Public relations is constantly evolving thanks to the introduction of new social media channels and…
Landing a great piece of media coverage takes a lot of skill and effort. For the best results, you must take the time to identify a compelling story, align it with company initiatives and brand priorities, identify the right person to tell the story and gain his or her interest, provide that person with the best resources, and make a strong case throughout the process of why the story needs to be told now. After putting in all this work, seeing the story finally come to fruition in writing or on screen feels so rewarding – goal accomplished, right?
Not exactly. Securing the coverage is a valiant first step, but how the coverage is leveraged once it appears can create lasting business impact. Here are a few suggestions to extend the life and value of a piece of media coverage:
• Highlight media prominently on the company website. Most organizations have a news or press section to house media, but the key is to make sure that visitors can not only find it, but are compelled to view its contents. Make sure the page is clearly marked and accessible as a standalone tab in the header, or at least above the fold on the homepage. Also, consider adding media outlet logos to the homepage that link directly to the company’s most impactful pieces of coverage.
• Share coverage frequently across social media channels. It is a no brainer to share coverage across social media channels when it appears, but coverage can be shared more than once per platform if you reasonably spread the posts apart from each other and get creative with the content. For example, one post can highlight the basic premise of the article with a link, another can highlight a specific quote from the piece and another can link the piece to breaking news or an industry trend. Creating social media images to accompany one or more of the posts can also help distinguish the content. For exposure beyond the organization’s reach, ask partners or customers mentioned in the coverage to share via company social channels, as well as encourage employees to share media coverage via personal social profiles.
• Pair company-driven articles with non-promotional content. For example, create an educational company newsletter that includes a round-up of company coverage and other relevant industry articles. Also, ask executives to link to media coverage, when appropriate, in educational content posted to personal blogs, community forums and business networking sites like LinkedIn. It will get coverage in front of the right audience and build credibility for the organization as a go-to industry resource, without being too sales-y.
• Incorporate media validation into sales and marketing materials. When creating collateral, work in mentions of media coverage for more visibility and credibility. For example, include a link to media coverage to add context in a company blog, whitepaper or press release, and note top media mentions in sales communications and pitch presentations. Increasing the chances that persuasive coverage is read by prospects builds company awareness, drive leads and helps close sales.
The goal is not to be pushy or overly promotional in an effort to share media coverage, but to get the coverage in front of the right audience, within the right context. Achieving this balance will help to effectively capitalize on media efforts and validate the company investment in media relations.
Is your media program being maximized? Let us know if we can help.