Instead of simply ignoring the story after thanking the reporter and posting it on your website, here are 3 things you can do to get the most out of this publicity:
1. Order reprints and add it to your marketing materials.
Contact the appropriate person at the media venue and get permission to reprint the article for your marketing efforts (or to post a video or audio clip).
And note that sometimes there is a fee involved to do so. However, it’s best to get the appropriate approvals upfront to avoid copyright issues later.
Once you have the reprints, add them to your marketing materials and update your media kit. This will add instant credibility and a current update to your important sales documents.
2. Send it to the right people.
Make professional-looking copies of the media clipping, and send it to potential customers, advertisers, investors, and other appropriate business contacts with a personal note. You can use the media clip to introduce yourself or offer a special discount.
And to avoid sounding too boastful or sales-oriented when you send your message, be sure to provide valuable information pertinent to the recipient.
3. Include a mention in your customer communications.
When you send out regular communications to your customers, be sure to tell them about your media clip. You can add a special “news” section to your newsletter or e-mail campaign along with a link to the story.
And once you start obtaining media mentions on a regular basis, you can update this section to keep your customers aware of your current news and events.
Plus, you can frame the stories and post them in your office lobby.
These are just a few tips, and there are many ways to use your media clippings to further promote your business and bring in new sales.
Try to be creative and keep your newsworthy momentum going. After all, it’s not always easy to get a big media story so you might as well take a few extra actions to get the most out of your newfound publicity!