tWe all know that great feeling when we see our name or our company’s name in print or on TV. In that moment, we think of all of the important people reading or watching with us — and the deep impact the story could have — but do we know who’s really paying attention?
tWhile the total amount of information we take in is at an all time high, deciphering what media the average person will consume in a day has become similar to throwing darts — not knowing exactly where they’ll hit.
tThat’s why targeted follow up is the single most important step in maximizing media coverage: identifying who would benefit from seeing the coverage and finding the best delivery vehicle to get it in front of them.
tEvery organization’s target is different — it could be the potential new customer, the city council member who could cast the winning vote, the non-profit donor on the verge of writing a check — but each carries the same question: What happens if they don’t see it? What if they spill coffee on the newspaper and throw it away? What if they’re trying out their new satellite radio rather than listening to the local station? It’s too valuable to leave up to chance.
tWhat can we do to make sure our story gets into the right hands? Every business can create an airtight process to maximize the value of media coverage. Here are the basic steps needed to get the most out of your positive stories:
t1. Be gracious: Thank your employees. Thank your business partners. Thank your customers. Remind them they have all been an integral part of your success. While you’re thanking them, encourage them to read/watch the media coverage and share it with friends, family, and their online networks to join in your celebration.
t2. Be social: You have social media channels — now is the time to use them. If you know your story will be on the news, tell your fans and followers to tune in. Once the story is live, give another shout-out to the media outlet and frame the content for your social audiences.
t3. Be consistent: For every piece of significant coverage, have a section on your website (like an online newsroom) to highlight those stories. Use email, newsletters, or even handwritten notes to get the stories in front of key targets. Don’t forget to archive positive coverage and use it in the future.
tIf we take time to ensure that the right people see the right coverage, it will significantly amplify the value of any media relations effort — and ensure the party doesn’t stop the minute your story goes off the air or the next print edition publishes.
tThis post was co-authored by Luke Capizzo, account executive at Identity