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You Got Media Coverage! Now What?

February 23, 2012 | Comments: 0 | Views: 187

Sometimes you're so focused on getting the media coverage, it's hard to think beyond the actual coverage itself.

It's tempting to think that getting coverage is the final objective, but you have to remember that most print media is thrown out that day - newspapers generally get binned fairly quickly and you're lucky if a magazine hangs around longer than a few weeks.

Coverage on the radio and TV is even more ephemeral - one minute you're there, next you're gone! What are the chances that your target market is reading that newspaper article, watching that TV report?

Many businesses assume that the feature itself will generate instant enquiries, but it often doesn't happen that way. What you need to do now is make the most of the coverage in your regular marketing. This means, as a minimum:

next time you send out an email to your list of clients, prospects and email newsletter subscribers, make sure you point out where you have been covered and when if you can, get a copy of the article or clip of the TV/radio item and put it up on your website put a small news item/image referring to the coverage on the home page of your website or at the very least put up something on the home page that says eg 'As featured in...' and that shows logos of the news/media outlets where you have featured - this must be 'above the fold' (ie visible on the home page without having to scroll down)

The thing to bear in mind is that your customers and prospects may not have seen your coverage, but the fact that you featured in the news or the media will (generally) enhance their perception of you. And may prompt them to become clients, or stay as clients, or recommend you to someone they know. This is why you have to tell them!

The other benefit of getting media coverage is that you are now more appealing to other media outlets, since you have proven experience. From this point on, when talking to other journalists you can drop in where you have been featured and reinforce your (new) status as an expert or industry commentator.

So many businesses see the first piece of good media coverage as the end result. In reality it should only be the beginning.

*This is why media monitoring is a good idea

David Bateson is principal of Brisbane-based B2B and professional services publicity and public relations agency Bateson Publicity. David has been involved in PR and publicity for over 7 years after a successful career in sales. Although he has worked for large corporates in his time, his experience and enthusiasm is with the SME (small/medium enterprise) sector. Originally from the UK David moved to Australia in 2000. For more information go to

Source: EzineArticles
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