I’ve had a fun time pitching client stories to the local newspapers lately, with great success. Yet media coverage is more than celebrating your name in print. In days gone by, today’s news became tomorrow’s chip paper. Nowadays it’s simply tossed in the bin.
In today’s climate, small businesses have to do more than simply frame a copy of the published article and hang it on their office wall. How do you avoid your precious coverage being thrown on the scrap heap? Self-promote your coverage and leverage from the media opportunities.
I came across a fantastic article on this very topic in Enterprise Nation. In her article, Eight things you must do after receiving press coverage, PR consultant Tracey Durrant shares her “must dos after getting media attention”. Here are my top four, modified from her list:
1. Share the media coverage with your mailing list
People who’ve signed up to your mailing list want to receive your news and see you succeed so tell them about your press coverage. There are many ways to do this. Sharing the story behind the coverage is a great place to start. Remember your stories help your past, present and/or future clients relate to you, your business and your products or services.
2. Follow-up sales leads
Follow up with clients who haven’t committed to working with you. Send them an e-mail to find out how they’re getting on, include a link to your feature and let them know you’re ready to continue the conversation when they’re ready. Your press feature may be the social credibility your potential client was waiting for before making their final buying decision.
3. Share it on social media
Share your success on social media. Use Pinterest, Twitter and Facebook, record a YouTube video, show your magazine feature on Periscope, and add a link on your LinkedIn profile. Remember to tag the publication and the editor or journalist. Tweet something like: ‘Did you see me in @publication showcasing <insert area of expertise>? Thanks @Editor for a great interview’.
4. Update your website if you’re expecting a major piece of coverage
If you know your new season zebra print wallet is being featured in the next issue of Vogue, make sure you’re ready to welcome visitors from Vogue by making sure it’s easy for them to find and purchase the featured wallet online. And be sure to shamelessly self-promote on your website too by adding a copy of the article.
Durrant also mentions using media coverage as an opportunity for more stories. As a freelance magazine editor, I love this tip!
Media coverage, be it big or small, helps to build your reputation (let’s assume it’s positive coverage). Be sure to thank the editor with a personal email or handwritten note. This is the perfect opportunity to tell the editor that you’d love to work with them again and suggest a couple of story ideas. While they may never use these ideas, you’ll be top of mind when they next need to talk to an expert in your field.
What’s your greatest media success? How did you leverage from the media coverage?