With today’s pace of news, an earned media hit often lands in a publication and is pushed below the (digital) fold within a few hours. That’s an unreasonably short shelf-life for a potentially amazing piece of coverage.
That’s why a core PR competency today is in extending the life of coverage, considering other ways (beyond the hit) to get eyeballs on the article itself.
Here are five ways to achieve that, ensuring you get the most out of that hard-earned, positive earned coverage:
Does the news coverage include a link back to your website? If it does, and the article touches on key messages or product information, suggest content syndication to keep the momentum going for weeks after the piece hits. By being strategic with demographic targeting and the choice of syndication networks, more key folks will see the news than having it appear in the primary publication alone. While syndication may not always equate to leads, it can work well for brand awareness.
Include the article in the customer newsletter
Most companies have newsletters that go out anywhere from a weekly to monthly basis. Create a 2 – 3 paragraph highlight of the coverage with links back to the original story. And if one of the brand’s customers or end users was interviewed or included in the story, be sure to feature that portion in the newsletter to demonstrate customer success as well as your brand’s devotion to their customers.
Insert the news into ABM campaigns, content marketing or nurture emails
In addition to newsletters, most organizations run email campaigns targeted to specific prospects that are organized to match the customer journey. If the press coverage features typical problems, solutions and best practices for the industry, consider adding another email in the series in which the news article serves as a proof point for the client solution.
Put it on the front page of the website
Did you earn a recognition or was your product included in a “best of” list? Think Allure’s list of best beauty products or CNET’s lists of best gadgets. If so, work with the licensing department to understand what steps are needed to secure the rights to use that logo on the website, with a link back to the article.
Make it social
Don’t forget to share the article on LinkedIn, Twitter and Facebook, if appropriate. In addition, suggest a personalized post on LinkedIn coming from one of your executives. And encourage employees to share that coverage, too. And don’t just post it when it appears – recirculate and reuse it in your social calendar for as long as it’s relevant.