Your company has just earned a glowing article from a major news outlet and the exposure has the potential to take the business to the next level.
Don’t make the all-too-common mistake of passively waiting for a flood of new customers (which may or may not happen). Instead, play an active role in getting the most out of the coverage.
Here are 10 easy ways to maximize new press using your own internal resources:
1. Share on social media.
If you do nothing else to leverage new press, do ensure you amplify the news on social media. But, think beyond just clicking share or retweet. For example, ask a question to prompt discussion around the article. This practice has another added benefit for PR pros: today’s reporter is expected to drive traffic to his or her news outlet. Your shares will help build a reputation as a future source who drives results for them.
2. Share with clients.
Sending the article to your top clients and acknowledging their role in your success can strengthen relationships. It will remind them why they chose to do business with you in the first place and reinforce your expertise.
3. Tell your prospects.
Press coverage gives you third-party credibility. Armed with a shiny new editorial article, your sales team can convey several things without having to say it outright: you are an expert, you are doing something that’s piqued the interest of others and you are worth watching as a company. If your company is in the news regularly, consider a tool like Coverage Book to curate news seamlessly in a visually appealing format.
4. Write a press release.
If your company landed major coverage in a book, peer-reviewed journal or spot on a publication’s annual list, it warrants a press release. This tactic can be especially effective for garnering local press (Think: Local company earns coveted spot on prestigious Inc. 500|5000 list). From a digital perspective, Google’s search algorithm favors press releases, so a well-crafted release boosts your company’s SEO when you distribute through a wire service.
5. Blog about the coverage.
Is there a topic you wish the reporter had delved a little deeper? Explain more in a blog post and post to your site. If it was a major interview, consider a behind-the-scenes look about how the coverage came to be.
6. Update your profiles and bio.
Are you the one quoted? Upload the article to your LinkedIn page. Speaking of LinkedIn, you can also update your summary that you have been featured in a particular publication, and note that you are available for future interviews on your topics of choice. If you use your bio frequently, note significant coverage there as well.
7. Use in future media outreach.
If you’re proactively pitching the press about your company, note at the end of your pitch that your spokesperson has been quoted in major publications to reinforce credibility.
After pushing it out on your social channels on publication, share again throughout the day (Twitter) and a few times more throughout the month (LinkedIn and Facebook). If it’s evergreen coverage, even better. Re-share it throughout the year.
9. Circulate internally.
Don’t forget this important tip. Always remember your internal audience because they are the most likely to be impacted by the coverage and to share big hits to their network. Not to mention, a positive article is a serious morale booster.
10. Report back to leadership.
Monitor your site and look for results like increases in newsletter subscriptions, blog visits, white paper downloads and social media shares to tell the story of the article’s performance. This will show the value of a public relations campaign.
Most companies see new press as the end result of pitching, fostering a relationship with a journalist and interviewing. But instead, the coverage should be seen as the beginning – a valuable piece of content that serves as a jumping off point to reaching your ideal clients.
Jennifer Lawhead is the Corporate Communication Manager at TTI Success Insights. With a dual background in journalism and marketing, Jennifer has a penchant for storytelling, especially about the PR industry, career growth, continuous learning and being a woman in business. Follow her on Twitter: @jenlawhead.
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