In the PR world we work extremely hard to get amazing coverage for our clients. Hours go into getting that perfect piece of coverage. Shouldn’t we be making sure it lives on beyond a quick run in a newspaper or magazine?
Here’s a summary of a some great reminders of how to make coverage work harder from the Ogilvy 360 blog:
Image via E Releases http://www.ereleases.com
- Social Media Newsroom: Many companies are starting to develop social media newsrooms as part of their content marketing strategies. But aside from posting links and PDFs of your media coverage and press releases, the social media newsroom should have images, video and other social links to really drive value. Some of the most successful social newsrooms link back to the company’s social media channels (Flickr, Facebook, YouTube, Twitter) as well as RSS feeds, links to subscribe by e-mail, eNewsletters, and event calendars.
- Share it!: We should be sharing this coverage with our networks, both offline and online. Brands should be sharing the coverage in monthly/quarterly corporate newsletters, tweeting out links to the coverage, including marketing collateral for your salesforce, posting content in the discussion section of your LinkedIn group, and sharing a link to the article with your Facebook fans.
- Write About it: An hour-long interview with a reporter MIGHT turn into a one sentence quote in an article. For companies or individuals that have blogs, an excellent way to extend the life of the coverage would be to write about the article expanding on the main points of the piece, providing additional insights that the reporter may have missed and inviting readers to provide their thoughts and extend the conversation.
These suggestions might seem obvious, but they’re easy to forget in the excitement of opening the paper and seeing that great full page story!
You can read the full blog post here.
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