How To Get The Most Out of Media Coverage
Many business brands seek media profiling as a way to enhance their brand visibility and credibility to their target audience. Earned media coverage is a great way to gain brand recognition for your business and can work side by side with your overall PR and marketing strategy. Achieving press coverage for your business or personal brand is exciting but the work doesn’t just end when you achieve the coverage. You have to make sure that you amplify the coverage and monitor audience response and reaction to it. You can achieve lots of media coverage which can have little impact on your business if you don’t know how to use it.
Media coverage is a powerful tool for entrepreneurs, creatives, and professionals looking to boost their visibility, credibility, and influence. However, securing a feature in a publication or landing a spot on a podcast is just the beginning. To truly maximize its potential, you need a strategic approach. Remember media coverage is more than just a vanity metric; it’s a credibility builder. You cannot seek media coverage simply to boost your ego, if you base your media coverage goals on this it will not have a lasting impact and legacy. Being featured in reputable and relevant outlets signals to your audience that your work or business is trustworthy and noteworthy. Coverage also amplifies your reach, introducing you to new audiences who may become customers, collaborators, or supporters. Recognize this value and plan to leverage it effectively.
Preparation is key to capitalizing on your media moment. Once you know a feature is coming, ensure your digital presence is in order:
Make sure your website is up-to-date, user-friendly, and reflective of your current offerings. Include a clear call-to-action to guide visitors.
Ensure your bios, pinned posts, and content reflect your latest achievements or campaigns.
If you’re launching a product, promoting an event, or showcasing a project, prepare digital assets like images, videos, or links that you can share.
Don’t let your media coverage live in isolation. Amplify it across your own platforms; post the link to the article or video on your social media channels. Tag the publication and journalist (if applicable) to show appreciation and extend the reach. Make sure that you include the coverage in a newsletter or dedicated email blast to your audience. Add a press section to your website or blog where visitors can view your media features. This helps build credibility for new visitors.
Media coverage often generates buzz, so be ready to engage with your followers on social media. Use the topic of the coverage to start meaningful discussions with your audience, aligning the feature with their interests. Remember that PR is not marketing but it can support your marketing efforts. Think of media coverage as a tool for your ongoing marketing strategy. Use quotes, logos, or snippets from the coverage in your marketing materials and website. Repurpose Content - Transform the article, interview, or feature into blog posts, video snippets, or infographics that continue to generate value. Consider using targeted ads to promote the coverage to a larger audience, especially if it aligns with a current campaign. Media coverage is a significant milestone, but its true value lies in how you use it. By preparing, amplifying, and integrating the coverage into your broader strategy, you can ensure it works hard for your brand. Remember, each feature is a stepping stone to bigger opportunities—use it wisely to tell your story, connect with your audience, and achieve your goals.