Your press coverage hit! Now what?
The interviews, research, time and effort have all paid off, but your job isn’t done once the article is live. We see it all the time: good press coverage gets shared in a single company-wide email blast and then… nothing. Your hits deserve more! They can be a powerful asset to teams if you help them see the value and make it easy for them to take action.
Here’s how to ensure your media win has a long and impactful life both in and outside of your organization:
Don’t assume people will read the full article–in fact, they more than likely won’t. Pull out the most important, insightful, or on-brand quotes and feature them front and center. This will ensure that the message of your article is immediately clear.
Not everyone thinks like a marketing or PR professional. Include a bulleted list of ways the coverage could be used for team members to quickly plug it into their workflows and tailor the suggestions for different departments: sales, HR, etc.
Securing coverage from top publications can be a powerful way to earn potential clients’ trust. Arm your sales department with the article so they can re-engage cold leads, use quotes/logos in presentations, and print the piece for trade show booths.
When the coverage is a true hit, work with your company to create LinkedIn posts that celebrate the achievement. Thoughtful and authentic posts can amplify the reach of the coverage.
Hard copies of great coverage can make a strong impression. Print the article and include it in board meeting packets. This simple task is a great way to communicate progress and momentum.
Create branded screenshots of the coverage and save them in an easy-to-find place (like a shared drive or media toolkit folder). You’ll want to have them for decks, social posts, and more!
Don’t forget to flag the article for your social media team so they can share it across channels. Provide copy suggestions and visuals to make posting a breeze.
Encourage relevant team members to add the article to the “featured” section of their LinkedIn profiles, especially if they are quoted.
Great media coverage can speak volumes about your company and its culture, innovation and leadership. Share the coverage with HR so it can be incorporated into recruitment materials, or even highlighted during interviews!
Public recognition of company achievements can help boost internal morale, so send a note that celebrates the coverage, not just as a PR win, but as a company-wide accomplishment. Call out everyone who contributed, directly or indirectly, and highlight messaging that reinforces your brand mission.
Great media coverage is a valuable asset that can be used across various channels. Don’t just celebrate it for a day, give it the life it deserves!
