Have you ever been in a doctor’s office and, as you approached the counter, you noticed a framed clip from a magazine in which the doctor has appeared because of his or her expertise or services? It’s always impressive. Even as a current client, it’s a nice “reminder” that your doctor is competent, skilled, worthy of your business…or whatever other positive thoughts you associate with the media coverage.
The article may also feature a procedure you did not know your doctor offered. This may help a doctor “upsell” you into a service that you didn’t even realize you needed, until you got to the office!
And this is just one way in which media coverage can be leveraged to enhance your profile and credibility among your existing client base. You may come up with more on your own, but here are a few good ways to get started making “positive noise” with your media coverage so that clients want to continue using your services - and recommend you to others.
- Send a mailer to your database touting the coverage. We saw an example of this recently where a homeowners insurance company mailed a postcard to its clients mentioning that a very high profile magazine ranked them THE best. Any need to look around for a new insurance company when you are already with the best? Nope.
- For coverage in magazines, enlarge and frame your clips to hang in your office, store, showroom, etc. Or you can simply frame the magazine covers, which also looks very impressive.
- Email your clients or database about upcoming media coverage so they can watch your appearance “live” on TV, or know what newspaper or magazine to pick up.
- Use your coverage to entice clients to come in, thus making you some “found” money. For example, make an offer in which anyone who brings in a clip of your recent media coverage gets a discount on your products or services for a limited time.
Tags: creative pitches, Jet set tips, media, news media, pr for small companies, pr takeoff, public relations, publicity, Regina Novickis, Stacey Johnes, Takeoff Tips
[...] C: Collect Coverage - Always make sure to gather any clippings or appearances you’ve done. These can be leveraged for years to come in both your online and offline efforts. Take your traditional press and utilize it to further expand your business opportunities. Need more info on this? You can read our series on leveraging your traditional press here: http://www.prtakeoff.com/secrets/learning-to-leverage-media-coverage/ [...]