Congratulations! You’ve been featured in a great media story that raises your organization’s profile and you’re basking in the glow. But that’s not enough. If you’re not leveraging positive placements, you’re missing out on ROI from your public relations program.
Whether it’s an article about your company, an award or quotes in an industry round-up that positions you as a thought leader, here are effective strategies and tactics to ride the wave of media coverage.
1. Provide Ongoing Media Coverage to Key Stakeholders
Too often, earned media results are only shared among a small number of people within an organization. If you’re fortunate enough to have sustained, positive media coverage (which is what Cookerly provides for our clients), you should compile an ongoing roundup of “greatest hits” and email them directly to important constituents.
Start with employees. Not only does this instill pride, it ensures the best coverage is seen across your organization for others to pass along as well. It opens doors for ideas, more spokespersons and insights for a compelling story bank. Other key audiences include clients, prospects, board members, advisers, investors, regulators and more. Provide a short note to individuals you know including a periodic newsletter featuring strong press coverage. This enables stakeholders to learn more about your company’s successes and news – with third party credibility.
2. Demonstrate Value of Media Coverage to C-Suite
Demonstrate to top management how earned media can provide significant visibility and boost the organization’s credibility and image. Provide “best of” clips and a “hit tracker” of coverage with a quarterly summary of impressions (views of coverage) and ad equivalency (cost of the same space if purchased as an ad) to demonstrate the ROI of placements secured.
3. Social Media Sharing
Social sharing, especially on business-oriented channels like LinkedIn, greatly furthers the reach of placements. Post a link of online coverage to your personal LinkedIn page as well as the company’s page, if appropriate. Contacts are alerted to “new posts,” often generating responses.
By providing ongoing media coverage to key stakeholders, demonstrating the value of that coverage and taking advantage of social media sharing, you are on your way to increasing your ROI. Check out part two for four additional tactics to leverage your existing media coverage and grow your influence.
Image Credit: NS Newsflash
As design director at Cookerly, Tim serves as the creative lead in the development of branding campaigns, print collateral and digital media for clients across a broad range of industries, including consumer, professional services, healthcare and technology.
As a senior vice president at Cookerly, Mike Rieman is a strategic communications leader specializing in media relations and reputation management. With a proven track record of securing high-profile placements in top-tier outlets such as The New York Times, The Wall Street Journal, CNN and USA Today, he excels at crafting compelling narratives that resonate across print, broadcast and digital platforms.
Mike Touhill is vice president at Cookerly Public Relations, where he helps lead traditional, social and digital media programs for B2B and B2C clients in packaging, telecommunications and technology, among other industries. As a communication leader, he develops and executes public relations strategy, provides proactive and reactive counsel to C-level executives and secures earned media coverage for client initiatives and product.
Andrew Agan is a vice president at Cookerly Public Relations, overseeing the agency’s internship program and leading media relations, content strategy and social media initiatives. He provides counsel and executes campaigns for clients across various sectors, including finance, healthcare, hospitality, technology, automotive and many others. Andrew excels at crafting compelling stories and building media relationships, resulting in clients being featured in notable outlets such as CNBC, Associated Press, Business Insider, Fox Business, HBO, Inc. Magazine, Sirius XM, The Wall Street Journal and USA Today, among others.
As vice president of Cookerly, Sheryl Sellaway uses her extensive corporate communications background to lead consumer PR efforts, deliver strategy for marketing programs and share expertise about community initiatives.
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