In recent articles, we’ve discussed how to write a media-friendly press release and what kinds of information the press will find newsworthy. Now that you know when and how to get the media’s attention hopefully you’ve garnered some great news coverage. So, what’s next? Are you using that coverage to its full potential?
Here are five easy ways to make the most of new press:
Share on social media
This is the most important thing you can do to leverage new press. Not only will sharing a story on social media garner attention for your business, it will drive traffic to the media outlet from which the news coverage came. When you send traffic to a news outlet, you’re encouraging the media to pay attention and to write more about your company. If the article appears on the news outlet’s Twitter, Facebook, or LinkedIn accounts, be sure to like, comment, share, and retweet it.
Pro tip: Get more social media traction by sharing your news coverage several times over a few weeks. If it was a major interview, consider posting “behind the scenes” commentary about how the interview took place.
Talk about it
If your company is in the news, let your customers, vendors, and clients know and send them any relevant links. Your phone call, email, or conversation will allow them to feel like they are part of something important and remind them why they chose to do business with you in the first place.
Pro tip: Include the article in your next newsletter or email blast. After the email goes out, forward a copy to the author or publisher to let them know you shared the article with your list.
Media coverage = credibility
A well-written article speaks for your company with a level of authority that goes beyond anything you could say for yourself. Use the article to create a visually appealing one sheet for your sales team to use when courting new customers. If your company receives lots of news and editorial coverage, create a portfolio for use in marketing campaigns.
Pro tip: If you’re sending a pitch to the press, mention previous articles about, or quotes from, your company that have appeared in other publications to reinforce credibility.
Write a press release
If you receive major editorial coverage like a company profile or an award from a specialty publication, send out a press release through a wire service. Be sure to send a copy to the author or publisher as well.
Pro tip: Search engine algorithms favor press releases, so your company’s SEO will get a nice boost when the release drops.
Update your website
One of the best things you can do with media coverage is utilize it on your website. Create a press or news page and upload every product review, news article, and editorial mention you receive. Be sure to include a link to the original article.
Pro tip: Use the “halo effect” to your advantage. If the press coverage came from a respected source, add the publication’s logo to your home page. When visitors see the familiar logo, it will increase their respect for your company.