Home
>
Public Relations
>
How to Get More Mileage Out of Your Media Coverage

How to Get More Mileage Out of Your Media Coverage

Maybe it played for Kevin Costner in "Field of Dreams," but that paraphrased line ? "Print it and they will come" ? doesn't necessarily work in real life.

There's a lot to be said for the value of editorial side coverage, but you can't count on people acting on what they read or even remembering it for long. The smarter bet is to find ways to leverage your coverage to enhance the odds of driving more prospects in. Here are some fairly easy ways to do it:

First, create a short synopsis of the article (making sure your part of it is front and center), including the headline, publication and publication date. Tease to the "hit" or placement on your home page and link it to the synopsis, which you should post to the Press section (or some informational equivalent) of your site.

If you're among the many who are comfortable with e-mail marketing and are fairly nimble, you can devise a simple informational mailing that shares news of coverage and provides a link to the article on the publication's website, if it's available. Many publications allow public access to their content for a limited amount of time, so do this before that time expires.

Otherwise, you need to check out the availability of reprint rights and PDFs, well worth it for articles where you're quoted expansively or that you've authored. For a price, you can secure a PDF (hard copies are usually extra) and guidelines for usage. Don't make your own photocopies or PDFs because you risk violating the publication's copyright.

Here's how to use the PDF: o Create a link to the PDF from the synopsis of the article you've posted on your website. That way people will know they can access the complete piece. o Whether you have formal or informal outreach efforts to clients, customers and friends, incorporate a brief, FYI-type summary of the article and attach the PDF, if it's an e-communique. And don't forget to encourage the recipients to forward the piece to people they know who might find it of interest. o If you use snail mail outreach, things are a little dicier. If you've gotten a printable PDF and the mailing is fairly small, you may be safe printing and making copies to include as part of the mailing. Check the terms of your reprint permission. The problem is that PDFs are made to look good on the computer screen, but printouts don't reproduce as well. o Make sure anyone in your organization who is involved in business development is equipped with the PDF, and encouraged to include it as an informational attachment when promoting the business to prospects and friends.

If it's printed, they may come. If you promote what's been printed, the odds go up exponentially!

Sally Saville Hodge is president of Hodge Communications, Inc., specializing in strategic public relations and marketing communications for businesses, entrepreneurs and professional associations. Formerly an award-winning financial journalist, she brings over 30 years experience to client engagements. Subscribe today to Communic@te! our free bimonthly e-newsletter and get a free special report: "Using Buzz To Create a Groundswell For Your Business." Visit http://www.hodgecommunications.com

car service from Midway Burlington .. Lockport Chicago limo O’Hare

In The News:

Tech expert Kurt “CyberGuy" Knutsson says a malware app called SpyLend is posing as a financial tool, hitting 100,000-plus downloads.

Tech expert Kurt “CyberGuy" Knutsson says Clone Robotics’ Protoclone mimics humans with 1,000 muscles – too human for comfort.

Tech expert Kurt “CyberGuy" Knutsson urges you to use Apple’s App Privacy Report to see what your apps are really up to.

Tech expert Kurt “CyberGuy" Knutsson talks about how to smoothly transfer your data from an old laptop to a new one using cloud storage or external drives.

Kurt the CyberGuy offers tips to safeguard your personal information as scammers become more sophisticated with scam texts and other methods.

WeRide's unmanned electric delivery van, the Robovan W5, has 194 cubic feet of cargo space and can carry payloads up to about 2,205 pounds

Kurt the CyberGuy recommends deleting 16 browser extensions immediately in response to a report saying more than 3.2 million web users were affected by a security breach.

Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.

A robotics firm in China claims a robot has performed the world's first humanoid robot front flip, which is significantly more difficult than a backflip.

A digital ID may be even more secure than a physical ID. Storing your driver's license in your Apple Wallet is an ideal solution for commuters.

A cybersecurity firm has shed some light on just how common tax scams have become. Kurt the CyberGuy offers his advice for how to protect your refund.

Lifesize Plans offers immersive walk-throughs that allow customers the opportunity to tour a home's design before construction actually begins.

Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.

A man invested $4 million in bitcoin and lost it all with a single click when he was targeted by a vishing scam, which uses phone calls to trick people.

Expandable's Touchdown is a designer trailer that promises a luxury off-grid living experience and unfolds into a home in about 15 minutes.

Major employee screening company data breach affects 3.3 million people. Tech expert Kurt “CyberGuy" Knutsson explains what happened and gives five ways to protect your data.

Kurt “CyberGuy" Knutsson reveals mind-blowing tech that gives you sunlight on demand.

New malware "FrigidStealer" targets Mac computers. Tech expert Kurt “CyberGuy" Knutsson offers four ways to stay safe from infostealer malware.

Kurt “CyberGuy" Knutsson talks about how lab-grown muscles power a biohybrid hand for scalable prosthetics and research.

Reports of task scams have significantly risen in the past four years, according to the Federal Trade Commission. Kurt the CyberGuy offers some red flags.

iPhones have a hidden folder that eats up storage without you knowing it. Kurt the CyberGuy offers some tricks to free up storage on your device.

A recent ransomeware attack targeted Zacks, an American investment firm, and a cybercriminal claimed to have stolen records for millions of customers.

Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.

Researchers unveiled a new soft prosthetic hand that combines the natural coordination patterns of our fingers with the decoding of motoneuron activity in the spinal column.

Accidentally deleting a text message on your iPhone or iPad is not a problem if you still need the message. Apple has a built-in way to recover it.

How to Get More Mileage Out of Your Media Coverage

Public Relations