We all love to see our organisations get in the media. It’s a great endorsement that people are genuinely interested in your business, what you do and what you have to say. But after today’s newspaper becomes tomorrow’s fish ‘n chip paper, how can you extend the lifespan of your hard fought coverage?
Short of printing a copy of your coverage and adding it to your clippings file that lies in the reception area for visitors to read, here are six key ways to ensure that your media coverage works that little bit harder for you.
1 Post on social media – frequently:
Posting a link to your coverage across each of your social media platforms is an obvious way to boost awareness. But if all you are doing is simply copying the article title into the post itself you are limiting the number of times you can promote this new content.
Take two or three key points from the article itself and use these to create two or three separate posts – the destination of the link will remain the same, but the reason why people got their in the first place will be different each time.
For example, take this article. Suppose we want to generate three Tweets that direct followers to this page, simply based on the four paragraphs above we could create three very different posts, such as:
- How can you extend the lifespan of your hard fought media coverage?
- 6 powerful ways to get more from your existing press coverage
- Will your media coverage be here today and gone tomorrow?
And if the subject matter is not too time sensitive, there is no reason why you cannot re-post in the days and weeks following the publication date of your coverage. We still post an article that our managing director featured in on The Guardian’s website, because the subject matter (crisis management) is constantly in the public domain.
2 Include links in your email signature:
How often do you send emails to your customers, prospects or suppliers – quite often we expect, yes? Include a link to you most recent media coverage in your email signature so that they can see that you are a business which not only has its finger on the pulse of what is happening in your industry, but you are also respected by the media representing that industry too.
3 Add to your company newsletter:
If you are a large enough company to have an internal staff newsletter, then include the latest media coverage in the next issue. Internal communications is critical to ensuring that staff remain motivated and better engaged with the organisation.
So keep them updated on what the business is doing and share all the coverage you get – it is incredible how excited employees get when they know that their employer is making the news…providing it’s for all the right reasons of course.
4 Add it to your corporate newsletter too:
Don’t exclude your other key stakeholders – those outside of the business, such as customers, prospects, suppliers and investors. As a PR firm one of the most powerful ways that we win new clients is that we don’t just provide examples of PR coverage that we secure for our clients, but also the coverage we generate for ourselves too.
We practice what we preach. Clients like that – just like your clients will be interested in seeing you in the media they read. Moreover, it provides them with confidence that they are dealing with the right company who really is at the forefront of their sector.
5 Target industry events:
Every industry will be served by a number of expos and conferences, where the great and the good of that sector congregate to hear, listen and learn all about the latest key developments within their industry.
No doubt you will already be familiar with many of them, but have you considered speaking at these events or even tried to secure a speaker opportunity? This is where you can leverage your media coverage.
Event organisers want the best people in that industry to speak at their events – after all, it is the credibility of the speakers that gets the people through the doors! So get in touch with the organisers, set out your stall and share examples of the media where you have appeared. This boosts your credibility in their eyes and gives them greater confidence that you could be a great speaker to have on board.
6 Target similar publications:
Whilst you cannot approach a competitor publication to the one in which you have appeared and offer the same articles or quotes, for example, you can re-purpose that content and tailor it to the media in question.
For example, we worked with a client on a specific story that got coverage in The Telegraph. We then took the same story but modified it for a different audience – the Daily Mail in this instance – and pitched that publication separately.
The story was essentially the same but because we understood that the Daily Mail would be more interested in a certain aspect of the main story that was different to what The Telegraph’s readers would be more drawn to, we went in on that angle. It worked; it’s simply a case of understanding your audiences and ensuring you ‘speak’ to them in the right way!