So, if Wallace can get a local news crew down to feature Norbot, his “helpful” garden gnome and have customers beating a path to his door, what’s stopping you?
I loved this latest instalment which I watched over Christmas with a plate of cheese – not Wensleydale, can’t abide it – and l was giggling like an idiot at the characters, Anton Deck and then “Onya Doorstep” who turns up to interview Wallace.
Genius!
Let’s recap and see what you can learn for your own PR.
If Wallace Can Harness the Power of the Press, So Can You
In “Vengeance Most Fowl” (stop sniggering at the back) Wallace and Gromit are back, and this time they’re taking on rogue gnomes and cunning penguins with the help of, wait for it… local TV news!
In their latest escapade, our intrepid inventors appear on the fictional “Up North” news show to spread the word about their latest invention. And if Wallace can use local press to his advantage, why not you?
In the world of PR, there’s often a temptation to focus solely on big-ticket media outlets: national newspapers, glossy magazines, or viral social media campaigns. But as Wallace (and Gromit’s ever-watchful eyes) remind us, the power of local press should not be underestimated. Here’s why and how you can follow their lead.
Local Press Builds Trust
The charm of local press lies in its relatability. These outlets speak directly to communities, often featuring stories that are overlooked by national platforms or…are then wicked up by them!
That’s a BONUS reason to think small to win BIG.
In the same way Wallace’s eccentric charm strikes a chord with viewers of “Up North,” your business or initiative can connect with people who see your story as their story.
Whether it’s a local news segment or a community newsletter, being featured in the local press fosters authenticity and trust.
It’s Cost-Effective
Unlike national campaigns that can require hefty budgets, local press opportunities are more accessible.
Wallace didn’t need a national platform to reach his neighbors; a spot on “Up North” did the trick. Your press release about a new product launch, community event, or local achievement might be just what a regional journalist is looking for to fill their airtime or column inches.
The Domino Effect
Local press coverage often snowballs into broader exposure. That quirky “Up North” segment about Wallace’s smart gnome might just catch the eye of a national producer or go viral online. In real life, many national stories start as local ones. A well-placed piece in a local outlet could be your golden ticket to bigger things.
Wallace’s PR Playbook
So how can you channel your inner Wallace and harness the power of local press? Here are some tips:
- Be Newsworthy: Think about what makes your story unique or timely. Are you solving a local problem? Launching something that’ll benefit the community? Don’t be afraid to highlight your quirks—they make you memorable.
- Build Relationships: Just as Wallace is on a first-name basis with the “Up North” team, get to know your local journalists. A friendly email or phone call can go a long way in getting your story noticed.
- Tailor Your Pitch: Understand what makes your local media tick. What kind of stories do they typically cover? Position your pitch so it aligns with their interests.
- Leverage Visuals: Wallace’s inventions are always visually striking (who could forget the Techno Trousers?). Similarly, compelling photos or videos can make your story more appealing to editors.
- Be Persistent: If at first you don’t succeed, try again. Wallace’s inventions rarely work perfectly on the first attempt, but he never gives up. Follow his example and keep reaching out.
A Final Thought
Wallace’s use of local press in “Vengeance Most Fowl” is a masterclass in grassroots PR—charming, resourceful, and impactful. It’s a reminder that big results often start with small, well-placed efforts. So, whether you’re launching a new product, opening a store, or hosting an event, remember: if Wallace can do it, so can you. After all, it’s the local connections that often make the biggest difference.