Most Brisbane business owners hear the term 'PR' and immediately think of expensive Sydney agencies, glossy magazines, or crisis management. In reality, local PR is simply the art of becoming a known character in your community’s story.
In 2026, the media landscape has shifted. While national broadsheets are struggling, hyper-local news—community Facebook groups, regional digital papers, and Brisbane-specific lifestyle blogs—is thriving. For a small-to-medium business (SMB), landing a feature in the City North News or a shout-out on a local community radio station is often more valuable than a blink-and-you’ll-miss-it mention on a national news site.
Here is how to master the fundamentals of local media outreach to grow your brand footprint.
1. Find Your 'Local Hook'
Journalists don't care that your business exists; they care about what your business is doing for the community. To get noticed, you need a hook that resonates with a Brisbane audience.Ask yourself: Are you solving a specific problem unique to your suburb (e.g., a new initiative to reduce waste in West End)? Are you hitting a significant milestone (e.g., the 50th year of a family-run Kedron workshop)? Do you have unique data about local trends (e.g., a real estate agent sharing insights on the most popular streets for first-home buyers in Chermside)?
Instead of shouting about your services, focus on how you can build local authority by providing value or interesting information to your neighbours.
2. Build Your Australian Media List
You don't need a database of 5,000 contacts. For a local business, a targeted list of 10–15 key people is far more effective. Start by identifying:1. Hyper-local digital news: Think The Brisbane Times, InQueensland, or suburb-specific 'Patch' style sites. 2. Community Radio: Stations like 4ZZZ or 96.5 FM often look for local experts for short segments. 3. Industry-specific bloggers: If you run a cafe, who are the Brisbane foodies writing about the best brunch spots in the CBD? 4. Local Influencers: Not the 'lifestyle' influencers with fake followers, but the community leaders who run the 'Community Hub' Facebook groups.
3. The Art of the 'Anti-Press Release'
Gone are the days of sending a three-page PDF attachment. Modern journalists are time-poor and likely checking emails on their phones between meetings. Your pitch should be direct, personal, and brief.The 'Perfect Pitch' Structure: Subject Line: Must include the suburb or 'Brisbane' to flag local relevance. The Lead: One sentence explaining the news and why it matters now. The Proof: 2–3 bullet points of facts or data. The Offer: State clearly that you are available for an interview or can provide high-res photos.
Remember, the goal isn't just the mention; it’s about measuring ROI through increased foot traffic, website enquiries, or social following.
4. Leverage Your Physical Presence
PR isn't just about digital or print media; it’s about public relations in the literal sense. If you have a physical storefront in Brisbane, your shopfront is your best billboard.Engaging in community events or hosting a small workshop can generate 'organic PR' through word-of-mouth. This is especially effective when you focus on winning the footpath within a 500-metre radius of your front door. When the local community talks about you, the local media eventually follows.
5. Implement and Follow Up
If a journalist doesn't respond to your first email, don't take it personally. Follow up once, three days later. If they still don't respond, move on to the next angle.Actionable Checklist for this week: Identify three local news outlets that your customers actually read. Draft one 'hook' based on a recent success or community initiative your business has undertaken. Find the specific email address of the 'Community' or 'Lifestyle' editor—avoid generic 'admin@' or 'info@' addresses.
Conclusion
Local PR is a marathon, not a sprint. By consistently offering value to local journalists and positioning your business as a pillar of the Brisbane community, you build a level of trust that paid advertising simply cannot buy. Stop waiting for the media to find you—start telling your story.Ready to dominate your local market? At Local Marketing Group, we help Brisbane businesses grow their presence through strategic, actionable marketing. Contact us today to see how we can put your business on the map.