In today’s crowded media landscape, it’s important for businesses to find a media strategy that helps them cut through the noise and connect with the audiences that matter most. For B2B organizations, media coverage is important for different reasons than those in the B2C market. Rather than promoting a product to a consumer, B2B companies are aiming to promote their expertise. That said, a strong B2B media strategy often will not directly increase revenue, but it can quickly build credibility and visibility that is critical for long-term organizational growth. 

Start by Defining Goals

Many businesses ask themselves, “Should we chase national headlines, or focus on local coverage?” However, it’s rarely an either/or decision. Both can be powerful, but their impact depends entirely on your objectives and your audience. Your business might have a goal of strengthening brand reputation, increasing website traffic, or reaching a new demographic. Reaching each of those goals can benefit from a different mix of media coverage. Narrowing in on those priorities first makes it much easier to determine whether local, national, or a combination of both is the right path.

The Role of National Media

National outlets offer scale and prestige. A feature in a publication like Bloomberg or an appearance on CNBC can introduce your business to a broad audience and elevate your credibility in the market. For larger organizations, or those looking to shape industry-wide conversations, this kind of exposure is tremendously valuable. However, smaller companies shouldn’t shy away from attempting national coverage, as it can be a great way to leverage more local, targeted opportunities. When you land a household-name feature, that is a fantastic asset to use in your pitch to more niche or local publications, as it shows that your story has already caught the attention of respected national outlets.

Why Local Coverage Matters

At the same time, local outlets often deliver more tangible impacts. For example, for companies in the senior living industry, a story in a regional lifestyle magazine puts their message in front of families making decisions right now. If you are helping attract media coverage for a higher education institution, a local news feature strengthens the schools’ presence in the community it serves and increases brand awareness. For professional services firms, being quoted in a trusted regional business journal builds credibility with prospective clients and decision-makers. 

How to Strike the Right Balance

The strongest strategies are a happy-medium of national and local coverage, aligning with the story being told and the target audience. 

• Start with the goal(s): Focus on national platforms when the aim is broad awareness; turn to local media when the objective is engagement or action within a community.
• Match the outlet to the story: Data-driven insights or big-picture trends often land well nationally. Human-centered stories that are relevant to specific communities are attractive to local outlets.
• Play the long game. Consistent local coverage builds credibility that can eventually lead to larger national opportunities, and vise-versa. 

This kind of exposure is known as earned media because it’s exactly that—earned, not paid for. Earned media is one of the most effective ways to build trust. For B2B organizations, it strengthens visibility, leads to trusted relationships, and demonstrates authority in ways that advertising alone can’t achieve.

For higher education, this could consist of pairing a national story on the future of learning with a local piece about an entrepreneurial program connecting students with businesses in the area. Senior living providers might pursue local coverage of an innovative approach to senior group fitness while also contributing to national conversations about aging. Professional service firms can combine national thought leadership with local client success features to highlight both expertise and impact.

Key Takeaway

A successful media strategy is more than making a big headline. It’s about ensuring your story reaches the audiences who matter most. Sometimes that’s through a national platform, sometimes through a trusted local outlet, and more often than not, it’s a thoughtful mix of both.