Public Relations

How to get the most out of positive media coverage

Phoebe Netto /

journalists

Pure Public Relations founder Phoebe Netto. Source: Supplied.

You’ve done it. You’ve scored that perfect piece of media coverage you’ve been planning for weeks. You celebrate, send a tweet. Then what?

Don’t let your fame end after its allotted 15 minutes. there’s so much more you can do to maximise its power.

In fact, it’s possible to turn that article or broadcast appearance into a fully-fledged marketing campaign for your brand. Media coverage isn’t just about reaching more people it’s a chance to boost sales, gain new customers, increase brand awareness and open the door to a whole new world of media opportunities.

First, it’s important to make sure the coverage is obvious for all to see, however far into the future someone might be looking at it.

Create a section on your website dedicated to media coverage, and keep it updated whenever you get mentioned. Adding an ‘as seen in’ or ‘featured in’ block to the front page of your website is another great way to boost that credibility. If you have a regular e-newsletter, be sure to include a link to the coverage there too.

Email signatures are an often-overlooked place of valuable real estate. Your team sends out emails to valuable stakeholders day in, day out: why wouldn’t you make sure the world can view your recent media coverage there, too?

Along with your site and email marketing, there’s a wide range of places for your coverage and ‘as seen in’ collection to sit.

Try adding it to your business proposals, brochures, presentations, ads and customer communications. Frame the coverage and proudly display it in your office for everyone to see, and make sure you have copies printed for visitors to read.

If you managed to score a great positive pull quote, ask the journalist if you can share it in your collateral. Think of it as the business equivalent of a five-star review on a movie poster.

It might go without saying, but it’s essential to thank the journalist who was responsible for your coverage. Not only is it the right thing to do, but it will strengthen your relationship with the journo and set you in good stead for more coverage in the future.

Have you got a potential lead you’re trying to get over the line? If the coverage might be useful or relevant to them, make sure to share it. You’ll prove your worth, start a conversation and provide them with some helpful information, all in one go.

If there were any important stakeholders involved in the media coverage, make sure you directly thank them for their support. If you want to leave a great impression, you can take things one step further by sending them a gift along with a copy of the article.

As always, it’s essential to make sure you’re getting the most out of social media. If you’re posting to LinkedIn, make sure you’ve shared on both your own personal profile and your company’s page. Ask other members of your team to share it too, since LinkedIn tends to prefer posts from personal profiles over company pages.

One of the most useful qualities of media coverage is the credibility it brings. If the coverage was obtained in a well-known publication, brag about it in your LinkedIn header or ‘about’ section. You’ll immediately appear more trustworthy, which is especially handy for those who use LinkedIn as part of their sales strategy.

Appearing in print can often seem even more legitimate than online: there’s a reason why Facebook, KFC and NAB all turned to print when they had something important to say.

But print doesn’t mean you can’t share on social. Simply take a photo of the coverage and upload that instead. You can also type up excerpts in a blog post, or to truly maximise the reach, share them over the course of several social media posts.

If you were lucky enough to appear on TV, make sure you grab a copy and upload it (just be careful of copyright restrictions and fees). The Facebook and LinkedIn algorithms are especially fond of video, so make sure you use them to full effect. Even radio appearances can be turned into video clips with some basic video editing know-how.

Twitter is another great way to get the message out there, especially if you tag some relevant stakeholders. If there’s a trending hashtag associated with the content, even better. Don’t be afraid to post the same link multiple times over the course of a few days, since Twitter is designed for more fleeting and transient posts.

The first few days after a piece has gone live is the most critical window of opportunity for social, but don’t stop there. Even if your coverage is months or even years old, there are still lots of chances to post it.

Keep an eye out for new news stories that relate to your own, and use it as an opportunity to add to the conversation. Feel free to jump on the ‘flashback’ bandwagon, especially if you’ve got a piece of coverage which is about to celebrate its first birthday.

Finally, remember that these tips don’t just apply to your own wins. If a client or key stakeholder appeared in the media, show that off too. Not only will it help build a stronger relationship with those clients, but the reputation-building power of PR will rub off on you, too.

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Phoebe Netto

Phoebe is the founder of Pure Public Relations, a PR firm for SMEs and not-for-profits.

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