The proactive media relations process can be long yet exciting. From creating the media list to developing the pitch to placing the story, it takes a lot of effort.
Once the story runs, you need to make the most of the opportunity.
Here are some ways to leverage media coverage:
- Internal communications. Your employees take pride in your organization. If you share the news story with them via company e-mail or the intranet, they will be in the know and may share the piece with family, friends and clients.
- Social media. Most media outlets today have websites. It’s quite easy to share links to the story with your fans and followers on company Facebook, Twitter and other social media profiles.
- Direct mail. If the piece you secured ran in a newspaper or magazine, get reprints made and send to your prospects to enhance credibility and provide another opportunity to connect.
- Lobby. Whether it’s the waiting area of your headquarters or in the lobby of regional sales offices, get reprints made of print pieces for visitors to read. Air TV stories on a video monitor if you have one.
- Website. Many companies have a newsroom section of their website. Media coverage is just one element of what goes in this section of your website. (For more insights regarding your online pressroom, read the “If they can find it, they will come: Optimizing your online pressroom” article on the PR Articles page.
After putting in all the effort to secure a story, take it further to leverage the media coverage so it works for you.