On Tuesday, I discussed how to utilize media coverage to instill a sense of pride among employees and other stakeholders, to demonstrate value to the C-suite and to extend your brand’s reach via social channels. In this post, I’ll look at four more tactics to leverage your positive coverage – consider this the “advanced class.”
4. Target Social Influencers
Go a step further and send coverage to “influencers” who may tweet it to their followers or post to Facebook. Industry influencers who link to your placements amplify that placement to a larger audience. Recently, the mayor of Atlanta tweeted a Clean Air Campaign article encouraging teleworking which exposed many more people to the coverage.
5. Share News with Lawmakers and Community Leaders
If your organizations can benefit from exposure to politicians, a placement secured in a regional or industry publication gives third-party credibility when seeking introductions to elected officials. Order hard copies of key placements, draft a personal letter or note about your organization’s agenda, and mail to key legislators, mayors, city councilmen/women, etc. Follow up with a phone call and a meeting request if desirable.
6. Utilize Coverage as a Marketing Tool
Weave placements into sales and marketing presentations – and collateral. Third-party endorsements from trade, consumer and business publications add more heft and credibility to client presentations. Be sure to secure rights and permission to utilize coverage as a marketing tool.
7. Add Coverage to Organization’s Website News Section
Ensure that “best of” placements are easy to find on your website’s news room or homepage sidebar. Linking to media coverage raises your profile among potential customers, investors and stakeholders who visit the website. Make sure that coverage is current. If you don’t have a news room or sidebar widget to link to placements, add this feature.
Don’t be afraid to “blow your own horn” and showcase positive media coverage to influence both internal and external audiences. Not only does this build morale, it starts a conversation, drives inquiries and boosts results.
Tell us what positive result you’ve scored from sharing a media article.
Image credit: Julie Falk
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.