From Local to National: Using PR to Scale Your Brand Reach

Introduction: Local Success Isn’t the Endgame

Picture this: a cozy San Diego brewery, Ocean’s Edge, where the air smells of hops and sea salt. Mia and Javier, the owners, are local legends, slinging IPAs that taste like summer. Their taproom’s packed with surfers and regulars, and their brews are the heart of every beach bonfire. But one night, as the sun paints the sky pink, Javier leans over a pint and says, “Mia, we’ve nailed San Diego. What’s next?”

That’s the moment every small business owner feels—the itch to grow bigger, to take their passion beyond city limits. Local love is amazing, but it’s not the finish line. To build a legacy, you’ve got to go national, and that’s where public relations (PR) comes in. PR’s like a megaphone for your story, turning a neighborhood gem into a name everyone knows. This article’s your guide to that journey, packed with stories, real-world wins, and tips from folks like 9FigureMedia, a PR crew who’ve helped brands like Ocean’s Edge shine nationwide. Let’s dive in!

Current Trends and Analysis: What’s Happening in PR Today

PR in 2025 is like a wild, colorful party—everyone’s invited, and the music’s loud. A 2024 Fact.MR report pegs the global PR market at $67.3 billion, zooming toward $131.2 billion by 2032. Why? Because brands are leaning hard on PR to stand out in a world where everyone’s shouting for attention.

What’s Hot Right Now

• Social Media’s King: Platforms like TikTok and Instagram are PR playgrounds. Brands are pouring 84% more into social media, and it’s paying off.

• AI’s Got Game: Artificial intelligence is shaking things up, helping craft smarter campaigns. 9FigureMedia, for example, uses AI to read audience vibes like a pro, making every move count.

• Real Stories Win: People want heart, not hype. PR’s all about raw, honest tales that hit you in the feels.

• Influencers Rule: Teaming up with influencers is like rocket fuel—70% of PR pros say it’s their best bet for ROI.

The Tough Stuff

• Fake News Fights: 13% of PR folks are battling misinformation, especially when a bad tweet can spiral.

• Tight Budgets: 38% of teams are shrinking, forcing them to hustle harder with less.

• Proving It Works: 70% track likes and shares, but tying those to dollar signs? That’s the tricky part.

Looking Back

Twenty years ago, PR meant schmoozing reporters and mailing press releases. Now, it’s a mix of SEO, viral Reels, and number-crunching. Back then, Ocean’s Edge would’ve charmed the local paper; today, they’re up against global brands on X. PR’s evolved, and it’s your ticket to cutting through the noise.

Crafting a Story That Travels

Every brand’s got a tale, but not all of them pack a suitcase. Ocean’s Edge wasn’t just beer—it was San Diego’s surf vibe in a bottle, born from Mia and Javier’s beachside dreams. To go national, they needed a story that clicked from Seattle to Miami. With help from 9FigureMedia, a top San Diego public relations firm, they spun a tale of “brewing freedom”—a nod to bold, free spirits everywhere.

A story that scales feels universal but keeps its quirks. Ocean’s Edge played up their small-batch love and coastal roots, making it a vibe anyone could sip. Expert Tip: “Don’t ditch your hometown charm,” says Rachel Kim from 9FigureMedia. “Find the thread that makes your story sing to strangers.”

Changing How People See You

Locally, Ocean’s Edge was the cool kid on the block. Nationally? They had to strut like a contender. 9FigureMedia gave their brand a glow-up—sleek labels, a slick website—while keeping the soul intact. They leaned into trends like craft beer fests to scream, “We’re ready for the big leagues!”

The Catch: Some San Diego diehards muttered about “selling out.” 9FigureMedia had their back, launching ads with locals and the tagline: “From Our Coast to Yours.” Crisis averted, fans cheering.

Real-Life Win: Sweetgreen

Sweetgreen started as an LA salad spot in 2007, loved for fresh greens and local vibes. By 2015, they were national, thanks to a PR push that made farm-to-table cool everywhere. They partnered with farmers in every city, landing in Vogue and Forbes with help from Washington DC public relations firms. Their story—healthy, sustainable, community-first—turned salads into a lifestyle.

Expanding Your Media Targets

Making Friends with Big Media

Mia knew every San Diego food critic like family. National media? That’s a different beast. 9FigureMedia, with roots in San Diego and Washington DC, showed Ocean’s Edge how to charm the big dogs. They started with trade mags like Brewer’s Digest, then aimed for Bon Appétit.

