One of the main goals of a DIY public relations campaign is to garner media coverage. And, once you have an article secured, the attention doesn’t have to end within the pages of a magazine. You can do many simple things to leverage that media hit into additional exposure. Each piece can essentially be repurposed to create an entirely new call to action, thus extending its life span and creating an even wider audience.
First Things First
If you know coverage is coming (and you have a strong feeling that it will be favorable), be sure to alert your network. Send out an FYI email, Facebook post or Tweet before your coverage hits to build some excitement and anticipation. In my experience, people love to “discover” when something they are personally familiar with has been featured in the media, and they may even help you promote your coverage by sharing your news. I am often emailed by clients or former colleagues when they see my name or my company in the media—and even more so when I let them know to be on the lookout.
Thanks to technology, we enjoy our media coverage on a variety of platforms. But, I always begin with the basics and secure a physical copy of any print coverage, print out anything that runs online and make sure that I have a CD with a clip of any television or radio segment. Depending on the article or the publication, you may also want to display it in your office. You should be proud of your company’s accomplishments, along with your new publicity success! My first hit was showcased on my home refrigerator for months and I still have the actual newspaper to this day.
A quick but important note before you start clipping, coding or emailing your coverage publicly: Many outlets will copyright the material, meaning you are not allowed to widely distribute the content without permission—even if it is about you or your company. Of course, you can share a link with no infringement issues or frame an article in your office, but to reprint or redistribute (and use the name and/or logo of the outlet), you may need to receive permission, which you can secure through means ranging from sending an email to paying a fee depending on the outlet and planned usage. Ensure that you have permission and/or are adhering to the copyright rules set forth by each outlet before repurposing coverage.
Make a List, Check it Twice
I run down a checklist to ensure I am making the most of my press clips. A lot of it will become second nature after a while. As you go along, you can refer back to this list to ensure you are doing all you can to showcase your coverage:
- Add it to your website. If you don’t already have a press section on your website, you should create one and showcase your coverage. These articles lend you great credibility, so make sure they can easily be found on your site, and that you keep it updated to show you are continually moving forward and staying in the news.
- Email it within your company. Your team can be one of your biggest supporters. Keep them informed about any company wins, including press coverage. Not only does it boost morale, but your staff may forward coverage along to friends and family, taking pride in their company. Give them a reason to cheer!
- Send it to clients or potential clients. We starters know the importance of remaining front of mind with future clients along with existing business. Sending along positive media coverage is a great way to do so, either in emails or e-newsletters.
- Add it to collateral. One of the great things about positive media coverage is the credibility that comes along with its implied third-party endorsement. This isn’t an advertisement; you haven’t paid someone to write or say any of this, and it resonates more authentically with your audience as a result. If there is a particularly compelling quote or soundbite from your coverage, you may want to consider adding it to collateral, including any sales materials, brochures or even product packaging. One of my client’s products received an award from a prestigious women’s magazine, and after that information was added to the product packaging, they experienced a boost in sales. The target audience valued this magazine and the opinions of its editorial team, and the client utilized the PR win to positively influence the target’s purchasing decisions at the point of sale.
- Share on social media. Spread the word socially through your brand’s various accounts: Twitter, Tumblr, Facebook, Pintrest, YouTube, etc. Whichever platform(s) you work with, use them to promote your coverage. Also consider encouraging colleagues, friends and family to share your coverage for the potential to gain additional, organic exposure. It never hurts to ask!
- Use as a recruiting tool. Be sure your human resources team (and that may be you) has access to your media coverage. Positive press and exposure is a sign that a company is successful and can be a great incentive when hiring new talent.
And one final note: Congratulations on your press coverage!