Talking Public Relations and Communication: How To Extend the Life of Your Media Coverage
In the world of digital media, it’s easy for a quality piece of content to be published, and pushed to the bottom of the barrel within a few hours. That is an unbelievably short lifespan for a piece of quality media coverage, such as a podcast episode or an article feature. Even in today’s influencer-focused landscape, PR is still of the utmost importance. Here, we’ll tell you how to extend the life of your hard-earned coverage so that you can get the most “bang for your buck,” as the saying goes.
Getting The Most Out Of Your PR Coverage
You can get a lot of reach out of one piece of content if you get creative in the ways that you share it. Consumers want fresh content, but you can recycle a piece, share it in different ways, and get it in front of the greatest amount of people possible. The key here is to work smarter, not harder.
Share On Social Media
This is almost a given. Social media is where consumers spend most of their time, so it makes the most sense to promote your PR on these platforms. However, there are different ways to share one piece of content so that it looks fresh:
Share the original content - The very first time you share the piece, you can simply post the link with a caption that explains a little about it, like “Our Founder met with (insert publication name here) to talk about the importance of Brand Marketing.”
Pull quotes - Take 1-2 phrases from the piece and turn them into quote graphics. You can share the graphic as an image and add the link to the piece in the caption.
Make it informative - Use an eye-catching image, and write a caption that makes the reader want to learn more. For example, “We shared our best practices for engaging with our ideal audience.”
Emails And Newsletters
If you have a list of emails that you regularly send a newsletter or updates to, there are two options you can choose from. The first is to simply include your PR coverage in your next newsletter. This would be our recommendation if you have multiple PR pieces to share. The second option is to send a separate email as an announcement. This would be the best option if you only have one piece to share, or if it’s a milestone moment for your business (being included in a major publication like The Wallstreet Journal, or your CEO’s first interview, etc.)
Share Internally
Your success is also your team’s success. Let your employees know that you’ve been featured in a publication and let them know it’s OK to share on their own platforms if they’d like to. Even if they don’t share on social media, they may mention it in conversation with people they know, who may then search for the coverage themselves.
Space Out The Sharing
Getting media coverage is exciting! Especially if it’s a major publication or a feature that you feel represents you really well, you’re going to want to share it with as many people as possible. In order to get the most out of the piece, though, think of sharing it as a marathon, and not a sprint. You want to share it in several ways, on several platforms, spread out over several weeks. The exact timing isn’t a science, but we recommend something like this:
On social media, share the day after it’s published, then 5 days after, and a final time two weeks after that. Each time should be in a different way.
Internally, share as soon as you find out - you want your team to celebrate with you!
In emails/newsletters, as we mentioned, you can send all of your recent PR in your newsletter, or send a separate email to announce the coverage.
Getting started with Public Relations can be overwhelming, but keep in mind that the more your brand’s name is out there, the greater chances you have of reaching the most people and converting them from fans to loyal customers. If you’re ready to get started on your PR but don’t know exactly how to go about it, our team at Hackett Brand Co. is here to help. Connect with us and let’s get started making a plan to promote your brand.