Getting press coverage is hard work, so it is worth celebrating. But it is only the first step in getting your message out to your audience.
It is important to make your coverage work as hard as possible by amplifying your content across a number of different channels. This way you can reach a more diverse audience over a greater period of time.
Here are a 10 practical ways to get the most out of your press coverage.
1. Promote via Social Media
The first thing you should do with media coverage is share it on your company’s social media pages on sites like Facebook, Twitter and LinkedIn.
— Hallam Internet (@HallamInternet) August 10, 2017
You can also reach out to influencers in your sector to encourage them to comment on and engage with the article. Why not thank people who shared it, and generally help increase the social buzz around the coverage? You can take advantage of engagement and discovery features like Twitter hashtags, or moments, to cite the journalist and/or publication you got coverage from. Thanking journalists on social media is the easiest thing to do, and they tend to appreciate it and may even respond by re-sharing your post.
Make it a habit of sharing each piece of coverage a few times throughout the following month or two. You can do this by varying the text and/or images for each post and using scheduling tools like HootSuite to automate the process.
2. Leveraging LinkedIn
LinkedIn is a great social media channel for promoting B2B content.
There is a good chance that your press coverage will be picked up by LinkedIn’s Mentioned in the News feature which automatically detects when members or organisations on the site are featured in the news.
Another easy win is to add a short list to your LinkedIn profile with all the places you’ve been mentioned. You can use the Experience section in your profile to link to the press coverage and generate high impact amplification of the content.
It is also worthwhile mentioning your coverage in a post on LinkedIn’s publishing platform. You can then use it to direct your LinkedIn connections to your coverage.
See the example below, where I published a post (not a status update) on LinkedIn with information about some coverage I generated on Search Engine Watch. The idea here is to encourage further discussion and put it on the radar of my LinkedIn connections.
3. Don’t Forget to Share Internally
Getting media coverage is exciting and whenever I get it I want to tell people. One of the first things I do when I get coverage is share it internally with my colleagues, and even sometimes with my family and friends. Ask your colleagues to share the news on their professional or personal social networks, if they feel comfortable to.
In this example, my colleague Tom is sharing the press coverage that another colleague, Lauren, got in Advertising Week:
— Tom Whiley (@TWhiley) August 9, 2017
4. Add An “As Seen in” Logo on Your Home Page
When you see the logo of a credible brand on a website, it immediately makes the site look more reputable. If you are mentioned on a well known publication, take a minute to add the logo to your home page. It doesn’t have to link to the article. In fact, it’s better if it doesn’t – you don’t want visitors to leave your website.
5. Reference The Coverage in Your News or Blog Section
If you have a blog or news section on your website, use it to link to the piece too. Depending on the article’s topic, it may be perfectly natural to link to the media mention from a page or post on your site. But if you don’t have a suitable area to post your coverage, you should perhaps think about creating a media room, where you can post and log your best coverage.
Be sure to design the media room so that one of the sections only features the media coverage. Some recommended names for this page may be “In the News,” “Media Coverage,” or “News Coverage”. The following example shows Newell Brands’ Press Room, which has all the information customers, clients, PRs, and journalists would want.
When you add the coverage, you should provide a link to the original article online. Then share the page with them, letting them know that you’re doing everything possible to drive traffic their way.
Top Tip: To avoid losing your coverage, if the media change it, grab a screen shot of the original article and convert it to a PDF which you can then host online.
6. Include The Coverage in Your Email Newsletter
If you have a list you regularly send email newsletters to, you should add the article to your next email. After you issue your email, forward a copy to the writer and let them know that you shared the article with your audience. If you contribute to the success of a piece, the reporter will be more willing to talk to you again. PR is all about maintaining good relationships after all.
I’ve seen some businesses go one step further, and include their latest coverage in their email signatures.
7. Don’t Forget to Look for the Link
Getting online media links to your website is great for your search engine optimisation. Links improve your website’s domain authority, which increases the likelihood that further content on it will rank. This is why digital PR pros have the power to affect search rankings.
However, to capitalise on this, you must understand the value of links and capture the opportunities press mentions give you. If you get a brand mention and no link, ask for one. I often just ask the editor or media contact for a link. If you don’t ask, you don’t get! What’s the worst that can happen? If they give you a link, celebrate. If not, move on.
You should actively seek mentions and links to your website on a regular basis. I often find that when PRs, journalists and clients understand the value of external links and off-page SEO and how they impact search rankings, they look at media coverage differently. They begin to strategically create content that is worthy of online coverage and links!
Top Tip: Use Google Alerts to find the online coverage you’ve received.
8. Share with Clients
Sometimes a more personal touch is needed. You should share all good news with your clients, customers, and suppliers. You might want to personally acknowledge their role in your success. This can really strengthen your business relationships. It will remind them why they chose to do business with you in the first place.
9. Tell Your Prospects
Coverage helps generate new business. So, tell your prospects about the good media coverage you’re getting. Press coverage gives you third-party credibility. Armed with a brand new editorial article, your sales team can easily prove your brand’s credibility. You are telling your prospects that you are an expert, and you are doing something that’s gained the interest of others , so your company is worth watching.
If there are leads already in your pipeline, you may be looking for reasons to reach out to them. A press mention is a perfect reason to do that.
10. Use It to Generate More Coverage
Create a snowball effect. Your PR team should try to include a link to your recent coverage in their pitch to show credibility, especially when pitching to a new editor. Showing them your previous coverage will help convince them that your business is newsworthy and may make them more inclined to cover your story, and hopefully give you a link too!
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