How to make the most out of your media coverage
Great media and PR strategies don’t just begin and end with stories appearing in the newspaper and online, or on television and radio. It’s what you do with your hard-earned media coverage that makes a real difference and maximises your audience reach.
A quality PR agency or media consultant will tell you to make the journalists’ work, work for you.
So how do you do that?
- Link to your success
- Hit social media
- Sell it
- Promote it
- Blog it
- Frame it
“You’ve invested considerable time and effort and worked hard with your PR Agency to secure your story in the media,” Ms Goddard said.
“It’s important to continue that momentum, capitalise on that investment, and grow your brand further.”
This is where PR and social media work together to strengthen your communication goals to help boost your brand and reputation.
Link to your success
Showcase the media attention you’ve earned by creating a dedicated Media Page on your website. This is where you can provide links to TV, radio and online stories as well as screenshots of articles.
A Media Page demonstrates to your audience that you are current, and it is great publicity for your brand. As a further bonus, it allows you to track the hits you gain and gather valuable research data. Remember, outgoing links will help keep the article relevant for a long time – and can improve your SEO.
Hit social media
Post it, promote it, and get your brand seen.
News articles provide exposure that money can’t buy so build on the momentum and share the article or video link to the story on one of the many social media platforms.
For current customers and investors, it’s positive reinforcement that will keep them loyal to your brand. Encourage them to share it and that can potentially be key to growing your business from sources you weren’t necessarily expecting.
Making the news is a good conversation starter so give the clippings and articles to your sales team so they can share it with their clients.
Good PR and media management isn’t just about helping bring in new customers, it’s about giving current stakeholders ongoing confidence and pride in the brand.
To really help your sales team, include mentions of the media coverage in your sales brochures and sales kits.
Using phrases like “As Seen On” on your home page and across your website shows customers and investors your business has been featured in the media. This can help to further boost your brand’s credibility as third-party endorsements from mainstream media carry much more weight than paid advertising.
If you send out regular EDMs (Electronic Direct Emails) or eNewsletters, you can showcase the coverage to your subscribers, ensuring they see the media results and the type of stories you are achieving.
Expand on the article or story in a Blog and give your audience a little extra.
Provide additional information the journalist may not have had time to include and use key words that will help with your Search Engine Optimisation (SEO).
Successful PR campaigns require a lot of hard work so when you grab the headlines, print it off, cut it out and hang it in the office or the boardroom like the trophy that it is.
Good media doesn’t happen by accident, so follow it up with a good digital and social media strategy to continue to spread the word.