your social media infrastructure to
promote press coverage. Post links
immediately on Facebook, Twitter,
LinkedIn, Pinterest (photos) and/or
others. Social media is
a direct conduit to an organization’s fans, followers and “likers.” Social media allows you to get the message out quickly and efficiently, but remember, every social media
platform is different and each message should be customized to each site. All coverage must include the link to the story or video. If the link is too long, use a tool like bit.
ly to shorten it. Post at different times of the day and week to maximize the reach of the post.
Don’t Forget Images
Images are important. Select the
best image to include with the post
and make sure to stress key messages
in posts describing what the story
is about. Photos and
media outlet logos help attract attention, shares, likes and retweets.
the article or a link on your
website and/or blog. Keep in mind
that you may need to get permission
to reproduce a published article or
video. Post coverage links
in the groups you belong to on Facebook and LinkedIn and in appropriate threads on sites like Digg and Reddit.
Teamwork is Vital
Teamwork is key. Company employees,
friends and contacts can share
positive company news in the groups
they belong to on social media. A
collaborative effort can help
increase the exposure exponentially.
Vilchis, Chief Operating Officer of
Fishman Public Relations, proposes
creating an e-mail message to send
to “customers, coworkers, and
friends, pretty much anyone
you know.” Share with them the press coverage directly, or include a link to the video or print story.
Communicate the company’s success
and media coverage internally to
employees and vendors. Include the
coverage prominently in electronic
or print company newsletters.
Every company should have a news area on its website. Links to stories should be placed here. Multiple story links demonstrate that the business and its principals are
industry leaders and experts. Positive media coverage can increase company morale and productivity, and enhances the company’s credibility and stability to outside partners
pro John Lee said, “Depending on
where your story lands on the media
food chain, use it as a stepping
stone to garner more coverage.
Compelling print and online stories
can be the best way to generate TV coverage, especially when they include a compelling human interest story. Use print coverage prominently in a pitch to TV, but emphasize
the visual aspects to the story, and if possible, suggest a fresh angle or an interesting person who can be interviewed.”
Publicity trainer and speaker Nancy
Juetten suggests “creating a custom
signature for your outgoing emails
[because it] makes it easy for
clients and prospects to read about
your good news and remark upon it.”
coverage is a vital part of
branding, credibility enhancement
and promotion. It is positive
third-party content, which must be
pushed out on social media streams.
coverage can and should be repurposed periodically to ensure key individuals and target audiences see it and learn important information about you and your business. Media
coverage offers unmatched credibility enhancement and promotion. The value it provides cannot be easily measured, but it is worth many times more than advertising and other
forms of marketing. When you get the coverage use it.
© 2012 by William "Bill" Corbett, Jr.