How to Leverage Media Placements

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There’s a lot of advice on how to generate media coverage, but a surprising lack of information on how to leverage the coverage once you’ve generated it.

The process doesn’t end with the clip itself. There are ways to make your media coverage continue to payoff.

Here are some ideas to expand the impact of your media coverage.

  • Update your website to include the list of coverage. The coverage can showcase expertise and depth of experience, which may be important to clients and prospective clients, partners and employees. Another reason to post links to your website is that people may miss the article when it was originally published; this way, it’s available long afterwards.A growing list of coverage can help raise your website rankings because search engine algorithms like links. Please note: due to copyright issues, it’s best to provide a link to the original URL where the story appeared rather than posting the article directly to your website; you should also check with the copyright holder to find out its reprint policies.
  • Consider reprinting articles, and including them in your printed marketing materials. Article reprints can be good tools to include as part of any direct mail campaigns or leave-behinds at speeches or meetings. Some organizations, especially community organizations or nonprofits, may consider highlighting their name and post the articles on community bulletin boards in libraries, supermarkets, etc. However, please note: if you are reprinting articles, you should check with the copyright holder (typically the media outlet that published the article) to find out its policies, costs, etc.)
  • Frame your great media coverage for others to see. This is another way to enable prospective clients, partners and employees to see the coverage. Seeing these articles on the walls of your offices may help impress visitors.
  • Mention recent coverage to others. When talking to prospective clients, you can mention that you were just quoted in the media about a relevant topic. The next time you’re speaking at an event, ask the group’s presenter to mention the article, or work it into the speech if it’s on the same topic.
  • Include “As Seen In…” Signature lines on emails, brochures, newsletters, cover letters, etc. can include a list of recent coverage cited “As seen in…”
  • Mention in advertising. If you do any advertising, consider mentioning your coverage. This might be easier to do in print advertising, where you might be able to reprint headlines in the background. But it also may make sense for online advertising as well.

For additional ideas, check out 7 Ways to Milk Your Media Coverage Get the most out of your publicity, long after you’ve left the spotlight,” published in Entrepreneur Magazine.

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