Michelle Boggis, Account Manager
PR guru Max Clifford recently described regional magazines as “an antidote to the nasty and negative culture of national newspapers” in his column in the glossy county magazine, Surrey Life, and this has got me thinking – should we as PRs be re-emphasising the value of regional profiling to our clients?
PRs are often briefed to secure coverage in national newspapers, the ‘holy grail’ of a PR campaign, because undoubtedly, national press coverage equals exposure to a wide range of potential customers.
But this does not mean that we should underestimate the power of regional coverage, especially when, as Clifford says, “local magazines are a force for good within society” and I fully believe it’s important to have just as good a local profile as it is to have one nationally.
I also agree with Clifford (something I never thought I’d say!) when he says, “As the national press gets ever more hostile and ever more economical with the truth, I think it’s increasingly important that people in their local areas get to know what’s really going on and really happening and also read a magazine that actually cares about the quality of life”.
Having picked up a copy of Kent Today, a free monthly regional magazine, I was intrigued to see a well-known Michelin starred chef featured as the front cover story. This TV chef and restaurateur was born and bred in Kent and what struck me most about the interview was how positive it was. It was so refreshing reading good news for once!
After all, in the words of Mr. Clifford himself, “I live in a beautiful place but work in a savage world. There’s an awful lot of good things going on – you won’t know that from reading the national press but you might know that from reading your local publications.”
I think this is a really interesting piece. Max should never be underestimated and if he hasn't a point here, he has the ability to turn it to his favour - oh the power of persuasion and good PR!
ReplyDeleteI have always thought of regional press vital - as long as it is relevant for your brand. Shoe horning rarely works as regional journos. are just as clever as their national cousins, and can just as easily smell a rat. Anyway, we all know that everything now goes on line and all those regional stories are eventually filtered into the nationals in the end - if they are worth the print.