So you’ve have your big mention in the local paper, magazine or business publication, great job! Editorial press is not easy to get, and when it does happen, it’s exciting! Picture or not, long or short, local weekly paper or national magazine, any media coverage is usually good media coverage.

Ok, it is out there, now what? Did you know that press coverage appearing for the first time is only the tip of the iceberg in how you can reap long-term benefits from just one media placement?

Look at the deeper message in your article. Look for positive key words and phrases the reporter used that you can pull as brief quotes to use in the future.

Post It On Your Website – Having an archive of press on your site featuring media coverage is an important page in your website. Link the the paper article to your site or if that is not available, re-post the article to a service such as www.prlog.com and use that link for your site. Showing off editorial placements gives your company credibility, both with those who did and did not see the original feature. Use your press page announce upcoming placements too – i.e. “Look for “Your Company” in the upcoming issue of ABC magazine!”

Include It In Printed Materials – When designing brochures, flyers, postcards or other printed marketing materials, consider adding images or quotes from the press. It adds tremendous credibility, and this is at least one instance when it is okay to brag!

Have it Mounted & Framed –Seeing framed articles shows consumers you are an expert when they visit your office.

Talk About It, in Person and Online– Make the news part of your elevator speech or introductory talking points at networking and speaking events. Include it in a blog post, tweet and e-newsletter too! People love hearing success stories and sharing your media success is an impressive and interesting way to begin a conversation.

Get the most out of your media fame and promote the news of awards you have won. Whatever you decide to do with your media coverage, don’t keep it a secret! Display it; provide copies of it, create marketing materials featuring it, send it to vendors, distributors and consumers. The key to marketing is to keep “Spreading the Good News About What Your Business Is Doing!”

My Best,
Kathy Kane
Market Insights, LLC