Websites: Include them on a “What’s being said about XYZ” page or add a “Press Room” button.
Direct Mail: Send copies or transcripts to customers and prospects. Reprints mailed in a tube can be very effective.
Email: Link them to email signatures, blast them in bulk emails or include them in your e-newsletter.
Hard Copy Newsletters: Reprint articles in their entirety or summarize recent press coverage.
Press Kits: Include samples of press coverage when sending information to customers and prospects. Don’t include samples in press kits going to media contacts in an attempt to get coverage. Sell your story as “fresh” and sell it on its own newsworthiness.
Product Shipments: Give copies of favorable press a “free ride” in your product shipments. Reinforce that your clients have made the right choice.
Press Releases: Favorable press coverage can garner additional favorable coverage! Okay, this might work well for your local newspaper or your trade association journal, but the fact that the New York Times covered your story might not help you with the Washington Post. In fact, it might hurt you.
Employees and Shareholders: Your employees need to get “sold” on the quality of your products and services, and they need to know what is being said. Shareholders might also be interested, so include them in employee newsletters, company intranet, annual reports, etc.
This article originally appeared in The Business Owner Journal, the periodical of choice for owners of small and midsize private businesses. All rights reserved, D.L. Perkins LLC. © 2012.
This publication is intended to provide general information on the subject matters covered. It is sold and distributed with the understanding that neither the publisher nor any distributor or advertiser is engaged in providing legal, tax, insurance, investment or other professional advice. The advice of a qualified professional should be sought before any reader applies a concept presented herein to his or her particular situation or business.
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