Many companies dream of a spot in the national media. An article in the AD, a segment on RTL News, or a mention in the Volkskrant feels like the jackpot. It's understandable. The reach is vast and the name is well-known.
But those who only focus on national media miss an important part of the PR playing field. Local media can be at least as valuable. Especially for companies with a regional link, a niche story, or specific news relevant to a particular city or province. Still not convinced? Feel free to read on.
Why Local News Works So Well
Local media view news through a different lens. They don't need to make every story relevant to the entire country. Their question is simpler: why is this interesting for our local readers?
This makes local PR opportunities very strong. A restaurant opening in Hilversum might be too specific for national media, but for regional media, it's very relevant. When Spaghetteria opened a new branch there, it received attention from hospitality media (Misset Horeca), but also in regional titles (De Gooi- en Eemlander, het Gooisch Dagblad, Live Hilversum).
The same applies to Cinema Culinair, which came to Groningen earlier this year. That news was picked up by, among others, the Dagblad van het Noorden, the Algemeen Dagblad, Sikkom, and Indebuurt Groningen. The story was exactly at the intersection of lifestyle, culture, and regional news.
Niche is No Disadvantage
Many companies think their story is too small for PR. An award, a new location, or a local initiative might not feel big enough. But these topics can work very well locally.
Take De Bonte Koe. Owner Amy Klein sent a press release via Presscloud about her win as Rotterdam Businesswoman of the Year 2025. For national media, that might be just one of many business awards. For regional media, it's a personal business story with a clear local link. Just look at Google!
The opening of De Bonte Koe’s Chocolab also led to publications in local media, including Indebuurt and Schiedam24. Not because chocolate suddenly became world news, but because a well-known local brand did something new.
Local Media Build Trust
A publication in local media offers more value than reach alone. The reader recognizes the location, maybe knows the street, or has heard of the company before. This makes the news feel relevant and credible more quickly.
This was also seen with De Karel, the rocking charity train traveling through the Netherlands. The initiative received attention from, among others, the Brabants Dagblad, Eindhovens Dagblad, Heusden Nieuws, and Zaanstad News. The highlight took place in Zaandam: handing over a record amount of more than €150,000 to KWF Kankerbestrijding.
That's exactly where the lesson lies. A national initiative can become local news once you connect it to a place, person, milestone, or moment. Therefore, local media are not a second choice. They are often where a story begins to move.
