A few days ago I came across an article on my LinkedIn timeline about how public relations and marketing have changed, and ways we need to adapt our strategy to continue to be effective. It was a fantastic read, and I’d highly recommend you check out the entire piece by Chris Christensen on BloggerBridge.
To summarize, the worlds of public relations and marketing, which used to be two very separate entities, have merged together into a larger umbrella that includes earned media (or editorial media coverage) as well as social media, content marketing, blogging, advertising and more.
Unfortunately, many companies continue with a mindset of collecting earned media instead of leveraging it for their advantage. An editorial article about your business is an endorsement from a trusted third-party. Why aren’t you getting the most mileage possible out of it?
In the article, Chris suggests four ways to leverage coverage for continued public relations success:
- Retweet it on Twitter.
- Include it in your email newsletters.
- Set aside money to boost tweets or Facebook posts about it.
- Create PR buzz about stories.
I think this is fantastic advice! Here are a few more recommendations I’d add to the list for using earned media to your company’s advantage:
- Write a blog post about it. There are multiple benefits to this. By telling your readers how it made you feel and your reaction to the process, it humanizes your business and gives them a glimpse of your personality. Plus, if you include a few keywords strategically, it can help improve your SEO (search engine optimization).
- Pin it on Pinterest. This is especially important if the piece includes high-quality visuals. A picture speaks a thousand words, and on Pinterest those crisp, clear images can paint a very enticing picture for a new audience.
- Send the reporter a hand-written thank you card. They did you a favor, so show your appreciation! A hand-written card can go a long way in expressing your gratitude, and it’s a small gesture that will help you and your business stand out, and hopefully be remembered for future stories in which the journalist may want to use you as a source.
When an editorial media placement comes out about your business, do you leverage it to your full advantage? In addition to retweeting the article, including it in email newsletters and boosting tweets or Facebook posts about it, try writing a blog post about it, pinning it on Pinterest and sending the reporter and hand-written thank you card.
Curious how you can secure earned media for your company? Check out these blog posts to get started:
- Securing Editorial Media Coverage [HARO Tips]
- Public Relations Guide: 5 Steps to Media Coverage
- Pitch Perfect: Tips for Sending Pitches to Journalists
- Pitching Tips: 5 Steps to Success
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