5 PR Strategies That Help Consumer Brands Get Featured in Local Media

Landing local media coverage is like building bridges: it takes storytelling, timing, and relationship strategy. Big brands like Liquid Death don’t rely purely on ads—they generate buzz through stunts, guerrilla campaigns, and provocative branding that press can’t ignore. Their campaigns lean into personality and controversy in small, memorable packages (from coffin-shaped coolers to punk-metal visuals) that spark coverage without big budgets.

But for smaller local brands, the tactics can be more grounded and still effective:

1. Lead with story, not product (e.g. a founder’s origin, a community mission)

2. Tie your story to local culture or current events (holiday, city anniversary, regional issue)

3. Create hooks: launch events, pop-ups, giveaways, “first in city” moments

4. Build relationships: comment on reporters’ work, send them relevant ideas (don’t just spray press releases)

5. Use metrics + impact in your pitch (e.g. “We increased foot traffic by 30%” or “We serve 3,000 at our free event”)

When your message fits local context and humanizes your brand, you don’t just pitch press—you earn it.