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

detailed home cleaning Park Ridge ..
In The News:

The Fox News AI Newsletter gives readers the latest AI technology advancements, covering the challenges and opportunities AI presents.
Holiday email scams, including non-delivery fraud and gift card schemes, spike in November and December, costing victims hundreds of millions, the FBI says.
Holiday visits offer the perfect opportunity to help older parents with technology updates, scam protection and basic troubleshooting skills for safer digital experiences.
Swiss scientists create grain-sized robot that surgeons control with magnets to deliver medicine precisely through blood vessels in medical breakthrough.
Researchers exploited WhatsApp's API vulnerability to scrape 3.5 billion phone numbers. Learn how this massive data breach happened and protect yourself.
Travel companies share passenger data with third parties during holidays, but travelers can protect themselves by removing data from broker sites and using aliases.
Xpeng's humanoid robot moves so realistically that crowds believed it was fake, marking a major advancement in robotics technology ahead of 2026 commercial launch.
Researchers discover phishing scam using invisible characters to evade email security, with protection tips including password managers and two-factor authentication.
iPhone and Android users can reduce battery drain and data usage by restricting Background App Refresh to Wi-Fi connections instead of mobile networks.
Scammers nearly stole an Apple account by exploiting the support system with authentic-looking tickets and phone calls, users can protect themselves with safety steps.
FoloToy restored sales of its AI teddy bear Kumma after a weeklong suspension following safety group findings of risky and inappropriate responses to children.
Threat intelligence firm Synthient uncovers one of the largest password exposures ever, prompting immediate security recommendations.
Viral video shared by Elon Musk shows Tesla's Optimus humanoid robots performing tasks from cooking to construction, garnering over 58.5 million views on social media.
Chinese hackers used Anthropic's Claude AI to launch autonomous cyberattacks on 30 organizations worldwide, marking a major shift in cybersecurity threats.
Apple's new Sleep Score feature gives you a rating for your nightly rest quality. Learn how to set it up on your Apple Watch and iPhone today.
Essential phone settings to enable before losing your device, including Find My network, location services and security features for iPhone and Android.
The Fox News AI Newsletter gives readers the latest AI technology advancements, covering the challenges and opportunities AI presents.
Cybersecurity research shows weak passwords remain a major threat, with simple patterns and number sequences putting millions of accounts at risk.
New Android malware BankBot YNRK silences phones, steals banking data and drains crypto wallets automatically. Learn how this advanced threat works.
FDA approves first human trial for Paradromics' brain-computer interface that could restore speech for paralyzed patients through neural technology.
New phishing platform QRR targets Microsoft 365 users across 1,000 domains in 90 countries. Learn how to spot fake login pages and protect your accounts.
OpenTable now uses AI to track your dining habits and share insights with restaurants. Learn what data they collect and how to protect your privacy.
Google's discontinued Nest thermostats still secretly upload home data to company servers despite losing smart features, raising serious privacy concerns.
New Android malware NGate steals NFC payment codes in real-time, allowing criminals to withdraw cash from ATMs without your card. Learn protection tips.
DoorDash confirms data breach exposing customer names, emails, addresses after social engineering attack. Learn how to protect yourself from scams.

Knowing the Community

You are in business for yourself, but how well do... Read More

Why You Should Write a Book (Even if You Really Dont Want To)

Recently, I told a friend (who's a business owner) that... Read More

Internet Etiquette for Business Success

You're trying to recruit a downline into your program, you've... Read More

The Press Pack Is Chasing You - Give Them Room

There's good news for public relations execs, marketing professionals and... Read More

How to Write a Press Release

Why You Should Write Press Releases: A press release is... Read More

Make Sure Your Media Room Rocks

If a reporter was writing a story about you and... Read More

Gaining Free Publicity Through Press Releases

One of the greatest ways to promote your product or... Read More

Media Relations: What To Do When Youre Misquoted

When ABC News anchor Peter Jennings announced he had lung... Read More

Keep The Publicity Machine Rolling with Reprints

More than half of America skips the Super Bowl, the... Read More

How To Write A Press Release

A well structured press release in an excellent way of... Read More

Be Patient? Nah, Lets Kill Something

There's the old joke about the two buzzards sitting in... Read More

24 Killer Press Release Secrets

1. Your press release should sound like news, not an... Read More

Media Relations - Ten Essential Tips to Use The Media to Market Your Business

In the 'Age of Scepticism' gaining media coverage is one... Read More

Financial Planners, Follow These Guidelines to Get Free Publicity

Be a ResourceThe media people that are likely to want... Read More

Same Time Next Year: Using Editorial Calendars as Part of your PR Efforts

It's the time of year when calendars crowd out the... Read More

Preparing For Your Media Interview

Media interviews are an important part of an overall public... Read More

The Right Hook

Have you fantasized about spreading word of your business on... Read More

A Powerful PR Strategy

It really is powerful when a business, non-profit or association... Read More

For Marketing-Minded Financial Planners, Small Publications Can Have Great Publicity Impact

Just because a publication is small doesn't mean that getting... Read More

Getting Free Publicity with Radio Interviews

Imagine that you are a radio producer. You have to... Read More

Publicity: Marketing-Minded Financial Planners, Never Say These Words to a Reporter

Everyone has something that drives them up a wall. You... Read More

The Worst PR Mistakes

For a business, non-profit or association manager, they could be... Read More

Tough Times, Tough Tactics

When times are tough, it's no time to ignore those... Read More

Why Not PR That Gets Real Results?

And not results you can measure only in terms of... Read More

Why Managers Need the PR Advantage

Where is there a business, non-profit or association manager who... Read More

express cleaning service Des Plaines ..