by Sophia Dass
Securing media coverage is rarely an easy feat - it can require a great deal of patience and persistence. So, when you do place a great article or your client’s comment gets featured in a news story, it’s easy to get caught up in the excitement of the moment. However, it’s important to remember that securing media coverage is only the first step in raising your client’s profile and positioning them as an expert in their field.
Once media coverage has been attained, it’s important to extend its shelf-life. Sometimes, this requires thinking outside the box, but more often than not, social media and digital reporting can provide you with a myriad of opportunities to position your client as a thought leader.
Here are our top tips to amplify your media coverage:
If at first you don’t succeed, share and share again
Sharing coverage on social media is an absolute must. And don’t be shy… you’ll need to share coverage more than once in order to achieve maximum results! It’s important to share the article several times over a couple of weeks (unless it’s directly pegged to breaking news), rather than just sharing it on the day of publication. Platforms such as Twitter and LinkedIn are ideal for amplifying coverage.
To ensure that content remains fresh, you can amend the introduction, update statistics or pick the most relevant parts of the piece to highlight. It’s also a good idea to tag the publication and journalist, as well as using hashtags to optimise coverage.
Learn to love LinkedIn
Sharing media coverage via your client’s company or personal profile is an excellent way to draw attention to content and boost credibility. Again, make sure to tag the publication and journalist when creating a post to showcase the article. You can also edit the original article to share via LinkedIn Pulse – this is a great way to build a strong reputation as a thought leader, increase trust, and reach a wider audience.
If content is being posted via a personal profile, it’s a good idea to add links to your media coverage in the Experience section under ‘media’. In addition, LinkedIn can pick up coverage of its members and often shares it as part of the ‘Mentioned in the News’ feature, so make sure that your privacy settings allow for this.
Feature on your client’s website
Media coverage should always be shared on the client’s website. If your client doesn’t have a section on their website for media coverage, encourage them to make one! Hosting coverage via this platform can showcase your client’s credibility as an industry expert, demonstrates that they regularly feature in the news, and helps to boost the website’s SEO.
However, many media outlets hold the copyright when it comes to the content, so make sure you share a link to the coverage.
Talk to your team
Sharing media coverage with your colleagues can be more powerful than you think - send round an email with a link, and encourage your peers to share the coverage on their own social media platforms. A super simple way to increase coverage - you never know who it might reach!