Generally speaking, there are fewer things I despise more than conferences. The only thing I despise more than conferences is, well, specifically…PR conferences. Mostly because I find them filled with stuffy corporate communications folks who are still trying to figure out if they should spend 400k or 500k on PR for the year.
That must be a nice quagmire.
One Shaun Saunders, however, has of late eclipsed my original thinking about PR conferences. Mr. Saunders, who I describe as a fabulously dressed, fast-talking, PR renegade of sorts, is the founder of the PR Summit. I’m not sure exactly how he’s created the hip and cool slash utilitarian version of the PR conference, but he’s managed to do it, fashionably.
As we gear up for this year’s conference (July 30 & 31 in San Francisco), Shaun and I have interviewed a couple of folks who have some thoughts and advice about PR, media, relations, social media, and so much more.
This week we’ll start with an interview Shaun conducted with Murray Newlands (TheMail) and next week I’ll be posting an interview I did with Greg Galant (MuckRack) in New York a few weeks ago. And yes, they…in all their “hipness and coolness”… will be speaking at the PR Summit.
7 hot tips for maximizing the value of media coverage
[Shaun Saunders interviews Murray Newlands]
With an ever-increasing number of businesses engaging in content marketing, PR, and media outreach, getting media coverage is progressively more difficult as journalists are pressed for time and chased for attention. I asked Murray Newlands, founder and editor of www.themail.com, how to best maximize the value of media coverage when given the opportunity.
Once you get great press coverage, what’s next? Here are some tips that will help you get the most out of that media coverage and ensure that you are invited back, or if you’re lucky, be referred to other publications.
1. Make a positive comment and encourage fans to do the same: Remember, it’s normally much better to promote content that someone else has written about you than content you’ve created. If someone else comments on it, then engage with those comments.
2. Share it on your Facebook page and in relevant groups that you belong to: Why not make that a paid/promoted post as well? You could do the same on Twitter and make it a promoted tweet. Don’t forget to promote it on LinkedIn and Google+, too, if it’s relevant. If you have fans that have their own followings, ask them to do the same. You could even pay for them to do some promotion on their profiles or fan pages. If you’re clever enough to regularly cross promote with other businesses, why not pay them to do a promoted post on their fan page and agree to do the same for them when the time comes?
3. Share it on your site: Write a short introduction to the piece and link to it. After all, why would you want to create content that your audience can’t find? Regardless of where it’s posted, always make sure that your network and your audience knows about your content. (more…)