Former Olympian Sebastian Coe has tackled the media on why the 2012 London Olympics are about much more than the capital.

He admitted that it was sometimes difficult to get across the message that the Games are not just about London and said it was vital to work with the local press – to engage with local communities across the UK.

Lord Coe said that local media, rooted in its local communities, knew all about community pride and would share in the success of the Games, possibly with local ceremonies in athletes’ home towns.

He told an audience of publishers, advertisers and agencies: “That deeply-engrained local knowledge and long-term commitment is part of the reason why people have greater trust in local stories and campaigns.

“Whilst London will be the principal venue, it is the entire UK which will play host to the Games… a genuinely local focus is absolutely crucial.”

Lord Coe, who is chairman of the London Organising Committee was speaking at the Newspaper Society’s Local Matters conference.