Know when and where your story is going to run
Most of the opportunities will not be live. You will have a set time that you’ll engage (reviews, filming, interviews, etc) and then there will be a period of editing before publishing. This can be a long time depending on how much backlog a publisher has. Sometimes its helpful to check-in and see when something is planning to run so you can properly do the next step.
Promote the heck out of your feature!
Content publishers no matter how small (community TV, blogs, youtube channels) or how big (national TV, podcasts, radio, major networks) all require audience loyalty and growth to survive. You can help them by pointing your audience to them, even if its just for your feature. Your dedication to this through social media mentions and newsletter blasts. The best part about this – the publisher usually notices. Your enthusiasm for them will have them wanting more. I’ll never forget hearing about Dwayne “The Rock” Johnson talking about how much he promotes his movies. “He takes each movie’s promotion into his own hands, film insiders say that’s more valuable than any ad campaign.”
Capture the Footage or Article
If you can find out where the original content will be published and how you can access it. As an example, some TV stations will put all their segments on YouTube, where you can freely watch and share. While others will use locked-down video player that isn’t share-friendly (or removes videos after a set period). Yes, that’s right. The people in the business of content, don’t really understand content archives. If they are of the “locked down” kind, see if you can get a copy or access so you can co-promote the PR mention.
Build an Archive
Co-promoting the mention is crucial for your brand. Having the PR is only part of it, but your news/press/media archive of your website will activate your PR for both your website (SEO Boost) and to qualify your company to customers who may not know much about you.
The easiest way to do this is by having a dedicated news/press/media archive build on your blog. Make sure you include the original piece of content (see how YouTube comes in handy) embedded in the blog post so the publisher still gets the stats from your audience. Include a brief introduction about what you did, how you liked the publisher, or a thank you. Always link back to the original source too.
Here’s a couple examples for you, one in Real Estate and one in Fitness. As you’ll see with both of these, they go back years and years. This will also help solidify your company’s timeline and history. Its actually a really fun exercise to read back through your PR and see how your company has evolved.