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

In The News:

pen paper and inkwell


cat break through


For Marketing-Minded Financial Planners, Small Publications Can Have Great Publicity Impact

Just because a publication is small doesn't mean that getting... Read More

PR: Advice You Didnt Ask For

Although, as a business, non-profit or association manager, you may... Read More

Business Growth for Financial Planners in Five Easy Steps

Attracting new business: sometimes it happens by luck, sometimes by... Read More

The Truth About Public Relations

The truth is, you CAN attract the support of those... Read More

10 Tips for Tantalizing News Releases

Want to get radio interviews and coverage in print publications... Read More

Media Exposure Validates And Legitimizes Your Business

Although repetition is extremely important, there are times when advertising... Read More

Media Relations: When Google Got Googled

Before meeting my soon-to-be-wife for the first time, I "Googled"... Read More

3 Reasons to Tap into the Power of Publicity

Publicity is obtaining editorial coverage or features for your business.... Read More

13 Publicity Ideas for Retailers

If you're trying to promote your store, but you don't... Read More

Say What?

As the comedian Steve Martin once said, "some people have... Read More

Three Communication Secrets of The Great Communicator

I've worked in media and public relations for 20 years,... Read More

PR tips for business

Question: Why should your business issue a press release? Answer:... Read More

7 Simple Steps To A PR Launch

A PR product or service launching is a perfect way... Read More

Public Relations Mixup?

When you pay good money for public relations services, you... Read More

Promote Your Products With A Press Release

Writing an effective press release is a way to draw... Read More

Managers, Which PR Is Right For You?

An effort built around a string of print and broadcast... Read More

The Ultimate PR Scam

It happens to business, non-profit and association managers when their... Read More

How to Make A Great Press Kit ? A Musicians Guide

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

Post Your Press Release Online ? For Free!!

Are you launching a new product or website? Announcing a... Read More

Publicity Performance Not Enough?

Even after a nice piece in a national publication, or... Read More

Speaking to the Press

If you get the hang of speaking to the press... Read More

Press Release, An Alternative For Paid Advertisement. Step 1

What's a press release? This is generally a one page... Read More

A Natural Phenomenon? Really?

Sure. What else do you call a human discipline whose... Read More

Do You Have an Exclusive Market Segment?

You do if you're a business, non-profit or association manager... Read More

Did You Know That Even TV Remote Control Units Can Get Press and Media Coverage?

Did you Know That Even TV Remote Control Units... Read More

How PR Helps Managers Win

Anything that lets managers achieve their managerial objectives is a... Read More

Lets Blow The Lid Off Public Relations

And show it for what it is - a humdinger... Read More

Right PR Focus A Powerful Advantage

Powerful is a strong word. But it fits here. As... Read More

Financial Planners, Want Free Marketing and Publicity? The Key is Understanding the Media

The media need you. Need the information and expertise you... Read More

Media Relations - Ten Essential Tips to Use The Media to Market Your Business

In the 'Age of Scepticism' gaining media coverage is one... Read More

The Most Important PR In America

Just happens to be public relations activity that alters individual... Read More

Online Business Press Release Writing Tips And Ideas

Press releases are one of the most cost-effective ways to... Read More

How To Write A Press Release

A well structured press release in an excellent way of... Read More