Localize

The Hometown Release

One popular format of localizing is the “hometown release,” which is often used by organizations to announce appointments, promotions, or other achievements of personnel. In addition to distributing a general release to the media that covers the area where the organization is located, localized releases might be sent to the community where the subject of the media release lives, the person's hometown, or the person's alma mater. Slightly different versions would be written for each of these media.

For example, suppose an organization located in Buffalo, New York, is announcing that one of its employees, Michael Owen, has just received a national award. A general media release outlining Owen's achievement has been prepared for media in the Buffalo area: “Michael Owen, an employee at …” However, the media coverage the announcement receives outside of Buffalo could be expanded by making small changes to the lead. A second release could be sent to the community in which Owen lives: “Hamburg resident Michael Owen…” A third release could be targeted to Owen's hometown: “Michael Owen, formerly of South Bend, Indiana,…” A fourth release could be sent to Owen's alma mater: “Notre Dame alumnus Michael Owen…” Personal information appropriate to each version might also be included. For example, the college version might include the year Owen graduated and the degree he earned. These minor changes immediately tell the targeted media that the information is of interest to their audience.