We frequently arrange for best-selling authors and other industry experts to mention our clients’ products during TV or radio interviews. These media placements are like gold because the story angles have passed through the media’s filter for relevance, and there’s a trusted, credentialed, third-party expert extolling the products’ benefits.
After an interview airs, consumers are likely to jump onto the Internet to do more research. If we arranged great PR for your company, would your website be ready to receive an influx of interest? We help our clients prepare by creating digital content that supports what people just saw or heard.
- We write a blog using the same story angle used by the media. We’re careful to repeat and reinforce the value points mentioned in the interview.
- We prepare a video or audio clip of the segment to upload to their website. This makes the interview easily accessible for those who missed it when it aired or who want to review it again.
- We write what’s called a “placement wrapper”, content to use with the clip that summarizes what was said and fills in any important blanks. For example, the expert may have briefly mentioned a new study related to the product. In the wrapper, we’d provide more study details and explain its significance.
- Once the clip and placement wrapper are uploaded to a client’s website, we write social media posts (Facebook/Twitter, etc.) to draw even more attention to it.
This is basically the same formula used by The Dr. Oz Show. Each day’s show is segmented into shorter videos and uploaded onto the Dr. Oz Show website, along with a segment summary and further information that didn’t make it on air. Facebook and Twitter posts remind people to go to the website.
Your website and social media content should be an extension of your PR efforts. These extra steps are the bow on the box, the icing on the cake. They can make the difference between whether a consumer buys from you or your competition. Call Heather Champine at 952-697-5269 to learn more about how we can incorporate digital content into your PR campaign.
