5 Ways You Can Strengthen Your Media Coverage

In his memoirs, Will Smith wrote about how hard he promoted his films. Claims that while many actors hate traveling globally for film premieres and tackling press and promotions, he took this as an opportunity to cement his brand and become the biggest movie star. In his memoirs, he stated that by traveling to different countries for the premieres of his films, he was able to consistently increase box office sales and have a positive ROI for film and production companies.

As I read this, I kept thinking to myself how much, as a marketer, I could relate to. Getting PR for a startup is like going live with a new movie. You see, there are other competitors who also get PR. Not to mention the news cycle is so dynamic. In the modern tech PR landscape, it’s not just about getting PR but knowing how to effectively strengthen it.

Here are five ways you can effectively amplify your earned media efforts.

1. Forums like Reddit, IndieHackers, and Hackernews

By leveraging targeted forums like Reddit, Indie Hackers, and Hacker News, you can share your PR coverage link to a targeted group of people who are active in your industry or niche. Only by doing so will you be able to increase traffic to your story while still ensuring you reach a relevant audience. To do this effectively, you’ll need to do extensive subreddit research on Reddit to find out what kind of communities are most relevant.

Related: 9 Public Relations and Digital Marketing Trends for 2022

Distributing PR with paid advertising

This is my favorite media amplification strategy. Yes, you’ll need an extra budget for this, but it’s worth it if done right. If you are a B2B company, you can take advantage of LinkedIn Ads to showcase your PR coverage to specific job titles at specific companies, because LinkedIn ads offer precise and accurate targeting. If you’re a B2C brand, you can leverage Facebook ads and Instagram ads, as well as Twitter ads, to showcase your media coverage to a relevant audience interested in your solutions.

Native ad

Using platforms like Tabula and Outbrain, you can amplify your media coverage by making it recommended content on leading news sites. Since native advertising is broader in a sense, I advise you to pay extra attention to what it’s targeting and make sure you present your brand to a relevant high profile audience without appearing spammy.

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Content curation

Content creation platforms are a great way to showcase your content to a larger audience. These platforms can help content go viral. There are also content syndication platforms that will automatically pick up your media coverage if it matches their specific audience.

organic social media

I know it should seem obvious that you need to share your hard earned media coverage across all your social profiles. However, you also need to understand how to optimize your distribution plan. Using Twitter threads, Instagram stories, and LinkedIn and Facebook posts, you’ll be in a better position to direct visitors to your media coverage. Doing so strategically while timing your social media distribution and keeping your employees engaged can help drastically increase the organic reach of your social media posts, thereby creating more traction for your media coverage.

Another bonus tip is to have an “in the news” section on your website. This is very beneficial for SEO and provides an evergreen flow of visitors to your media coverage. It also increases the trust your clients and prospects have when they know you’ve been featured in a leading media publication.

Related: 4 Reasons Why You Should Hire a Small PR Agency