A trade publication used a quote by you for one of its articles. Better yet, you’re one of the featured experts quoted in the article. Now what? You can:
A. Sit by the phone and wait for all the new clients to call
B. Share the good news by any means possible
C. All of the above
Okay, any time somebody gives you an “All of the Above” option, that’s usually the answer (a little hint for those of you with children about to take the SATs). Seriously, receiving favorable media coverage is good news that you really do not want to keep to yourself. While some new or current clients may call as a result of the initial coverage, you can maximize the bang for your PR buck by:
- Linking to the article from some text (e.g. Hiroad quoted in Any Newspaper article) on your home page (if the publication is online)
- Creating a link with similar language from your Web site’s newsroom (assuming that you have a newsroom on your Web site; do you?)
- If you have a Twitter, LinkedIn, Facebook or any other kind of account, post the link to that sucker.
- If you have the appropriate reprint permissions, create collateral materials out of the coverage for your sales team. Make sure you have plenty of copies for your waiting area, if you have one.
- Shoot out a quick e-mail newsletter to your current client base, subtly noting coverage. Perhaps the coverage is a good opportunity to remind your current clients of the services you offer.
Another suggestion, if you really like the quote, is to create a pull-quote for your home page. You know, where the quote is enlarged and placed prominently on the page. Not only does this draw attention to the quote, but creates an attractive graphic element to the page.
In a perfect world, a great media hit would get your phone ringing off the hook. That can still happen. But with all the media out there to get your good news out, why not use ‘em?