You have put out a press release, pitched a journalist or got an article published. And success! You've been covered. There it is - that glorious piece of press coverage. You call your mum and tell your friends and perhaps rush out and buy several copies of the publication. But now what?
Getting a piece of press coverage is just the start. Here are just a few things you can do to maximise your exposure and make it count:
This is a no brainer. But so many people forget it do it. PUT THE COVERAGE ON YOUR WEBSITE! If it's a really good piece or in a major publication, then put it on your home page with an 'As seen in....' section. If you regularly get press coverage, put it on your 'In the press' page. Include a link to the full piece, a scan or screen grab of the article or if it's a TV or radio piece, a recording of it.
Make the article your own. Include the scan/recording in the blog post and then pull out key quotes from the piece. Write a great post about the piece and share it far and wide.
Create supplementary blog posts about the content that was included in the article. So if the piece was you giving five tips to boost B&B bookings, use that as your hook but flesh that story out further, with a reference back to the press coverage. E.g. Last weekend we appeared in the Sunday Telegraph with our five tips to boost B&B bookings. We’re building on that with five more tips on how to extend your season.
If you send out a customer newsletter, be sure to include a scan of the coverage in your newsletter. Tell people about your PR success. Having a media outlet cover you massively boosts your credibility so don’t be shy to let your customers know about it. If the piece you did gives really useful information that your customers would find interesting, create a whole newsletter around that topic.
Post a scan of the article on Pinterest or Instagram. Put it up on your Facebook page. Ask your fans if they saw it/heard it. You can share your excitement. Be human. Tweet the heck out of it, sharing both the link to the original piece and a link to your blog post. Be sure to tweet the reporter who did it. Put it on LinkedIn – perhaps with a relevant business message for your connections there.
Packaging or sales materials
If it was a really good piece, you could add a mention of it ‘As featured in...’ on your product packaging or any sales materials, catalogues or brochures you send out.
Events, speaker opps and awards
If you exhibit at any events, take along large scans of your press coverage to demonstrate that you are a credible business. Similarly, if you have a speaker opportunity, you can drop it into the bio section of your talk. Or, offer yourself out as a speaker to talk about how you secured such great coverage (assuming it is pretty awesome). There will be many other businesses out there who want to know how you did it. If you can do a webinar – either with your own customer base or someone else’s – on this subject, you raise your awareness even further.
If you enter any awards, it is always useful to include examples of press coverage you’ve achieved to demonstrate your success.
So there you have it, a few ideas on how to make the most of the press coverage you get. If you would like to learn how to get publicity, take a look at Campfire Coaching for bite-size videos that teach you how to get in the press or my PR Firestarter Kit you can use to get started quickly.
If you've had success getting PR coverage, why not share how you maximised it in the comments section below or head over to my Facebook page and share your success there. I love to hear about it.