So what is a better hit – the Wall Street Journal, or a community paper in Topeka?

Most PR people will think this is a foolish question and answer “the Wall Street Journal, you dummies!”

Let’s look at this a little deeper. The WSJ is certainly better for your portfolio, but the community paper in Topeka may be better for the needs of your client. If you are trying to reach people at the community level, it’s far more important to go local.

The mantra in newsrooms has always been local-local-local, and that’s especially true today.

Look at the growth of hyperlocal news sites. Datasphere is churning out hundreds of web sites that will focus on neighborhood news. AOL’s Patch is in 11 states and targets cities with a population between 15,000 and 100,000. These sites join the ranks of community papers and radio stations that can be a great resource in PR. No, they won’t make for a killer resume, but they might make for a killer event for your client.

Think local, and remember that bigger isn’t always better.