To get the best results from your publicity campaign, don’t just sit back and wait for the results to take effect. By following these essential steps, you can utilise your PR coverage to further boost your visibility, credibility and influence.
Get Sharing on Social
PR coverage provides content-rich fodder for social media, particularly LinkedIn for B2B audiences.
Be sure to tag the publication and the journalist, like in this example by Samreen McGregor, to gain further visibility and reach, along with keyword hashtags so even more people see and interact with your great coverage. You could also tag anyone of note mentioned in the piece or a couple of people in your network you think might be interested in the topic to start off the discussion.
Add Coverage Links to Website
Showcasing your stellar coverage on your website is the ideal way to reinforce why prospective clients should work with you. It adds vital third-party credibility, particularly if it is in publications they respect and read.
You could include a link for them to view the article on the host site and avoid including images/PDFs of magazine/newspaper coverage, as you must have an NLA or CLA licence to do this and can be fined thousands of pounds if caught doing so without one.
Engage with Responses One of the lovely comments from our post about the Business Book Awards in May.
Posting media coverage often results in likes, comments, shares and questions from your network. Be sure to acknowledge and respond to these to extend the conversation and potentially spark requests for further information.
It's also a great way to heat up those lukewarm contacts who you may not have spoken to for a while, but are prime targets for new business.
Include in Newsletters/E-blasts
Keeping in contact with your network is vital for maintaining a healthy sales pipeline, which is why sending out newsletters or e- blasts is a great way to keep in touch.
Adding media coverage to your external communications will provide prospects with a great way to 'try before they buy'.
Pay extra attention to video/audio content such as speaking engagements, podcast interviews etc - as these mediums tend to get the highest engagement.
You can also include links to buy the book, recent reviews, giveaways or even offer a sample chapter for free to spark interest.
Reach out to Contacts with Coverage
Third party media mentions do wonders for credibility and influence, so make sure that you include a link to a relevant topic or 'pain point' when engaging in discussions with existing connections or new contacts.
This instantly demonstrates your expertise on the topic in questions and provides the recipient with valuable additional information.
If they are not the decision maker, remember that such links give them the added ammunition to put forward your proposals to the budget holders.
Include Coverage in Marketing Collateral
Adding a 'as featured in' section to any marketing or promotional collateral instantly builds trust and credibility, and the benefits extend well beyond the initial publication date.
Showcasing your prominence in the media will help to set you apart from the competition and speed up your prospect conversion process.
Include Content in Award Entries
Many awards welcome the submission of supporting information to enhance or illustrate the reason for the award entry.
Media coverage provides valuable reinforcement that the message, product or service is both relevant and in demand. It also provides an instant boost when reviewed against competing applications that don't include such media success.
Tapoly CEO Janthana Kaenprakhamroy picking up her award for 'Innovator of the Year' award at the UK FinTech Awards
Repurpose Content for Future Use
Make sure to re-purpose, re-use and re- share past media coverage in the months ahead, particularly if it is linked to a topical awareness date or a trending news story.
Republishing links to past coverage will ensure it reaches wider and newer audiences who may not have seen or engaged with the post the first time around.
Include in Investor Decks
If you are looking for investment or applying for funding and grants, including relevant coverage can help to paint a credible picture of a committed, inspired and vocal individual or team who are passionate about their business, cause or product. Investors often want to fully evaluate the people behind a business or project, so showcasing interviews, Q&As and author profiling features in investor decks is a great way to achieve this.
A successful PR campaign provides a steady stream of media coverage and profile raising opportunities, but it doesn't need to stop there.
PR coverage can help to reinforce activities across your advertising, social media, sales and wider marketing funnels - and vice versa.
Contact us today to find out how we can support your PR campaign and help you to maximise its reach.