Kristin Amico
When that piece of anticipated top-tier coverage finally hits, the first response is a deep sigh of relief and pride. You did the background work, got the interview, managed all the follow-ups and boom, a few weeks (or even months) later the coverage is live. But the efforts shouldn’t stop after sending a note to the client. Be ready for questions on how to best leverage that killer press coverage. By proactively coming to the table with suggestions on how the client can integrate PR wins into their marketing strategy, you’ll get ahead of requests and make yourself look good in the process. Here’s how:
Syndicate coverage
Does the news coverage include a link back to the client website? If it does, and the article touches on key messages or product information, suggest content syndication to keep the momentum going for weeks after the piece hits. By being strategic with demographic targeting and the choice of syndication networks, more key folks will see the news than having it appear in the primary publication alone. While syndication may not always equate to leads, it can work well for brand awareness.
Include the article in the customer newsletter
Most companies have newsletters that go out anywhere from a weekly to monthly basis. Create a 2 – 3 paragraph highlight of the coverage with links back to the original story. And if one of the client’s end users was interviewed or included in the story, be sure to feature that portion in the newsletter to demonstrate customer success as well as your client’s devotion to their customers.
Insert the news into content marketing or nurture emails
In addition to client newsletters, most organizations run email campaigns targeted to specific prospects that are organized to match the customer journey. If the press coverage features typical problems, solutions and best practices for the industry, consider adding another email in the series in which the news article serves as a proof point for the client solution.
Put it on the front page of the website
Did they earn a recognition or was their product included in a “best of” list? Think Allure’s list of best beauty products or CNET’s lists of best gadgets. If so, work with the licensing department to understand what steps are needed to secure the rights to use that logo on the website, with a link back to the article.
Make it social
Don’t forget to share the article on LinkedIn, Twitter and Facebook, if appropriate. In addition, suggest a personalized post on LinkedIn coming from one of executives.
For an even easier roll-out, create a one-page document when you kick off with each new client that explains the strategy for leveraging press coverage. And when you send over your next coverage note, include specific recommendations and next steps to keep the media momentum going.
——— Kristin Amico is a former Director at SHIFT Communications, sister company of NATIONAL Public Relations
