Easy Ways to Amplify Media Coverage (Outside of Social Media)

Here at Dittoe PR, we secure amazing media coverage every day for our clients. But the efforts shouldn’t stop after sending the coverage link to the client. It’s important to keep the momentum going and maximize the exposure for each piece of meaningful media coverage. Since we already gave you a rundown on how to amplify media coverage via social media, here are some additional ways PR professionals can widen the reach of secured stories.

COMPANY WEBSITE
A company website is the heart of any brand, so leverage this space as a media amplification tactic by creating a landing page for company news. Here are some tips on how to have a fantastic press page:

  • Put a separate press release section on the press page. This helps website visitors differentiate between what is being shared by the company and what is actually secured media coverage.
  • Make it easy to find. It should be predominantly on the top of the navigation bar on the homepage.
  • Keep the verbiage concise. Keep it to the headline or a one sentence overview of the coverage.
  • Incorporate memorable quotes. Memorable quotes from media coverage act as testimonials for your company, thus proving your credibility. They can also show website visitors you deserve their business.


LEVERAGE AS CONTENT IN E-NEWSLETTERS
Leveraging news stories in e-newsletters is another great way to build your credibility, communicate your impact and create opportunities for touchpoints with current stakeholders, clients or customers. So, once a piece of coverage hits the web, consider how to incorporate the story in your email newsletter strategy. Depending on the frequency of coverage, consider grouping multiple stories into one email for maximum impact.

SHARE INTERNALLY
Don’t underestimate the importance of sharing media coverage with your colleagues or staff. Send around an email with a link and ask colleagues to share the coverage on their own social media networks. In addition, if the media coverage is shared on the outlet’s social media channels, make sure to ask employees to also “Like” or “Share” the post, as well as add a positive comment. This tactic helps keep the conversation going, draws more attention to the earned media and fosters a continued relationship with the outlet.

In addition, consider if the media coverage would make sense to share with partners or current investors to strengthen the partnership and expand the reach of the coverage through their networks. If you have partnered with any investors in the industry as well, this would be a great opportunity to share the coverage with them to see if they can share on their personal channels.

SHARE WITH POTENTIAL INVESTORS & CUSTOMERS
Media coverage can reassure potential investors about the interest in your company and potentially help lock in new rounds of funding. Sending media coverage to potential partners should be handled appropriately. Rather than bombarding them with every new piece of coverage secured, use it as a tactic to follow-up with an investor and continue the conversation by leveraging some top hits or a roundup of hits.

In addition, media coverage adds third-party credibility to messaging and can act like a compelling tool for validating sales team’s conversation with potential customers or stakeholders whether on sales calls or at trade shows.

Now that you know how to share great media coverage, perhaps you need help securing some? Contact Lauryn Gray at lauryn@dittoepr.com to set up a consultation today! 

Four reasons why your company needs PR

“Thank You for Smoking.” “The West Wing.” “Wag the Dog.”

These are all movies and TV shows that revolve around public relations. Now, if you notice, most of these involve some sort of crisis or needed “spin.” Flashback to more than a decade ago, and there was a slight stigma surrounding public relations. Often times PR was viewed as just “putting out fires” and only used when there was an emergency.

While we still help with crisis communications, utilizing a PR agency can provide great value for your company in many other ways.  

It can increase your brand’s credibility.
One of the biggest things PR can do for your business is help improve your overall brand credibility. Not only can secured media coverage be used as sales collateral, but it also shows readers that you are considered an expert in your industry. Media coverage in top-tier outlets or even specific trade publications shows others that your brand is worthy of recognition. With the right messaging and strategy, PR can increase your credibility as an established and potentially profitable investment target.

It can help create new business leads.
When done correctly, public relations can help improve business outcomes by generating new leads. When your brand or product is strategically placed in targeted or niche media outlets, you are becoming more visible to your target audience(s). At Dittoe PR, we focus on pitching the right publications – while you might not get the fancy national media hit every month, we can guarantee correct placement in the best publications for you.   

It can save you a buck or two.
If you haven’t checked how much it costs to advertise in a publication…don’t. Kidding. But it can be extremely expensive. That’s why we focus on earned media coverage and creating relationships with reporters. When we send over an ad value for a piece of coverage, that’s how much it would have cost to purchase an advertisement. Yes, you’re still paying an agency for their services, but it’s at the fraction of the overall advertising cost.

