Too many people only look for the immediate results that a magazine article, radio interview, or TV segment can bring. In this simplistic equation, if a story brings in business
or, at the very least, inquiries from prospective clients, it was a success, and, if it did not, it was a failure. A story that doesn't bring in immediate response and that is not utilized further, then indeed it is a failure, but that is due to the person who implemented the campaign. There are countless ways in which you can effectively utilize copies of articles or tapes of programs you have appeared in. This media can be like gold if utilized properly. But this is where you really have to do both work and homework. This is the one area where, even if you have hired a media relations firm, you’re on your own.
Most firms will place you in the media and use your media appearances to interest other media outlets in interviewing you. But don't rely on a media relations firm
to fully maximize the various ways that your media can help your business or career grow. Be inventive and creative to effectively utilize your media in as many ways as possible. Copy the article, video, or audio tape and send it out when the media requests further information on you. Update your biography to include your most recent media appearances. When writing or talking to the media, let them know about other segments or articles you have appeared in. Mention your media in your ads, flyers, newsletters, and brochures. Review your articles and interviews, and look for any particularly impressive quotes about you or your business that you can highlight in your ads or marketing.
If you have a staff or employees, teach them to use the media in which you have been featured in their pitches or conversations to both clients, and prospective clients. Teach your employees to utilize your media. If they are talking to a prospective client, patient, or customer, it never hurts to have them mention that you, your product, or services were featured in a magazine or TV program. Work with them; come up with ways to weave your media appearances into their conversations and discussions.
