Launching a new book is an exciting moment, and one of the best ways to spread the word is through local media. Whether it’s your hometown newspaper, community radio station, or regional magazine, local outlets love sharing stories about local talent.
The best part? Getting featured doesn’t require a PR degree or a big marketing budget – just a little strategy, persistence, and heart.
Here’s how to connect with local media and gain meaningful coverage for your book release.
1. Start by Finding the Right Outlets
Begin by researching media in your area that highlight local stories, arts, and culture. Look beyond just newspapers – local TV stations, podcasts, and community newsletters can all help get your name out there.
Look for:
- Local lifestyle magazines
- Arts or book sections in your city newspaper
- Community radio shows or podcasts featuring local creators
- Regional TV programs that spotlight local success stories
Collect the names of editors, producers, or hosts who cover books, arts, or human-interest stories – these are your key contacts.
2. Craft a Simple, Compelling Pitch
Your goal is to make it easy for them to see why your story matters to their audience.
A strong pitch email includes:
- A short, engaging subject line (e.g., Local Author Launches Inspiring New Novel About Second Chances)
- A quick intro: who you are and your local connection
- A few sentences about your book and what makes it newsworthy (timely topic, inspiring message, unique local tie-in, etc.)
- A clear call to action – such as inviting them to review your book, feature you in a story, or attend your launch event
Example opening:
Hi [Name],
I’m a local author based in [City], and I’m releasing my new book, Title, this [month]. It’s a [genre] novel set right here in [location] and explores themes of [topic]. I’d love to share the story behind the book with your readers/listeners.
Keep it conversational and focused on how your story serves their audience.
3. Highlight Your Local Connection
Local media thrives on community pride. Lean into your roots – mention how your hometown, local experiences, or community values influenced your writing.
If your story has settings inspired by real places, local events, or people who shaped your journey, mention those connections. It makes your story feel personal and relatable, which helps the media see why their audience will care.
4. Provide Ready-to-Use Materials
Make life easier for journalists by preparing a press kit that they can quickly reference for details. This can include:
- Your professional author bio (short and long versions)
- A high-resolution author photo and book cover image
- A short press release (with book details and launch info)
- Links to your website, social media, and online book retailer pages
These materials show that you’re professional and organized – two things editors appreciate when deciding what to feature.
5. Invite Them to Your Launch or Local Events
If you’re hosting a local book signing, reading, or launch party, invite local reporters or radio hosts to attend. Even if they can’t make it, your event may still be mentioned in a community calendar or arts roundup.
Pro tip: Offer to provide a few photos or short clips after the event. Local outlets often use follow-up stories if they missed the live coverage.
6. Follow Up Politely (and Gratefully)
If you haven’t heard back within a week or two, send a gentle follow-up email. Thank them for their time and restate that you’d love to share your story with their audience.
If you do get coverage, always thank them publicly and privately. A shout-out on social media or a handwritten note goes a long way. Building genuine relationships with local media can open doors for future coverage, too.
7. Share the Coverage Widely
When you’re featured, make the most of it!
- Share links and photos across your social media platforms
- Add “As Seen In [Local Outlet]” to your website or bio
- Mention it in your newsletter or author updates
This not only builds your credibility but also helps the media outlet reach new readers, making this a win-win for everyone and increasing the chances that they’ll cover your future releases.
Local media coverage is about more than publicity; it’s about connection. Your community wants to celebrate your success, and sharing your story helps readers feel part of your journey.
Approach your outreach with authenticity, gratitude, and confidence. You’ll not only build buzz for your book release but also strengthen the relationships that make your writing life richer and more rewarding.