Look, I get it. You see your competitor on the local news or featured in a Brisbane lifestyle blog and you think, "How the heck did they manage that?"
It feels like they’ve got some secret connection or they’re spending a fortune on a fancy PR agency in the city. Most small business owners I talk to think PR is just for big corporations with massive budgets and a dedicated 'head of communications.'
Honestly? That’s rubbish.
Local PR is actually one of the best ways to get your phone ringing because it builds trust faster than almost anything else. When a local paper or a popular community site talks about you, you aren’t just another ad in the feed. You’re a recommended local expert.
But here’s the problem: most business owners go about it completely the wrong way. They treat it like a chore, send out a boring email, and then wonder why nobody replied.
If you want to get featured without burning cash or wasting hours of your life, you need to avoid these common traps.
1. Sending a 'Me, Me, Me' Press Release
This is the biggest mistake I see. A business owner decides they want some 'publicity,' so they write a three-page document about how they’ve just reached their 10th anniversary or bought a new delivery van.
I’ll be blunt: the local news doesn’t care.
Journalists and editors are incredibly busy. They aren't looking to give you free advertising. They're looking for a story that their readers will actually want to click on. If your email reads like a brochure, it’s going straight in the bin.
Instead of talking about yourself, think about the community. Are you doing something that actually helps people in your suburb? Are you solving a weird problem that’s been bothering locals? That’s the stuff that gets picked up.
If you’re just looking for quick visibility and don’t have a 'story' yet, you’re often better off looking at which local ads actually work for your specific industry instead of chasing a journalist for three weeks.
2. Thinking the Courier Mail is the Only Goal
Everyone wants to be in the big papers. It feels good for the ego. But for a local plumber in Chermside or a cafe in Paddington, being in a national or state-wide paper is often a waste of time.
Why? Because 95% of the people reading that story can’t buy from you. They live in Cairns or the Gold Coast.
You want to go where your actual customers are.
Think about the local community Facebook groups, the 'West End Magazine' style publications, or even the school newsletter. These smaller outlets are hungry for content and their audience is 100% local. If you get mentioned there, the people reading it are actually in your service area.
"The best PR doesn't come from a national headline; it comes from being the business that everyone in your specific three-suburb radius is talking about on a Tuesday morning."
— Angus Smith, Founder & Marketing Director
3. Treating It Like a One-Night Stand
PR isn't a 'one and done' thing. You can't just send one email and expect to be famous. It’s about building relationships.
I’ve seen guys spend a week trying to get a story in the local rag, get one mention, and then never speak to that journalist again. That’s a massive waste of effort.
If a local blogger or reporter writes about you, thank them. Share their article on your social media. Tag them. Keep them updated on what you’re doing. Next time they need an expert opinion on something related to your industry, you’ll be the first person they call.
This is very similar to how we tell clients to handle local sponsorships. If you just throw money at a footy club and walk away, you’re donating, not marketing. PR is the same—you have to stay involved to see the real return.
4. Forgetting the 'Phone Test'
Before you spend any time on PR, you need to ask yourself: "If 100 people saw this today, is my business ready for them?"
I’ve seen businesses get a great write-up in a local blog, but their website is a mess. It doesn't work on phones, the 'Contact Us' form is broken, or there’s no clear phone number to call.
You’ve done the hard work of getting the attention, but you’ve left the gate locked.
PR is a 'top of the funnel' activity. It gets people interested. But if you want to win more local jobs from that interest, your website needs to be a machine that turns visitors into enquiries. If your site is rubbish, you’re just paying for 'fame' that doesn't pay the bills.
5. Ignoring the 'New' Media
Traditional newspapers are struggling. We all know that. But 'Local PR' today isn't just about ink and paper.
It’s about the person who runs the biggest 'Community Noticeboard' group on Facebook. It’s about the local mum who has 5,000 followers on Instagram and lives two streets away from your shop.
If you ignore these people because they don't work for a 'real' media company, you’re missing out on the easiest wins available. A recommendation from a trusted local influencer can result in more phone calls in 24 hours than a half-page ad in a regional paper ever will.
How to Actually Do This (Without Losing Your Mind)
If you want to start getting some local runs on the board, don't overcomplicate it. Here’s the simple plan I’d give a mate:
1. Find your 'Hook': What’s one thing you’re doing that isn't just 'selling stuff'? Are you donating to a local charity? Did you hire three local apprentices? Have you found a way to fix a common Brisbane problem (like deck rot or termite season)? 2. Make a List: Find 5 people who talk to your customers. This could be a local journalist, a Facebook group admin, or a local blogger. 3. Send a Human Email: Don't use a template. Just say, "G’day [Name], I’m [Your Name] from [Business]. I saw your story on [Topic] and thought you might be interested in [Your Hook]. No worries if not, just thought it might be a good fit for your readers." 4. Follow Up Once: If they don't reply, wait a week and send one polite follow-up. If they still don't reply, move on.
Is PR Worth the Effort?
Honestly? It depends on your stage of business.
If you’re just starting out and you need leads tomorrow, PR is probably not the answer. It takes time and there are no guarantees. You’re better off putting your energy into direct marketing that gets the phone ringing immediately.
But if you’ve got the basics sorted—your website works, you’re getting some steady work, and you want to become the 'go-to' name in your area—then local PR is a power move.
It builds a level of authority that your competitors can't just buy with a bigger ad budget.
If you’re feeling stuck or you’re tired of burning cash on marketing that doesn't work, we should have a chat. We help Brisbane businesses sort the wheat from the chaff so you can focus on running your business while we get the phone ringing.
Drop us a line at Local Marketing Group and let’s see if we can help you get the recognition you actually deserve.