I’ve always believed that great PR isn’t just about media coverage – it’s about building genuine relationships. One of the most valuable, yet often overlooked, aspects of a strong PR programme is fostering meaningful connections with local communities. Whether you run a restaurant, a boutique hotel, or a destination experience, engaging with the people around you can elevate your reputation, boost customer loyalty, and even drive sales.
Over the years, I’ve seen firsthand how businesses thrive when they prioritise their local communities. Here’s why community relationships should be at the heart of your PR strategy and how you can strengthen them.
Why Community Matters
Trust and Authenticity. Consumers today are increasingly looking to support businesses that feel authentic and invested in their local area. A strong presence in your community helps position you as a trusted, valued brand rather than just another business trying to make a sale.
Word-of-Mouth and Advocacy. Positive experiences spread quickly. When locals love what you do, they become your biggest advocates, recommending your business to friends, family, and visitors. This kind of organic promotion is invaluable and far more persuasive than any advertising campaign.
Resilience in Tough Times. A strong community connection can be a lifeline in times of crisis. Whether it’s a downturn in tourism, unexpected challenges (think Covid-19), or simply seasonal fluctuations, having the backing of your local community can help keep your business thriving.
Media and PR Opportunities. Journalists love a great community-driven story. Whether it’s a local partnership, a charity initiative, or a sustainability effort, these stories resonate with the press and can help boost your brand’s visibility.
Ways to Build Strong Community Relationships (With Real-World Examples)
Support Local Causes. Getting involved with charities, food banks, or community groups is one of the most powerful ways to connect with people. I worked with Longbow Venues inn with rooms, The Ashford Arms when they were preparing to launch, and rather than a standard ribbon-cutting event, they asked locals to nominate a 'local hero' to do the honours. The overwhelming vote was for Bakewell Mayor, Alyson Hill. Nominators praised her tireless work for the community and her resilience following a life-changing accident in 2023 while serving as Watch Manager with the Derbyshire Fire and Rescue Service. The event not only recognised a well-respected figure but also strengthened community goodwill towards the business.
Collaborate with Other Businesses. Partnering with other local businesses can be a win-win. Recently, I’ve noticed Craig Bunting ☕️✌️ and BEAR, a fast-growing UK-owned coffee shop brand, doing this particularly well. They’ve hosted some fantastic local business networking events, which not only provide a fantastic venue for people to connect but also introduce more customers to their brand in a natural and engaging way.
Host Community-Focused Events. Events that bring people together can leave a lasting impression. For example, when I worked with the Baking Industry Association, we ran a Christmas mince pie-making competition where well-known journalists and celebrities crafted their own versions, which were then auctioned for a children's charity. The event generated significant goodwill, strengthened industry connections, and resulted in blanket TV, radio, print, and online coverage – a brilliant example of how community engagement can be a PR powerhouse.
Be Active on Local Social Media Groups. Being present in online community discussions is just as important as in-person engagement. I always encourage clients to join local Facebook groups, engage with influencers, and be an active part of conversations about their area. Answering questions, sharing updates, and celebrating local achievements can make a business feel much more connected and approachable.
Celebrate Local Stories. There’s so much power in storytelling. Whether it’s using local ingredients, championing regional talent, or sharing historical insights, businesses that shout about what makes their area special create deeper emotional connections with their audiences.
Offer Locals-Only Perks. A simple locals’ discount, early access to special events, or a loyalty programme can encourage repeat visits and foster long-term relationships. It’s a small gesture that can make a big impact on customer loyalty.
Final Thoughts
Community engagement isn’t just a nice-to-have; it’s a powerful PR tool that builds trust, loyalty, and long-term success. By making the effort to connect with your local audience, you’ll not only enhance your reputation but also create a support network that benefits your business for years to come.
I love helping businesses develop meaningful relationships with their communities, and if you’d like to explore how PR can help you connect with local (and national) audiences, let’s have a chat!