Media placement, whether big or small, can be a huge stride for a brand, a stepping stone toward an eventual goal. But once you get the coverage or news story you’ve been working so hard for, is that it? Will your business’s name in a publication or in the news be enough to propel it forward? Maybe. But in most cases, being featured in a news story is the first step in a long process of how to maximize the results of your media coverage.
1. Shout it out
Getting your story out in the eyes of customers, prospects and associates is crucial. Your coverage will not market itself; putting the link to your story on all of your social media sites like Facebook, LinkedIn and Twitter is key to drive attention to your brand. Encourage your colleagues to share and promote your link, and post links to it in email marketing and on your business’s website.
2. Do the dog and pony show on the web
Dedicating a press release and/or blog post to your coverage is an easy way to boost SEO and promote your story. Here’s an Alloy client example of how you can weave a media placement into a press release, and here’s a client example of how to promote a news story on your blog.
3. Give mad props to journalists
To increase the likelihood that reporters cover you again, make sure you include their Twitter handle in tweets, connect with them on LinkedIn and send a thank you email. They took the time to learn about and cover your company, so show them appreciation.
These steps are only the beginning to making the most from your media coverage. The important thing is to not view your first story as the end, but rather as a driving point to get more coverage down the road and prove that you are a worthy candidate for coverage because of the publicity that you will bring yourself and the organization that covered you. Like in anything else, momentum can be lost a lot faster than it was gained, and these steps are just a few of the ways you can keep the ball rolling.
When our clients are featured in a publication, Alloy helps them promote their coverage on multiple channels so it reaches a wide audience.
Have other ideas for how to maximize your media coverage? Tweets us at @alloy_crew!