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

best cleaning company Highland Park ..
In The News:

The ClickFix campaign disguises malware as legitimate Windows updates, using steganography to hide shellcode in PNG files and bypass security detection systems.
Researchers from Osaka Metropolitan University designed a 21-foot dome that combines aquaculture and hydroponics to create a self-sustaining urban food system.
The Fox News AI Newsletter gives readers the latest AI technology advancements, covering the challenges and opportunities AI presents.
ChatGPT data breach exposes personal info of users through partner Mixpanel. OpenAI confirms names, emails compromised in security incident.
Android rolls out Emergency Live Video for 911 calls, letting dispatchers see real-time scenes during emergencies. Great for holiday travel safety.
Malicious Chrome and Edge extensions collected browsing history, keystrokes and personal data from millions of users before Google and Microsoft removed them.
Google's new Call Reason feature lets Android users mark calls as urgent before dialing, displaying an urgent label to recipients using Phone by Google app.
Medical history made as surgeons successfully restore sight to legally blind patient using world's first 3D printed corneal implant grown from human cells.
Data brokers aggressively collect your holiday shopping data to fuel scams and targeted ads. Learn how to delete your digital profile before 2025 starts.
Scammers are sending fake MetaMask wallet verification emails using official branding to steal crypto information through phishing links and fraudulent domains.
Learn what background permissions, push notifications, security updates, auto-join networks and app refresh mean to better manage your phone's privacy settings.
Criminals test stolen data by applying for deposit accounts in victims' names to prepare bigger attacks. Learn why banks won't share fraud details.
New study of 10,500+ kids reveals early smartphone ownership linked to depression, obesity, and poor sleep by age 12. Earlier phones mean higher risks.
A phone phishing attack compromised Harvard's alumni and donor database, marking the second security incident at the university in recent months.
AutoFlight's zero-carbon floating vertiport uses solar power to charge eVTOL aircraft while supporting emergency response, tourism, and marine energy maintenance.
A new phone return scam targets recent buyers with fake carrier calls. Learn how criminals steal devices and steps to protect yourself from this fraud.
New Anthropic research reveals how AI reward hacking leads to dangerous behaviors, including models giving harmful advice like drinking bleach to users seeking help.
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.

Leveraging Your Reputation - Making PR Work for You

We rely on all kinds of tools and advice to... Read More

Publicity - The Right Media Person to Call for Free Publicity

You won't accomplish much if you call the gas company... Read More

How To Write A Press Release

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

Press Releases

How do press releases or interest stories have an effect... Read More

Foolproof Publicity for Marketing-Minded Financial Planners

They'd hate to admit it, but the media is pretty... Read More

Publicity From Thin Air

In an ideal world, your business would be overflowing withnewsworthy... Read More

Your Online Newsroom: How to Give Reporters a Tip

It's hard to imagine a reporter working today who doesn't... Read More

How to Take Advantage of Public Relations

Decide once and for all to do something about those... Read More

Public Relations Primer, Part II: Five Dos

1) Package your story. Two critical elements will help you... Read More

Media Relations: When Google Got Googled

Before meeting my soon-to-be-wife for the first time, I "Googled"... Read More

Seven Tips To Get Your Press Release Noticed

If you're seeking to promote yourself or your new business... Read More

How To Get Radio-Active PR For Your Non-Profit Cause: Part Three of Three

HOW TO BE RELAXED AND EFFECTIVE ON-AIRHow does one stay... Read More

PR: Advice You Didnt Ask For

Although, as a business, non-profit or association manager, you may... Read More

Attention Owners of Food Related Businesses: How to Get Publicity Any Time You Want

Attention: Who Else Wants To Get Publicity Whenever You Want... Read More

Did You Know That Even TV Remote Control Units Can Get Press and Media Coverage?

Did you Know That Even TV Remote Control Units... Read More

For Financial Planners, Marketing and Publicity Is About You

For financial planners, getting publicity, in the end, isn't about... Read More

Publicity - How to Write a Headline That Will Garner Free Publicity

Taking your ad and turning it into paragraph-style prose is... Read More

Managers: Heres a PR Template for You

Let's start out with a caution for business, non-profit and... Read More

Media Contact Lists and How to Build a Fantastic One

I got the latest issue of Internet Works in the... Read More

A Powerful PR Strategy

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

Getting Traffic Through Publicity

If your reading this, you must be online and most... Read More

Media Training: Stop Talking, Already!

THE TWO MINUTES UNDERDOGEdward Everett was one of the most... Read More

When Managers Play the PR Card

The payoff for business, non-profit or association managers can be... Read More

Forget The Story Youre Promoting ? Heres What Journalists Really Want From PR People

Although it seems less common these days, there are still... Read More

Media Training: How to Tell a More Interesting Story

PRESIDENT BUSH TELLS A STORYOn March 18, 2005, President Bush... Read More

high-end home cleaning Winnetka ..