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.
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.
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 firstname.lastname@example.org to set up a consultation today!