Don’t Let Good Media coverage go to waste!

Presented by Sarah Kissko Hersh

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July 2, 2024

The Real Magic Comes After the Coverage Hits

Show it off

Don’t Let Good Media coverage go to waste!

• But don’t just forward the article to the company-wide distribution list and call it a day.

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• People are busy (and lazy) and probably won’t read the entire thing.

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• Call out the best quotes to make sure they aren’t missed.

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• And make sure other departments leverage it to the hilt.

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• Include a bulleted list of ways the coverage could be utilized (not everyone thinks the way PR people think).

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Squeeze every bit of ROI out of every clip you can

Don’t Let Good Media coverage go to waste!

Put your clips to work hard and allow the results to:

• Change minds
• Justify additional funding for PR
• Raise morale
• Add sparkle to recruiting and sales efforts
• Bring a clip report or campaign wrap up to life
• Silence naysayers: make your effort, results and impact undeniable
• And remember, it’s not always about getting more clips, it’s also about getting the clips you do earn to work harder

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A few ideas…

What about…

Don’t Let Good Media coverage go to waste!

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• Sending the coverage out internally to bolster company pride, highlighting especially glowing or on-brand messaging and all of your colleagues who contributed in any way

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• Arming the sales team with articles from top tier outlets to use as sales tools (sending to leads that have gone cold, enlarging for trade booth signage, etc—just be mindful of securing the proper rights first)

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• Creating LinkedIn content around A+ hits for company leaders

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• Including clips for board members at the next meeting

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• Using glowing coverage from important outlets for recruitment or onboarding efforts—make sure HR sees it

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And…

Don’t Let Good Media coverage go to waste!

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• Train the larger team to report back to you with business outcomes related to coverage

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• Alert the social media team so it can be shared on the appropriate channels

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• Compile a highlight reel

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• Create a giant highlight board to your client, or for your next board meeting, or for the lobby of you office

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But at the very least…

Don’t Let Good Media coverage go to waste!

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• Use a tool like CoverageBook to capture all of the clips, save quality screenshots or scans (feel free to remove the dateline) all in an easy to locate place for future use.

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• Create timely coverage reports to capture the results and data

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• Pay attention to short term and long tail reporting to track additional ROI

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• A don’t forget to celebrate and recognize the work internally

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You work so hard to get the coverage, do all that you can to give it a long life.

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How CoverageBook can help…

Don’t Let Good Media coverage go to waste!

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• Use the comment feature next to the coverage to pull key quotes or messages

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• Use slides at the start of the book or the start of sections to highlight best quotes. Add images of the journalist to bring them to life

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• Use the copy book function to easily adapt books for different teams

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• Download and print the PDF to hand out so people have something physical to hold

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• Use the highlight function to highlight your best bits. Then quarterly or yearly, you can search the vault for highlights and create highlight only books

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• Go back and refresh metrics to see if engagements have increased

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Q&A