RECYCLE YOUR MEDIA COVERAGE TO GET MORE PRESS

It seems like it's a no brainer. You get a big story and you tell the world, right? Amazing, but this kind of opportunity is regularly mishandled.

After all your hard work pays off with big-time coverage, it's no time to sit back and hope the world will notice. With all the news coming at people 24/7, you've got to give your news a little push to maximize its impact.

But, all too often, a company will simply bask in the glow of its excellent coverage. Top management is thrilled that they are profiled in a top magazine and millions will see it. So, they pat themselves on the back and maybe use a line or two from the editorial on their Web site or in their ads.

Good start. But so much more can be done. You can give an article extra legs and keep your name in the news for little or no cost, simply by taking these steps:

Blow your horn by distributing a press release to the local media. You don't get coverage like this every day and when the local media tells the community about your big-time coverage, you get additional exposure, plus increase your credibility.

Post the article and some compelling call-outs prominently on your Web site. Don't just bury your press release back in your Web site's press room. This is your time to shine!

Use an excerpt as a third party endorsement in your ads or on billboards. It makes your ad more credible to have someone else saying your product is great — especially if it's a well-known media outlet. But here's a word of caution: Be sensible about how long you use the praise you've received. After a year or less, move it off its prominent spot and stop using that same tired quote. People know when they see the same quote for twenty years running, that it's just recycled old news and not new accolades. So, don't hold yourself up to ridicule. Instead, press your PR folks to get more and better coverage each year and use the fresh stuff.

Send out an email alert (with the coverage attached) to your list of loyal customers, friends and employees. Whatever email lists you have. Ask them to send it out to their friends.

Tweet about it on Twitter and lead people back to your Web site to read it. Ask your friends and employees to re-tweet (RT) it to give it more traction.

Put it on your Facebook page and tell your friends how proud you are. Ask them to pass the word.

Create an “In The News” sheet for your press kit and keep it updated with the latest and greatest excerpts from articles written about your company. That way, each time you give a kit to a media person, that writer will know that other prominent journalists say you're great.

If the media outlet is big enough and the praise is strong enough, you may even want to create a “thank you” ad to let more people know that you're proud to be recognized in such prestigious media.