How can you boost PR reach each time you receive a press mention?
Getting quoted in the press is a fantastic way to improve your visibility and build credibility with your audience.
It’s all about borrowed authority; when a journalist chooses you as a source for their story, they (and their publication) are giving their tacit endorsement of your expertise.
While being mentioned in a newspaper, magazine, or other media outlet is good news from a marketing perspective, you can do so much more with each press mention.
In a typical year, I speak to more than 200 journalists to provide commentary, and I’ve developed a series of steps I always follow to maximise any press coverage.
1 – Share the quote on social media.
This step is a bit of a no-brainer, but it’s a simple way to amplify the reach of your press mention and share it with your existing audience.
Prepare a template quote card in Canva so you can drop in a line or two from your quotes and then share this graphic across your social media channels.
Make sure you have a different template for each platform; Instagram graphics should be square (1080 x 1080 px), while Twitter is 1600 x 900, LinkedIn is 1200 x 1200, and Facebook is 940 x 788.
Keep in mind that these dimensions occasionally change, so look up the optimal dimensions before creating artwork.
When you share your quote card on social media, tag the journalist, the publication, and others quoted in the piece. Tagging others in your post helps to extend its reach and build your network.
2 – Include the story in your email newsletter.
Being quoted in the press is something you can tell your email subscribers about.
Be sure to link to the publication (assuming the article doesn’t sit behind a paywall) and tease your readers with the article’s theme and your opinion.
3 – Create some content about the press mention.
Each time you are quoted in the press, you can write a blog post, film a video or record a podcast talking about it.
If you don’t want to produce a full video, why not create a shorter Instagram or Facebook Story?
Because journalists will typically only use a line or two from your comments, creating your own content around the story is a great way to expand your thoughts.
Make sure you link to the original story and credit the journalist each time.
4 – Say thank you to the journalist.
Journalists are busy people, so keep this simple by saying thank you when you tag them in the post on social media.
If the press mention is significant, there is no harm in sending a small gift (chocolates or wine) to their office as a thank you.
5 – Send a press clipping to specific clients or prospects.
We love the tangible nature of a printed press clipping.
Make an effort to write a covering letter to relevant clients or prospects, and include the press clipping if you think they would be interested in the story.
If you have a physical office or place of work, you can add printed press clippings to a display book for your reception area or meeting room.
6 – Include a link in your email signature.
Your email signature is one of the most visible extensions of your brand and often the most overlooked.
Each time you are mentioned in the press, add a short line and a hyperlink to your email signature so you broadcast the mention with every email you send.
Follow these six steps to boost PR reach every time you are quoted in the press and let us know how you get on!