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Effectively Working Your Media Coverage

Written by: Anthony Mora

Article Overview: If you’re creative, you can turn an initial media opportunity into ongoing press coverage.

Effectively Working Your Media Coverage

When an article is published or TV segment runs. That’s not the end of it. You need to work it. Become the story's distributor - and I mean distributor in the most basic sense - circulate your story, spread the word, mention the story in your biography and fact sheet, use it when pitching other stories, let other media outlets know that you were featured in the article. Duplicate it and use it as a press sample. Use quotes from the story in your mailers, newsletters, ads, and marketing to help you cement your existing client base. If you have employees, distribute it through your company as a form of internal publicity. If used correctly, you can turn this media coverage into a most powerful marketing tool.

It’s important to understand exactly how media relations works. By understanding the process, you make it a cumulative, ongoing process. Media begets media. You can turn an initial opportunity into ongoing media coverage. Be creative. Make a list of the various ways you can utilize your media, from ads and newsletters to placing framed copies of articles in you window or office. Don't waste opportunities due to short sightedness. Be imaginative, inventive. Think outside of the box.

Copyright © Anthony Mora 2008

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Article Tags: anthony mora, fact sheet, initial opportunity, internal publicity, mailers, marketing tool, media coverage, media outlets, media relations, tv segment



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