The odd time, I will speak with a client or colleague, and they will speak about community news profile as if it is B-list media coverage. I find myself reminding some and informing others about the power of community news.
Remember that you must have a strong local news hook for pitching these publications. When you do, don't leave community news outlets out of your PR strategy. Here are a few reasons why.
Hyper-local focus is powerful, especially when your goal is reaching specific audiences. If you are a nonprofit organization, for example, imagine the value of sharing stories about your organization that you know will reach those within the community in which you are providing support. Residents are more likely to feel connected and invested in the cause, and this could result in future donors and corporate partners from your community. If you have a story that is relevant and connected to a high-income postal code, perhaps this is an ideal community publication for you to connect with if you are a luxury brand with a timely and newsworthy story to share. Hyper-local reach has various benefits.
Community news pieces often run in multiple publications under the media company's umbrella. Repeatedly, I have found that when a story runs in a Canadian community publication, it runs in various additional publications as well, providing the client with a reach that can be even greater than a large popular local newspaper or magazine. The structure of community news and the connection between publications can result in brand awareness that goes far beyond one community.
Digital strengths. Community news outlets in B.C have done an excellent job transitioning to digital, although in a few cases, it could have been done sooner. Some think of community news as simply the newsprint that the "paperboy" tosses on your front lawn weekly. This is not the case. In BC, the digital reach of community news is impressive, and reporters and the outlets themselves are actively promoting stories via e-newsletters and social media.
Canadian newspaper readership remains strong with high levels of trust. Whether in print or digital format. News Media Canada reported that in 2025, 4 of 5 Canadians read newspaper content weekly, and two-thirds of Canadians trust editorial content in both printed newspapers and their e-editions. In a time when trust in news and online information is in question, this data is important.
Originally published on LinkedIn.