Stop Treating Media Coverage Like a Trophy. Put It to Work For Your Business.
Earned media shouldn't stop working once the article is published. You get the most value from press coverage by treating it as the start.
As a talent navigating the startup world, it's easy to get caught up in the excitement of securing media coverage. You've worked hard to get your story featured in a reputable publication, and it's natural to feel a sense of pride and accomplishment. However, it's crucial to remember that media coverage is not a trophy to be displayed, but rather a valuable asset that can be leveraged to drive business results.
By treating media coverage as a starting point, rather than an endpoint, you can amplify its impact and turn it into a powerful marketing tool. This means repurposing the content across your social media channels, website, and sales materials to reach a wider audience and build credibility. It also means using the coverage as a springboard to build relationships with key journalists and influencers, and to secure future coverage that can help you achieve your business goals.
So what to watch next? Keep an eye on how innovative companies are using media coverage to fuel their growth and engagement strategies. Look for examples of how they're repackaging and redistributing their earned media to maximize its ROI. And consider experimenting with new ways to activate your own media coverage, whether through social media campaigns, video content, or targeted outreach to key stakeholders. By doing so, you'll be able to turn your media coverage into a sustainable driver of business success, rather than just a fleeting moment of glory.
Originally reported by entrepreneur.com. TalentNews adds analysis for business & startups readers.