How to Get Featured in Local Press (Without Paying for Ads)

Local journalists need content. Every day, they need stories to fill their pages and websites. Most businesses never think to reach out to them.

That's your opportunity.

A feature in local press does something ads can't: it creates credibility. When the local paper writes about you, you're not just another business. You're newsworthy.

Why Local Press Still Matters

"Nobody reads newspapers anymore."

Maybe not the physical ones. But local news websites get significant traffic. Local Facebook groups share articles constantly. People screenshot stories and share them.

And here's the thing: your ideal clients—people who live and work nearby—are exactly who reads local news.

A feature in your city's paper or a popular local blog puts you in front of thousands of potential clients. For free.

What Makes You Newsworthy?

Journalists don't write about businesses. They write about stories.

Your haircuts aren't a story. But these might be:

The journey. How you got here. Career changes, struggles overcome, unexpected paths into barbering.

The unusual. Something you do differently. A signature service, an unconventional specialty, a unique shop concept.

The community. How you give back. Free cuts for unemployed people, charity events, neighborhood involvement.

The expertise. Something you know that readers would find interesting. Trends, techniques, industry insights.

The milestone. Anniversary, expansion, award, significant achievement.

You don't need all of these. You need one good angle.

Finding Your Story Angle

Ask yourself:

• What's unusual about my path to becoming a barber?
• What do clients consistently comment on or ask about?
• What do I do that other shops don't?
• What's my opinion on something in the industry?
• What local cause or community do I support?

The story is already there. You just need to identify it.

Identifying the Right Outlets

Not all press is equal. Target strategically.

Local newspapers: Both print and online editions. Look for lifestyle sections, business features, or community spotlights.

City magazines: Monthly or quarterly publications that cover local businesses and personalities.

Local blogs: Neighborhood-focused sites, "best of" lists, lifestyle bloggers who cover local spots.

Local TV: Morning shows often have segments featuring local businesses. Harder to get but higher impact.

Podcasts: Local interview shows always need guests.

Make a list of 5-10 relevant outlets. Follow them on social media. Read what they cover. Understand their angle.

The Pitch

Journalists receive hundreds of emails. Most are terrible.

Here's what works:

Subject line: Clear, intriguing, local. "[City] barber offers free cuts to job seekers" beats "Exciting new barbershop announcement!"

First paragraph: The hook. What's the story? Why now? Why does it matter to their readers?

Second paragraph: The details. Background that supports the hook.

Third paragraph: The offer. What are you providing? Interview, photos, demonstration?

Keep it short. Three paragraphs maximum. They'll ask for more if interested.

Pitch Template

Here's a framework you can adapt:

---

Subject: [City] barber [interesting hook]

Hi [Name],

I noticed you cover local businesses in [City], and I thought you might be interested in [brief description of story angle].

[2-3 sentences expanding on the angle. What makes this interesting? What's the human element?]

I'd be happy to [offer: do an interview, host you for a visit, provide photos, demonstrate something interesting]. My shop is [location] and I'm available [flexibility].

Let me know if this sounds interesting.

[Your name] [Shop name] [Contact]

---

Personalize it. Reference something specific they've written. Show you've done your homework.

Timing Matters

Some times are better than others:

Best: Tied to something timely. Event coming up, seasonal relevance, responding to a trend.

Good: Quiet news periods. August, January (after holidays), mid-week.

Avoid: Breaking news days. Major local events. Right before holidays.

Tie-ins: Men's Grooming Day (August 17), Father's Day, back-to-school season, graduation season.

Create hooks around these dates.

If They Say Yes

Prepare for the interview:

Have your story down. Practice telling it concisely. Know your key points.

Prepare quotes. Think about soundbites. What do you want readers to remember?

Clean up the shop. They might take photos. Make it look its best.

Have high-quality photos ready. Professional shots of you working, the shop interior, before/afters.

Be available. Respond quickly. Make it easy for them.

After the Feature

Maximize the coverage:

Share everywhere. Social media, your website, email newsletter, in-shop display.

Thank the journalist. Quick email. They remember who makes their job easier.

Save it forever. "As featured in [Publication]" has lasting value.

Update your website. Add a press section with logos and quotes.

If They Don't Respond

Most pitches get ignored. That's normal.

Follow up once. A week later. "Just wanted to make sure this landed in your inbox."

Try a different angle. Maybe your first pitch wasn't compelling. Adjust and try again.

Try a different outlet. Different publications have different interests.

Keep building relationships. Comment on their articles. Share their work. Be helpful.

Persistence matters. The barber who pitches ten times will get coverage. The one who pitches once and gives up won't.

Alternative Approaches

Write for them. Some local publications accept contributed articles. "Tips for Choosing a Barber" or "Hair Trends for [Season]" positions you as an expert.

Create something share-worthy. A charity event, a community initiative, something visually interesting. Make news instead of just pitching it.

Partner with other businesses. Collaborative events involving multiple local businesses are more newsworthy than individual business stories.

Be a source. Let journalists know you're available as an expert source on grooming topics. When they're writing about trends, they might call you.

The Long Game

One feature is great. Regular coverage is better.

Build relationships with local journalists:

• Share their work on social media
• Send congratulations on good stories
• Offer yourself as a source for future pieces
• Create newsworthy moments throughout the year

Become the barber they think of when they need a quote about grooming trends or a local business angle.

The ROI

What's a feature worth?

Consider:

• Thousands of local readers seeing your name
• Credibility that advertising can't buy
• Content you can use for years
• SEO boost from links to your website
• Something that differentiates you from competitors

One good feature can bring clients for years. It's worth the effort to pitch.

Start This Week

1. Identify your story angle
2. Make a list of 5 local outlets
3. Find the right contact (usually lifestyle or business editor)
4. Draft a pitch
5. Send it

Most barbers will never do this. That's why those who do stand out.

The press needs stories. You have one. Make the connection.