In a previous post, I talk about the importance of building relationships with the media. Once your relationships are in place and you start to generate some hits for your business or client you’ll discover that press is the gift that keeps on giving.
A good media hit in a top tier outlet can catapult your brand to the next level. And in most cases, it is far more valuable (and less expensive) then an advertisement.
While getting press is often the goal, many people are missing huge residual opportunities when they don’t leverage the resulting clips.
There’s no reason you or your PR firm should be doing all of that work if you’re not going to put it to some good use.
1. Put it in a portfolio or binder
Keep the clips on your desk or in your reception area at all times. Create a separate binder to highlight your most important clips and take that with you into meetings with investors, prospective clients and employees.
2. Order reprints and display on office/store walls
Some reprints look better than the actual article. Buy a nice frame and pop it up on your office walls for all to see.
3. Create a newsroom or press section on your website
The press section is one of the first places that people will go when they want to know more about you. Post your media hits within 24 hours (unless you have to purchase reprint rights).
4. Create a Press kit
This one is a no-brainer.
5. Blog about it
The company blog is a good place to further the conversation and to include important points that may have been left out of the story. It can also be the place to correct any misinformation or misquotes.
6. Send a media round-up to your email list
Create an email list of important people that would care to read news about your business. Send them a quick note and link to the article(s). One of my favorite authors, Seth Godi, did this recently and included links to several interviews he’s done about his latest book.
7. Use social media
Tweet. Facebook. Pin. Stumble…etc.
8. Use the clip to create a larger dialogue about an issue
If your customers or audience is buzzing about a recent interview you did or a feature story that appeared in the press, consider hosting an impromptu twitter chat or google hangout to answer additional questions or concerns.
9. Apply for business awards
Use all of the press coverage that you’ve received for a campaign to apply for business awards in your industry.
Do you have any other suggestions for leveraging media hits? Have you tried any of the above? Comment below and let me know what works for you.