Photo: Adobe Stock Photos
If
you’ve put in the hard work to receive media attention, or you’ve paid a PR
professional to find exposure, it’s important to remember that your work
doesn’t stop once the camera turns off or the story is published. Too many
people assume that once they land a media opportunity that everyone is going to
see it. I often tell them that it’s better to throw away your ego and assume,
instead, that no one is going to see it. It takes extra legwork to magnify
these valuable experiences to build your brand and grow your business, and to
get your story out to the masses. Here are seven tips to maximize your media
assets.
Tip
#1: Understand the value of media exposure
First,
it’s important to understand why you seek media coverage, and what it can do
for you. Media experiences – whether you’re quoted in a news article, a guest
on a podcast or an expert on a TV news segment – are not one-shot
opportunities. Each experience is a valuable digital asset. Just as you
accumulate assets in a financial portfolio, you accumulate digital media assets
with your PR work. Once you have them, it’s time to use digital marketing and
social media to make the most of them for branding, website SEO and social
media engagement with prospects and clients.
Tip
#2: Use photos and recaps
I
always tell my clients you have the opportunity to shine before, during and
after a news interview. Take a selfie or have someone take a photo of you with
the journalist or host after an in-person interview. Share it on social or use
it when you share links with others.
One
great way to distribute photos and the entire media asset is to write a recap
blog on your website and embed a link to the original content. This is
especially helpful for podcasts, which may run longer, and your audience may
not have the time to listen to the entire episode, but you give them a link in
case they do have the time. Newsletters are another great distribution
opportunity. Add a recap to your newsletter and embed the link in it. I’ve had
clients who have received tremendous engagement through newsletters because
this audience has opted in to receive your content and is very engaged.
Tip
#3: Ask for shareable links
If
you are part of a news interview, make sure to ask if you will receive or will
have access to a shareable link to the content. In some cases, you will not
automatically get one. You may have to purchase it. That’s okay. They typically
cost between $50 and $200. Before you ask, have some budget set aside and
expect to pay; so, if you don’t need to, all the better. If you are working
with a PR professional, ask if they include these fees in their service. Some
do, some don’t. I also always tell my clients to order the MP4s of a TV story
to upload to their YouTube channel, and to embed that YouTube link into blogs
or their press page content.
Tip
#4: Ask about paywalls
Always
ask if your information in an article or news segment will be public or behind
a paywall. If it is behind a paywall, you likely will not be able to post an
accessible link on your social media accounts or elsewhere. This type of
digital asset has far less value than a public one, and you may want to decline
the opportunity.
Tip
#5: Prioritize podcasters with YouTube channels
It’s
widely known that pretty much every consumer prefers video over strictly audio
podcasts. So, podcasters who have a YouTube page make for better sharing on
social media. Sometimes, podcasts episodes may also be hidden behind a paywall.
Even though a podcaster has a busy YouTube page, don’t assume you’ll be on it.
They may have plans for the piece of content to be distributed to a more
limited audience behind a paywall. Again, always ask.
Tip
#6: Remember to tag others with social shares
Always
include your media appearances on your website and company social media pages.
But it’s also a good idea to post it on personal social channels as well.
Another smart move is to find the other sources in the story and tag them on
social channels with your posts. The journalists and media stations also love
to be tagged. In fact, many journalists expect you to share media posts and tag
them on LinkedIn, X (formerly known as Twitter) and Instagram. Remembering
these small details can greatly increase the reach for your digital assets.
Tip
#7: A secret tip about using links in social media
Some
social media platforms see it as a red flag when you post content with a link
in it, since they don’t want users clicking away from their platforms. There is
a simple workaround for this issue. On social posts, simply drop the links into
the comment. This especially applies to Facebook and LinkedIn.
Use these simple strategies to get the most
out of your digital media assets. And if you’d like to learn more, I’ve picked
up plenty of other tips working with the best media and marketing minds in the
business. Don’t hesitate to reach out!
About Ruth:
I
have the curiosity of a journalist, the enthusiasm of a publicist and the
strategic mind of a marketing consultant.
Born
and raised in the Midwest, I earned my cub reporter cap at the South Bend
Tribune in Indiana. I was a writer and editor for a variety of other
publications, and worked in corporate public relations before moving to Las
Vegas in 1999, where I focused more on working in PR. My firm, ImageWords
Communications, has worked with clients across all industries, including
retail, home improvement, design, construction, commercial real estate, health
care, fitness and more. I’ve been honored with several awards, and I love
working with clients to enter them into different awards competitions.
Because
I’m always evolving, so is my business. In recent years, I’ve been focusing on
slowing down so I can work one-on-one with clients in the most meaningful way,
designing one-of-a-kind marketing strategies and making introductions that help
them meet their business goals. When I connect clients with media, or with
other businesses, non-profits or community causes, I feel like a success—both
personally and professionally.
My
work has never been just a job. It’s about making magic happen.
Click here to contact Ruth.
