Media Coverage - Just One Piece of the Puzzle

It’s A Start 

A homepage digital story featuring your company, your CEO interviewed on national television news, syndicated radio or a hot podcast, or your top trade outlet highlighting your new product is still a big score for PR pros, but it simply isn't enough to change a narrative, share a unique insight or viewpoint, or drive traffic to your event or business. 

Laying the Groundwork 

What it is, is a great first step for a comprehensive communications campaign that then doubles down on leveraging, sharing and supporting across all stakeholders. It is the first step because, in most cases, earned media should lead in an integrated campaign. Why is it first, you might ask? 

News is New  

Well, there’s a reason it’s called news – it’s because it is new information, a new angle or event, or a new way of looking at an issue. From there, it's pedal to the metal in other communication channels, including paid, owned and shared. 

Next Steps After Coverage 

What do you do once you get a great story or media coverage on an issue? You can give some high fives or relish in the spotlight, but then you better have plans for what's next. 

Actionable Plans 

Have the paid content piece ready to drop. Prepare in advance that email to key stakeholders like customers, prospects, government officials, community leaders, donors and/or volunteers. You've surely kept employees informed, but have you encouraged them to share the news with their contacts, family and friends?  

Mobilizing Other Influencers 

Have paid influencers in place with approved content ready to amplify the earned coverage immediately. Activate all of your owned channels from your website, blog, e-news and social channels to further the campaign and ensure leadership and brand ambassadors receive those links for easy social shares. 

Amplifying the Message 

With an integrated approach that leans into earned first, a great story is amplified across all channels and to all stakeholders, using the earned coverage as the catalyst.

Strategic Storytelling

Next time you have a story to tell, frame it up right, target the best reporter, prep your message and messenger to deliver it, and–equally as important–plan for the pitch's success and have all the next steps ready to deploy.