“It’s too niche.” “It’s too small of an audience.” “It isn’t worth the effort to pursue.” “This isn’t worth the time of our expert.”

These are some of the responses I’ve heard from sports companies regarding the idea of adding local media to their media relations strategy. Most companies want to focus on national sports, top-tier business and sports business trade publications. Those media verticals are critical to building brand awareness and credibility for a brand, but local is too often overlooked as a key ingredient for a strong media mix.

DS by HPL's Mike Adorno makes the case for local sports media in a well-rounded media strategy. Read the full article in PRNews here.