PR pros know how important the “neighborly” feel of a local press release can be. If a small company successfully pulls it off, the local community feels tied to them somehow, like they’re part of a home team. People in the town will check the business out just for the fact the company is “one of them.”
It’s also common knowledge that large, national companies can’t pull off this same tactic. The customer base is too large and trying to fake the “down home neighbor” feeling can lead to disastrous results. Only, is this actually true, or can national companies feel “local”?
The truth is, if you’re careful, you can convince customers of pretty much anything, including the idea that a big national company is just like the mom & pop down the street. As usual, though, it takes planning and forethought.
Everyone likes to feel like they’re part of a community. Whether it’s a group, or organization, or a common interest, feeling included in a group is a fun feeling. It’s in our DNA to belong, to band together with like-minded folks.
Have you ever seen two motorcycle riders pass each other on the road? They invariable give a little wave. They may not know each other, but just riding that motorcycle makes them part of an exclusive group.
This is what you’re going for with your press release. When you get down to it, this mentality is the same kind of thinking the small town resident has about the mom & pop down the street. It’s the “we know them, nobody else understands why they’re great” idea, and it works on everyone if you do it right.
Need some ideas for a press release that can work this magic? Let’s say your company makes custom rocking chairs. You know that the “local” minded crowd would be ideal for a press release announcing your new line, so you get to work on figuring out how to attract their attention.
One thing you could try is to convince readers that the chairs are perfect for the typical rural activities associated with rocking chairs. Sitting on the porch and watching the rain, perhaps, or playing cards on a Saturday afternoon while drinking tea.
Another tactic would be to make the chairs exclusive rather than inclusive. “They’re not for everybody,” in other words; only people who REALLY enjoy rocking chairs will be able to buy these and enjoy them. Everyone else just won’t get it – those people are probably sitting in their fancy high rises in the big city with those “other” chairs.
Does it seem a little ridiculous? Maybe the example is, but big companies try to harness this sentiment all the time – and it works. Give it a shot and see if your national company can inspire some big “local” audiences.
Do you think the opposite is possible, where a tiny company’s PR campaign inspires a national audience?
This article is written by Mickie Kennedy, founder of eReleases (http://www.ereleases.com), the online leader in affordable press release distribution. Download your free copy of the Beginner’s Guide to Writing Powerful Press Releases here: http://www.ereleases.com/offer/beginnersguide.html