Founders often overlook the power of local media when building their communications strategies. Many assume that local press isn't significant or that it only serves small audiences. This is a mistake. Publications like the Tampa Bay Times or The Boston Globe can effectively reach hard-to-access demographics such as small business owners and educators. The author emphasizes that local stories resonate well, especially when they highlight community-driven narratives that can amplify brand recognition. The piece draws from the author's experience at Square, where they successfully leveraged local press by focusing on customer stories rather than the technology itself. By identifying cities with high user engagement, the author connected with local businesses that benefited from Square's services. These narratives not only increased brand visibility for Square but also provided the businesses with exposure. The article illustrates this strategy further by examining SecureBio, a nonprofit that needed local context to garner attention from The Boston Globe. Their tactics included engaging the community directly and showcasing real local involvement, which made the story relevant and compelling. To successfully pitch to local media, founders should target the right publications and reporters. The author recommends researching local outlets and understanding which reporters cover technology or startups. For instance, Hiawatha Bray from The Boston Globe has a background in tech journalism and regularly covers startups. Engaging the right reporter can enhance the chances of getting a story published. Lastly, when crafting a pitch, it's essential to identify a strong news hook or angle that ties into local culture or trends, making the story more appealing to local audiences.