For me the best part about
working in media relations is actually seeing your news
story in the media. I guess because media placements are
tangible results of all the hard work you've done on the
behalf of a client or an organization. The feeling can
be so exhilarating and addictive that once you've seen
that piece in the newspapers or in some electronic medium,
all you want to do is go out and get more.
Many small-business owners know this feeling all too
well, and they do a fantastic job in securing the initial
news coverage but unfortunately, they often forget to
do the little things that can give that coverage some
For example, the last time that your company was featured
in a news story, what did you do to get a little extra
mileage? Yes, you probably showed the article to your
family and friends. You might have even distributed a
copy of the media clip around the office.
Next time consider the following options for giving your
media coverage that extra mileage:
1. Send local news coverage to nationally based
reporters or syndicated columnists; nationally recognized
pieces to high profile magazines; highest profiled print
pieces to electronic media.
2. Frame all media clips and hang them in the
3. Hang framed media clips in the office lobby
or waiting room. Place extra copies on the tables in
the office lobby and also in conference rooms.
4. Convert media coverage to either HTML or
Acrobat PDF files and post them on your company website.
Supply the appropriate links to your media coverage
so that visitors can find your info on your website
or through search engines.
5. Include the most high profiled media clips
available in company sales kits and also company press
6. Use excerpts of the media clips in company
7. Send media clips to venture capitalists
or company's banking institution.
8. Distribute the media clips to strategic partners.
9. Hand out media clips at trade shows, conferences,
seminars and networking events as part of your event
10. Mail the media clips to trade associations
representing your company's industry.
11. Keep employees, key team members (attorneys,
accountants, etc.), customers, and vendors informed
by highlighting the media clips in the company newsletter.
12. Turn the media clips into a sales tool
and send to all prospective clients.
13. Print out all media clips and maintain them
in a media file so they can be copied and sent at a
14. Turn your Outlook address book into a media
coverage distribution list.
15. Add a link to the news story in your e-mail
The bottom line is this. What you do after securing the
media coverage matters just as much as what you've done
before. So go out there and put your company on the map.
Who knows? Getting some extra mileage out your media coverage
could bring your company an additional client, strategic
partner or more media coverage - all very good things,
you have a media relations question? Ask
Carolyn! Your questions could be featured in an up-coming
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