How to Get More Mileage Out of Your Media Coverage

Maybe it played for Kevin Costner in "Field of Dreams," but that paraphrased line ? "Print it and they will come" ? doesn't necessarily work in real life.

There's a lot to be said for the value of editorial side coverage, but you can't count on people acting on what they read or even remembering it for long. The smarter bet is to find ways to leverage your coverage to enhance the odds of driving more prospects in. Here are some fairly easy ways to do it:

First, create a short synopsis of the article (making sure your part of it is front and center), including the headline, publication and publication date. Tease to the "hit" or placement on your home page and link it to the synopsis, which you should post to the Press section (or some informational equivalent) of your site.

If you're among the many who are comfortable with e-mail marketing and are fairly nimble, you can devise a simple informational mailing that shares news of coverage and provides a link to the article on the publication's website, if it's available. Many publications allow public access to their content for a limited amount of time, so do this before that time expires.

Otherwise, you need to check out the availability of reprint rights and PDFs, well worth it for articles where you're quoted expansively or that you've authored. For a price, you can secure a PDF (hard copies are usually extra) and guidelines for usage. Don't make your own photocopies or PDFs because you risk violating the publication's copyright.

Here's how to use the PDF: o Create a link to the PDF from the synopsis of the article you've posted on your website. That way people will know they can access the complete piece. o Whether you have formal or informal outreach efforts to clients, customers and friends, incorporate a brief, FYI-type summary of the article and attach the PDF, if it's an e-communique. And don't forget to encourage the recipients to forward the piece to people they know who might find it of interest. o If you use snail mail outreach, things are a little dicier. If you've gotten a printable PDF and the mailing is fairly small, you may be safe printing and making copies to include as part of the mailing. Check the terms of your reprint permission. The problem is that PDFs are made to look good on the computer screen, but printouts don't reproduce as well. o Make sure anyone in your organization who is involved in business development is equipped with the PDF, and encouraged to include it as an informational attachment when promoting the business to prospects and friends.

If it's printed, they may come. If you promote what's been printed, the odds go up exponentially!

Sally Saville Hodge is president of Hodge Communications, Inc., specializing in strategic public relations and marketing communications for businesses, entrepreneurs and professional associations. Formerly an award-winning financial journalist, she brings over 30 years experience to client engagements. Subscribe today to Communic@te! our free bimonthly e-newsletter and get a free special report: "Using Buzz To Create a Groundswell For Your Business." Visit http://www.hodgecommunications.com

---

A Sensible Way to Use PR

The most sensible way for business, non-profit or association managers... Read More

Publicity: The Best Things In Life Are... FREEE!

One portion of your marketing plan that you probably don't... Read More

What? You Havent Got a Capability Statement?

What's a Capability Statement?As the name suggests, it tells potential... Read More

Media Training: How To Speak During a Media Interview

WHITE NOISEA client recently told me about a fascinating new... Read More

Writing a Press Release: Inverted Pyramid Style

A term you'll hear in newsrooms, in editing meetings, in... Read More

How About MANAGING Your Own PR?

It's one thing for a senior manager to approve story... Read More

Anchor Your Relationships

I heard a speaker recently who was talking about how... Read More

Dont Expect to Bump Oprah From A Magazine Cover

"I want a pony, a tree house and the fastest... Read More

Public Relations 8 Fix Factors

I say to business, non-profit and association managers, a key... Read More

How to Make A Great Press Kit ? A Musicians Guide

As an owner of an independent record label, I often... Read More

The Press Release is Dead (Now Will Somebody Please Tell the Clients?)

In competing for a piece of business not too long... Read More

How to Write a Media Release That Wins You Coverage & Exposure

The Today show? The New York Times? Vanity Fair? What's... Read More

Do You Really Need PR?

The right kind of PR, that is, the kind that... Read More

Anxious About Your Public Relations?

Shooting from the hip always creates anxiety.Especially when managers order... Read More

Are You Dissing Public Relations

If you leave a star player sitting on the bench,... Read More

How To Write A Press Release: The 10 Commandments Of A Great Lead Paragraph

How to write a press release is a major challenge... Read More

Killer Press Kits - Press Kits That Demand Attention

So, you've had your book published or you've gone the... Read More

Keep The Publicity Machine Rolling with Reprints

More than half of America skips the Super Bowl, the... Read More

5 Critical Tests Every Press Release Must Pass

You've heard "them" say it, haven't you?By "them" I mean... Read More

Got Publicity? How to Become a Household Name

Are you working as hard as you can in your... Read More

E-Mail Media Releases

E-mail is becoming the preferred way to receive media releases.... Read More

Managers: Why Not PR Like This?

I mean public relations that presumes from the get-go that... Read More

PR Failure Defined

I define public relations failure this way:key audience perceptions are... Read More

A Simple Formula for Success

Leaders in the business world need public relations big time,... Read More

Permanent Press: Using Press Releases to Keep Your Company in the News

When is your best advertisement not an advertisement? When it's... Read More

Dont Get Eaten Alive!

If you don't have a grip on public relations, how... Read More

Public Relations: Why it Works

The short answer is, it works best when its fundamental... Read More

The Only Way to Get Free Advertising?

Receiving free advertising is the dream of most business people.... Read More

PR: Short Form for Managers

Experience tells me that too many business, non-profit and association... Read More

Credibility Lost or Gained, Are you Prepared?

If a reporter approached you about an interview, would you... Read More

Is This Any Way to Run Your PR?

You bet!Especially for business, non-profit and association managers who REALLY... Read More

Financial Planners Garner Free Publicity by Making it Easy for the Media

Would you advise clients to buy a stock based on... Read More

A Guide to Optimizing Public Relations Content

This guide to "SEOing" your PR efforts can help you... Read More