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 few bitly links; 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.
Are Communications an Investment or Expense?
- Using a different bitly link, post in the update box of your LinkedIn profile; it will be broadcast to all your connections. 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 Twitter, with yet a third bitly link.
- 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 Now upload the PDF to your website and post a link to it on the home page (for the next month or until it becomes outdated), as well as in the news section, and wherever else on the website might be appropriate.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 212-677-5770 or firstname.lastname@example.org.