Maximize good publicity for your
plenty more to do after your story is covered by the media
by Shirley Lichti for The Record, August 16, 2006
Congratulations! Youve written a news
release that caught the interest of a news editor and resulted in
a great story.
Think your job is done? Think again. You
can build on the goodwill the story generated by recycling
The Beechwood Health Centre, a cosmetic medicine
and vein clinic in Waterloo, was featured this spring in a segment
on non-surgical cosmetic procedures on CTV Southwestern Ontario
Several patients of Dr. Keith Burk were filmed
receiving treatments of Botox and other cosmetic injectables, such
as Juvederm and Radiesse.
Many people told clinic director Kaylene
Burk they had seen the show. You just cant beat that
kind of publicity, she noted.
To extend its lifespan, she used a sidewalk
sign to advertise the message: As seen on CKCO-TV, Botox
cosmetic and hyperhydrosis, Dr. Burk 884-7067. It sat beside
the busy street just outside the centre.
The memory-jogging sign resulted in the centre
receiving two to three calls a day. Response was so positive that
plans are underway to buy a small video unit to play the TV segment
on a continuous loop in the reception area. It would not only be
seen by the centres patients, but also by people coming into
the adjoining pharmacy, further extending the message.
Don Kollins, the program director and news
director at 570NEWS radio, is a big believer in recycling stories
and interviews that air on the all talk, news and sports station.
He encourages people who have been interviewed on air to post the
audio to their website.
Although the station offers a copy of the
audio at no charge, Kollins says not many companies take advantage
of this opportunity. Its a shame since its fabulous
way to get the message out to an even wider audience.
One company that embraces Kollins advice
is Hoyes Michalos & Associates, trustees in bankruptcy. Its
Kitchener office is regularly featured on Ask the Experts, a weekly
570NEWS program in which guests talk about their businesses, give
helpful hints and take calls from listeners.
Hoyes Michalos & Associates posts Ask
the Experts shows on its website (www.hoyes.com)
and also highlights the dates of upcoming shows. According to one
of the founding owners, Ted Michalos, posting shows helps to differentiate
the company from competitors.
Michalos says having the shows online not
only makes the website a little "stickier", in that they
give visitors a reason to come back regularly, but they also help
to improve the firms rankings on search engines like Google.
Recycling your publicity can also be applied
to print media.
For example, you can make reprints of articles
about your company. Some newspapers and magazines offer reprint
services that can place the story on one page with the publications
masthead at the top.
These reprints can be mailed to clients who
missed the story or included as part of a direct mail campaign.
You can also use them as handouts at trade shows, conferences and
seminars. (Note that some major newspapers and magazines may not
want or permit you to use their articles as advertisements.)
Reprints of articles can be framed or laminated
and displayed in your reception area. Not only will this feature
your good news story, it will also build credibility for your organization
with prospects and existing clients.
Dont forget to post copies of articles
to your companys website, with permission of course. Be sure
to include articles you write too, not just those written about
Your email signature file can also help spread
the word. Under your contact information and website address, you
could, for example note, As featured in the July 17 issue
of Canadian Business." For online articles, include a link
so readers can go directly to them.
But what if the story was very brief or missed
a key point you were hoping the reporter would make? By writing
a letter to the editor of the newspaper or magazine, you can refer
back to the story to remind readers about it and provide more details.
This technique can even be used if your company
is overlooked and your competitor is featured in a story. A letter
to the editor can make readers aware of your company. Or you could
write a longer piece for inclusion as an opinion piece on the subject.
In the latter case, it cant hurt to include a professional
photo of yourself since some publications may run it with your article.
Remember, a good proportion of news releases
never result in a story. But you can still post releases to your
website to share the news with prospects and customers. Search engines
will also be able to find your story, making it important to use
keyword-rich copy, especially in the headline and first paragraph
of your release.
Tactics like the ones discussed above will
ensure that you continue to enjoy the benefits of good publicity
long after the original story runs.