5 ways to amplify earned media coverage to increase its impact
Earned media coverage positions executives as reliable, valuable resources and places companies as leaders within their fields. Although it’s exciting when a big announcement is covered by the media, not capitalizing on a media mention is a missed opportunity in building brand awareness and thought leadership.
While attention spans grow shorter and many readers spend less than 60 seconds scanning an article, ensure your target and potential audiences are noticing and engaging with the media coverage you secure by sharing it through other marketing channels. Below are five different ways to share earned media coverage and amplify the efforts of your marketing and PR strategy:
1. Share across your social channels
Once media is secured, the first step in extending its reach should be adding it into your social content calendar. Share the news on your company’s social media pages, and make sure to tag the news outlet and any relevant partners/team members to reach a larger audience. Take your social strategy a step further by sharing company media posts to executives’ personal pages, as well.
2. Add into your email newsletter
Capitalize on your email marketing program by sharing the latest company news in a consistent, ongoing newsletter. Lead with the coverage to showcase company expertise, or use it to underscore credibility for your current and potential clients.
Did you secure a guest article in an industry-leading publication? Create a dedicated email with the full guest article copy included in the body and a link back to the original piece to position the author(s) as a thought leader and ensure recipients receive valuable, relevant information.
3. Highlight in a newsroom on your website
With thousands of stories published daily, it’s easy for media coverage to get lost in the mix of a publication’s website. Don’t let your media mentions die – keep a running list of coverage in a company newsroom on your website. Include a banner with logos of top publications you’ve been featured in to emphasize your reach and enhance your reputation.
4. Reshare onto your company’s blog (with permission)
Some publications will allow you to reshare all or a portion of a guest article. Use this opportunity to post your original piece onto a company blog or LinkedIn page to ensure you’re reaching as many readers as possible. Including these pieces with backlinks to the original articles also enhances your website’s SEO and can raise your company’s ranking on Google search pages.
5. Repurpose into a broader topic
If the media coverage you secured is on a timely topic, expand on the conversation by incorporating other voices into the story. Depending on the topic, create blog and social content that includes perspectives from partners, clients or other internal team members for a more well-rounded approach. This also allows you to tag additional companies and people and encourages others to share content that drives traffic back to your own website instead of a media piece on an external publication site.
Bri Carlesimo is a Senior Account Manager at Pierce Public Relations.