Building local authority is the 'secret sauce' that separates successful Brisbane businesses from those that struggle to rank on page one. While technical SEO is important, strategic PR earns you the high-quality local backlinks and brand mentions that signal to Google you are a trusted leader in your community.
In this guide, we will walk you through the exact process of identifying local stories, pitching to Australian media, and leveraging community connections to skyrocket your local SEO.
Prerequisites: What You’ll Need
Before you start, ensure you have the following ready:- A functional website: Your site should be mobile-friendly and professional.
- Google Business Profile: Verified and updated with your correct ABN details.
- A 'Newsworthy' Angle: Something beyond just "we are open for business."
- Time: PR is a marathon, not a sprint. Allocate 2-4 hours per week.
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Step 1: Identify Your Unique Local Angle
National news outlets care about broad trends, but local outlets—like the Courier Mail, Brisbane Times, or your local Quest Community Newspaper—care about people and community impact.Ask yourself:
- Are you hiring 10 new staff members from the local area?
- Are you donating a percentage of profits to a Brisbane charity?
- Have you reached a significant milestone (e.g., 20 years in the same suburb)?
Step 2: Audit Your Local Competitors
See where your competitors are being mentioned. Use Google Search with terms like"Competitor Name" + "News" or "Competitor Name" + "Interview".
If they appeared in a specific local blog or industry journal, that outlet is likely open to hearing from you too. Create a spreadsheet to track these outlets.
Step 3: Build a Targeted Media List
Don't blast every journalist in Australia. Focus on those who cover your specific region or industry.- Search for journalists on LinkedIn or Twitter who cover "Brisbane Business" or "Queensland Lifestyle."
- Look for local community Facebook groups where admins often share news.
- Identify local bloggers and podcasters who cater to a Brisbane audience.
Step 4: Create a 'Press' Page on Your Website
Before reaching out, make sure you look professional. Create a/press or /media page.
Include:
- High-resolution headshots and team photos.
- A high-quality version of your logo.
- A brief "About Us" section including your ABN and history.
- Contact details for media enquiries.
Pro Tip: Google loves 'E-E-A-T' (Experience, Expertise, Authoritativeness, and Trustworthiness). Having a dedicated press page with your ABN and professional bio helps tick these boxes.
Step 5: Master the Art of the 'Local Pitch'
Journalists are time-poor. Your pitch should be concise.- Subject Line: Must include [LOCAL STORY] and the suburb name.
- The Value: Offer an interview or exclusive photos.
Step 6: Leverage 'Newsjacking' for Local Trends
Is there a major event happening in Brisbane? (e.g., The Brisbane Festival or a major infrastructure project). If you can provide an expert opinion on how this affects local residents or businesses, you can 'jack' the news cycle to gain mentions.Step 7: Sponsor a Local Event or Charity
This is the most reliable way to get a high-quality local backlink. When you sponsor a local footy team or a charity gala, they will usually list you on their 'Sponsors' page. These.org.au or local business links are gold for SEO because they are geographically relevant.
Step 8: Apply for Local Business Awards
Winning (or even being a finalist) for the Lord Mayor's Business Awards or local Chamber of Commerce awards provides massive authority. These organisations usually write a profile on finalists, providing a powerful backlink and a 'badge of honour' you can display on your site.Step 9: Use HARO and SourceBottle
Sign up for SourceBottle (which is very popular in Australia). This platform connects journalists looking for sources with business experts. Filters your alerts for "Business," "Lifestyle," or "Regional Queensland."Step 10: Optimise Your Mentions for SEO
If a local news site writes about you but doesn't link to your website, reach out politely. "Hi [Name], thanks so much for the feature! Would you mind adding a link to our website so your readers can find more information easily?" Screenshot Description: You should see a polite, short email draft in your 'Sent' folder.Step 11: Amplify Your PR Success
Once you get a mention or a link:- Share it on your Google Business Profile as an 'Update'.
- Post it on LinkedIn, tagging the journalist and the publication.
- Include the logo of the publication on your homepage under an "As Seen In" banner.
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Troubleshooting Common Issues
- "No one is replying to my emails": Your subject line might be too 'salesy.' Ensure it sounds like news, not an ad. Try following up exactly once, three days later.
- "I don't have a story": You don't need a revolution; you just need a perspective. Conduct a small survey of your customers about a local issue and release the results. Media love data.
- "The links are 'No-Follow'": Don't panic. Even 'no-follow' links from high-authority local sites provide 'brand signals' to Google and can drive direct traffic.
Summary & Next Steps
Building local authority through PR isn't about being famous; it's about being relevant. By consistently appearing in local news and community sites, you build a 'moat' around your business that competitors can't easily replicate with paid ads. Your immediate action plan:- Identify one local charity or event to support this month.
- Create your 'Press' page on your website.
- Sign up for SourceBottle alerts.
Need help crafting a PR strategy that actually moves the needle on your SEO? Contact the team at Local Marketing Group today for a strategy session tailored to the Brisbane market.