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Media coverage is a huge success, but it should not be thought of as a destination. It’s best to see it as a springboard that can push you to the next cover. If your goal is to be recognized as an industry leader, getting media coverage should trigger a series of follow-up steps to get even more coverage.
So when you are quoted in an article, interviewed on a podcast, or listed, take a moment to celebrate. Then, while the press is still hot, remove the mucus. Here are 10 tips to get the most out of your media coverage.
1. Post the victory … over and over again
Spreading the word on social media should be your first step. Talk about it on all your channels and provide links whenever possible. After sharing the initial coverage news, share it again from a different angle. For example, you can share it as a shout out to the writer by tagging it. If someone else participated in the coverage (a colleague or other expert in your industry), share it as a bonus for him or her. Once you’ve thanked everyone, take one or two quotes from the article and use them as a basis for a post.
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2. Share the “official” post.
There are many possibilities for the media or the writer to promote the publication on their social channels. When they do, also share the “official” version with your followers and tag them. Not only will it increase your credibility, but it will show you in the media that you are quickly promoting coverage to your followers, which will help you to be invited back.
3. Promote the link beyond social media
Social media is a quick and easy way to promote your earnings, but it’s not the only platform where you can leave a link. Find a relevant site for your website, either on a “media coverage” page or on another page where it makes sense. If you have a regular email to customers, add it as an ad that they can share with you. You may also consider including a link to your email signature for a few days after posting.
4. Send a handwritten note to the writer
Sending a handwritten thank-you note by mail may seem exaggerated in the age of direct messaging, but think of a time when you communicate. First, show the writer that you value being included in his work. A DM can tell you this, but the extra time you put into the handwritten note really proves it. In addition, it makes you stand out from the dozens of other people you interact with on a weekly basis. The next time they need a quote, they will remember the handwritten note.
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5. Follow the writer on social media
Following the writer on social media is another way to stand out. Be careful not to overdo it; a follow-up is sufficient if you have already completed the steps mentioned above. You don’t want to look like a bully. After a week or so, take a look at their feed and comment on a topic or two, especially a topic you’d like to be interviewed about.
6. Add the item to your wallet
If you are looking for media coverage, you should pick up your earnings in a media portfolio. Whether it’s a page on your website, a link tree, or a list of posts on LinkedIn, create a space to show off your victories. The next time you introduce yourself or your brand to the media, include a link to your media portfolio to increase your credibility.
Related: 4 Ways Entrepreneurs Can Take Advantage of Media and Advertising to Magnify Your Business or Brand
7. Reuse coverage
If the piece has useful content, reuse it. Take out some tips, repackage them as a “Tip Sheet” or “Good Practice Guide” and share it with your customers. Make sure any repackaging you do highlights the fact that the information was extracted from a media source that presented you as an expert. Assuring your customers that you are a media expert will help you maintain your business.
8. Use it to increase your LinkedIn assets
LinkedIn is a great place to make professional connections. Sharing your coverage there could serve as a calling card for your next customer or two. Once you’ve posted the link with your thoughts on why the story is useful or important, come back periodically to interact with anyone who comments.
9. Make an announcement
If you’ve shared social media coverage and found the post to be strong, improve it to attract people to your website. This can be especially fruitful if the coverage provides an insight into the industry or if it speaks to a topic that is trending.
10. Share it with your team
Keep in mind that you have a network of people in your office who can help you share coverage. Get a link via email or any communication application you use. Encourage them to share with their followers and support posts you share with your team members.
Additional Tip: Get an honest review
Remember that all this work aims to get more media coverage. So make sure the next piece is even better than this one. Take a look at your contribution. If it were a date, how could it be better? If it was an interview, what did you leave out? Find out what the article would do twice as well and then present that idea to the writer.