PART ONE
This is the introduction to a multi-part series exploring hyperlocal content and its impact on public relations. Articles will be updated weekly and archived in my blog. The "current" installment can be found on the main web site.
One of the growing trends in journalism is hyperlocal content.
There are now web sites that offer content on a level that is about as local as you can get. Everyblock.com, WikiCity, Baristanet, and a wide range of others allow bloggers, citizen journalists and others to connect on a level as intimate as your block.
What can this mean to public relations?
It is simple. Imagine the power of a person who lives down the street, a person you know and trust, your neighbor, talking about a product, service or business in their blog - a blog which is read by everyone in the neighborhood. It is an intimate level of trust that traditional media have struggled to attain, and many would argue has been lost.
For years, community newspapers – you know, the small town weeklies – have taken a hyperlocal approach to news. When I was an editor and publisher of one such paper, the owner of the paper gave me this piece of advice – “If it didn’t happen in your town or to your town, it ain’t news!”
And unlike much of the industry, these papers have weathered the recession and transition to digital journalism surprisingly well. An August report by the Associated Press noted that smaller community newspapers are not just surviving, but some are thriving.
I believe this is because of their focus on very local content.
And remember, hyper local is not just local. It is more than that. Yes, it can be the city council meeting, but it can also be neighborhood association news, coverage of the block or street party, an announcement of a community-wide garage sale, or a blogger talking about the new pizza joint on the corner.
Or talking about your business.
Additionally, hyperlocal is not just about content. It can have an impact on your advertising strategy, too.
The challenge then, becomes getting that blogger, or that community journalist, or that citizen journalist, to talk about your business on a local and intimate level.
This becomes the challenge.
While you must keep up traditional public relations, PR 2.0, and social media, hyperlocal will become part of the mix.
Which sites are valid? Which sites are strong in the communities you target? Which bloggers are best read? Is a particular site legitimate or is it run by someone with a bone to pick? How do you approach hyperlocal sites?
These are the ideas we'll be exploring over the next few weeks. I hope you'll join me on this trip.
