A client recently asked me to point her to an example of a local company that strategically displays their media coverage on their website. After searching for about 30 minutes I gave up, realising that not many businesses take advantage of media coverage on their own channels, specifically on their websites.
It’s a missed opportunity, investing in public relations to generate the coverage, and then not fully utilising it for its benefits. A positive piece of media coverage in a targeted publication, written by a reputable reporter can strengthen the business’ / spokesperson’s credibility.
Public Relations is a powerful marketing tool, the benefits of positive media coverage that includes the business’ key messages are manifold. Strong content educates and creates awareness of the business or its initiatives. It can also give the business a competitive advantage and increase customer interest, conversions and new business.
Why would you not take full advantage of the hard work that’s gone into securing that great media article? When it inks or goes live, amplify it!
Boost credibility and increase your SEO value by promoting the links on your website, social media, newsletters and email signature. You can also use it in business proposals and presentations, share it with stakeholders and repurpose for further use.
Consult your PR / website / marketing / digital marketing team about potential options such as the ones mentioned above to maximise your return on investment.