What to do with all that press

There I was, minding my own business, cleaning out the inbox, when a new message popped up.

It was from Andy Fraser. I don't know Andy, but I still opened his email. Why? I'm not sure.

But I'm glad I did because it was the perfect example of a quick and easy way companies can (and definitely should) push the press.

What do I mean by "push the press?"

It's the act of making sure your clients and prospects actually read your hard-earned and well-deserved news coverage. Here's Andy's message:

We’re delighted to share some great news.  Curves International, the world’s largest franchise of fitness clubs, will use Engage121 to improve their social media communication. You can read the story here: http://reut.rs/cxDHoX
 
This news follows last week’s announcement that Learning Express, the largest specialty toy franchise, also signed with Engage121: http://bit.ly/9NwEhu
 
And if you missed it, here’s what appeared in The New York Times online: http://nyti.ms/cYcQmN  
 
I’d like to discuss how Engage121 can help your business.  If it’s convenient, please reply with a time and date that works for you. 
 
I think you’ll be pleasantly surprised by Engage121.

Bravo, Andy. I may not know you, but I know this tactic. It's simple, smart, cheap and effective.

What Do We Do With All These Clips?

Hey, it's a good problem to have. You've paid your PR consultant (in both money and time) to get you all this fabulous press. She does. Now, what do you do with all the news clips?

Here's one idea. KMC client RentalMetrics makes a point to direct its followers to the contributed articles, podcast interviews and media coverage generated by its media relations program. Because this coverage appears in places RentalMetrics clients, colleagues and prospects may not visit, the company makes sure to link directly to the clips via its blog. Check it out at RentalMetrics.com.

This is another great biz use for Twitter. If you don't have a blog or don't feel like taking the time to write up an entry about the fabulous press you received, send out a 140 character message to your Twitter followers telling them where they can see the clip. I just did.

For the old-schoolers, hit print. Stuff the clips in your media kit; throw them on your counter; send them to clients and prospects in the mail. (WARNING -- some news outlets require you to seek their permission if you plan to distribute this widely.)

Point is... news clips are best when they are actually viewed. Somtimes, it's up to you to make sure the right people are doin' the viewin'.