Picture this common scenario for a PR pro: you work hard to create, pitch, and then secure media coverage. That may look like a feature piece in a premier business media outlet, a contributed article in a prominent trade magazine, or some sort of interview with a spokesperson. GREAT. It’s published, everyone oohs and aahs internally. And then what?
Maximizing your great media coverage is critical to squeezing all the juice from your hard work. There are several other really easy ways to gain additional exposure and maximize your gain from your media coverage.
Republishing coverage on your site is a great way for visitors to see the latest and greatest from your company. Third-party validation via media coverage is a simple, yet highly effective marketing strategy—people buy from companies they trust and that are credible. When reposting on your site, be sure to summarize and then redirect readers to the article with proper attribution so that search engines don’t penalize you for duplicate content.
When media coverage hits, it’s natural to want to share it far and wide and spread the good word about your (hopefully positive!) spotlight (negative coverage? Read here for tips to clean up your rep). Be sure to continue to share it across all social media platforms and tag any and all appropriate parties. Think: the media outlet, editor, anyone featured, company names, etc. By sharing and tagging, you are able to double down on the exposure; most people and media outlets tagged will re-share, like, or comment, giving you additional eyeballs on your initial coverage.
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Logos and names make a difference when considering third-party validation. Be sure to include headline snippets, media logos, and links to coverage in any newsletters or presentations where you need to make a big impact—like with a board of directors, investors, leadership, and customers. Also consider how to weave your coverage into ad campaigns, especially if the media outlet is really recognizable and could influence your target audience to perform whatever call to action you want them to follow.
Similar to republishing on your website (perhaps in a media or press section), you may also want to spotlight your media coverage somewhere that has high traffic and is more front and center, like a homepage. In that area, call out that your product, service, or subject matter expert was featured in that media outlet. For instance, if your product was featured in TechCrunch, call it out by including a logo and perhaps a link to coverage or the headline. The power of a third-party logo is so strong, you’ve no doubt probably seen logos splashed across homepages time and time again. And there’s good reason—it works.
When news hits, further maximize it by putting it on active real estate you use often, like social media profiles and email signatures. This is a great, casual way to include media coverage without deliberately sharing the content. For instance, you can include the link in your LinkedIn profile about section or in the profile part of Instagram or Twitter. Be sure to use Link Tree or use an URL shortener if the original URL is too long to include in your profile.
When media coverage hits, use any (or all) of the above strategies to squeeze every ounce of visibility and exposure that you can from the original piece. After all, you’ve likely worked hard with internal and external stakeholders for that media gold. Maximize it!
Looking for more tips and tricks to boost your PR strategies and tactics? Click here to get some of the top advice other PR pros live by.