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Media Relations

Earned Media Strategy for Local Candidates

How to build relationships with local journalists, pitch stories, land op-eds, and maximize free coverage without a big ad budget.

Earned MediaPressLocal NewsOutreach

Why Earned Media Matters More in Local Races


In a congressional race, paid media dominates. In a county commissioner race, a single front-page story in the Waxahachie Daily Light reaches more of your actual voters than $10,000 in Facebook ads. Local earned media is your highest-ROI communications channel.



Know Your Local Media Landscape


Ellis County outlets to target:

  • Waxahachie Daily Light (primary daily)
  • Ellis County Press
  • Midlothian Mirror
  • KBEC Radio (local news)
  • NBC 5 / CBS 11 / ABC 8 (Dallas TV — for significant stories)
  • Local Facebook groups and NextDoor (not traditional media, but influential)

    • Build a media contact list. Name, beat, email, phone, Twitter. Know who covers local government vs. who covers features.



    Building Journalist Relationships


    Start before you need them.


  • Follow and engage with local reporters on social media — share and comment on their stories
  • Tip them on stories unrelated to your campaign — be a resource
  • Invite them to events with no ask attached
  • Respond immediately when they reach out — journalists work on deadlines


    • The Perfect Story Pitch


    A story pitch is not a press release. It's a one-paragraph email answering: why is this interesting, why now, and why should readers care?


    Formula:

    "[One-sentence hook with the most interesting fact.] [One sentence of context.] [Why this matters to Ellis County readers.] [Logistics: when/where can you talk or observe?]"

    Pitching tips:

  • Call after emailing — a 60-second voicemail doubles your response rate
  • Pitch Monday–Wednesday for best pickup
  • Offer exclusives when you have real news; it builds loyalty
  • Don't pitch the same story to competing outlets simultaneously


    • Op-Ed Strategy


    Op-eds establish you as a thought leader, not just a candidate.


    Topics that get published:

  • Your expert take on a local issue (write about what you know)
  • A specific, actionable solution to a visible problem
  • A response to something in the news (timely hook)

    • Op-ed format (600–800 words):

  • Hook — a local story, statistic, or moment that opens the issue
  • Problem — what's wrong and why it matters here
  • Your solution — specific and concrete
  • Your credibility — why you're qualified to weigh in
  • Call to action — what should readers or officials do?

    • Submit to: editor@waxahachiedailylight.com



    Media Momentum Calendar


    MonthEarned Media Target
    LaunchAnnouncement story in Daily Light
    Month 2Op-ed on your signature issue
    Month 3Feature story (profile/personal narrative)
    Pre-primaryEndorsement announcement coverage
    Final stretchDebate coverage, GOTV story

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