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3 Ways to Extend the Power of Free Publicity

This post is an excerpt from our Vocus guide “Pitch Perfect: The Ultimate Guide to Securing Publicity for Your Business.”

Great news! You just earned a big publicity hit! The work doesn’t stop just because you crafted the perfect pitch and a reporter covered your business, though.

Newspapers - Stretch Publicity

A little extra work on the tail end will increase the value of this already valuable piece of earned media.

Create a checklist of the following three tasks so you can squeeze every last drop of value from your publicity hit…and possibly earn even more publicity in the process.

1. Share it everywhere

Share - Extend Publicity

Drive prospects to your site and increase brand awareness by linking your PR efforts with your social networks. Whether it’s a feature, interview or press mention, consider the best places to share the news, including your blog, Facebook, Twitter, LinkedIn and Google+. You may also want to consider sharing on Pinterest and Instagram, if it makes sense. The ability to easily share on social makes it easy to multiply the effects of great publicity.

When sharing news of your publicity, include the reporter’s handle. A recent survey found that the primary reason journalists use social media is to share their work.

If you use content syndication platforms like Outbrain and Taboola, send people to your earned media. It will likely help amplify your results.

Want to see how a company turned a HARO ad into a publicity hit in The New York Times, CNBC and The Cincinnati Enquirer? Read the incredible story here!

2. Use hashtags

Hashtags - Extend Publicity

Press releases are a great tool for introducing new and buzz-worthy stories to reporters, influencers and customers, but it’s not always plausible to include every last detail.

Promoting a hashtag within your press release makes it easy for readers to ask you questions. Be sure to engage everyone who uses the hashtag on Twitter because it’s a great way to educate your audience and improve your brand visibility.

3. Repurpose for further reach

Cans Repurposed - Extend Publicity

If someone can repurpose cans to hold curtains, you can repurpose earned media into owned media.

Why not supplement your earned media with owned media? Radio interviews and news clips (and even press releases) don’t have to be a one off. They can be fodder for blog posts, email newsletters or e-books.

Get a radio interview? Include a brief highlight in your next email newsletter. The talking points in your press release can often be turned into advice or in-depth tips for an e-book. Share the high-quality images that accompany the news coverage you receive and share them on Instagram or Pinterest.

Want even more pitching and publicity advice? Get your free “Pitch Perfect: The Ultimate Guide to Securing Publicity for Your Business” guide now.

Image: m01229, C!…, crabchick (Creative Commons)

About Brian Conlin

Brian Conlin is a content marketing manager for Cision. A former journalist, he enjoys researching and developing accessible content. When not writing, you will find him watching baseball and college basketball, sampling craft beer and enjoying Baltimore. Find him on Twitter @BrianConlin13.

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