Outside of the big-name media outlets, there are dozens of local news agencies that tell the stories of their local communities. David Kirkpatrick is editor-in-chief of my own local news source, The Northern Star, which has been in business reporting on the happenings of the Northern Rivers in New South Wales for a whopping 145 years. He’s been doing his thing as a journalist and, briefly, a publicist for 34 years.   Those of us living in rural and regional areas know local news outlets are a vital part of the community.    But they’re also a valuable place for small businesses and local entrepreneurs to earn some media coverage that directly reaches a local audience. Make them a part of your media strategy and you’re in for some PR gold.   So what makes David Kirkpatrick’s ears prick up as an editor?    He shared with me the value of a great subject line to catch the eye of busy journalists, the ideal length of a press release and why he doesn’t mind a bit of persistence - as long as you’re not pushy!   Listen to the episode to hear how to walk that line, plus get the list of six “passion areas” that The Northern Star know its readers love.   Find David Kirkpatrick online https://twitter.com/davidkirkpatri3 david.kirkpatrick@news.com.au https://twitter.com/northern_star_   Find Odette Barry online https://www.odetteandco.com.au/hackyourownpr https://instagram.com/odetteandco https://instagram.com/hackyourownpr