just the event name. "Bristol's First Zero-Waste Food Festival to Launch in Castle Park" is a headline a journalist can work with. "Castle Park Food Festival 2026" is not.
The first paragraph should contain the who, what, when, where, and why in no more than three sentences. Journalists who are scanning quickly need to grasp the essentials immediately. If the first paragraph does not hook them, they will not read further.
The body should expand on the story angle, include one or two good quotes (from you as the organiser, or from a notable participant), and provide the practical details. Keep the total length under 500 words. Anything longer will not be read in full.
At the bottom, include a "Notes to Editors" section with your contact details, a link to high-resolution images, and any additional background information. Making images readily available is important because journalists need visuals, and if you do not provide them, they may not have the resources to source their own.
Building your media contact list
Identify the specific journalists, editors, and producers who cover events in your area. Do not send press releases to a generic newsroom email address if you can avoid it. Personal, targeted pitches have a much higher success rate.
Read your local newspaper regularly (most have free online editions) and note which journalists cover events, food, music, culture, or whatever beat is relevant to your event. Check local radio station websites for the names of producers and presenters. Follow local journalists on social media.
Build a spreadsheet with names, outlets, email addresses, and any notes about their interests or previous coverage. This is your media list, and it becomes more valuable over time as you develop relationships with the people on it.
Pitching your story
Email is the standard method for pitching to local media. Keep your email short and direct. Include the press release as inline text (not an attachment, which many journalists will not open). If you have a strong image, attach one high-quality photo, but do not send multiple large files that will clog their inbox.
Your subject line is critical. Make it specific and interesting. "Press Release: Event" will be deleted. "Bristol's first zero-waste food festival seeks 50 local food heroes" will get opened.
Timing matters. For print newspapers, you typically need to pitch at least two to three weeks before your event. For online publications, one to two weeks is usually sufficient. For radio, a week to ten days is typical, though some shows book guests further in advance. For listings, check the publication's submission deadlines, which are often published on their website.
Following up without being a nuisance
If you do not hear back within a few days, a single polite follow-up email is acceptable. Something like "Just checking this reached you. Happy to provide any additional information or arrange an interview if it is of interest." Do not follow up more than once. Journalists are busy, and repeated chasing will damage the relationship.
Local radio opportunities
Local radio is often overlooked by event organisers, but it is an excellent channel. BBC local radio stations, commercial stations, and community radio all regularly feature local events. Many have dedicated "what's on" segments, and some broadcast live from events.
Contact the station and ask which show covers local events. Offer yourself (or a compelling spokesperson) as a guest. Be prepared with a concise, enthusiastic description of your event and at least one interesting anecdote or fact that will make good radio. Presenters want guests who are engaging and easy to talk to.
Making the most of coverage you receive
When you do get press coverage, amplify it. Share the article or interview on your social media channels. Link to it from your event listing and website. Include "As featured in [publication name]" in your marketing materials. Press coverage is social proof, and its value extends well beyond the initial audience who read or heard it.
Always thank the journalist afterwards. A brief, genuine email expressing appreciation builds goodwill and makes them more likely to cover your future events. Over time, these relationships become one of your most valuable marketing assets.
For a complete promotional strategy that combines press coverage with other channels, see our guides on creating a content calendar for event promotion and launch day marketing strategies. Local press coverage is not instant, and it requires effort, but the credibility and reach it provides are well worth the investment for any event organiser serious about growing their audience.