Trick: Tailored pitches. 9FigureMedia studied journalists’ beats, pitching Ocean’s Edge’s IPA to a Men’s Health writer obsessed with craft beer’s millennial boom.

Picking the Right Crowd

National media’s not one-size-fits-all. 9FigureMedia broke it down:

1. Trade Mags: For beer nerds (Craft Beer & Brewing).

2. Lifestyle Spots: For everyone (Food & Wine).

3. Bloggers: For young buzz (beer influencers with 100K+ followers).

They even tapped public relations sports tactics, sponsoring marathons to vibe with active beer fans.

How to Get Noticed

• Press Releases: Shouting about new brews on PR Newswire.

• Interviews: Mia and Javier dished on Craft Beer Radio podcasts.

• Guest Posts: 9FigureMedia penned pieces for Entrepreneur about growing small.

Example Campaign: Chobani

Chobani was a small New York yogurt maker in 2007. By 2013, they were everywhere, thanks to PR. New York public relations firms got them into The New York Times and Oprah Magazine, painting Chobani as the real-deal Greek yogurt. A 2011 Olympics tie-in (hello, public relations sports) with athlete endorsements made them a household name.

Using Awards and Industry Recognition

Awards = Instant Cred

Awards are like gold stars for grown-ups. Ocean’s Edge snagged “Best IPA” at the 2024 Great American Beer Festival, and 9FigureMedia turned it into a national flex. They pitched the win to USA Today and Craft Beer Magazine, making Ocean’s Edge the brewery to watch.

Expert Take: “Awards are your fast-pass to trust,” says Mark Thompson from a Washington DC public relations firm. “They scream ‘we’re legit’ to new markets.”

Showing Off Smart

9FigureMedia slapped that award on Ocean’s Edge’s cans, socials, and site. They also nominated them for the 2025 Inc. 5000, boosting their growth story.

Case Study: Warby Parker

Warby Parker, a New York eyewear startup, used awards to soar. Their 2015 Webby Award for their website got them into Fast Company and Inc., thanks to New York public relations firms. Their pitch—cheap, cool glasses with a heart—took them from an online shop to 200+ stores nationwide.

Leveraging Partnerships and Endorsements

Team-Ups That Go Big

Partnerships are your shortcut to new crowds. Ocean’s Edge joined forces with Patagonia for a “Surf & Sip” IPA. 9FigureMedia pitched it to Outside Magazine, landing a story that hit Patagonia’s huge fanbase.

Move: Co-branded events. Ocean’s Edge and Patagonia threw beach cleanups in five cities, tying beer to saving the planet.

Big Names, Big Trust

9FigureMedia scored a shoutout from surfer Kelly Slater, who called Ocean’s Edge “freedom in a bottle.” His Instagram post to 1.2M followers sent 10,000 fans to their site in a week.

Tips to Steal

• Find Your Match: Pick partners who vibe with you (e.g., Patagonia’s eco-love).

• Use Their Reach: Tap their media contacts for extra buzz.

• Make It Mutual: Ensure both sides win (think co-branded swag).

Case Study: Glossier

Glossier, a New York beauty brand, blew up via partnerships. In 2016, they linked with influencer Emily Weiss, whose Into the Gloss blog had a cult following. New York public relations firms got them into Vogue and Allure, pushing Glossier’s “skin-first” vibe. By 2018, they were a national obsession.

National PR Campaign Elements

Building a Winning Campaign

A national PR campaign’s like a recipe—mix these ingredients:

1. Research: Know your new markets (e.g., Denver’s beer scene).

2. Messaging: Nail your story (“Brewing Freedom”).

3. Outreach: Hit up trade mags, lifestyle sites, and blogs.

4. Follow-Up: Check what’s working and tweak.

9FigureMedia’s “Impact Blueprint” makes it easy, blending data smarts with creative flair.

Regional vs. National Vibes

National campaigns need local flavor. Ocean’s Edge pitched rugged ads to Denver and tropical ones to Miami, but 9FigureMedia kept the brand’s heart steady.

Tools and Tricks

• Digital PR: SEO-friendly press releases and blogs.

• Social Media: Instagram Reels of brewery life.

• Events: Pop-up tastings at Whole Foods.

• Old-School Media: Good Morning America spots.