Words To The Wise™ By Agnes Lamont, Marketingsage

Marketingsage uses these straightforward tactics to amplify press coverage:

  • Distribute with a pitch and newswire. The best coverage comes from direct relevant pitches to actual editors and journalists, not from a press release placed on a newswire. However, a newswire will get your press release published on a host of web sites and it may reach journalists who are not on your pitch list.
     
  • Photos and graphics. A good or interesting photograph (or video) can win you significantly more editorial space and you can bet most people will look at the picture before the read the text.
     
  • Offer a briefing or interview. Talk to the writer as she is writing the story. You can suggest interesting angles and provide information she did not get elsewhere.
     
  • Leverage your advertising dollars into editorial coverage Yes it can be done, but your agency need to approach this in the right way.

When you win a good piece of publicity, you can amplify your success using the following tactics:

  • Broadcast it. Prominently quote the bits of the article that you like on your web site. You, and your colleagues, can also refer to the article using their blogs, Twitter, LinkedIn, Facebook and other social media outlets.
     
  • A press release. If you won an award or some other kind of significant endorsement, put out your own press release to announce it. You don't necessarily have to put this release on a costly news wire. You can post it as an advisory on your web site and send it to your organization's mail list.
     
  • Go local. If a prominent national publication or broadcaster carries a story on you, send a short release about it to your local newspapers, trade publications and chamber of commerce newsletters. "Local boy does good" stories are quite popular.
     
  • Add to the story. Write a letter to the editor of the publication that just printed the story and elaborate on a few of the points that were made in the article. You can also post and respond to comments that get posted along side the story.
     
  • Distribute reprints and copies. Most publications (incl. broadcast media) offer a reprint service (for a fee). You can include reprints with your sales collateral and distribute them by mail, at events and speaking engagements. If you sell through a channel make sure the sales team of your channel partners also get copies. Laminated copies can be used as "shelf talkers" in retail outlets.

    Don't forget to include your press wins in your email newsletter. You can highlight a good quote and if appropriate, include a link.
     

  • Merchandising. If you won a significant endorsement (e.g. an award) you could let potential customers know by using the award icon on product packaging, price lists, employee t-shirts, etc.

About Marketingsage

Marketingsage is a full service marketing firm that helps other marketers and business executives increase revenue by cost-effectively generating sales leads, building brands, launching products and developing sales channels. With Marketingsage you can add expertise, bandwidth, specialized tools and contacts when you need them, for as long as you need them.

If you think Marketingsage may be able to help you and your business, please give us a call at 925-426-0488 or click here to have us contact you.