Squeeze the most out of every media appearance
By Paul Green
So, you’ve come up with some great ideas, written some press releases and got journalists interested in your business. Well done – that’s the hardest bit over with. – you’re on your way to some credible free publicity.
The trick now is to ensure you make the most out of that publicity, and really make it work for you:
Keep a copy of all media coverage in your reception: There’s nothing more positive for visitors to your business than to look through your cuttings book while they are waiting to meet you. Don’t forget to print off internet coverage. Seeing that a business is highly active and doing lots of things gives great confidence to both customers and suppliers.
Link to your press coverage online: Many newspapers and magazines put their content online. Keep an eye out for stories featuring your business, and link to them from your website. If you’re in the printed paper but not online, scan the paper and create a pdf to place online. You will need a copyright licence to do this legally, see the Newspaper Licensing Association.
Turn your press releases into articles: Whether a press release is picked up by the media or not, turn it into an article and put it on your website. Adding articles regularly is good for readers and search engines. Readers will appreciate the free information (and it helps to brand you as an expert in their mind), while regularly adding original relevant content to a website will boost your site’s ranking with search engines like Google.
Link to your media coverage / articles in your monthly newsletter: Ensure everyone who’s signed up to your email newsletter sees the articles. If you do a paper newsletter, then re-print the entire article. Remember to get a copyright licence if you re-print your media coverage.
Use your PR themes in all your marketing: Some clients I work with pick up my ideas to get them free publicity, and use them to drive all of their marketing. It means that a potential customer who sees a story about them, is more likely to respond to an advert with a specific call to action.
Make sure your team know what you’re doing: It’s great practice to give your team copies of your press releases and any coverage you get. It will make them feel part of your marketing effort.
Send press releases to suppliers and major clients: Ensure your key suppliers and clients know what you’re up to. Send them a copy of your press releases with a hand written note. Very few businesses do this – they will appreciate the personal touch.
Set up an online press room: Seeing coverage you have already received will give other journalists confidence to write about you.
