Media placement is one of the most effective PR strategies and securing one that reaches the right audience can often help boost your client’s image significantly. However, the mistake that most professionals make is that they stop their efforts once the media campaign is successful, not realizing that there are many things that can be done to amplify the coverage. After all, your media placement should give you high ROIs and that only happens when your efforts keep on giving you something in return. In fact, you can use the same content to reach new audience members, which can improve the value it gives you.
Here are 4 tried and tested ways to amplify your earned media coverage:
Social media is a powerful tool and you certainly should not ignore it. Sharing an article that’s been published in your target media can be a great way to help others know about it, including your own employees. Additionally, with more social shares, that one article can reach far more people than you originally thought it would.
A great story that is written about your organization can be turned into marketing collateral for your brand. You can promote it in your circles to improve your brand image. It can be added to your company’s website or brochure, or can be a part of your sales packet. This is a great way to generate more awareness about your brand, and add to the positive word of mouth about it.
Most companies have either an internal or external newsletter. Incorporating the news coverage that you have received into your newsletter can be a great way to generate more buzz about the organization, even if the article is now “old news”. Clickable material should be used in the newsletter by breaking it down so that you can add additional content to it to enrich it further.
In this day and age, there’s no organization without a website. Adding your media coverage to a section on the website can help your loyalists know what is going on with you. You can even add push notifications to your website so that every time new content is added, your users get notified of the same. This is a great way to get more eyeballs on your media coverage, while also ensuring you get more shares at the same time.
These strategies are simple ones that you can use with ease. Just make sure that you are active on social media even when you don’t have media coverage to share, otherwise you won’t receive the kind of engagement that you desire. Keeping your audience hooked on to every word you are saying is of the utmost importance when it comes to your social media efforts.
Earned media coverage is a gift that keeps on giving, if you know how to harness its power. If you don’t, just get in touch with a full service marketing and communications agency for great results.