Whether you are trying to promote your book across the world or your company to every city in the country, you need to localize your message whenever possible. The local news media, especially news/talk radio, love anything with a local angle.
On the one hand, you don’t want to deliver an entirely different media message for every market in the country. However, if you can come up with even one local example when fleshing out your key message points, you will go a long way in winning over the local news media.
For example, if you are promoting a new book about pure-bred dogs, try to find a particular dog and owner in the local media market that did well in last year’s big national dog show. Now you have a hook for the local media.