Marketing

How to amplify your media coverage

Catriona Pollard /

Congratulations, you’ve just scored a fabulous piece of media coverage! Now, what are you going to do next?

No longer is it just yesterday’s recycling! Securing media coverage is just the tip of the iceberg when it comes to raising your profile as a recognised expert.

I treat all of my media appearances as powerful and shareable content which can be amplified across my platforms.

Let’s use my recent appearance on CNBC Asia Squawk Box talking about Australian CEOs failing to embrace LinkedIn and Twitter as an example. Once the cameras stopped rolling, I turned the interview into content I could share with my target audience across multiple channels, thus extending the reach of the interview.

Here is how I did it:

Website

The first place all media coverage should go is your website. If you don’t have a section on your website for media coverage, make one! Hosting coverage on your website not only showcases your credibility as an expert, but it shows you are regularly in the news and helps to boost your website’s SEO.

Many media outlets hold the copyright when it comes to the material, so make sure you are adhering to local laws when you publish the material.

The best way to ensure you aren’t caught by any infringements is to write an article or blog post and share a link to the coverage on a news outlet’s website. Likewise, you might wish to transcribe your interview and post it to your site.

Social media

Visuals play a significant role in social media and provide social proof of media coverage to your audience.

Before you head in to an interview, snap a picture of yourself in the studio or with the interviewer and post it to social media. This will make your audience feel like they are heading on a journey with you.

In today’s digital world, many media outlets publish their articles and interviews online, which is great news for you when it comes to promoting coverage.  

Following an interview, make sure you find the coverage online and promote the link and or video across your social media channels. Remember when you are drafting the supporting content you will need to tailor it to each social media platform.

If you can’t access a video or an article online, ask the producer or editor if you can purchase the coverage for your use.

Alternate story angles

What else can you share about the process relating to the experience? For example, on my Unknown to Expert blog and EDMs, I wrote about topics relating to the CNBC interview. I wrote a detailed step-by-step about how I secured the interview and also how to make the most out of the media coverage.

Second bite of the cherry

While most media outlets won’t reproduce articles or interviews, consider if there are any other media outlets who would be interested in the topics you covered in your interview.

Why not write an article about what you discussed, including your key messages and proof points, and pitch to another media outlet?

As you can see, you have so many opportunities to extend the reach of media coverage. At times you need to think outside the box, but social media and digital reporting provides you with almost limitless opportunities to build your profile and position yourself as an expert.

Catriona Pollard is the author of From Unknown To Expert, a step-by-step framework designed to help entrepreneurs develop effective PR and social media strategies to become recognised as thought leaders and influencers in their field. Catriona is also the director of CP Communications, which merges traditional PR tactics with cutting-edge social media strategies that engage consumers as well as business.

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Catriona Pollard

Catriona Pollard is the director of CP Communications and the author of From Unknown To Expert,

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