PR Strategies: Maximizing the Impact of Your Earned Media
By Krista Tillman, Evolve PR and Marketing
Implementing a clear earned media strategy starts with securing a media feature. It means your business, nonprofit, or idea is reaching new audiences. But the impact of a media hit doesn’t need to stop there. You can continue to leverage your media coverage to further establish credibility, reinforce your brand and PR strategies, and amplify your success.
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Earned Media Strategy: From Media Hit to Marketing PowerMedia placements are often visually appealing and packed with information, making them perfect for online content. But don’t stop at the initial exposure; use them to power up your overall strategy with intentional follow-through. A strong earned media strategy ensures those media moments are repurposed for greater value.
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1. Share Your Media Hits on Social Media and Your Website
Media placements are often visually appealing and packed with information, making them perfect for online content. Here are a few creative ways to share your media hits across your digital channels:
- TV Segments: Many PR agencies can provide you with clips of TV segments in the form of MP4 files. You can feature these clips on your website and/or post them as short videos on your social media platforms. Additionally, your PR team can capture behind-the-scenes content (including photos and videos) while you are filming your segment, offering a sneak peek or recap for your followers.
- Radio Interviews: Your PR representative can often provide you with the MP3 of your radio interviews. Use this audio as the background for social media posts or feature the full interview on your website.
- Online and Print Articles: A great way to promote articles you’ve been featured in is by screenshotting the piece and sharing it on social media. For online articles, be sure to link back to the full story so your followers can read more. If you’ve been featured in a print magazine, try sharing an image of the magazine cover (often available in the e-edition) to showcase your accomplishment.
Pro Tip: Create a “Press Room” on your website to house all your media hits. This page can act as a dynamic showcase of your credibility and expertise. Include your PR team’s contact information to make it easy for journalists or potential partners to reach out for future opportunities. Also, use SEO on your press room page to increase visibility on these media hits.
2. Showcase Your Media Hits in Your Physical Space
If you’ve recently been featured on the cover of a prominent magazine or contributed an article to a major publication, display these media hits proudly in your brick-and-mortar establishment. Frame magazine covers or print features and hang them where customers, clients, or visitors can see them. This not only adds a touch of professionalism to your space but also sends a powerful message that your business or nonprofit is a credible and successful entity. Incorporating physical displays is an often-overlooked but powerful piece of a fully earned media strategy.
3. Share Your Media Coverage with Stakeholders
Publicists measure success through key metrics such as the number of media hits, the estimated audience reach, and the publicity value (which reflects the cost of advertising to achieve similar visibility). To keep stakeholders in the loop, request that your PR team provide regular updates on these metrics, whether monthly or quarterly. Presenting this data can help you demonstrate the tangible value of your media placements, impress stakeholders, and highlight the impact of your media coverage.
4. Amplify Your Media Wins with an Earned Media Strategy
The key to maximizing the impact of your earned media is to actively promote it across various channels. By sharing your media hits online, displaying them in your physical location, and reporting results to stakeholders, you can amplify the credibility and reach of your media success. An effective earned media strategy ensures those wins keep working long after the story airs or prints.
Make sure your media wins don’t just make a splash but keep making waves! Learn more.
Frequently Asked Questions About Earned Media Strategy
What’s the first thing I should do after a media feature?
A: Share it! Post the article, clip, or interview on your social media, website, and email newsletter to immediately amplify visibility.
Can I repurpose older media coverage?
A: Yes. Create Throwback posts or include it in pitch decks, case studies, and “as seen in” sections on your site.
What if the media outlet doesn’t give me a copy?
A: Ask your PR team to request clips or screenshots. You can often link to the published article or request reprints from the outlet.
How do I build a “Press Room” page?
A: Include media logos, links to coverage, clips, and a downloadable press kit. Use SEO keywords to boost searchability.
Should I track media performance?
A: Definitely. Track views, reach, and engagement metrics to show the ROI of your PR and media strategy.
Bringing people together through our relationships to promote and enhance their message to the world. Evolve PR and Marketing is a results-driven, full-service public relations firm that has been proudly ranked the number one public relations agency by Arizona Business Magazine for two years running. Located in the greater Phoenix area of Arizona, and expanding across the country, we’re here to elevate your brand, enhance your visibility, and create meaningful connections that make an impact.
