It's not every day that Newsweek covers surfing.
In this case, the coverage was less than desirable.
In 2016, Newsweek called the Lunada Bay Boys "America's most notorious surf gang."
The group's territorialism of the Lunada Bay public beach caused controversy in the legal and surfing worlds.
Even though the United States enjoys a shoreline of 95,471 miles, good surf spots are rare.
Rare surf spots with solid waves, even rarer.
If this break is near a large population center with many surfers, territorialism often arises.
Regular surfers who live around a desirable surf break may often guard it jealously, hence the expression "locals only."
As Newsweek reported: "Lunada Bay is a near-perfect half-circle in the Pacific coastline of Palos Verdes Estates, an upper-middle-class enclave of Los Angeles. The land drops steeply to the water, the cliffs immediately evocative of California at its most gorgeous and dramatic. The waves at Lunada Bay can reach 15 to 20 feet, making it one of the premier surfing spots on the entire West Coast."
The question of who gets to surf Lunada Bay highlights the hostility to outsiders known as localism.
For nearly the past half-century, a group of local surfers known as the Bay Boys has jealously protected access to the waves of Lunada Bay with verbal abuse, threats, and vandalism, sometimes resorting to violence.
Per the New York Times: "Surfing "localism," with a hierarchy in the water-based on skill and seniority, is hardly exclusive to this beach: It can be found at choice breaks from here to Australia. And many surfers see its benefits, especially in spots with big waves that are dangerous for beginners."
Violence is not great, especially for a decidedly chill pursuit like surfing.
However, a "locals only" mindset is a must for communications.
When I start working with a client, they want to secure media coverage in all the top national and metropolitan news outlets and often forget about the benefits of local news.
"You want to be covered by the Wall Street Journal. Oh really. So does everyone else, including the President of the United States."
This overemphasis on high media misses low media opportunities.
For many businesses, most of their customers are better reached locally.
This means securing media coverage in local newspapers, magazines, newsletters, podcasts, or TV programs.
A high-low media outreach effort will maximize and amplify your communications.
Crafting a pitch to local journalists and media publications is a must.
Crafting a pitch on why your story is attractive to a local audience is a must.
So embrace a "locals only" mindset for communications - just drop the gang violence and intimidation.
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Need help with your communications?
Caracal is available for solo executive advisory sessions, leading a team workshop, or conducting a communications strategy audit.
Happy to help.
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