Maximizing Media Exposure: Strategies to Keep Your Brand in the News

Intro

Getting mentioned in reputable media outlets can give your brand significant exposure. If you take advantage of this properly, a single mention can have a tremendous impact. But many companies struggle to keep the momentum going.

Consider the fact that according to an Isarta report, 53% of journalists receive 50 or more pitches a week, with 23% receiving 100 or more. You can’t expect that your pitches are always going to be well-received. Not when cold email pitches have a 44% average open rate.

The good news is once you’ve gotten your foot in the door with that first feature, it’s much easier to keep the mentions flowing.

In this article, we’ll show you how to do this. Here are a few tactics to turn a single media mention into many!

1. Reshare the Mention on Your Own Media Channels

Getting published in a news outlet, particularly a reputable one, can guarantee lots of views. But that’s not the be-all and end-all of it.

You can increase the value of this exposure simply by sharing the content across your own media channels, such as your website or blog, social media accounts, and email newsletters.

Raihan Masroor, Founder & CEO at Your Doctors Online, explains how resharing a media feature can offer multiple benefits. According to her, "A media mention is just the beginning. Resharing media features across your channels is a clever way to increase their value. Not only does resharing the content guarantee more exposure, but doing this is also great for SEO, as you’ll generate backlinks for the content."

When posting the original story on social media, tag the journalist and media outlet that published it to increase engagement. Also, be sure to apply these social media content crafting tips as you do so.

2. Build Strong Relationships with Journalists

After a feature, it’s best practice to send a thank-you email to the journalist to express your appreciation. Little gestures like this can strengthen your relationship with them and pave the way for future cooperation.

Rob Gold, VP, Marketing Communications at Intermedia, puts it this way, "In business, building strong relationships is just as important as any other element. If you want journalists to feature your brand repeatedly, provide them with valuable insights, exclusive data, or unique industry perspectives before asking for coverage. It's not a ground-breaking idea, but it works."

Supporting their work beyond your feature ensures they remember you when they need an expert. In addition to sending a thank-you email, you can comment on their articles, share their work, and volunteer any meaningful information you may have, even when it doesn’t necessarily lead to any promotion for your brand.

3. Find New Angles for Follow-Up Stories

Newsworthy trends and events tend to evolve. A sure way to stay in the limelight is to position yourself as a source of fresh views and news on these trends.

As Edward White, Head of Growth at beehiiv, says, “Just like in finance, consistent follow-ups create compounding returns. One way to do this is by suggesting follow-up stories about your original feature. These could be success stories, recent case studies, or updates about your business or industry in general."

For instance, if your original feature was about a new product launch, we’d recommend following up with a success story about the product's performance in the market or a case study about a customer's experience with the product.

4. Build Thought Leadership

Being recognized as an expert in your field is a great way to draw the attention of journalists. It’s much easier to get your stories published if journalists think you’re credible. You can get started with thought leadership.

You can write guest articles for reputable industry websites to share your knowledge and reach more people or join panel discussions, webinars, podcasts, and so on to showcase your expertise.

For more ideas, read this guide to types of PR content that will help you reach your business goals.

5. Establish Yourself as a Trusted Expert and Resource

One way to establish your credibility is by building thought leadership, but that’s not all. You can also sign up on platforms like HARO (Help a Reporter Out) or Qwoted, where journalists go to seek out expert opinions.

To stand out as a solid source on these sites, create a media kit with your bio, past media mentions, and areas of expertise.

Media exposure can amplify your authority, but credibility comes from substance. Offering data, case studies, or insights that come from actual real-world experience will make you a journalist’s preferred expert and distinguish you from the myriad of brands just seeking a feature.

The key takeaway here is, as you approach journalists, try to lead with insights or valuable data that could make your story worth publishing.

6. Stay Active on Social Media and PR Networks

Leading and participating in industry discussions on social platforms like LinkedIn and Twitter is a good way to attract media attention. But being active in these spaces means more than just posting regularly.

Staying active on social media may also involve doing other things like responding to comments, sharing others' content, and participating in relevant discussions.

This increases your chances of being noticed and getting featured in future stories.

7. Plan for the Long-Term

Media coverage, like art, requires both inspiration and strategy. A long-term approach that emphasizes authenticity is a sustainable way to keep your brand in the spotlight, rather than just being a passing trend."

You may also consider working with a PR professional or agency to help create and manage a schedule for media outreach to keep your efforts consistent.

A professional agency will also help by keeping track of media trends and adjusting your approach to stay relevant.

Final Word

Getting a media mention in a top outlet is great, but you should only think of this as the start. The real rewards lie in getting noticed consistently.

By applying the tips we’ve shared, you can turn that first mention into regular, ongoing coverage. For more PR success tips, check out our guide to the top tips for building a successful PR campaign.