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Media coverage is a great achievement, but it should not be considered a destination. It’s best viewed as a springboard that can propel you into the next cover. If your goal is to be recognized as an industry leader, gaining media coverage should trigger a series of follow-up steps aimed at gaining even more coverage.
So when you’re quoted in an article, interviewed on a podcast, or featured on a list, take a moment to celebrate. Then, while the press is still hot, scoop out the snot. Here are 10 tips to get the most out of your media coverage.
1. Post the win… over and over again
Getting the word out on social media should be your first step. Talk about it on all your channels and provide links where possible. After you’ve shared the initial coverage news, share it again from a different angle. For example, you can share it as a thank you to the writer by tagging them. If someone else was involved in the coverage, a colleague or other industry expert of hers, share it as a shout out to him or her. Once you’ve thanked everyone, extract a quote or two from the article and use them as the basis for a post.
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2. Share the “official” post
There’s a good chance the media outlet or writer will promote the post on their social channels. When they do, also share the “official” version with your followers and tag them in it. Not only will it increase your credibility, but it will show the media outlet that you are quick to promote your coverage to your followers, which is something that will help get you re-invited.
3. Strengthen the bond beyond the social
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 place for it on your website, either on a “media coverage” page or another page where it makes sense. If you have an email that is regularly sent to customers, add it as an announcement that they can celebrate with you. You may also consider including a link in your email signature for a few days after posting.
4. Send a handwritten note to the writer
Sending a handwritten thank you note in the mail may seem like overkill in the age of direct messaging, but think for a moment about what it communicates. First, show the writer that you value being included in their work. A DM can tell you that, but the extra time you spend on the handwritten note really shows it. Plus, it makes you stand out from the dozens of other people they interact with on a weekly basis. The next time they need a quote, they’ll remember the handwritten note.
Related: Why a handwritten thank you note should be a staple email strategy for luxury brands
5. Follow the writer on social networks
Following the writer on social media is another way to stand out. Be careful not to overdo it; a follow-up is enough if you have already completed the steps mentioned above. You don’t want to look like a stalker. After a week or so, take a look at their feed and comment on an article or two, especially an article you’d like to be interviewed about.
6. Add the piece to your portfolio
If you are looking for media coverage, you should collect 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 that showcases your earnings. 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 Leverage Media and Advertising to Magnify Their Company or Brand
7. Reuse topping
If the piece has useful content, reuse it. Get some tips, repackage them as a “Tip Sheet” or “Best Practices Guide” and share them with your customers. Make sure that any repackaging you do highlights the fact that the information was taken from a media source that presented you as an expert. Assuring your customers that you are the media expert will help you keep their business.
8. Use it to increase your capital on LinkedIn
LinkedIn is a great place to make professional connections. Sharing your coverage there could serve as a calling card for your next client or two. After you’ve posted the link with your thoughts on why the story is useful or important, check back periodically to engage with anyone who comments.
9. Make it an ad
If you’ve shared the coverage on social media and found that the post gained traction, amplify it to drive people to your website. This can be especially fruitful if the coverage provided insight into the industry or discusses a topic that is trending.
10. Share it with your team
Don’t forget that you have a network of people in your office who can help you share coverage. Get a link to them via email or whatever communication app you use. Encourage them to share with their followers and support the posts you share with your team members.
Bonus Tip: Give yourself an honest review
Remember that all this work is aimed at getting more media coverage. So make sure the next piece is even better than this one. Take a look at your contribution. If it was a date, how could it be better? If it was an interview, what did you leave out? Find out what would make the article twice as good, and then present that idea to the writer.