Local press and PR: get mentioned in sources AI trusts

Local press and PR help your AI visibility, because AI assistants often build their answers on sources they consider reliable, such as regional news sites, trade publications and well-known lists. When your business appears there with its name, town and trade, a model has more evidence that you exist and are good at what you do. You do not need a big PR budget for this, but you do need real news and a little patience.

Why press coverage counts for AI

ChatGPT, Gemini, Perplexity and Claude do not only look at your own website. What you say about yourself is just one source. An article in the regional paper or a mention in a trade magazine is an independent source that confirms your own claims.

This matters most for questions like "good plumber in Zwolle", where an assistant looks for signals from outside. If your business appears in a local story about sustainable home renovation, that is exactly such a signal. For more background, read our article on mentions on other sites.

Which sources matter most

Not every mention carries the same weight. Focus on these types of sources:

• Regional and local news sites, including the online versions of free local papers
• Trade magazines and websites of industry associations
• Websites of the municipality, business associations and local events
• Lists and roundups of the best businesses in a town or trade
• Podcasts and videos with a transcript or written summary

Also check which sources AI already cites for questions about your trade. Perplexity usually shows them. That gives you a good starting list.

What counts as news locally

A journalist is not looking for advertising. They want a story that readers in the area care about. Think of:

• An anniversary, a new location or a move
• A notable project nearby, such as a listed building you restored
• A sponsorship or partnership with a local club or school
• A practical seasonal tip, like a bakery in Leiden explaining how to keep bread fresh
• An explanation or opinion on a local issue you know well

A hair salon in Amersfoort offering free haircuts to people heading to job interviews is news. A hair salon with a new price list is not.

A step-by-step approach

1. List five to ten local media outlets and trade titles in your region and industry.
2. Find the right editor or the general newsroom address for each.
3. Write a short press release: what is happening, where, when and why it matters.
4. Put your business name, town and trade literally in the first paragraph.
5. Add a good photo and a phone number for questions.
6. Follow up briefly after a few days, without pushing.
7. Add every article that appears to a press page on your own website, with a link to the source.

Become the go-to expert

PR is more than sending press releases. Journalists often need someone who can explain a topic. Show that you are that person. Add a short page to your website listing the subjects you can talk about. Respond when a local news site asks for input. Write the occasional guest piece for a trade magazine or a business association newsletter.

Keep your name consistent everywhere. If the paper calls you "Korenaar Bakery" and your website says "De Korenaar Bakers", a model may not be sure it is the same business.

What to avoid

Do not buy articles on sites that only exist to sell links. They offer little value to readers and probably little to AI either. And do not send the same press release to a hundred addresses. A few solid mentions in sources your customers actually read usually work better.

Check whether it works

A newspaper article will not change every AI answer overnight. Assistants that search the web live can pick up a new article quickly. Knowledge stored inside the model itself takes longer to change. So measure over several weeks whether you are mentioned more often and which sources show up. With GEO tracking you see per question whether you are mentioned and which sources AI relies on, so you know which publicity actually pays off.