Leveraging Media Coverage: Your Tool for Business Growth

Media relations, simply put, is the business of building and growing reputations. One of the strengths of media coverage is that it is free and gives a lot of credibility because it is written by a third party, that is, a journalist. But media relations don’t just end with an interview or published article. It is important then to use this media coverage to create opportunities for your business.

Here are ten tips for maximizing the power of media coverage once you’ve gotten it.

1. The power of momentum.

Once one media outlet picks up a story, others are likely to pick up on the issue as well and look for new angles. Always look for a variety of media outlets that cover many different mediums. The power of momentum uses everyone’s strengths, for example, radio, print, television, and the Internet. Radio acts immediately and races to find story updates as they happen, while print news sources are more likely to find additional tidbits, perhaps a feature article or biography, depending on the timing involved.

2. Maintain a positive and helpful attitude towards the media.

Remember that media is a people business. Build relationships with key people who cover areas within your field of expertise. Always cooperate and respect deadline pressure. Remember that you are not the only person trying to get media attention and that not returning calls or providing poor information can leave journalists looking for another story.

2. Get reprints of print articles.

One of the most cost-effective ways to take advantage of media coverage is to ask the publisher for permission to publish additional copies of your article as a reprint. Reprints can be used as brochures or to send to clients and prospects. Being endorsed by the publication strengthens the reputation of your company.

3. Record radio interviews.

If you go to a radio studio for a live interview, always take a blank cassette tape or minidisc with you. Ask permission for the station to record your interview. Then make copies of the interview to give out for free to prospects or clients. Remember that the radio station retains the copyright to the interview, so you cannot sell it for commercial purposes. Only copies can be made to give away free of charge.

4. Customize articles for specific industries.

One of the hardest things about writing articles is developing your main topic and logical argument. Once you’ve done this, it’s a relatively easy process to customize articles for different industries. Identify a few effective key messages and add to them well with examples instead of trying to include too many and complicate the article and make it hard to read.

5. Encourage unionization.

If you are writing articles for a specialized trade magazine, ask the editor if they syndicate articles to other magazines. Smaller posts are often syndicated to others who may share similar target markets. If the opportunity to syndicate your article arises, be sure to tailor it accordingly, perhaps take a different angle and ask the editor if you’re not sure. Sometimes strong relationships come from asking simple questions and identifying opportunities.

6. Use existing success to tap into new markets.

Give your story credibility by highlighting past successful campaigns or current examples that the media can relate to. For example, if you have had strong support from the media in one state and want to enter the market in a different state, explain past success in your approach, the media is more likely to support something you have previously identified with to risk the unknown.

7. Offer to be available to take on the conversation.

Always offer radio stations the opportunity to enter the studio and receive feedback. This gives you more airtime and the ability to position yourself as an expert. Interacting with callers in response is a great way to boost your profile, share your knowledge, and help the station make great radio.

8. Offer to write a regular column.

If you have a variety of ideas and can turn this into regular articles, why not split your experience by writing a regular column in a magazine? This will further position you as an expert and regularly get you in front of readers, as well as strengthen your relationship with the publication.

9. Turn your articles into book chapters.

One of the most powerful ways to take advantage of regular articles is to rewrite them for a book. This has a double benefit. You get the discipline and practice of writing articles and then this provides the foundation for a book.

10. Use local businesses as a point of sale for your product.

If you are entering a new market with a new product or service, find out what local distribution channels exist. When you get media coverage for one of your products in a new market, say a new book, immediately find a local bookstore in that media’s catchment area and approach them to distribute your book. Then mention this business in your media interview. This has a powerful effect in creating a win-win situation for both you and the local business. They get free publicity and you get a local advocate for your product.