The public relations industry is a dynamic area of work; innovations and experimentations are a part of it. Every now and then new concepts get added to the already brimming industry through which different brands and products benefit. Hyperlocal PR is one such concept that has become very important. The rise of smartphones and social media networking has got people interested in local experiences and as a result, the consumption of local content has gone up. As a PR person, to be able to create an effective PR campaign, you should be able to offer the client more than what he or she would have thought. Include hyperlocal media as one of the channels of coverage.
What is hyperlocal PR and why is it important?
People in general now are looking to consume news and advice relevant for their city and the street that they live on. Traditional media cannot provide such level of personalization. But, thanks to social media, there is plenty of hyperlocal content available as the Internet has managed to bring neighbourhoods closer. Messages now need to be tailored to its audience, down to the specific neighbourhoods or interest groups that engage with your company or brand.
There is a great emphasis on Hyperlocal PR strategies as there is a growing opportunity for location-specific marketing, making it important to reach out to local media. They in turn can reach out to geo-targeted audiences and engage with community-focused bloggers and even customers who comment frequently on social media.
Hospitality and travel & tourism are just a few of the industries that have adopted this PR strategy to locally promote their businesses. If your aim is to reach a certain local audience, a hyperlocal media outlet should be your first choice. There are local publications that get better and more motivated readership than the big dailies. These local media outlets have also opened the door for small, very local businesses to benefit from PR. Local businesses also can utilize location-specific bloggers, who cover every possible subject area, including social media platforms and local directories.
So how do you create a hyperlocal campaign?
The next time your client asks you to tap in the strengths and benefits of influencers and localized communities, make sure that you keep the following elements in mind while creating the campaign:
- Quality over quantity: Don’t try to stretch the reach; it might be a blessing to reach 100 people instead of 1000. The goal is to deliver the message to the right audience. Better results come out of highly focused influencers and outlets with a small reach. Keep it niche.
- Engage with local audiences: Start by engaging the local fans and followers on all social networking sites. One of the easiest ways of engaging audiences is by asking them to click a selfie with the product and let know how the product touches their lives on a daily basis. Get hold of reporters and editors of local print media, community-focused bloggers, influencers and even consumers who comment frequently on social media. Follow them closely and observe their comments and reply to them to get them engaged.
- Tell a local story: Find a local connect. Focus on the behavior, interests and qualities of the local community. Find a common thread that will symbolize and connect the community, for example, the weather. In your social media posts and story pitches to local media and bloggers, spotlight stories about employees, families, special community projects and events.
- Create fresh content: One of the best ways to grab attention of consumers and the media alike is to offer them fresh content on a regular basis. All media, national or local, have an insatiable appetite for fresh, interesting, exclusive content. Give them that on a regular basis and they will lap it up especially since most of the times they lack the manpower to produce such content.
- Use maps effectively: Everyone these days are strapped for time, so when they find a reliable vendor in their area they tend to promote that business. Use geo-targeted and mapping apps like Google Maps that let consumers engage in highly-specific neighborhoods.
- Create a community within the community: A research states that 47% of adults use digital tools to keep up with the local goings-on. As more and more people rely on hyperlocal news websites, geo-specific tweeting and community-focused social networks, there are greater incentives to get involved in the community. Be a part of the conversations about your area by posting on Twitter and websites’ commenting sections.
- Provide a physical experience to consumers: While pretty much everything can be done and promoted online these days, the experience of physical contact is irreplaceable! Make the most of this by hosting local events giveaways or exclusive networking opportunities for your most devoted advocates. Giving your fans a platform to talk about your brand can positively boost your message.
Public relations, when applied in the hyperlocal scenario, create remarkable opportunities for brands to promote their products. Hyperlocal PR has become as important as national PR campaigns in today’s date thanks to social media. Add value to your campaign by following the tips mentioned here.