Every business knows that it’s a good thing to have a positive profile in the media. Once you do secure valuable column inches in newspapers or airtime on radio, it’s important that the exposure doesn’t just halt abruptly. With some savvy know-how, businesses can leverage positive media publicity and benefit from maximum coverage.

GET SHARING

Often the most obvious things are not so obvious at all! Too often companies forget to use social media to promote their publicity. Aim for the big three – Twitter, Facebook and LinkedIn – and Instagram, if you have an account. Ensure that you use them all for maximum effect. Also remember to share at the right time in order to reach as many people as possible. Recently Springboard PR appeared in print and online media following the appointment of our new Account Executive, Maria Tracey. We used all of our social media platforms to spread the good news. One of the newspapers that ran the story was the Irish Examiner, so we used it across social media that day, posting on Twitter and also on Facebook, with the relevant Twitter handles of those featured, including the Irish Examiner’s Joe Dermody.

Along with posting images of your article on social media, also post links to the story separately, such as the example below from Springboard’s Twitter page.

This will allow you even greater exposure.

Remember, the average lifespan of a tweet is only 24 minutes, so the more Tweets you post, the better.

If you want to further maximise on your media piece, then you should also post the story on your company’s Facebook page. Facebook has decreased organic reaches for pages, so you do need to spend a little money to get the information out there. Just go to the post you’ve created and then click Boost Post in the lower-right corner. Choose your audience and budget based on how many people you want to reach and how long you’d like your boost to run.

Ensure that you also post on LinkedIn, as the more credibility you build, the stronger your company’s professional profile is. Posting daily company updates is an effective way to start a conversation, and create word-of-mouth for your business. If an individual is quoted or mentioned in the media piece, make sure they also upload the article to their LinkedIn page.

Use the attachment symbol in the “Share an Update” box to spread the word

 

Or use the ‘Publish a post’ option on your own page.

 

CREATE A ‘PRESS’ SECTION

If you have a website, then use it. Once an article is printed make sure you create a ‘News’ or ‘Press’ tab on your website. This allows you to start building a story, step-by-step, of what your company offers. It also shows that individuals in your business are experts in their field. Why else would they be featured in the media?

Keeping all your press coverage together in this one section of your website is an easy way to fully maximise on media coverage.

BLOG ABOUT IT

When you are featured in the media, then write a blog about the experience. It instantly adds a new dimension to the piece. Outline how the interview went, if there was a photo shoot and a link to the article. Again this can be shared across your social media sites. It doesn’t have to be an essay, just provide a little bit of insight into the occasion, a touch of humour, a behind-the-scenes photograph and a link to the piece, whether it’s print or broadcast.

LET YOUR EMPLOYEES KNOW

Create a buzz around the office when there’s some great press coverage, by making sure your staff knows all about it. Email everyone within the company on the media success and add a link to the article. If they are enthusiastic about the coverage, and feel included in the success of the company, they are very likely to share it themselves on their own social media accounts.

GET NEWSY WITH YOUR NEWSLETTER

E-newsletters are a great way of engaging with your customers, so where better to herald your new found publicity? It’s always effective to have varied content on a newsletter, as it makes for a much more consistent and interesting product. Put in all media mentions and links to articles.

REFERENCE IT

We are all familiar with companies using “As Seen on Xposé” or “As Seen in The Irish Times” on their websites. If your product is featured on-air, or in a well-known publication, why not share that good news!

 

 

 

Post by
Susie founded Springboard in 2011, and has developed the business into a leading, director-led communications agency. She has worked for over 20 years in senior marketing and public relations roles within Ronan Daly Jermyn Solicitors, Bank of Ireland, Murray Consultants and global PR and communications leader, Weber Shandwick. She was named Cork Businesswoman of the Year in 2017.

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