How to reach millions of people in target markets nationwide through one local story

A great local story doesn’t need to stay local – if the pitch is right.

When Colorado Public Radio featured Linhart client Colorado State University Global (CSU Global) – the first 100% online, institutionally accredited public university in the U.S. – the story didn’t stop at the state line. National Public Radio picked it up, and it was syndicated to 123 local NPR stations in markets like San Francisco, Pittsburgh and Dallas, reaching millions of prospective students with a real-life example of what a CSU Global education can do.  

The result? A 971% increase in CSU Global web traffic after the stories aired.

The Story That Made It Travel

The original CPR piece showcased CSU Global’s commencement speaker: Kaitlyn, a single, deaf mom who found her ideal higher education fit with CSU Global after twice giving up on college. Her inspiring speech highlighted her journey – the highs and lows, her son as her inspiration, and the tangible payoff of her new bachelor’s degree: a promotion and higher pay.

Why It Worked

It was exactly the kind of story that earns its own momentum. Three elements came together to make this pitch land:

• An authentic story. Kaitlyn’s journey wasn’t a manufactured narrative – it was a genuine account of struggle and payoff that any prospective student navigating doubt or obstacles could see themselves in. ‍
• A timely angle. Commencement season creates a natural window for graduation stories. Pitching Kaitlyn’s speech in that moment meant editors were already primed for this type of human-interest content. ‍
• Strong media relationships. Linhart’s established connection with CPR opened the door. Once the story ran, NPR’s amplification took it from regional to national.

Don’t underestimate the business impact of a strong local market story. The right hometown story can drive brand awareness and audience actions far beyond a local audience.

Read the Colorado Public Radio story or give the National Public Radio version a listen.

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