5 Ways to Amplify Your Media Coverage
Let’s say that the New York Times just wrote a positive story about your company, resulting in some pretty good visibility and a few new leads. Fast-forward to a week later and the story has already lost considerable traction, thanks to the never-ending 24/7 news cycle.
What can be done to increase the lifespan of your media coverage and give old press a new life? Take a look at my five best practices below:
Share It Through Your Company’s Social Media
The first thing you should do with media coverage is share it through your company’s social media profiles, primarily Facebook, Twitter and LinkedIn.
Take advantage of engagement and discovery features like Facebook tags and Twitter hashtags/mentions to cite the journalist and/or publication. They’ll appreciate the extra shout-out and may even reshare it as a result.
Make it a habit to share each piece of coverage several times throughout the next month or two, varying the text and/or images for each post. You can use scheduling tools like Buffer or Hootsuite to help automate the process.
Include It in Your Email Newsletter
Have a product announcement or update that you’re about to send via email newsletter? Take the opportunity to include a small blurb about your recent media coverage, with a link to the story. Tap into your subscriber base — they are far more likely to be interested in what reporters have to say about your business.
Blog About It on Your Blog or Your Company’s
Another audience worth tapping into is readers of your company’s blog, or even your personal website, if you have one.
When blogging about media coverage, I like to write a few short sentences about the story alongside an engaging image and a link back to the source. Take care to credit the original source and author, and don’t copy and paste the whole article into your blog post. That’s not fair to the publication and you can also get in trouble for it.
Ask Friends and Colleagues to Share It
Have a few friends whose own friends might be interested in your company’s news? Kindly ask them to do you a favor and share it, then tell them the next round of drinks is on you (just kidding on that last part).
Submit It to Bookmarking Sites
Many people use bookmarking sites such as Reddit or even StumbleUpon to get their news. Every once in awhile, it’s a good idea to submit your media coverage to these types of sites — or even online forums — to get extra exposure.
You have to be careful when posting to sites like Reddit, though — they’re full of brutally honest users who will let you know if your content sucks. Don’t go posting coverage about your latest company hire or office if you want to avoid getting downvoted into oblivion.