Both outlets are genuinely accessible to local founders with the right pitch, far more so than a national publication. Here's what actually gets a response.
What makes a story newsworthy to these outlets
Both Axios Charlotte and CLTtoday prioritize stories with a clear community angle, something readers can connect to Charlotte specifically, not a generic business milestone. A timely hook matters too, a launch tied to a relevant local moment or trend gets more traction than an announcement dropped with no context. Visual elements help significantly, both outlets are digital-native and lean on strong photography or video far more than a traditional print business section would, so having at least one strong image ready before you pitch meaningfully improves your odds.
How to actually find the right contact
Skip the general inbox, look for the specific reporter or editor covering business, startups, or the beat closest to your story, most staff bios or bylines make their coverage focus clear. Check each reporter's social media presence too, many list their specific beat directly in their bio, which makes targeting your pitch dramatically more effective than a mass email sent to a generic address.
What a good pitch actually includes
Lead with the local angle in your first sentence, not your company's full backstory. Keep it short enough to read in under a minute. Include one strong visual or offer to provide one quickly if asked. And be genuinely available for a fast follow-up call or in-person meeting, these outlets often move quickly and reward founders who can turn around details fast, sometimes within the same day.
Building an ongoing relationship rather than a one-time pitch
Founders who land repeat coverage over time tend to engage genuinely with a reporter's other work, not just show up when they need something. A reporter who recognizes your name from previous thoughtful engagement is considerably more likely to open and act on your next pitch than one encountering you cold every time.
Frequently asked questions
Do I need a PR agency to get covered by these outlets? No, both are realistically accessible through a direct, well-targeted founder pitch, that's part of what makes them different from larger national press.
How long does it typically take to hear back after pitching? Response times vary widely, a follow-up after about a week if you haven't heard anything is reasonable and generally well-received.
What's a common mistake founders make when pitching these outlets? Leading with company history and credentials instead of the actual newsworthy hook, reporters are scanning for the local angle first, everything else can come after you've earned their attention with that opening line.
For the bigger-picture press strategy beyond just these two outlets, see how to get local press coverage in Charlotte without paying an agency.
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