COPE: How Writing Can Re-Broadcast Your Audio

Highlights of a radio interview or podcast can drive web traffic.

The good news about radio interviews, as noted previously, is they are now captured digitally, making it easy to circulate the URL of the program via enewsletters and your email signature. You can also publish a post, status update and start a group discussion on LinkedIn, among other platforms.

These promotional strategies also work well for podcasts and TV appearances.

The twist is to summarize the highlights of the interview and then share this write-up.

Repurposing the audio in a written format can deliver the content to a target audience that may not be acquainted with the podcast, did not see the TV show or missed the radio interview.

Geri Thomas, Founder and President of an executive recruitment and consulting firm in the arts and culture sector, recently spoke on a podcast about leadership issues at museums. After the podcast was published online, I summarized the key points and Thomas published these highlights as a LinkedIn post.

She also shared the summary with LinkedIn discussion groups for professionals in the museum and arts arena, asking What makes a good leader? This provocative question could be answered with her article and podcast as resources. Thomas also placed the article on her website.

In the days following the publication of the LinkedIn post and group discussions, the article was viewed more than 600 times. The actual podcast was listened to more than 550 times.

Likewise, the Thomas & Associates website experienced a substantial increase in visits, plus its link to Highlights of The Museum Life Podcast: Empowering Leaders by Geri Thomas has been clicked more than 300 times.

This podcast lives on, reaching a broader audience, by promoting the summary across multiple online channels, an example of the COPE distribution strategy: Create Once, Publish Everywhere.

This Month’s Tip

What is COPE?: Create Once, Publish Everywhere. Clients, prospects and supporters are looking for resources and information across multiple platforms: online, newspapers, magazines, newsletters and video. Whenever you create content, take steps to share and promote your insights. Whenever you are the subject of media coverage or another’s blog, you can respect copyright and reference the media outlet.

Keep this list of channels handy and implement as appropriate.

  • Website of your company or organization
  • Newsletter to your clients and supporters
  • Email signature
  • LinkedIn company or organization page
  • LinkedIn status update
  • LinkedIn group discussions
  • Facebook company or organization page
  • Case Study for industry newsletter, blog, speaking engagement
  • Twitter
  • YouTube
  • Instagram
  • Pinterest
  • Google+
  • Slideshare
  • Facebook Live
  • Periscope


Let’s capture the essence of your wisdom and bottle it in a summary. Call me at 212.677.5770, set an appointment here or email me at

See also: Work Up Your Workshop in a New Format

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