Your company has just been covered by the media. Congratulations! Generating earned media coverage is a tremendous accomplishment that takes hard work and dedicated effort.
But, the work doesn’t stop once the coverage runs. After you’ve celebrated seeing your name in print, it’s time to kick off the next phase of your media outreach effort: promoting your coverage.
Earned media coverage offers you unique credibility in the eyes of existing and prospective customers, clients, investors, and anyone else who encounters your business. Unlike paid advertising, media coverage demonstrates that your company has the stamp of approval of an independent, trusted, third party.
This added credibility can be hugely valuable for your business – and, as a result, is something you should promote widely.
With this in mind, following are several things you can do to amplify the impact of earned media coverage far beyond an article’s original run date.
1. Add media logos to your homepage.
Once you’ve generated a few pieces of media coverage, add an ‘As Seen In’ banner of media logos to your homepage.
2. Post coverage to the ‘News’ page on your company website.
If you don’t have one already, create a ‘News’ page on your company’s website. This is where you can house company announcements and updates, as well as media coverage of your company and executives.
3. Share across all social media platforms.
Each time your company is in the media, develop a series of social media posts that link to the coverage. Tag the media outlet and the individual journalist who wrote about you. Post on all company social media accounts – multiple times, over several days – as well as on your personal accounts, if appropriate. Depending on your company’s social media policies, you can also suggest to your staff that they post the coverage on their own accounts.
4. Include in a company e-newsletter.
Continue to broadcast the news that you’ve been in the news by linking to recent coverage in your company e-newsletter.
If you land a significant enough piece of media coverage, consider sending out a ‘special edition’ e-newsletter to highlight your 15 minutes of fame.
5. Incorporate into your marketing materials.
As already mentioned, media coverage gives you credibility. And, credibility helps make sales.
Incorporate your earned media coverage into your marketing materials. This can be as simple as an “As Seen In” banner across the bottom of a company brochure, or can be something more detailed, like a full listing of media coverage in a slide deck for prospective clients.
6. Send to friends and family.
Friends and family love celebrating your accomplishments with you. Send out a quick message to your personal network to let them know about your recent media coverage. They’ll be happy to learn about your success.
And, if you feel comfortable doing so, ask your friends and family to help you spread the word by posting about your coverage on their own social media accounts. Make it easy for them to do this by sending suggested language for a post or posts.
7. Share with other media contacts.
This needs to be done carefully, but you can sometimes use coverage in one outlet to generate coverage in additional outlets.
Put together a media pitch around the topic of your recent press hit. Include a mention of, and link to, the article or clip. Then, use this pitch to reach out to contacts at different outlets.
For example, if a leading business magazine has just run an article about the tactics your start-up used to shatter its first-year sales goals, craft an email pitch around this same topic. Include somewhere in the pitch a mention of and link to the business publication article. (i.e. ‘As recently covered by [Business Publication], our company shattered sales goals by…)
This part is important: never pitch similar or competitor media. Using the above example, you could pitch to business podcasters, radio and TV producers, bloggers, or regional media outlets – but not to national print publications similar to the one that already covered you. Competitor outlets won’t want to cover the same topic as each another, and attempting to get them to do so can backfire.
By following each of these simple steps, you’ll quickly expand the reach and impact of each piece of media coverage you secure.