So, you’ve gotten media coverage? Nice work! What comes next is usually a feeling of great accomplishment and an overwhelming desire to cease this moment. Unfortunately, many people don’t know what to do in the hours and days following news coverage on themselves, leaving their hard-earned media coverage to fend for itself in a word where the average news cycle moves at the speed of Trump’s twitter.
So, what can you do?
Pre-write Social Media Posts
If you have a good sense of when an article might run, and what the coverage will be about, it’s a good idea to get all social media promotional efforts and graphics for it drafted ahead of time. Doing this will allow you to be at the ready to share with your fans and cease the momentum. This is especially helpful if the article has a specific call to action that you’re looking to push, maybe a donation or event attendance, for example.
Blog About the Article
Maybe you just got a mention in the news, meaning the whole article wasn’t about you, but you were included in a broader story about a given subject. Usually, what happens here is that you’ll feel that the reporter may have left out a few things you felt were important or relevant to YOUR company. Well, fear not, as this is an excellent opportunity to both share the article and elaborate on it. You can do this via a blog post on a channel like LinkedIn or Medium. A company blog will work here as well!
Share With Other Reporters
A bit of a next-level skill, but here’s how this works. Let’s say you get a local media placement but still feel that the story applies on a national level. Well, take that local story and include it in your outreach to national reporters! Or, let’s say you get a broadcast (TV) interview. Take that clip and share it with reporters who write for online publications. Doing this correctly, AKA not dipping into competing reporters, will lend you tremendous credibility and allow you to showcase your expertise.
Bake Into Existing Materials & Sales Efforts
Websites, sales presentations and case studies are great places to share your earned media coverage. Having those media outlet logos present in your visual sales materials is an excellent way to appear credible and in the know.
Are you looking to get more earned media in the first place? Hit us up at firstname.lastname@example.org!