When it comes to landing high quality media placements and creating content for our clients, my team and I are always working from the point of establishing them as leaders in their respective field and aide in further advancing their growth.

Because we are invested in our client’s success, I’m constantly thinking of ways in which they can continue to build on the momentum that we’ve laid down.

Having strong PR representation behind your company not only helps to spread your message, it boosts credibility, and assists in growing business. But along with the work that we do, it’s equally important for clients to have their team take those media placements and content that’s already been created and run with it. Whether it be through sharing, or creating new material, the goal is to get as much mileage out of what we’ve originally created and maximize the exposure. 

After a particular PR campaign or placement is rolled out, it’s important to continuing riding the “media” wave and generate even more of a buzz in your respective community. Now if you’re wondering why creating additional attention is necessary, especially since your company has a PR team working on this very strategy, the simple answer is you want to show others that people are talking about you and your business. By extending the life of the original placement in a variety of ways you’ll gain even more of a return on investment (ROI).

While it sounds pretty simple and straightforward, surprisingly many people do not take that extra step re-purposing or even creating new material for their audience. By not doing more, you’re in fact missing out on most of the traffic and conversations that information could potentially generate. Think of it like shopping, you buy a beautiful new piece of clothing, but only wear it once. Imagine how many more people would have appreciated that new outfit if you had worn it more than just that one time?

A favorable media placement can be extended in a variety of ways and there are numerous outlets to help you reach a wider audience. The objective is to take whatever your PR team has created and not only share it, but even craft something new from it. Whether it be a blog post, or an article based off the topic of the original media placement, what you want to do is generate more views, maximize exposure, and attract an audience of your own people.

Social media is an excellent tool to help spread the word to a wider audience. Once the media placement runs, re-share on all of the company’s social media as soon as possible in order to keep the topic relevant and fresh in the reader’s mind.

If you’re concerned people will get bored seeing the same information across numerous outlets, don’t be. You can customize the post for each social media platform by tweaking the description, swapping images, or using different hashtags. And keep in mind, only a small portion of our audience sees our content each time we share so why not post in multiple places. It’s always a good idea to keep your social media feeds full so post often; consistency is key.

In taking things a step further, instead of just sharing the placement, think about creating your own caption or lead-in to briefly explain exactly what is it people are about to see (or read). Perhaps there’s a particular quote within the piece you can highlight directly in the caption. The goal is to grab attention so whoever is scrolling past will want to see what you’re sharing.

When it comes to sharing work that’s been specifically created for you, consider tagging the writer, the media outlet, your company, and your PR team. By acknowledging the people behind the scenes working hard to help take your company to the next level, you’re more likely to have them re-share the work, which in turn helps gain a whole new following of people who up until now might not have known who you are.

Another great outlet to tap in to is your company’s website. Consider highlighting your PR placement directly on the homepage and to make it visually aesthetic, add a logo that links to the story or video. However you choose to highlight the placement on the site be sure your latest achievement is front and center.

Social share buttons are another great tool to add to a website. They make the process simple for visitors to re-share content, and the easier you make it, the more likely they’ll do it.

If there are clients, vendors, customers, or anyone connected to your business who would be interested in your latest media placement, send an email with a direct link to the placement along with any additional content you’ve created.

While the team here at JMG PR lays down the foundation for our clients, I cannot stress enough the importance of longevity. Whatever form of media we create for our clients, our hope is that you’ll take that placement and use it as a building block to further establish your company as a leader in your industry.

-Jenna