Congratulations! You have worked hard to secure coverage in a target media outlet for your company. You nailed your key messages, provided the perfect visuals, and know exactly what date your coverage will go live. But once your story is out to the masses, is that it? Should you just rely on the media outlet to get your good news in front of as many people as possible? The short answer is… no way!
The media landscape is more crowded than ever: Public relations pros now outnumber journalists 6 to 1, and those journalists have 24 hours of news to produce every single day. With this endless supply and demand for content and the rise of citizen journalists turning everything from public breakups to dog videos into consumable news content, it is important to make sure that your hard-earned coverage does not simply fall by the wayside in this competitive space. The strategies below can help you amplify your coverage, maximizing eyes on your media hits and increasing the longevity of your earned media efforts.
Did you know newsrooms often hold reporters and producers accountable for how well their stories perform on social media? It’s true. Amplifying your coverage on social platforms not only puts more eyes on your story, it also helps the reporter look good for their bosses and could even make them eager to cover your company’s news again in the future. Make sure your colleagues know about the coverage so that they like and share the content on their own social accounts, further increasing visibility for your story and improving its performance on the outlet’s social platforms.
Before your coverage even goes live, tag the reporter and news outlet in a tweet from your company Twitter handle noting that your spokesperson just spent time with them discussing your company news. Be sure to include information about when the piece will publish or air so followers know when to tune in.
Once the story is live, your social team can really go to work.
Twitter is arguably a journalist’s favorite social platform. The site even publishes best practices articles geared specifically toward reporters. Additionally, the ample use of hashtags also makes it a great way to connect with customers and industry leaders, so you will really want your media coverage to shine on this platform.
Twitter’s character limits and real-time feed mean this platform lends itself nicely to tweeting multiple posts on the same topic without overdoing it. For print coverage, consider pulling some of the most impactful quotes from the article and tweeting those along with the story link and a relevant hashtag or two. Depending how many good quotes you mine from the story, two or three tweets per week for one or two weeks following the publish date is a sweet spot for posting frequency. This is also a strategy you can take for radio and television coverage, but due to the length of some of those segments, you may not have as many quotes to showcase.
And never underestimate a retweet. If the reporter or news outlet tweets about the interview, your company Twitter feed should share that information, as well.
A single post on Facebook is all you will need to share on this platform, but make sure to monitor for the story to be published on the outlet or reporter’s Page, too. You can then like the post using your company’s Page and leave a brief comment about how you enjoyed the opportunity to discuss your news.
In its most recent round of algorithm changes, Facebook began prioritizing local news stories, making this an optimal platform for your secured coverage. But rather than clicking the “share” button from the reporter or outlet’s original post, opt to create your own post, including a link to the online story and tagging the media outlet’s Page. These posts tend to perform better than shares.
The most professional social network out there, LinkedIn is a great space for sharing company coverage with customers, employees, and industry experts. Tagging the outlet and reporter are not as important on this platform, but you will want to make sure to share the coverage both as a company update and perhaps as a feature in the company’s “Life” section, if it fits with your existing themes there.
Have you done all of the above and still want to get a few more miles out of your coverage on social media? Put some advertising dollars behind your post. Giving your earned media content a paid boost on Twitter, Facebook, and LinkedIn can help reach new audiences, further endear your current fans, and perhaps win some new business.
Your company newsletter should absolutely have a home for media coverage about your company. If there is time before the story goes live, include a mention in your next newsletter encouraging recipients to look for the story. After the story has published, provide a link and a brief highlight about the piece in the newsletter. This audience has already indicated an interest in your content by signing up for the email blast, so showcasing your coverage here can help further turn them into raving fans.
There are a few ways to showcase earned media coverage on your company website. If your site has a newsroom, you can incorporate an “in the news” section to talk about your print, digital, and broadcast coverage. Be mindful though that copyright laws may prevent you from being able to host this content directly on your website. The safest bet is to instead link back to the coverage on the media outlet’s website.
If the content has not been published digitally, create an “as seen on” graphic. This is a method of listing out the logos for the news outlets that have featured your company, and you will not violate any copyright laws.
You can also use your earned media coverage as a launchpad for a new blog post. If there was a specific point that was not discussed in the interview or another take on the topic you can speak to authoritatively, develop a blog post around the idea, linking to the media coverage in the first paragraph or two.
Though not technically earned media coverage, it is important to amplify your 5-star reviews. More than 80% of people in a recent survey said they trust online reviews as much as a personal recommendation. Reviews and Word of Mouth marketing can also outweigh earned media when it comes turning readers/viewers into customers. Go ahead and quote your best testimonials prominently on your website, or feature screenshots of your favorite 5-star ratings from Yelp or Google via your social channels. There are even online review management platforms that can connect with your website and automatically feature your top reviews from around the web.
If you have recent media coverage that has not gone that extra mile for your business, consider implementing some of the above strategies to amplify the key messages featured here. If you need help securing coverage for your business or maximizing existing earned media, email us for a complimentary consultation at email@example.com.