Maximise Your Media Moments
Have you or your organisation been in the press or media recently?
Assuming it was a positive mention, what did you do besides celebrate it internally? Did you even do that?
There’s nothing more frustrating for Comms professionals – after all the effort involved in securing and monitoring coverage, and even providing media training in some cases – than seeing clients do nothing with it!
So how can you ensure that your moment of glory isn’t just a fleeting one?
Maximise Your Press Releases
If your coverage was initially sparked by a press release, make the most of that approved content. Share the full piece – or key excerpts – across your website, social media, client newsletters, presentations and even award entries. Most press releases are evergreen content, meaning you can repurpose them for the long term, generating value long after publication.
And if you’re planning to engage with the press and media again (fingers crossed!), consider embedding that release on a dedicated “In the News” page on your website. Not only does this showcase credibility, but it’s also a great home for the latest news within your organisation, a handy tool for job-seekers and funders, and a way to build trust with potential customers.
Celebrate the Coverage
A press or media mention is more than just a badge of credibility – after all, anyone can say they’re great, but when a journalist writes about you and celebrates what you do, everything is elevated. It’s also content you can reuse.
Whether it’s a TV or radio clip, or a print piece in your local newspaper or trade magazine, celebrate it across social channels (ideally the day it appears!), internally within your organisation, and with your customers, Board, funders and key stakeholders.
Your coverage can serve as social proof or evidence of your impact, so make sure it reaches those who care about your organisation, who you’re hoping to engage in the future, or whose money allows your organisation to do what it does best. The more eyes on it, the more trust it builds, authenticity it conveys, and, depending on the nature of what you do, can also drive footfall and sales.
Track and Analyse Performance
Don’t stop at sharing — measure impact, too. Track how coverage drives website traffic, leads and conversions. Understanding which outlets and story angles resonate with your audience will inform your broader communications strategy and guide your next steps.
Keep it Going…!
You might be thrilled with that one hit, but a one-off story shouldn’t be the end of your media strategy.
Consider working with someone like me to develop a longer-term strategy that speaks to your audiences in the right places, at the right time.
For advice on generating press and media coverage, drop me a line – claire@graingerpr.co.uk or call 07912 324 264.