Getting your business talked about in media — newspapers, magazines, radio, TV, and the Internet — is what PR is all about.
You rejoice every time you get media coverage. It’s an opportunity to reach more of your target market, as well as potential partners and investors.
However, there’s more to media coverage than just getting exposure.
It also adds to your perceived credibility and authority in your field. It gives social proof that you’re good at what you do, that your product delivers, that your business is legit.
Therefore, you should use any media coverage you get to maximize these benefits. Don’t just clip them and stick them into your media kit. Of course, you should be doing that — at the very least.
Below are 10 ways you can reuse and repurpose your media coverage:
1. Printed marketing materials
Who says clips of your media coverage belong only in your media kit? You can quote what media have said about you in your brochures, product manuals, print ads and business cards. You could put logos of the media outlets that have reported about your business or product, with a header that says “As Seen In.”
2. Online media page
Create an online version of your media kit, and add scanned images, streaming audio clips and video clips of your media coverage. If the originals are available online, you can link to the media outlets’ websites as well. This goes to show your media clips are authentic.
3. Website sidebar
Create an “As Seen In” box on your website sidebar, and place the logos of all the media outlets that have reported about you. As an example, check out my sidebar on the right.
4. Online landing pages
Quote media reports on online sales pages and squeeze pages. If any media outlet has said good things about your product, use that as a testimonial on your products page. Also, add an “As Seen In” box in your landing pages, for increased social proof.
5. Inspiration for taglines, headlines and copy
Are you revamping your marketing materials? Brainstorming a new headline or tagline? Read over your media coverage to come up with new angles. The media offer a fresh perspective on your business, which could resonate well with your target market.
6. Client communications
Send clippings to your past and existing clients, to remind them why they work with you and should continue to do so.
7. Project or business proposals
Quote from your media clippings to add credibility to your proposals. This may help “push” prospects who are still on the fence about working with you.
8. Office display
Frame media clippings and display them in your office, especially your reception area. This will “prime” clients, partners or new staff who are waiting to see you.
9. Newsletter, blog and social network updates
Your appearance in media is worthy of being announced in your own content platforms. Don’t forget your Facebook page and LinkedIn updates as well.
Whether you’re applying to speak in a conference or be qualified for an award, your media exposure could make a big difference. For example, it could mean the difference between you getting that keynote versus a panel discussion.
Your media coverage adds to your credibility and provides solid social proof of how well you deliver on your promise. Use it to your best advantage.
Those are just 10 of the ways you can use media coverage. Have I missed any? How do you use your media clippings?
Let me know in the comments section below.
Image from Crestock Stock Photos
Elena is founder of a technology PR agency that works with startups to billion-dollar companies. She is passionate about helping marketers and small business owners with practical publicity strategies.
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