Hyper-local PR by the numbers
Published by Susan von SeggernLast updated November 2026
Does local news coverage still matter?
Yes: in an October 2025 Pew Research Center survey, 70% of U.S. adults said they trust local news organizations, compared with 56% for national news organizations.
Susan von Seggern collected the published statistics below because they explain why her campaigns pair hyper-local coverage with established PR tactics. Every figure is a third-party number credited to its source, not a result from her own clients.
Trust
Local trust and news deserts
| Statistic | Figure | Source |
|---|---|---|
| U.S. adults who trust local news organizations | 70% (vs 56% national) | Pew Research Center, Oct 2025, via Exverus Media |
| Daily news consumers in news deserts getting local news from non-journalistic sources | 51% | Medill Local News Initiative, Feb 2026 |
| People in news deserts accessing social news groups daily | 42% (41% for local TV news) | Medill Local News Initiative, Feb 2026 |
| Other daily sources in news deserts | Search engines 35%, friends and family 33%, influencers 30% | Medill Local News Initiative, Feb 2026 |
| Trust in news media, news deserts vs areas with local news | 46% vs 59% | Medill Local News Initiative, Feb 2026 |
Earned media
Digital PR and earned media
| Statistic | Figure | Source |
|---|---|---|
| Share of AI citations that come from earned media | 84% | Muck Rack, May 2026, via Reporter Outreach |
| Digital PR pros seeing measurable results within six months | 85.2% | BuzzStream 2026, via Reporter Outreach |
| Digital PR pros landing first coverage within a week of pitching | 81% | BuzzStream 2026, via Reporter Outreach |
| SEOs ranking digital PR as top link building method | 34% (vs 18% guest posting) | Reporter Outreach, 2026 |
| Most common cost per link in digital PR | $300 to $500; teams paying $750+ rose from 3% to 10.2% | BuzzStream 2026, via Reporter Outreach |
Advertising
Hyperlocal advertising, for context
These figures are about paid hyperlocal advertising, not PR. They are included because readers often compare the two.
| Statistic | Figure | Source |
|---|---|---|
| Conversions with hyperlocal ads vs broad targeting (case studies) | Up to 157% more | Edge Digital |
| Typical hyperlocal ad click-through rates | 1-3% display, 3-5% search | Edge Digital |
| Out-of-home median lift in outcomes | 20% in-person, 14% digital (vs about 10% for CTV and broadcast TV) | OAAA and Kochava 2026, via Exverus Media |
| Sales reps who do not follow up after no response | 70% | Fresco Data |
How these numbers shape the guidance: methodology. Back to the hyper local PR Los Angeles guide.
FAQ
Questions about the numbers
- Why does hyper-local coverage matter in 2026?
- Trust is a big reason. In an October 2025 Pew Research Center survey cited by Exverus Media, 70% of U.S. adults said they trust information from local news organizations, compared with 56% for national news organizations. Coverage close to home borrows that trust, which is why Susan uses hyper-local coverage alongside established tactics.
- Do people in news deserts still get local news?
- Many do, but from different sources. A February 2026 Medill Local News Initiative survey found that 51% of daily news consumers in news deserts get local news from non-journalistic sources like social media groups, influencers, and friends and family. That is one reason hyper-local outreach now looks beyond newspapers.
- Is earned media better than advertising?
- They do different jobs. Advertising buys guaranteed placement; earned media is coverage a journalist chooses to run, which carries editorial credibility. Reporter Outreach cites Muck Rack’s May 2026 finding that earned media accounts for 84% of AI citations. Susan’s home page quotes Richard Branson: a good PR story is infinitely more effective than a front page ad.
- How does hyper-local PR compare to hyperlocal advertising?
- Hyperlocal advertising pays for geotargeted placements, such as display, search, or out-of-home ads near a location. Hyper-local PR earns coverage in neighborhood outlets instead. Edge Digital reports typical hyperlocal ad click-through rates of 1-3% for display and 3-5% for search. PR has no click-through rate, but earned stories carry the trust of the outlet.
- What do digital PR links typically cost?
- Reporter Outreach, summarizing BuzzStream’s 2026 research, reports that the most common cost per link is $300 to $500, and that the share of teams paying $750 or more rose from 3% to 10.2% in a year. Those are industry figures for link-focused digital PR, not Susan’s prices, which she quotes per campaign.
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