Sharing Media Coverage
You smile as you open the email from your PR agency, revealing the coverage from the interview they pitched and secured with a prominent publication.
Everything you hoped to see is there, and you’re pleased with how it all turned out. Just as you’re about to move the email and attachment into your coverage folder, you pause and wonder, “How can I extend its lifecycle even further?”.
Sharing media coverage is critical to maximise the impact of a positive interview, a feature article, a blog post. In fact, there are more than 50 ways to share media coverage. In this post we're looking at just eight to ensure the positive coverage is distributed far and wide.
Three Segments
The process for a media interview is typically objective defining, media outlet research, pitching, confirming, pre-briefing including potential questions, logistics confirmation, interview, follow up and debrief.
This standard process maximises the impact of media interviews and there are three main segments:
A. Fixing
B. Conducting
C. Coverage Dissemination
Of course, there are many components that go into each segment and, in this post, we’re going to focus on the third segment.
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Coverage Dissemination
This segment’s true value lies in how effectively the resulting coverage is disseminated. By sharing articles, interviews, and features across various platforms, you can amplify your coverage, increase return on investment, enhance credibility, and engage a wider audience.
This ongoing promotion reinforces brand awareness but also ensures that the insights and recognition gained from media coverage continue to resonate with potential customers, investors, employees, and other stakeholders.
Here are eight ways to share media coverage:
1. Social Media
Promote coverage across platforms like Facebook, Instagram, and LinkedIn, with a link to the story and @ the journalist or publication.
2. Link on Your Blog
Write an introduction and link to the original article on your company blog to enhance search engine optimisation.
3. Email Contacts
Send a special email blast highlighting the article to your audience.
4. Add to Email Signature
Include a call to action in your email signature with a link.
5. Integrate into Owned Channels
Use your website and blog to showcase earned media with quotes and excerpts.
6. Internally
Share the coverage with employees to boost morale and encourage social sharing. Or, share the coverage, and a suggested post for sharing by the staff if they so wish.
7. Proposal Inclusion
Include in sales proposals and VC pitch decks to validate your claims and third party endorsements.
8. Noticeboard
Sharing coverage of a positive interview on an office noticeboard fosters a sense of community and keeps staff across the organization informed.
Remember, the goal is to share the coverage to build connections, enhance engagement, and push your brand's visibility. Press coverage is also a terrific way to gain recognition and create conversations that resonate and strengthen thought leadership.
About Eight PR (www.eightpr.com)
Eight Public Relations is a PR agency in Hong Kong, specialising in law firm, technology, and wealth management public relations. Utilising a power PR model and offering fractional PR services, we develop tailored, innovative strategies to enhance client reputations, drive growth opportunities, and establish brands. Our approach includes media relations, executive profiling, compelling content creation, and leveraging our global B2B network.
Eight PR was the only public relations firm to sponsor a showcase booth at ReThink 2023, Hong Kong's best attended and most ambitious business event for sustainable development. We were also a showcase sponsor at Fintech Week Hong Kong in 2021 and 2022.