Achieving media coverage is hard work. It requires patience, persistence and the ability to spot and create content and news that is interesting, relevant and worthy of being consumed and shared.
So, when you or your company achieves that brilliant article or gets featured in a news story, make sure that your media coverage is working for you way beyond just the initial excitement and traffic spike. Capitalise on the impact of the press coverage and make sure it reaches all the key players in the short-term rental industry, be they enterprise property managers, prop tech and hospitality tech investors or other publications who might pick up the story.
With digital PR, online coverage has an infinite shelf-life, so make the most of it with our 5 top tips to maximise your B2B media coverage to get all the benefits of third-party endorsement:
Don’t be shy, share (and share again)
Media coverage loves to be shared on social media. Not once, not twice, but many times over. Don’t be shy about this and don’t just share an article on the day it gets published. You should share an article several times over the first month or two at least (unless it is time sensitive of course). You can vary the intro copy to make it fresh or pick different elements of the article to highlight. Remember also to tag the publication and journalist and use hashtags for further amplification. Publications really appreciate it when their content is shared – just like you….
Your own personal LinkedIn profile is a great place to share your media coverage and to increase your credibility. Again @mention the publication, journalist and relevant colleagues when you post. You can also add links to your media coverage in the Experience section of your profile under ‘media’. LinkedIn often picks up coverage of members and shares it as part of the ‘Mentioned in the News’ feature. You’ll need to ensure your privacy settings allow for this.
Create an ‘in the news’ page
Create a press centre on your company website that is dedicated to media coverage and the press. An ‘in the news’ page showing the logos of publications that have featured your company adds a good deal of credibility for prospective customers and partners. Also add headlines and links to your coverage. Your press centre is a good place to host press releases, information about key team members, downloadable images, logos and video.
Tell your team
Don’t underestimate the importance of sharing with your colleagues or your staff the media coverage that your company has achieved. Send round an email with a link and ask colleagues and staff to share the coverage with their own social networks. Your media coverage might hit new clients/investors/partners in the industry or even wider. Simple!
What about your company newsletter?
It’s astonishing how often companies forget about sharing their media coverage directly with their customers, suppliers and partners in the short-term rental industry. Media coverage is perfect to include in the company newsletter and it has the bonus of not requiring you to come up with new content. Sharing your coverage also reinforces the message that you are a brand to be reckoned with.
About Helen Wedgewood
Helen is an Account Manager at Abode PR, a specialist PR and content marketing agency partnering with clients operating in the international vacation and short-term rental space. www.abode-pr.com