This article turns the podcast discussion with PR expert Christine Whisler into a practical playbook for moving company owners. Learn how to find newsworthy stories, pitch reporters, prepare visuals, avoid bad PR mistakes, and turn local media coverage into stronger trust for your moving business.

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How Moving Companies Can Get Local News Coverage Without Buying TV Ads

Local news coverage can create trust fast. When a moving company is featured in a real news story, it feels different than a paid ad. It shows the community that your moving business is active, helpful, and worth paying attention to.

In the podcast, Christine Whisler from Southern Palm Communications explained that PR is not about asking reporters to promote your company. It is about giving them a strong local story they can use.

What Makes a Moving Company Story Newsworthy?

A reporter usually needs more than “we are a great moving company.” They need a story with a clear reason the community should care.

Who Should Be in the Story?

Christine explained that many news stories are built around two people: the expert and the character.

• The expert: This can be the moving company owner, operations manager, or another leader who can explain the moving issue clearly.
• The character: This is the customer, resident, nonprofit, senior, family, or local business directly impacted by the story.

The character is often what makes the story feel real. A happy customer explaining how your crew helped during a stressful move is usually stronger than the owner saying the company gives great service.

Where Can Moving Companies Find PR Story Ideas?

You do not need to wait for a reporter to call you. Build a simple list of PR angles you can use throughout the year.

Moving Company PR Idea Checklist

• National Moving Month or the start of busy season
• Memorial Day through Labor Day moving tips
• Storm preparation or post-storm recovery moves
• Senior moving stories
• Helping people after a difficult life event
• Community giveback programs
• Moving scams or rogue mover warnings
• Local events your company is supporting
• Before-and-after stories from a challenging move
• Programs your company runs that are different from competitors

How Should You Pitch a Reporter?

Reporters are busy. Many daily reporters must bring multiple story ideas to their newsroom meeting each day. Your pitch must be short, clear, and easy to use.

Simple Moving Company Media Pitch Template

• Subject line: Use words like “Local,” “Visual Story,” “Emotional Story,” or “Community Impact” when true.
• Who: Who is involved in the story?
• What: What happened or what is happening?
• When: When can the reporter cover it or interview people?
• Where: Where is the local angle?
• Why: Why should the community care?
• Interview options: List the expert and the character.
• Visuals: Explain what the camera can show.

Keep the pitch to about one paragraph. Put the information in the email body instead of making the reporter open extra attachments.

How Do You Make the Reporter’s Job Easier?

The easier you make the story, the better your chance of getting covered. One of the biggest ways to help is by offering simple video clips, often called B-roll.

B-Roll Checklist for Moving Companies

• Film horizontal video on your phone.
• Hold each shot for about 10 seconds.
• Get a wide shot, such as the truck, home, warehouse, or full room.
• Get a medium shot, such as movers packing or loading.
• Get a tight shot, such as hands taping a box or a truck door closing.
• Do not zoom with the camera. Move closer with your feet.
• Capture natural sounds, such as tape, carts, doors, or crews working.
• Use Dropbox or WeTransfer to send video files if needed.

What Mistakes Should Moving Company Owners Avoid?

• Making the pitch too promotional: Reporters are not looking for a commercial.
• Ignoring the customer story: A real person makes the story stronger.
• Sending long press releases for every idea: Many stories only need a short pitch.
• Responding too slowly: If a reporter calls, reply fast. Their deadline may be the same day.
• Assuming paid ads protect you from bad press: Christine said advertising and news coverage are usually separate in ethical newsrooms.
• Hiding during a crisis: No comment can make your company look worse.

How Should You Handle Negative PR?

If a reporter contacts you about a problem, first ask what the overall story is about and who else they are interviewing. This helps you understand the angle before you respond.

If your company made a mistake, consider a short written statement. Keep it clear, human, and responsible.

Simple Crisis Response Framework

• 1. Acknowledge the issue: Do not act like nothing happened.
• 2. Show care: Explain that the situation matters to your company.
• 3. Add context: Share relevant facts about your normal service standards if appropriate.
• 4. Explain action: Say what you are doing to prevent the issue from happening again.
• 5. Stay professional: Do not attack the customer or the reporter.

Quick Win: Build Your Local Reporter List Today

In under 30 minutes, visit the websites of your local TV stations and find the reporter or news tips contact pages.

• Create a spreadsheet.
• Add reporter names, emails, and phone numbers when available.
• Note what topics each reporter covers.
• Look for personal details in their bios you can use to personalize your outreach.
• Save the general news tips email for each station.

How to Apply This This Week

• 1. Pick one timely angle: Choose peak moving season, weather, senior moving, or a local community event.
• 2. Find one real character: Ask a customer, nonprofit, or local partner if they would be willing to share their experience.
• 3. Write a one-paragraph pitch: Include who, what, when, where, why, interview options, and visuals.
• 4. Film 5 to 10 short B-roll clips: Show real moving activity that helps tell the story.
• 5. Email and follow up: Send the pitch to local news contacts, then call the news desk to explain why the story matters.

To hear the full conversation behind this playbook, watch From Emmy to CEO: Christine Whisler on Mastering Media Coverage and visit the 2 College Brothers Moving & Storage YouTube channel.