Want to see your business news published in Cascadia Daily News, Bellingham Herald, Lynden Tribune or Business Pulse magazine? One way to get your business mentioned by local media outlets is through earned media, which refers to publicity gained through organic means rather than paid advertising or owned channels. It includes news coverage, word-of-mouth, social media shares, online reviews and mentions by influencers or customers.
Unlike paid media, which involves direct payment for exposure, earned media is based on credibility and audience interest, often making it more trusted by consumers. It results from strong public relations efforts, compelling content or positive customer experiences that encourage people to talk about and share a brand, product or service.
Local reporters are often looking for stories that connect with their audience. Here are three types of business news that may be worth pitching to a journalist in Whatcom County:
- Major changes. Hiring events, expansions, new locations or, unfortunately, closures.
- Local impact. Partnerships with other businesses, contributions to the local economy or business activities that align with national or international trends.
- Noteworthy. Launching a groundbreaking product, securing a large contract or receiving an industry award.
Knowing when to pitch is important but knowing when not to pitch matters just as much. Avoid pitching purely promotional content. Before reaching out, ask yourself: Is there a genuine news angle?
Example: “XYZ Bakery is offering 20% off cookies this Friday.” That news is a better fit for sharing through your company’s blog, email and social media channels.
If the cookie sale were part of a weekend event where a percentage of all sales benefited a local nonprofit and a local influencer joined in to help bake the cookies, that could be considered newsworthy.
Also, consider timing your pitch if it is an event—journalists appreciate receiving media pitches a week or two ahead of a planned event—and be mindful of major local or national events that could overshadow your news.
How to craft a great media pitch
Reporters generally prefer email pitches because it helps them manage their time and keep track of information. Keep yours concise and explain why your news matters to their audience. Personalize it based on the reporter’s beat (e.g., business, food, etc.).
Example: “Your readers may be interested to know that XYZ Manufacturing is expanding and hiring 50 new employees. We’re hosting a job fair May 5 and hope to connect with Whatcom County residents eager to join our award-winning team.”
If they don’t respond, follow up with a gentle nudge a few days or a week later, but don’t be a pest.
How to build relationships with local journalists
Read and engage with their work. Like and share their content. Respond promptly to inquiries and always thank them for coverage when it occurs. You can learn more about building trust with journalists in this blog post. Earning media coverage is a great way to build credibility and reach new customers in Whatcom County. By using these tips as a guide, you’ll be on your way to successfully sharing business news in Bellingham and beyond. And if you need help, consider hiring a professional like Bellingham PR & Communications. We have developed press releases and media pitches that have helped local companies share business news since 2009.
