Recently I gave a talk to a room full of professional speakers, almost all of whom also have published books to promote their brands and build their credibility, and I brought with me a twofold message.
First, I discussed steps they could take to get the media’s attention. Then I followed up with something just as critical: what to do with those newspaper articles, radio interviews and TV interviews once you’ve landed them.
After all, you’ve made a great effort getting the media to notice you, and perhaps set aside time from your busy day to speak with a reporter. If it all ends there, you’ve wasted a lot of time and energy.
And you definitely don’t want this to go to waste because when the media recognizes that you have something important to say, you gain credibility. It’s what I refer to as “marketing gold”: the endorsements from TV and radio show hosts, the editorial coverage in newspapers and magazines – and now, bloggers, news websites and followers on social media too. All these forms of recognition give others confidence you’re as good as you say you are.
But you can’t just wish and hope the right people will see your great interview or notice your quote in a magazine. It’s up to you to use this “gold” as a critical part of your marketing to let people know these endorsements exist.
So how do you do that? Here are a few ways:
- Your website should prominently display your endorsements: “As seen on CBS,” “featured in the Louisville Gazette,” “heard on WFLA radio.”
- Don’t forget to mention the media coverage to your Twitter followers and Facebook fans, too, and provide links. The third-party endorsement will help you build more contacts, because people like knowing who the experts are and following them.
- Use the media you’ve obtained to help you gain more TV, radio and print exposure. Your media experience also adds to your credibility with journalists and they will be more likely to want to interview you if you’ve already been vetted by other media professionals.
- Share your media coverage with your clients because it will help validate their decision to work with you. Also, share it with potential clients because it could prompt them to make the decision to work with you.
After I finished my recent talk, a woman approached me, thanked me and said I had answered a question that had been puzzling her for awhile. She had hired a PR firm and they did a terrific job for her, landing her plenty of media coverage.
But nothing came of it – at least in terms of ROI.
After my talk she realized that getting the media coverage was only the first step, and the biggest ROI was in how she should have used it to strengthen her brand as an expert in her field.
So when it comes to media coverage, make sure you let nothing go to waste. You just might strike marketing gold!
P.S. If you’d like professional help getting interviews with the media, we’ve been arranging interviews for our clients on radio and TV, and obtaining editorial coverage in newspapers and magazines for more than 26 years. We also offer a comprehensive social media marketing program for select clients, where we do it all for you. If you’re interested in our help, please call us at 727-443-7115 Ext. 231. We’d love to hear from you!