It can let you focus on your business at hand. 
Media relations is a full-time job (believe us, or else we’d be jobless). That’s why hiring a PR agency can help alleviate the pressure of running a business while building brand awareness (this is especially true for startups). While you’re working on the mechanics of the company, an agency will focus on media outreach, drafting content, submitting awards and more on your behalf.

We love hearing from new businesses who want to add PR to their queue. Think your organization could benefit from our assistance? Be sure to check out our full list of services and reach out to Lauryn Gray at lauryn@dittoepr.com today!




Using Data in Your Daily PR Initiatives

Marketing and PR were once considered the hardest departments for a business to quantify because there was a lack of definitive return on investment (ROI). With the rise of digital marketing, this has become a slightly mitigated problem with pay-to-click data, Google Analytics, and other various tools used to track engagements digitally.

This is a far cry from trying to determine the sales impact of a billboard on the side of a highway, but it can still be challenging to prove that money invested in PR efforts has been felt by the company in one way or another.

Fortunately, at Dittoe PR, we’re left brained and right brained. We’re creative and resourceful, and we’re also analytical. We strive to show our clients both the tangible and intangible value of media coverage and we use hard data to fuel those efforts. Today, we’ll explore a couple ways that data and PR can go hand-in-hand.

Leveraging UMVs and ad dollars.
When working with clients, we want to ensure they can see the value in a piece of secured media coverage, whether it’s a splashy feature story in a national publication or a brief mention in a trade outlet. One of the ways we do this is by tracking the readership an outlet gets each month. For more on essential reporting tools, check out this blog post!

Once we know how many impressions a piece of coverage gets (i.e. the circulation of a print publication or the number of unique website visitors a website gets in a given month), we can quantify how much it would cost to purchase ad space to reach the same number of viewers or readers. We can also leverage ad rates available in publications’ media kits, when available.

Often times, these figures are far higher than what it costs a company each month to outsource PR efforts. We highlight these numbers for our clients in real time, as well as totaling our efforts at the end of each month, so they can see where their money is going and what the ROI is.

Using data to get coverage.
As much as we love providing data to clients after a piece of coverage is secured, we also love leveraging data to catch a reporter’s attention, especially if the data comes directly from the client.

Using statistics or demographics that are relevant to a clients’ industry always makes a pitch or story angle stronger. While the type of statistic and what is considered interesting will vary across the different trades, providing data to back up a claim such as “we’re the best in the business” will make it an easier sell to reporters and outlets.

For example, if you send out an annual survey to poll your customers on certain industry-related habits, we can leverage that data in our media outreach to earn additional credibility for your company.

Targeting the right audience.
When it comes to media relations, each client has a different reason for hiring a PR team. Some want to increase their brand awareness to an audience that was previously unaware or unengaged with their company. Others might want to strength relationships and move deeper into a certain demographic that’s already proven to resonate with the brand. Knowing these goals and understanding how to reach key demographics can help us determine the right outlets and reporters with whom to connect.

If a company is already trending well with women ages 25-45 and would like to continue that relationship, we research reporters and outlets that target that group. If they’re trending well with that same group of women but would like to increase sales or awareness with men ages 60-75, that often times directs our attention to different publications and different story angles.

Knowing a client’s customer base and their goals associated with growth is a key piece of data that Dittoe PR will revisit again and again to ensure that media relations is serving the need at hand.

Including links back to the website.
Whenever a client mention is secured on a digital platform, we’re always crossing our fingers (and toes) that the client’s website link is included in the story. While this doesn’t always happen, when it does, we’re able to use Google Analytics to determine if recent traffic to their website is driven from that mention. Not only does this show that our efforts are increasing brand awareness and engagement, but it helps us to know what kind of stories, outlets, and demographics are the most engaging to readers.

I’ve often found that while the trade publications might have a smaller number of impressions, they often times have the largest click-through rates. Getting a story in front of the right group of people can sometimes be more valuable than getting a story in front of the largest group of people.

At the end of the day, increasing brand awareness can seem very open-ended and in a lot of ways it is. However, there are plenty of tools, resources, and dedicated PR teams out there to help you achieve those results and back up the claims with data.

Interested in learning more about how we provide tangible value to our clients? Contact Lauryn Gray at lauryn@dittoepr.com to schedule a consultation today!