Local newspapers are not as numerous as they used to be, but they are still read by millions of people. Local radio has a more loyal audience than national TV. Local TV is sometimes restricted to news bulletins these days. but they struggle to fill their broadcast time. Many people dismiss local media as a waste of time, but on the contrary, it's very valuable.
There are a number of reasons you may want to appear on local media. Firstly, you may have a product or service that people in your area will buy (duh!). Secondly, a good story that is featured on local media will often find its way onto national media, due to the efforts of a stringer (a reporter who gets paid for each job they do, rather than being employed by a news outlet). Thirdly, it's a good way to hone your media skills.
Whenever you believe you have something news-worthy, look for the local angle. Every story has one, whether it is the number of local people affected by an issue, or a well-known local person (maybe you) who is part of the story. Get to know your local reporters, particularly those who feature stories about your type of business. Offer them help and advice, and be available when they call. You will soon find that you become a trusted source of quotes, and your profile will rise.