So you got the media’s attention with your event How can you use that TV interview far beyond the five minutes of fame? Begin promoting the news story as soon as it is scheduled, and continue to promote it as it is happening and after it runs.
With the onset of the Internet and then social media, our options for repurposing news stories through company marketing channels have multiplied.
Before the media run your story:
Work with the editor or reporter to nail down a day the article will run. We continue to pitch various stories for our upcoming Girlfriends Expo & Getaway, and have secured several newspapers such as the Redwing Republican that will run a story before the expo.
We have posted frequent media schedule updates on our company blog and Facebook page announcing announcing the placements before they happen. Why is this important? Your marketing partners and exhibitors can be assured that you are being diligent about promoting the event. With social media, participating companies can also participate in any online discussions about the interviews, further drawing attention to their involvement in your show.
Be sure to mention that you will post a link once the interview airs. This is like the preview, so give a few details that will entice people back to your blog or Facebook to look for the link.
On the day of the media coverage:
Tell EVERYONE that the interview is happening. All it takes is a quick note on Facebook or a tweet to remind people to watch or listen for the news segment. If it is a print placement alert everyone to look in the morning circulation and section for your story.
Today for example, the local NBC affiliate KARE 11 will interview one of our expo’s featured presenters Sarah Gordan during the 4:00 p.m. newscast. We have posted quick notes on Facebook and tweeted about this, as we have done with other media placements as they’ve happened.
After the coverage:
There are so many opportunities for media placements out there today; it is almost a sin not to be scooping some of this easy PR.
Almost all media outlets will post a link to your story. This is crucial to repurposing as content for your company’s blog, Facebook page or other social media outlet.
Be open to the possibilities and I guarantee you can multiply the value of any media placement.
