Home
>
Public Relations
>
Leveraging Media Coverage - Your Tool For Business Growth

Leveraging Media Coverage - Your Tool For Business Growth

Media relations, simply put, is the business of building and growing reputations. One of the strengths of media coverage is that its free and gives great credibility because it is written by a third party, namely a journalist. But media relations does not simply end with an interview or article published. It is important to then use this media coverage to create opportunity for your business.

Here are ten tips for maximising the power of media coverage once you have gained it.

1. The Power of Momentum.

Once one media outlet picks up on a story then others are also likely to run with the issue and look for new angles. Always look to a range of media outlets covering many different mediums. The power of momentum utilises the strengths of all, for example radio, print, TV and Internet. Radio acts immediately and is in competition to find updates to stories as they happen whereas print news sources will be more likely to find extra facts, perhaps a feature article or biography depending on deadlines involved.

2. Maintain a positive, helpful attitude towards the media.

Remember the media is a people business. Build relationships with key people covering areas within your field of expertise. Always co-operate and respect deadline pressure. Remember you are not the only person trying to gain media attention and failure to return calls or providing poor information may result in journalists chasing another story.

2. Get reprints of print articles.

One of the most cost effective ways of leveraging media coverage is to ask the publisher permission to run extra copies of your article as a reprint. Reprints can be used as handouts or to send to clients and prospects. Being endorsed by the publication strengthens the reputation of your company.

3. Record radio interviews.

If you are going into a radio studio to conduct a live interview always take a blank cassette tape with you or minidisk. Ask permission for the station to record your interview. Then make copies of the interview to handout free to prospects or clients. Remember the radio station retains copyright of the interview so you cannot sell it for commercial gain. You can only make copies to give away for free.

4. Customise articles for specific industries.

One of the hardest things about writing articles is developing your main theme and a logical argument. Once you have done this it is a relatively easy process to customise articles for different industries. Identify few and effective key messages and package them well with examples rather then trying to include too many and complicating the article and making it difficult to read.

5. Encourage syndication.

If you are writing articles for a specialist trade magazine ask the editor if they syndicate articles to other magazines. Often smaller publications are syndicated to others who may share similar target markets. If the opportunity arises to have your article syndicated be sure to tailor it accordingly, perhaps take a different angle and ask the editor if you are unsure. Sometimes strong relationships come from asking simple questions and identifying opportunities.

6. Use existing success to leverage into new markets.

Give your story credibility by highlighting previous successful campaigns or current examples that the media can identify with. For example of you have had strong media support from one state and wish to enter a different state's market explain the previous success in your approach, the media will be more likely to support something that has been identified with previously then to risk the unknown.

7. Offer to be available to take talkback.

Always offer radio stations the opportunity to come into the studio and take talkback. This gives you more airtime and the ability to position yourself as an expert. Engaging with talkback callers is a great way to lift your profile, share your knowledge and help the station make great radio.

8. Offer to write a regular column.

If you have a range of ideas and can turn this into regular articles - why not break your expertise up by writing a regular column in a magazine. This will position you further as an expert and regularly put you in front of readers as well as strengthening your relationship with the publication.

9. Turn your articles into chapters of a book.

One of the most powerful ways of leveraging regular articles is to re-write them for a book. This has a double benefit. You get the discipline and practise of writing articles and then this provides the basis for a book.

10. Use local businesses as an outlet for your product.

If you are going into a new market with a new product or service research what local distribution channels there are. When you gain media coverage for one of your products in a new market - for example a new book - immediately find a local bookstore in the catchment area of that media outlet and approach them to distribute your book. Then mention this business in your media interview. This has a powerful effect in creating a win-win situation for both the local business and you. They get free publicity and you get a local advocate for your product.

Thomas Murrell MBA CSP is an international business speaker, consultant and award-winning broadcaster. Media Motivators is his regular electronic magazine read by 7,000 professionals in 15 different countries. You can subscribe by visiting http://www.8mmedia.com. Thomas can be contacted directly at +6189388 6888 and is available to speak to your conference, seminar or event. Visit Tom's blog at http://www.8mmedia.com

post construction cleaning Deerfield ..

In The News:

Holiday shopping scams surge as fake refund emails target distracted consumers during Black Friday and holiday seasons, costing Americans billions annually.

The AI-powered IRMO M1 exoskeleton features four modes, including turbo, eco, training and rest for hiking, running, cycling and sports with eight-hour battery life.

OpenAI announced upgrades for its ChatGPT Images platform on Tuesday, saying the program can now make more precise edits and produce images more quickly.

Chrome for Android now turns web articles into AI-powered podcast conversations. Get hands-free browsing with Google Gemini's natural audio summaries.

LastPass faces $1.6 million fine from U.K. regulators after 2022 data breach exposed 1.6 million users. Password manager failed proper security controls.

Petco disclosed a data breach exposing customer Social Security numbers, financial account details, and driver's license information due to a software error.

Baseball teams can now analyze complete swing mechanics in normal training environments using Theia's markerless AI system that processes standard high-speed footage.

Smart home hacking fears overblown? Expert reveals real cybersecurity risks and simple protection tips to keep your connected devices safe from hackers.

MIT develops needle-free glucose monitor using light technology. Revolutionary device could replace painful finger pricks for diabetes management.

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.

Leveraging Media Coverage - Your Tool For Business Growth

Public Relations