Your company has been featured in a great article in a prominent magazine, or you’ve been interviewed on TV. Congratulations! Thousands and maybe millions of people will see or hear about you, and your products and services.
Many times, however, companies don’t use media coverage for marketing purposes. They don’t post the president’s TV interview on their website, email an article about their new product to their customer list, or feature the radio spots within presentations.
This is a huge missed opportunity because using media pieces after they have been originally issued can extend their influence far beyond their initial exposure.
Nothing lights up people’s eyes like seeing that you or your organization was featured in the media. It creates instant credibility and presents you as an authority within your industry. Few things make people sit up more than the media’s spotlight. Use it for your benefit to the max.
Here are some do’s and don’ts for using media coverage for marketing purpose after its initial release.