Are you wondering how to tailor your media pitches with data that shows it's relevant? You should be using Google Trends!

Staying ahead of the curve means aligning your story ideas with what people care about most. Google Trends is a great tool for understanding what topics are capturing public attention—and how you can use that insight to pitch timely, compelling stories to journalists.

Let’s break down how you can use Google Trends data, specifically the top search topics, to craft pitches that resonate with local audiences and newsrooms.

1. Why Google Trends Is a Must-Use Tool for PR Professionals

Google Trends provides real-time insights into what people are searching for online. By identifying trending topics in your area, you can tailor your story ideas to align with public interest. This data-driven approach allows you to stay relevant, improve your chances of media coverage, and even incorporate “newsjacking”—the art of inserting your brand or client into breaking news stories or trending conversations.

RELATED: Learn about how you can use Newsjacking to secure earned media coverage.

2. Understanding What Oklahoma is Searching For in 2024

Since Scot Media Tulsa is in Oklahoma, I'm using my local data as an example. Here's a snapshot of the top 25 search topics in Oklahoma this year:

• Weather-related searches dominate: Topics like “weather,” “tulsa weather,” “forecast,” and “weather radar” are highly searched.

• Politics remain a hot topic: Searches for “election,” “trump,” “election results,” and “polls” are top of mind.

• Local news sources matter: “News on 6,” “kotv,” and “news 9” highlight Oklahomans’ reliance on regional news outlets.

• Economic concerns are growing: Searches like “dow jones” signal an interest in financial news.

Each of these categories provides an opportunity for PR pros to create relevant, timely story pitches.

3. How to Leverage Trends for Story Pitches

🌪️ Weather Stories: Always Timely in Oklahoma

Given Oklahoma’s unpredictable weather, anything weather-related is bound to gain traction.

• Pitch Idea: Work with a local utility company or energy expert to develop a story for your owned media platforms (website, social media, blogs, etc.) about how Oklahomans can prepare for and mitigate power outages during severe weather. Then develop a media pitch that could include tips on creating emergency energy kits, using backup generators safely, and conserving energy during extreme weather events. Pair the story with data on recent power outage trends in the area to make it timely and relevant.

• Newsjacking Opportunity: Use trending weather topics to launch campaigns or PR opportunities, such as a survival kit giveaway during severe weather alerts.

☑️ Politics: Engage with the Issues Oklahomans Care About

The 2024 election and political figures like Donald Trump are capturing public attention.

• Pitch Idea: If your client is involved in voter registration, public policy, or advocacy, use this trend to share insights about local election participation or polling data.

• Newsjacking Opportunity: Tie your story to breaking election-related news, such as the release of local polling results.

🗞️ Local News: Partner with Trusted Sources

Searches for outlets like KOTV, News on 6, and News 9 reflect the importance of local news in Oklahoma.

• Pitch Idea: Develop a story that’s hyper-local, such as a community event, business expansion, or unique human interest angle. Emphasize why it matters to Oklahomans.

• Pro Tip: Journalists at these outlets are often on the lookout for positive or community-centered stories to balance heavy news cycles.

📈 Financial News: Make Complex Topics Accessible

With terms like “dow jones” trending, there’s an opportunity to simplify financial topics for local audiences.

• Pitch Idea: Offer expert commentary on how national financial trends could impact Oklahomans, from gas prices to small business lending.

• Newsjacking Opportunity: Quickly respond to fluctuations in the stock market or major economic announcements with relevant commentary or analysis.

Making Your Pitches Stand Out

To maximize the success of your pitches, keep these tips in mind:

• Localize the Angle: Local reporters are more likely to cover a story that directly impacts their readers, viewers, or listeners. Use Google Trends to pinpoint issues specific to your city, state, or region.

• Be Timely: Use the “real-time trends” feature on Google Trends to jump on breaking news stories.

• Provide Value: Journalists are busy—offer additional resources like expert quotes, visuals, or statistics to make their job easier.

• Be Creative: Look for intersections between trending topics. For example, if “weather” and “election results” are trending simultaneously, pitch a story about how weather conditions could impact voter turnout.

Tools to Combine with Google Trends

To enhance your research and pitching strategy, consider pairing Google Trends with:

• Social Media Listening Tools: Track what’s being said about trending topics on platforms like BlueSky and Facebook.

• Local News Alerts: Set up alerts for keywords related to your industry or client.

• Analytics Platforms: Use tools like SEMrush or Ahrefs to get deeper insights into search behaviors.

Step-by-Step Guide: Using Google Trends for Local Searches

1. Visit Google Trends

Go to Google Trends.

2. Enter a Search Term

Type a keyword or topic into the search bar (e.g., “weather”).

3. Select Your Location

Use the location dropdown to choose your state or city (e.g., “Oklahoma” or “Tulsa”).

4. Set a Time Range

Choose a time frame, such as “Past 7 Days” for recent trends or “Past 12 Months” for long-term data.

5. Refine by Category

Narrow results by selecting categories like News, Business, or Health.

6. Analyze Interest by Region

View the map and click on specific areas for localized insights.

7. Check Related Queries

Scroll to see trending and rising search terms linked to your topic.

8. Compare Topics (Optional)

Use the “Compare” feature to analyze multiple terms side by side.

9. Download Data (Optional)

Save results as a CSV file by clicking the download icon.

10. Use Real-Time Trends

For up-to-the-minute insights, explore the “Real-time Search Trends” section.

Google Trends is more than just a research tool—it’s a powerful resource for PR and communications professionals to craft pitches that matter. By aligning your story ideas with what people in your area are searching for, you can stay relevant, increase media coverage, and build stronger relationships with local journalists.

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