Leveraging Local Media Outlets for PR: Proactive Obituaries and Event Coverage

Why Earned Media Is Your Most Powerful Marketing Asset

Local journalism is struggling. Reporters are overworked, underfunded, and hungry for good story ideas. But here's the opportunity: if you provide value (a genuine community story, easy access, accurate information), reporters will cover your funeral home—and that coverage is more credible than any advertisement you could buy.

When a family reads a newspaper article about your grief support group or sees your director quoted as a funeral profession expert, they think: "This funeral home is established, trusted, involved in the community." That credibility cannot be purchased through advertising.

Additionally, earned media (news coverage) boosts SEO. When local news sites link to your website or mention your business, search engines recognize that as third-party validation. A single local news story can drive 50-200 website visitors and improve your search ranking for local keywords.

The Financial Impact of Strategic PR

Consider the contrast between DIY media efforts and professional PR strategy:

The Media Relations Strategy (4-Phase Framework)

Phase 1: Identify & Build Relationships (Weeks 1-2)

Don't pitch stories to random reporters. Build relationships with reporters who actually cover community and obituary topics in your area.

Find relevant reporters: Search your local newspaper website for "community," "obituary," and "human interest" stories. Look at bylines. Note reporters' names and beats. Do the same for local TV stations, radio stations, and online news sites (like community blogs, local business journals, etc.).

Create a simple reporter list:

Phase 2: Make First Contact (Professional Introduction)

Don't lead with a pitch. Lead with respect for their work.

Email approach: "Hi [Reporter Name], I've been reading your coverage of [topic they cover]. Your recent story on [specific story they wrote] really resonated with me. I'm [Your Name] at [Funeral Home], and I wanted to introduce myself and share what we're doing in the community. No ask right now—just wanted to connect. Happy to grab coffee or chat on the phone if you're interested."

What happens: Most reporters will respond with interest. They appreciate someone who reads their work. You've now got their contact info and an open line of communication.

Phase 3: Quarterly Check-Ins (Stay Top-of-Mind)

Once a month (not only when you need coverage), check in with key reporters:

• Share their recent article with a comment: "Loved your piece on [topic]. This issue is so important."
• Ask if they're working on anything where you could provide insight
• Update them on your community programs (grief group launch, event coming up, etc.)
• But don't ask for coverage—just maintain the relationship

Phase 4: Pitch Strategic Stories (When It Makes Sense)

Once you have a relationship, pitching becomes natural. But pitch strategically—always around a community issue or human interest angle, never purely self-promotion.

Story Pitching Framework: The 3-Angle Approach

Angle 1: Community Issue (Most Likely to Be Covered)

Angle 2: Human Interest (Grief, Legacy, Life Stories)

Angle 3: Expert Commentary (Position Director as Authority)

Story Ideas by Season

Pitch timing matters. Reporters plan ahead:

Pitch Email Templates

Template 1: Community Issue Pitch

Template 2: Human Interest Pitch

Template 3: Expert Commentary Request

What to Provide When They Say Yes

When a reporter agrees to cover your story, make their job easy:

Crisis Communication: Managing Negative Coverage

Sometimes negative stories happen (complaints, investigations, etc.). Here's how to handle it:

Step 1: When you hear a reporter is working on a negative story, respond quickly. Call them directly (don't wait for formal request): "Hi [Reporter], I heard you're working on [topic]. I'd like to make sure you have our perspective."

Step 2: Offer context and director availability: "I can help you understand how we handle [issue] and offer our director for an on-record comment."

Step 3: Be factual, not defensive. If there's a legitimate complaint, acknowledge it: "We take this seriously and here's what we've done to address it."

Step 4: After the story runs, don't publicly attack the reporter. Instead, respond professionally and use it as an opportunity to demonstrate your commitment to improvement.

Platform-Specific Media Outreach

Local Newspapers

Still the most credible source for most demographics. Contact: community reporter or features editor. Pitch 2-3 months in advance for planned stories.

Local TV News

Higher viewership but shorter stories. Great for human interest angles. Contact: assignment editor or community reporters.

Radio

Often overlooked. Good for expert interviews and storytelling. Contact: news director or talk show host.

Online News & Blogs

Fast-moving, need quick turnaround. Good for timely stories. Contact: editor or reporter directly.

Podcast Appearances

Emerging opportunity for director expertise. Search for "funeral profession podcasts" and "grief/loss podcasts." Offer director as guest.

Measuring PR Impact

Annual PR Calendar (Sample)

To systematize PR efforts, plan a year in advance:

Integration with Overall Strategy

Strategic PR complements your other community engagement efforts. When you have media coverage, it amplifies your community events (reporters often cover events you host) and strengthens your online reputation (media coverage builds credibility). Additionally, earned media placements boost your digital presence through backlinks and third-party validation.

PR Implementation Checklist