Once you’ve scored the coverage how do you make sure that you get the most out of it? In this article, Rosie Davies-Smith will help cover the best ways to maximise your coverage’s momentum by PRing your PR.
So, you’ve put the hard work in; you’ve sorted your assets, you’ve contacted the press and you’ve done it, you’ve got the great coverage! But now what?
Yes you’ve been featured in a magazine or online and yes people are going to read about your brand and hopefully drive your website traffic, but the aim here is to get as much out of every piece of press as possible. The best way to do this is PRing your own PR. Bill Gates may have famously said “if I was down to my last dollar, I would spend it on Public Relations” but why spend your last dollar, there are already enough costs with running a small business, when you can get some great content for free?
There are a few quick and easy tricks to maximize the impact of any coverage you secure so below I’ve broken down some of the best ways and if you follow us on Instagram you’ll notice that we do a lot of these too, it’s not just talk!
Your press coverage will only last as long as that issue is on shelves, so make the most of it whilst you can! If it is in printed press, make sure you buy a copy of the publication you’re featured in and always scan the page so that you have a digital copy too. If the coverage is online, make sure to get a screenshot. Saving everything in one well-organized folder means that you will always have an easy-to-use resource of your coverage, which is great for sentimental reasons, looking at how far you’ve come as you grow, but it can also be used to your advantage by re-posting on social media.
Another super easy step is to post images of your coverage on your social media. Whether it is part of a main post on your grid, included in your stories (and then added to highlights) or you tweet about it, sharing on social is key to maximising your coverage’s momentum. Posting an image of your coverage on social media will help to increase your brand reputation, credibility, help to convert your PR into actual sales and will reach new audiences and potential customers by tagging the publication, editor and other brands featured on the same page. I would also recommend using hashtags as well as tagging people’s handles, as it will make your content even more searchable and easy to find.
It is also worth remembering at this stage, that in the same way you consider lead times when approaching press, lead times play a big role on how long you have to shout about your coverage. If you’re dealing with online and short-lead publications especially, your window to talk about coverage can be very small. You want to make sure you talk about it on the day it is published, so that people can pick up their own copy or check out the online content before more articles are posted and their attention can be pulled away. Usually for a short-lead space, I would say that you have 2 weeks, online is more like 1 week and long-lead is going to be up to 4 weeks.
I know that some people feel a little awkward with this step as they do not want to come across as bragging so here are a few ideas of how to frame your PR that don’t seem big-headed.
On the day your coverage is released you have a couple of angles to play with. One option could be starting with a question such as ‘Recognise anyone familiar in today’s @(magazine)?’. You could do a boomerang of you flicking through the magazine or a short video of you scrolling through the online post followed up by either another story or gallery image showing a close-up of your coverage.
Another angle to play could be to start with a ‘Don’t forget to pick up your copy of @(magazine) this week. You might even see something familiar…’ and then following this up in the same way as the previous option with a close-up of your coverage. By posing your post with a question or an air of mystery you can also help to increase your engagement on social media which editors will love to see when looking for brands to include in future pieces, as it shows them that your audience and theirs align.
It is also always nice to mention how great it is to feature alongside ‘so many other amazing brands’ and tagging some of them that you really like/admire and that would also appeal to your audience. It may get you some additional traffic from those brand’s audiences but it is also just a nice thing to do to show support for your fellow business owners.
A couple of days after your coverage has been released and you have already told your audience about your press you can do a follow up post/story along the lines of ‘we still cannot believe we were featured (feature)! Thank you @(magazine)’ or ‘@(magazine/editor) loves us and we’re sure you will to’. That last one may seem a little like bragging but you’ve put in the hard work you can afford to be a bit big-headed about it!
Don’t forget that even though the peak window for talking about your coverage might be small there is nothing stopping you from giving your coverage a little mention a couple of months down the line. A small post or story saying ‘Remember that time we were featured in @(magazine)’ can help to renew the interest in a piece of coverage. It also helps to maintain your relationships with editors; they might be working on a new piece that could feature you and showing them that you are still appreciative of their coverage can go a long way.
Did the publication share it? The editor? Maybe even other brands on the same page? Be sure to search for any posts that are using the publication or editor as a hashtag or tagging them directly and keep an eye out to see who is mentioning you in their posts or stories. This is a great opportunity for cross-marketing.
Your brand’s biggest fans and potential customers live in your mailing list. They want to see you succeed; they wouldn’t be following your journey otherwise, and will be thrilled to see your latest pieces of coverage. If you gain a few pieces a month then don’t be afraid to add the logos to the bottom of your next email and say ‘Did you spot us in…’
Add an ‘as seen in’ logo to your homepage once you have the coverage. The ‘halo effect’ is a bias that we all have built into our brains whether we know it or not. When someone spots the logo of a credible publication on your website, your brand in turn looks more credible and people are more likely to give you their money.
On occasions some coverage or logos might need a license to be used on your website, but you can find out more below.
We normally recommend that you do this stage as you’re initially contacting press to help build you’re relationships but its worth double-checking that you are definitely following the correct publication and editor who have featured you. You may have sent the email to one contact but with how quickly the press move around, it can easily be forwarded on or picked up by someone else on the team; so be sure to thank the right person through Instagram, LinkedIn or Twitter.
Sending a thank you is something that many people forget and can go a long way to making you stand out in the mind of the press. We find brands that say thank you usually get featured again in the future, either in the same publication or when the editor moves. You can send a thank you via email or handwritten note if you really want to stand out. It’s also acceptable for you to share what the press did to your sales or traffic on the day or in the days following the coverage, if you had a great result. It shows the editor that their audience and your audience align.
Finally, sharing coverage in the form of a blog post means that if someone found your product (especially in a printed magazine) and wants to know more but forgot your brand name, they might be able to find you via Google. In the post you should always include your brand name, the publication name, the date of coverage, price point and the details of any featured products.
So there it is. All of my top tips on how to get as much as possible out of every piece of coverage you receive. Whilst you might have thought that the journey of securing coverage ends once you’re on news stands or live on a website, PRing your PR means that you can keep the momentum going, gain as much traffic as possible and hopefully secure future coverage from your efforts.
We’d love to know your thoughts on today’s blog post. Connect with Rosie on Instagram @PRDispatch or join in the conversation over in the Facebook Community. If you want to pitch your product to both online and print press, you can become a member of PR Dispatch from just £7 p/m. Use code “sam2019” for one month free when you enrol in full membership.
Rosie is the founder of PR Dispatch, the first PR member’s platform dedicated to supporting independent brands to pitch their products to print and online publications. Rosie created PR Dispatch wanting to give brands with great products that couldn’t justify thousands with a PR agency a chance to be featured by the press. PR Dispatch gives members press contacts, workshops, a community of like-minded brands and support from PR experts for just £59 p/m.