Some ideas on how to gain local media coverage.

Wherever you are, there will be local press, some free some paid for. Your local media are always interested in news, but by ‘news’ they mean information that will be of real interest to a majority of their readers. If you can deliver this then you will gain local media coverage of your business.
In an ideal world, you should be sending a press release every month.
So what can you do to achieve this? Examples include:

1. Give something away for free:

Examples include money off vouchers and branded umbrellas etc to individuals

For business customers this could include a recent white paper

2. Write a press release. Here are a few example subjects:
   
   
• The announcement of a joint venture with other local businesses.
• An announcement that you are recruiting members to your local referral group or networking group.
• A case study of how you managed to solve a tricky problem for a local customer.

Gain better SEO(Search Engine Optimisation) by publishing online to your website and social media.

3.      Take the role of the local expert. Put yourself forward to your local media as an expert in consumer and business insurance.

Every time an investment/insurance story is being covered, you will be called upon, as the local expert, to comment on it.

4. Use local events, fetes and county shows. Helium balloons are an easy way to get noticed and the kids will push parents to your stall to get one for free! All are potential new clients.
5. Use local sponsorship marketing to generate awareness, media coverage and a positive positioning for your company. This could be local sports competitions or supporting a local charity.
6. Organise a local survey and publish the report. 

Plan for seasonal sales periods. Eg ISA season or tying in with events such as Mothers Day or Valentines Day or even the Football World Cup.
See this useful online guide to PR methods and techniques.

Costs

If you manage your own PR, then the costs are limited to company time/salaries.
If you employ a professional PR executive (freelance or agency) then budget for their fees.
If you decide to offer free offers/give-aways in your local press then you will need to budget for the associated costs of buying the chosen goods/services.

Some legal guidance

If a substantial gift or incentive is part of your proposed strategy, check its legal status using:

• The 2010 Bribery Act (UK)

Note: always speak to a lawyer (and potential new customer?!) to get up-to-date legal advice before implementing your plans and also check with your compliance department to ensure you are not breaking any rules or regulations.