How to make your coverage work harder

Picture the scene: your PR team have come up with a cracking idea that they know journalists will love.

They’ve written a tip-top press release and spent a good chunk of time compiling a media list full of contacts who’ll want to use it. They spend even more time putting their best pitching practices into play and they’ve managed to land some top tier publications who’ve not only used the story, but linked back to your website too. The journalist’s happy. The PR people are happy. You’re happy. Job done, right? 

Wrong!

It’s easy to think that once you’ve won that all important media coverage, the hard bit is over. The links have helped to improve your backlink profile, the brand mention has helped your company’s brand awareness and the coverage is working towards those all-important KPIs. 

But it’s now that the hard work really starts. In order to leverage your media mentions and really squeeze every drop of value out of them, there are a few things you should be doing.

Read on to find out how to really get the most out of media coverage:  

Social media

Share coverage on your company’s social pages to show your followers that your business and its products or services are being talked about in the press. Engaging with the right people, such as influencers, can help create a buzz about the piece. You could also go the extra mile by thanking the journalist who wrote the article on Twitter. Not only will you be communicating the good news to your social network, but you could be laying the foundations for a long-lasting professional relationship with the journo, too!

Internal

Give your staff a morale boost by sharing great coverage internally – especially if it’s a business story. They can see that the hard work they put in is getting recognised by not only their managers, but journalists too!

“As seen in…” section

Create a dedicated section on your website to show the mastheads of the news titles that have featured your brand. This is a great way to attract potential customers and show that you’re the real deal. It proves that you’re a credible brand and makes you look reputable and trustworthy. Check out this example from our client Eat 17.

Blog section 

If you happen to be talking about anything relevant in a blog post, why don’t you link to your coverage? It shows that you know what you’re talking about and can help illustrate your point, depending on the topic of the blog.

Email newsletter

If you have a regular email newsletter that highlights how your business is doing and general news from within the company, this is a great place to share any coverage you’ve gained. 

Prospects

Make sure you’re shouting about your coverage to potential new clients or customers. When press quote you and use your articles and stories, it shows that you’re credible and an expert at what you do. 

If you want to use these tips and start sharing incredible coverage, why don’t you get in touch and see how we can help you start earning it?

© MOTIVE