Regional coverage doesn’t mean small. It means powerful
In PR, national coverage is often seen as the ultimate goal, and for many campaigns, that exposure genuinely matters. However, a persistent misconception is that regional media exists only as a gateway to national coverage, when in reality, it delivers impact well beyond that role.
Why regional media still matters
Regional media remains one of the most powerful ways to reach audiences who are not just large in number, but also highly engaged. While national media can deliver scale, regional media delivers something increasingly important: relevance. It speaks directly to communities, reflecting the places people live, the services they use, and the issues they care most passionately about.
How the regional media landscape has changed
The regional landscape has changed. Newsrooms have shrunk, specialist reporting is under ever-increasing pressure, and some dedicated local radio output is now syndicated across regions that span further afield. But that does not mean the opportunity has disappeared. It simply means campaigns need the right assets and a more considered approach, to hit the right audience.
Regional media as a launchpad for national coverage
Perhaps most importantly, regional media does more than deliver local reach. It often acts as a launchpad.
A strong segment on BBC regional television can generate momentum far beyond its patch. The best regional stories have the potential to be noticed, shared, and picked up by national programmes, particularly when they offer powerful visuals and a clear human story that appeals to people beyond a certain city or town.
What makes a broadcast PR campaign work on a regional level?
- Authentic local voices: Regional producers prioritise real people with genuine connections to the story. Depth and credibility are often what secure coverage.
- Strong filming opportunities: Regional outlets want content that feels rooted in place and is visually compelling. This could mean filming in a contributor’s home, or at a relevant local landmark.
- Flexibility: Regional media rarely works to a fixed timetable. Interviews may fall outside embargo dates, and some outlets prefer in-studio appearances. Greater availability can significantly increase coverage at a regional level.
How we can deliver regional campaign success
At markettiers, we have extensive experience tailoring UK-wide stories for regional audiences. Last year alone, we secured over 5,000 items of coverage across the BBC Regional radio network, helping stories reach every corner of the UK.
An example that highlights a regional-first approach is markettiers’ recent project with the National Water Safety Forum, which was planned in advance but activated quickly during the recent cold snap. The campaign delivered timely, life-saving advice about the dangers of frozen waterways and landed over 30 items of regional coverage, in large part due to having the assets required in the checklist above.
Regional media remains essential. It builds trust, drives action, and can be the first step towards national impact. If you want your next campaign to echo locally while still delivering standout national results, please get in touch.