In the world of business, having the know-how to creatively optimize and take full advantage of resources can be the dividing factor between a company that is extremely successful and one that’s struggling to make it—or as Tony Robbins eloquently says, “It’s not the lack of resources, it’s your lack of resourcefulness that stops you.”
To gain the most return on your investment from media exposure, it’s key to produce strategic and creative messaging, stories, and visuals. Combine this with solid PR execution and top-notch media relationships, and you’ll begin engaging people organically. This kind of brand development is cheaper and more successful—92% of people trust earned media, such as articles in newspapers and magazines.
Most companies get a media hit, lean back, and passively wait for the sales to roll in. This is not how it works. Tweet This Quote
While the process of landing a media hit is easier said than done, seeing your company or product highlighted in an influential media channel is an exciting and rewarding moment. It’s also where most companies end their efforts, lean back, and passively wait for the sales to roll in.
This is not how it works. The following ten tactics can help you achieve full-circle success. Every business is different, so take what applies to you, make it your own, and leave the rest.
1. Post on social media channels
Social media platforms are a great way to create engagement, brand value, interest and drive word-of-mouth.
- Facebook: Ensure your media content is delivered with engaging consumer messages and images that tie back to your brand, and always “tag” the media source’s Facebook page. This helps build your relationship with that particular outlet/reporter and increases your chances of winning over some of their followers.
- Twitter: Like Facebook, it’s important to tag the journalist, blogger, editor and/or outlet who wrote the piece. This is a fabulous way to give them some love, as well as help secure a potential shout out, which will help you reach more of their social following.
- Instagram: Always ensure media coverage content is shared with an engaging visual. And if the media coverage is from a particularly notable media source, don’t be afraid to show-off the endorsement of your company by inserting the outlet’s logo.
- LinkedIn: Sharing relevant articles can help build your online leadership position. Consider all of your LinkedIn activities an opportunity to attract talent, business partners, investors, and strategic partnerships.
- Pinterest: Create a pin board dedicated to key media mentions of your company. Check out how we at Refresh Agency utilize our boards for ideas on how to support your own company’s vision.
2. Create a FlipIt book of your media coverage
If large-scale media outlets cover you, you are probably worth a potential partner’s time and energy. Tweet This Quote
Create a digital FlipIt book with all of your key media coverage, and then position it to woo key buyers, sales partners, new sales reps, and large desired retail partners. If large-scale media outlets cover you, you are probably worth a potential partner’s time and energy. Make sure you build your brand up, share your successes and provide examples of highly regarded journalists who have covered your product.
3. Share media exposure in a newsletter
Share key media coverage and other inspiring and interesting company news through your company newsletter. Newsletters are still a very strong way to build buzz and awareness, as well as strengthen your brand.
4. Position media hits up front on your website
Share your best media features up front on your website. Be sure to include recognizable media logos and the link to the article, as this not only ups your company’s credibility right off the bat, but it can also be a great way to build your brand cache.
5. Emphasize media hits in investor and partnership presentations
When pitching to investors or potential partners, include a slide that highlights 4-10 of your most desirable media placements. Tweet This Quote
Increase your brand’s desirability with important collaboration partners, investors, buyers, sales personnel, distribution partners and more by presenting key media coverage with a slide that highlights 4-10 of your most desirable media placements. Bold the best quote about your product from the media article, so it stands out.
6. Include shelf-talkers and other in-store communication methods
Some retailers welcome materials that help sell your product at the store level, including shelf-talkers, p.o.p.’s, stand-alone displays and end caps. This can be an excellent way to build your brand and stand out from the rest of the competition. Explore with your retail partners what they consider good opportunities.
7. Add media hits to your sell sheets
Adding in desirable media logos, decals or quotes from key media exposure (ex: ‘As seen in…’) on your sell sheets will help your brand pop and get you noticed.
8. Share media features at consumer and trade events
Media coverage on your business is a stamp of approval. Tweet This Quote
Consumer and trade events and conferences that your brand participates in—such as crowd sourcing, start-up weeks, investor meet-ups, yoga conferences, community clean ups and farmer’s markets—are great opportunities to share notable media features and sway new people towards you. Endorsements like this make people more open and attracted to a new brand. Media coverage on your business is a stamp of approval.
9. Inform in-store, on-floor personnel about your product
Share key media exposure with the personnel in the stores selling your product. The person on the floor is not the little guy to overlook; rather, he’s your direct-to-consumer contact. Develop these relationships. The more the people on the sales floor love your brand, the more they will be doing their best to support.
10. Comment and express gratitude
Take the time to write a nice comment on any blog post covering your company, as this is an excellent opportunity for you to further your PR exposure. It can be as simple as a ‘Thank you for writing about us!’ to a more in-depth response commenting on an aspect of the article topic itself. Read the article and develop a targeted response that will open up further dialogue and build a connection with that media channel. Come across as thankful, grateful, intelligent and with an expert voice.
Take the time to write a nice comment on any blog post covering your company. Come across as thankful, grateful, and intelligent. Tweet This Quote