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
  • X (Twitter)
  • YouTube
  • Instagram
  • Pinterest
  • Slideshare


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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Capitalize on the moment.

Consider this: a trade newsletter publishes a rave article about your business or organization, like this one.

Congrats! Keep the momentum going by amplifying readership and thought leadership through one or several of the following suggestions, arranged from easiest to most time-intensive:

  • Create a bitly link; shorten the article’s long URL, so that you can identify how many people clicked on each link to read the article and where they found it.
  • In your email signature, provocatively summarize an essential point made in the article and embed a link.

   Janet Falk
Are Communications an Investment or Expense?

  • Post on your LinkedIn profile. Ask a question in your LinkedIn groups to spark debate or provide a solution to a recurring problem for customers. (The less self-serving the better.)
  • Summarize the article as a question to which your insights are an answer or case study, and mention it on X (Twitter).
  • If you maintain a company or nonprofit page on Facebook, post a link to the article there.
  • After you secure permission from the publication, which may charge you a fee, print the article as a PDF. Now upload the PDF to your website and post a link to it on the home page (for the next month or until it becomes outdated), as well as in the news section, and wherever else on the website might be appropriate.
  • Use the article as a calling card to introduce yourself to other reporters. Now that you are recognized as an authority, share your expertise and offer an update. Mention some ideas that were not discussed in the article, and are particularly relevant to this publication’s audience. Suggest another, related topic where you can offer insight.
  • If you often read and comment on industry blogs, reach out to those bloggers; present yourself as a guest writer or suggest an interview.
  • As a member of a business, industry or professional organization, get in touch with the chair of the Education or Program Committee. Propose that you and a client speak as panelists at a meeting to explore this topic in more depth, with examples and lessons learned.
  • Contact the editors of industry and membership association newsletters and offer to revise the article’s themes as a case study for colleagues.

You worked hard to get that news article; now make it work for you!

When you want to increase the impact of your media coverage, let’s review the best ways to build on its reach. Contact me at, set an appointment here or call me at 212.677.5770.

Click here to read prior issues of this newsletter.

Click here to subscribe to this monthly newsletter and make sure you don’t miss the next issue.

(This discussion has been lightly edited for updated content.)