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9 Tactics That Can Amplify Your Press Coverage

By: David Lamont

David Lamont of is a Professional Certified Marketer and 20-year veteran who develops and implements marketing strategies for generating profitable sales. MarketingSage's affordable PR services help information technology businesses get the editorial publicity they need to enhance visibility, credibility and generate sales leads.

Photos and graphics. A good or interesting photograph (or video) can win you significantly more editorial space and you can bet most people will look at the picture before the read the text.

Offer a briefing or interview. Talk to the writer as she is writing the story. You can suggest interesting angles and provide information they did not get elsewhere.

Leverage your advertising dollars into editorial coverage. Click here for a related article called: Church & State - How do I get editorial coverage with my advertising dollars?

Recycling PR wins

When you win a good piece of publicity, you can amplify your success using the following tactics:

A press release. If you won an award or some other kind of significant endorsement, put out your own press release to announce it. You don't necessarily have to put this release on a costly news wire. You can post it as an advisory on your web site and send it to your organization's mail list.

Go local. If a prominent national publication or broadcaster carries a story on you, send a short release about it to your local newspapers, trade publications and chamber of commerce newsletters. "Local boy does good" stories are quite popular.

Add to the story. Write a letter to the editor of the publication that just printed the story and elaborate on a few of the points that were made in the article.

Post it on your web site. Prominently quote the bits of the article that you like and provide a link to the actual article (most print publications, and even broadcasters, have the same stories online).

Distribute reprints and copies. Most publications (incl. broadcast media) offer a reprint service (for a fee). You can include reprints with your sales collateral and distribute them by mail, at events and speaking
engagements. If you sell through a channel make sure the sales team of your channel partners also get copies. Laminated copies can be used as "shelf talkers" in retail outlets.

Merchandising. If you won a significant endorsement (e.g. an award) you could let potential customers know by using the award icon on product packaging, price lists, employee t-shirts, etc.

© Copyright, David Lamont, 2003

The author assumes full responsibility for the contents of this article and retains all of its property rights. MarcommWise publishes it here with the permission of the author. MarcomWise assumes no responsibility for the article's contents.


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