7 tips to optimize your news coverage for brand and business growth
If you’ve put in the hard work to receive media attention, or you’ve paid a PR professional to find exposure, it’s important to remember that your work doesn’t stop once the camera turns off or the story is published. Too many people assume that once they land a media opportunity that everyone is going to see it. I often tell them that it’s better to throw away your ego and assume, instead, that no one is going to see it. It takes extra legwork to magnify these valuable experiences to build your brand and grow your business, and to get your story out to the masses. Here are seven tips to maximize your media assets.
Tip #1: Understand the value of media exposure
First, it’s important to understand why you seek media coverage, and what it can do for you. Media experiences – whether you’re quoted in a news article, a guest on a podcast or an expert on a TV news segment – are not one-shot opportunities. Each experience is a valuable digital asset. Just as you accumulate assets in a financial portfolio, you accumulate digital media assets with your PR work. Once you have them, it’s time to use digital marketing and social media to make the most of them for branding, website SEO and social media engagement with prospects and clients.
Tip #2: Use photos and recaps
I always tell my clients you have the opportunity to shine before, during and after a news interview. Take a selfie or have someone take a photo of you with the journalist or host after an in-person interview. Share it on social or use it when you share links with others.
One great way to distribute photos and the entire media asset is to write a recap blog on your website and embed a link to the original content. This is especially helpful for podcasts, which may run longer and your audience may not have the time to listen to the entire episode, but you give them a link in case they do have the time. Newsletters are another great distribution opportunity. Add a recap to your newsletter and embed the link in it. I’ve had clients who have received tremendous engagement through newsletters because this audience has opted in to receiving your content and is very engaged.
Tip #3: Ask for shareable links
If you are part of a news interview, make sure to ask if you will receive or will have access to a shareable link to the content. In some cases, you will not automatically get one. You may have to purchase it. That’s okay. They typically cost between $50 and $200. Before you ask, have some budget set aside and expect to pay; so if you don’t need to, all the better. If you are working with a PR professional, ask if they include these fees in their service. Some do, some don’t. I also always tell my clients to order the MP4s of a TV story to upload it to their YouTube channel, and to embed that YouTube link into blogs or their press page content.
Tip #4: Ask about paywalls
Always ask if your information in an article or news segment will be public or behind a paywall. If it is behind a paywall, you likely will not be able to post an accessible link on your social media accounts or elsewhere. This type of digital asset has far less value than a public one, and you may want to decline the opportunity.
Tip #5: Prioritize podcasters with YouTube channels
It’s widely known that pretty much every consumer prefers video over strictly audio podcasts. So, podcasters who have a YouTube page make for better sharing on social media. Sometimes, podcasts episodes may also be hidden behind a paywall. Even though a podcaster has a busy YouTube page, don’t assume you’ll be on it. They may have plans for the piece of content to be distributed to a more limited audience behind a paywall. Again, always ask.
Tip #6: Remember to tag others with social shares
Always include your media appearances on your website and company social media pages. But it’s also a good idea to post it on personal social channels as well. Another smart move is to find the other sources in the story and tag them on social channels with your posts. The journalists and media stations also love to be tagged. In fact, many journalists expect you to share media posts and tag them on LinkedIn, X (formerly known as Twitter) and Instagram. Remembering these small details can greatly increase the reach for your digital assets.
Tip #7: A secret tip about using links in social media
Some social media platforms see it as a red flag when you post content with a link in it, since they don’t want users clicking away from their platforms. There is a simple workaround for this issue. On social posts, simply drop the links into the comment. This especially applies to Facebook and LinkedIn.
Use these simple strategies to get the most out of your digital media assets. And if you’d like to learn more, I’ve picked up plenty of other tips working with the best media and marketing minds in the business. Don’t hesitate to reach out!
