A question on Reddit's r/DigitalMarketing caught my attention recently. Someone who had used a large press release platform was looking for others that could limit a release to certain geographic regions. It is a sensible request, and I wish more companies asked. A national or global release is often the wrong tool for news that only matters in one place.
After 30 years in public relations, I can say that geographic relevance is one of the most reliable ways of getting attention. An editor of local newspapers said as much in a thread on r/Journalism: for that editor, "local" means the community those newspapers cover. Here is how to apply that idea.
Define the region before you write
"Spain" or "the East Coast" is often too broad to be useful. A good geographic brief answers three questions:
- Where is the news actually relevant? A new factory matters to the town, the region and the trade press. It doesn't matter to a national consumer title.
- Who lives or works there? Customers, employees, officials, investors and partners read different outlets.
- What language do they read? Switzerland, Belgium and much of Latin America make this more complicated than it first appears.
Three levels of targeting
| Level | Best for | Typical outlets | Main difficulty |
|---|---|---|---|
| Country | Market entry, national launches | National press, trade media | High competition for attention |
| Region or state | Expansion, regional results, investment | Regional newspapers, business press | Lists are harder to build |
| City or community | New premises, jobs, local events | Local papers, community sites | Small teams with little time |
Localize the story, not just the list
Sending the same text to a narrower list is an improvement, but it isn't localization. A local editor wants to know what this means for their readers. For each area, try to add:
- A local figure: jobs created, investment, customers or stores in that area.
- A local voice: a regional manager, a customer or a partner who can be quoted.
- A local detail: the address, the date, and how people there can take part.
- The right language and terms: a native speaker should write it, using local currency and units.
Our article on what journalists want from PR people explains the format that works best. The key facts should appear in the email itself, with who, what, where and when at the top.
What to ask a distribution platform
- Can I select regions, or only countries? Ask to see the list.
- Which outlets in that region will really receive or publish it? A figure means little without names.
- Is there a sample report for that region? Open the URLs and check that they are genuinely local.
- What is the price per extra region or language? Add-ons can quickly exceed the base price.
More criteria are covered in our guide to press release distribution services. If you are unsure whether a paid release is right for you, read whether it is worth it.
A simpler option: choose the outlets yourself
Often the most direct form of targeting is to decide on the specific publications. You can pitch their journalists, which is free but uncertain, or buy a clearly labeled placement.
At Linkingpress, you can filter 63,214 outlets by country, language, topic, traffic and price before you pay. Our coverage is broad in markets such as the United States (4,393 outlets), Italy (9,244), France (8,095), Spain (7,017) and the United Kingdom (6,811), and thinner in smaller markets, so it is worth checking availability first. Some countries and regions will have few options, and a local pitch may work better there.
See the options for PR agencies and brands. If you need a press release with guaranteed placements in a particular market, tell us the country and sector.
How to measure a regional campaign
- Published articles in the target area, counted by outlet rather than by total reach.
- Brand searches from that region, which you can see in your search and analytics tools.
- Enquiries and sales conversations that mention the coverage.
- Follow-up from journalists, because a local contact can be more valuable than a single article.
An example: opening a new warehouse
Imagine a company opening a warehouse near Valencia. A single national release would say that the firm is expanding in Spain, which few people would notice. A targeted plan would look quite different. The local paper would get the jobs created and the opening date. The regional business press would get the investment figure and a comment from the regional manager. The logistics trade press would get the capacity, the technology and what it means for delivery times. Three versions of one fact, each relevant to a different reader. It takes more work than a single mailing, but the result is likely to be better, and you will have made contacts you can use again. The same logic applies to a new store in Texas or a distributor in Mexico, and to a foreign brand arriving in a US state or a European region for the first time.
Frequently asked questions
Can I send a press release to a specific region?
Yes. Many platforms offer regional options, or you can build your own list of local journalists and send it directly. Ask to see which outlets you would reach.
Is a local press release better than a national one?
For news that only affects one area, usually yes. It competes with less noise and matters more to the reader. For national news, a national approach makes more sense.
Do I need a different release for each region?
Not a completely different one, but each version should include a local figure, a voice or a detail. That is what makes it relevant to a local editor.
How do I find local journalists?
Read the local outlets, note who covers your subject and find their professional contact details. Write to a few people personally rather than using a large purchased list.