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LA Hyper-Local Media Guide

Local press

Local Press in Los Angeles: How It Works and How to Get Covered

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How do you get local press coverage in Los Angeles?

You get local press coverage in Los Angeles by matching a real story to the outlets that cover its neighborhood and topic, then pitching them directly and following up. Susan von Seggern, who publishes this guide, pairs that targeted outreach with press releases, daily lead service monitoring and events for her event and corporate clients.

Part of the guide to hyper local media in Los Angeles.

Definition

What local press in Los Angeles means

Local press in Los Angeles is every outlet that reports on the region for people who live there, from countywide newsrooms and public media such as LAist to city papers like the Santa Monica Daily Press and neighborhood sites like The Eastsider. In the LA Hyper-Local Media Guide, local press is the wider layer and hyper-local media is the narrowest layer inside it. A campaign by Susan von Seggern usually touches both: a regional angle when the story matters countywide, and a neighborhood angle for the community where it actually happens.

Numbers

Why spreading outreach matters

Northwestern University's State of Local News 2026 report says internet traffic to the largest local news sites has decreased by 50% since 2022, based on Comscore data. When the biggest sites reach fewer readers, a plan that also includes neighborhood outlets, newsletters and podcasts gives a story more ways to reach people. Susan monitors five lead service feeds daily to add reporter requests to that mix.

A six-step process for pitching LA local press

  1. Pick the story's home

    Name the neighborhood or city where the story happens and the topic it belongs to. That defines which local press in Los Angeles should hear about it first.

  2. Build a target list

    List outlets and contacts across levels: the neighborhood site or community paper, regional and public media, relevant trade outlets and podcasts.

  3. Choose exclusive or pre-brief

    For a significant milestone, offer one outlet an exclusive or pre-brief several reporters before the public date.

  4. Send the release and service it

    Release the news, then email it directly to targeted contacts. Add a newswire such as Business Wire if it is in the budget.

  5. Follow up and keep pitching

    Sustained outreach means new angles over time: previews, interviews, recaps and podcast appearances.

  6. Watch reporter requests

    Monitor lead services and journalist newsletters daily, and answer requests that match the client's expertise.

Regional press versus neighborhood press

Two layers of local press in Los Angeles, as described in the LA Hyper-Local Media Guide
CriteriaRegional and public mediaNeighborhood and community press
Area coveredLos Angeles County or Southern CaliforniaOne neighborhood, a few neighborhoods or one city
Stories that fitCountywide impact, major events, arts and cultureOpenings, local events, residents, local business
Best pitch angleWhy the story matters to the whole regionWhy the story matters to this neighborhood
Example outletsLAistThe Eastsider, Boyle Heights Beat, Santa Monica Daily Press

What local press in LA usually does not want

Local editors are pressed for time. A pitch with no clear local angle, no date or place, or the same generic release sent to every outlet is easy to skip. So is a story pitched to the wrong neighborhood. The fix is the same each time: say plainly why this matters to this outlet's readers, give the details up front and offer something useful, such as an interview, access or visuals.

Browse the LA outlets directory or see how LA neighborhood media differs from regional press.

Common questions

Which local press in Los Angeles should I pitch?
Pitch the local press that covers the neighborhood or city where your story happens and the topic your story is about. An event in Santa Monica fits Santa Monica outlets, while an Eastside opening fits Eastside neighborhood sites. Susan von Seggern starts every outreach campaign by identifying target outlets and contacts before pitching. More in the FAQ
Where do people get Los Angeles news?
People in Los Angeles get news from a mix of regional newspapers, public media, TV stations, neighborhood news sites, community papers, newsletters, social media and podcasts. Because no single outlet covers every neighborhood, a local press campaign usually targets several outlet types at once. The outlets directory on this site groups them by type and area. More in the FAQ
Is local news readership declining?
Traffic to the biggest local news sites has dropped sharply. According to Northwestern University's State of Local News 2026 report, citing Comscore data, internet traffic to the largest local news sites has decreased by 50% since 2022. That is one reason campaigns now spread outreach across neighborhood outlets, newsletters and podcasts, not only the largest sites. More in the FAQ
Is there a media list for Los Angeles County?
Yes, public and paid media lists for Los Angeles County exist, and this guide's outlets directory lists a starting set of hyper-local outlets by type and area. Lists go out of date quickly, so confirm each outlet's current editors and submission guidelines on its own website. Susan von Seggern builds target lists per campaign rather than reusing one list. More in the FAQ
What if my news is not getting picked up?
If news is not getting picked up, the hook, the timing or the targets may need to change. Common fixes include finding a local or human angle, pitching neighborhood outlets that cover your area, offering an exclusive and answering reporter requests through lead services. A publicist can help diagnose which part of the pitch is not working. More in the FAQ
How long does it take to see PR results?
Timing varies. Lead service responses can turn into coverage quickly when a reporter is on deadline, while sustained outreach and event PR often build over weeks. Results also depend on the news itself. Susan von Seggern can give a realistic timeline once she knows your story and dates. More in the FAQ

Read all LA local media and PR questions

Planning an event or company announcement in Los Angeles?

Tell Susan von Seggern about your event or news, your dates and your goals. She builds individualized PR campaigns for event and corporate clients, using hyper-local coverage alongside outreach, press releases and lead service monitoring.

Contact Susan von SeggernSee how campaigns work

Published by Susan von Seggern