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!




Four Tips for Writing Award Nominations That Win

“And the award goes to…”

This phrase has been engraved in my mind since I was a kid and first watched the Academy Awards. I dreamt about being a movie star someday, or even a singer, and receiving what I thought was the highest recognition anyone could ever receive. However, here I am, 20-some years later, working in public relations and writing this blog post about those dreams.

While I may never win an Oscar or a Grammy, I do get to help craft meaningful award submissions on behalf of my clients. In fact, I typically draft at least one award nomination each month. Crafting award submissions is a fun and creative way to break from our typical routine of media pitching and can sometimes create just as much value as a media hit. Awards help businesses or individuals build their street cred. It’s one thing to say you’re the best in XYZ, but it’s another to have an award showing that others also believe you’re the best.

Every award win is ultimately up to the judges, but below I’ve outlined some best practices when drafting submissions on behalf of clients.

Do your research.
How many times have you heard us say that before? But with award opportunities, this is insanely important. We typically begin research for the following year in the fall and continue researching opportunities throughout the next year. During this phase, you will need to think big, sometimes small, and always outside of the box.


Things to include in the calendar:

  • First, check and see if your client has already received awards in the past. Doing this first is a great starting point and can potentially help you start an initial list of new opportunities.
  • You should also research what awards their competitors have won in recent years. Seeing this list can help you realize an additional area of awards you might have never thought of applying to.
  • Additionally, use key words during the research phase. If your client is a retailer, use search terms like “retailer awards” or “best places to shop awards.”
  • Lastly, ask if there are any awards your client wants to apply to. They know their industry the best and there might be one they’ve had on their mind for a while. 


Create a calendar.
Once you’ve completed the initial researching phase, you should then move into creating a content calendar. Having a calendar can ultimately be your saving grace when it comes to organizing all upcoming opportunities. Typically, we’ll create an internal calendar for our team to reference throughout the year. We’ll put all of our initial opportunities in the calendar and then organize from there. If it’s helpful, you can always share this calendar with a client via Google sheets.

A quick glance of what that calendar can look like is below: 

Things to include in the calendar:

  • Month
  • Opportunity name
  • Cost
  • Submission deadline
  • Status
  • Other helpful columns you could include: Who’s handling (you vs. client, you vs. another team member), “about” section, link to receipt and more


Outline all details.
Now that you’ve done your research and created a content calendar, next it’s time to outline the award details for your client. Every client is different, which means there will be a different process for each one. Find out which process they prefer to establish a proper protocol moving forward. Different processes include sending all opportunities via email once a month, sending individual opportunities via email as they arise, share a Google sheet that will notify every time a new opportunity is added, and more.

Things you could include in your outline:

  • Name of opportunity (linked to website)
  • Deadline
  • Cost
  • About the award
  • Anything you might need in order to complete a submission (additional information, supporting materials, etc.)


Create a draft before submitting.
Now it’s time for the fun part – create a draft version of the entire submission! I’d recommend doing this whether you’re drafting a nomination for your client or even yourself. Most applications allow you to view all questions and criteria before submitting, which is a great practice to have when drafting a submission. Creating a draft allows you to create comments or variations of the nomination before you send it to your client for approval. This also limits the back-and-forth questions you might have while working on the nomination in real-time.

Once you have all the questions from the award included in the draft, it’s time to actually start drafting the content. Over time, submitting award nominations for a client can get easier and quicker if they have preapproved messaging. In the meantime, get creative to see what type of messaging sticks with the judges and which submissions lead you to award-wins.

After the draft has been approved, it’s easy peasy from there on out. You can take the approved messaging and paste it into the online submission and voila! Make sure to always forward on the submission and/or payment confirmation to your client as well.

We can’t promise any Oscars nominations, but we can secure some award wins for you. Think your business or organization could use help with drafting submissions? Or need help in other areas, too? Check out our services page or reach out to Lauryn Gray (lauryn@dittoepr.com) for more information!