Public Relations professionals spend countless hours helping their clients generate media coverage.
Once an article or articles appear, however, a business owner may get confused as to how to take best advantage of the current publicity.
Often the CEO or President will enjoy their company’s day in the limelight but then fail to use that press for maximum leverage.
Those articles are nothing less than pure gold. They are rare jewels that should be mined and caressed to optimize their sales and marketing value.
Here are a few recommendations to make the most of these PR treasures.
1.Generate copies for the sales staff.
Each sales person should have a copy of that article in his or her sales kit. It should be shown to each and every prospective customer. The idea is that it is not just the sales person calling his own company “great” but also the publication, adding credibility to doing business with your firm.
2.Email/mail copies to current customers.
Let them know about the press. It provides another “touch” and reinforces their decision to do business with your organization.
3.Ensure employees know about the publicity.
Place the article in a visible location within the office and send to employees’ in boxes. The articles are excellent for creating excitement “in house” and building interest within the company itself.
4.Place the article on the company web site.
Since most prospective customers will be checking out your web site before taking a meeting, place your article in your online newsroom and/or the front page. It will add to your sales efforts as well as provide points of interest for potential employees checking out your company.
5.Send the article to job candidates.
It serves as a good background resource for those who wish to set-up an interview or perhaps places you higher on their list of potential employers.
6.Use the article when applying for awards.
Many business and industry award applications have a place for accompanying materials. Use the article to demonstrate your excellence in the market place and your worthiness of the award.
We have other ideas but keep these mind as you score some publicity.