Media coverage is not easily obtained, but comes at a great cost and effort. It is highly sought after because of the credibility and significant exposure derived from it. Today’s media cycle is constantly moving, which gives many stories short-term relevance but a long-term shelf life. When a company or an organization does get a story in the press, it must do everything it can to leverage its exposure quickly to secure a return on investment. Below are several strategies for ways of extending the life and brand-building power of hard-earned media coverage.
Use your social media infrastructure to promote press coverage. Post links immediately on Facebook, Twitter, LinkedIn, Pinterest (photos) and/or others. Social media is a direct conduit to an organization’s fans, followers and “likers.” Social media allows you to get the message out quickly and efficiently, but remember, every social media platform is different and each message should be customized to each site. All coverage must include the link to the story or video. If the link is too long, use a tool like bit.ly to shorten it. Post at different times of the day and week to maximize the reach of the post.
Don’t Forget Images
Images are important. Select the best image to include with the post and make sure to stress key messages in posts describing what the story is about. Photos and media outlet logos help attract attention, shares, likes and retweets.
Post the article or a link on your website and/or blog. Keep in mind that you may need to get permission to reproduce a published article or video. Post coverage links in the groups you belong to on Facebook and LinkedIn and in appropriate threads on sites like Digg and Reddit.
Teamwork is Vital
Teamwork is key. Company employees, friends and contacts can share positive company news in the groups they belong to on social media. A collaborative effort can help increase the exposure exponentially.
Debra Vilchis, Chief Operating Officer of Fishman Public Relations, proposes creating an e-mail message to send to “customers, coworkers, and friends, pretty much anyone you know.” Share with them the press coverage directly, or include a link to the video or print story.
Communicate the company’s success and media coverage internally to employees and vendors. Include the coverage prominently in electronic or print company newsletters. Every company should have a news area on its website. Links to stories should be placed here. Multiple story links demonstrate that the business and its principals are industry leaders and experts. Positive media coverage can increase company morale and productivity, and enhances the company’s credibility and stability to outside partners and vendors.
PR pro John Lee said, “Depending on where your story lands on the media food chain, use it as a stepping stone to garner more coverage. Compelling print and online stories can be the best way to generate TV coverage, especially when they include a compelling human interest story. Use print coverage prominently in a pitch to TV, but emphasize the visual aspects to the story, and if possible, suggest a fresh angle or an interesting person who can be interviewed.”
Publicity trainer and speaker Nancy Juetten suggests “creating a custom signature for your outgoing emails [because it] makes it easy for clients and prospects to read about your good news and remark upon it.”
Media coverage is a vital part of branding, credibility enhancement and promotion. It is positive third-party content, which must be pushed out on social media streams. Good coverage can and should be repurposed periodically to ensure key individuals and target audiences see it and learn important information about you and your business. Media coverage offers unmatched credibility enhancement and promotion. The value it provides cannot be easily measured, but it is worth many times more than advertising and other forms of marketing. When you get the coverage use it.
*Previously posted on www.digitalbrandmarketing.com