How to Use Media Coverage to Make an Impact
One of the most sought after services that any PR agency is requested to undertake is media relations. Here's a video which gives some useful tips on getting media coverage:
Businesses often want to see themselves featured and profiled by the media, the bigger the better in their eyes. But once that media coverage is achieved how can businesses harness that attention and convert it to consistent and ongoing visibility. Media profiling is in essence about enhancing a brand's credibility and relatability to their target audience but too often businesses do not do enough to ensure that the media coverage they receive is part of their ongoing business strategy.
Here are a few simple tips to ensure that media coverage lasts and makes an impact to your business:
Get social - Make sure the business shares media coverage achieved and thanks the publication that has profiled the brand. Sharing widens the reach of the coverage and grateful sharing shows that the brand doesn't take any coverage for granted. Encourage (but do not force) team members to share stories on their personal social media platforms too, there should be a sense of collective pride when the brand is showcased by the media, regardless of the size of the media outlet.
Email matters - Send an email to your database with a round up of the media coverage you have received to highlight your efforts and showcase any relevant good news stories.
Monitor response to media coverage - Whilst we would not recommend spamming, I would say that undertaking an audit of responses eg. via twitter to see what people are saying about the story can help to address whether the angles are moving in the right direction, if the key demographic is actually consuming the story and how it has made an impact on the brand.
Keep Press Clippings - Depending on the sector that the business operates in press clippings and video clips/sound bites from interviews serve as testimonies which encourage more custom. If you have way to digital manage press clippings or if you can show case press clippings in a physical space not only does it boost credibility but it can also motivate team members to work harder.
Media relations never stops - Keep looking for opportunities to pitch your stories to the press. This is why being social media savvy can really make an impact in your media relations mix, once you see what is trending you can also work out how to position your business to relevant media outlets so that you are part of the trending topic.
If you want help or need guidance in terms of media training or any other media relations services feel free to get in touch firstname.lastname@example.org