How to Leverage Media Coverage - 5 Easy Tips

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You’ve managed to get the media to cover you! Editorial press is not easy to get. When it does happen, it’s exciting! Here are 5 easy tips on how to leverage media coverage far beyond the first time it appears.
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So, through hard work or good luck, you’ve managed to get the media to cover you, your business, or your event. Fantastic! Editorial press is not easy to get, and when it does happen, it’s exciting! Big or small, long or short, local weekly paper or national magazine, media coverage is a testament to your accomplishments.

Once article has been read or the show listened to or watched…now what do you do with it? Did you know that press coverage appearing for the first time is only the tip of the iceberg in how you can reap long-term benefits from just one media placement? Here area five easy, cost-effective tips for how to maximize and leverage your editorial media coverage:

1. Read It Objectively – Many businesses owners are so excited about their press coverage that they don’t really look at it objectively. Try to review coverage impartially, without bias – you’ll often get invaluable insights from what journalists have to say. A neutral look may tell you the coverage is even better, or not quite as positive, as first thought. Look for positive key words and phrases the reporter used that you can pull as brief quotes to use in the future.

2. Post Coverage On Your Website – Having a Press Page featuring media coverage is an important part of a professional website. Showing off editorial placements gives your company credibility, both with those who did and did not see the original feature. Use your press page announce upcoming placements too – i.e. “Look for Joe’s Shoes in the upcoming issue of Fabulous Finds magazine!”

3. Include It In Collateral – When designing brochures, flyers, postcards or other printed marketing materials, consider adding images or quotes from the press. It adds tremendous credibility, and this is at least one instance when it is okay to brag!

4. Frame It – Whether it’s a couple of paragraphs in the weekly paper, a feature in People magazine, or a byline article for a trade journal, people are excited by seeing friends, acquaintances and business associates in the news. Seeing framed articles also builds confidence in consumers when they visit your office. There is no need to spend top dollar on a professional framing job, but do buy a nice frame to display your news. The way it is displayed is part of your company image and you don’t want it to say you are cheap!

5. Talk About It in Person and Online– Make the news part of your elevator speech or introductory message points at networking and speaking events. Include it in a blog post, tweet and e-newsletter too! People love hearing success stories and sharing your media success is an impressive and interesting way to begin a conversation.

Most of these suggestions will also work to promote the news of awards you have won. Whatever you decide to do with your media coverage, don’t keep it a secret! Display it; provide copies of it, create marketing materials featuring it, send it to vendors, distributors and consumers. The key to marketing is to keep Spreading the Good News About You!

Learn more about the author, Erika Montgomery.