When you secure a piece of press coverage mentioning you or your photography business, make sure you are making the most of it!
Getting featured in the media isn’t easy, and it gives you visibility, kudos and credibility. So, I would definitely urge you to promote your media coverage! Share that article far and wide to get as much benefit from the exposure as possible.
Chances are, that media mention wasn’t easy to achieve.
Whether you’re featured in a ‘news in brief’ slot in your local paper, or you’ve landed a small feature or photo story, an interview or a multi-page editorial, this is a success well worth celebrating!
Getting featured in newspapers, in magazines, on websites or blogs is probably not an everyday occurrence to you, is it? And you will likely have made a conscious effort to pitch your story and/or images, and devoted time and energy to landing that article.
So, this is a big deal, right?!
Therefore, it absolutely makes sense to share it far and wide once it’s live or out in print!
But first, why share your press successes?
I believe there are many reasons why you would want to promote your media coverage, including:
1. Increased visibility and web traffic
If the article is online and links through to your website, or even if it’s a print article and just mentions you or your photography business by name, then it will potentially generate lots of additional traffic to your website.
People who have read the article and are interested in what you do may be curious to know more, so your website is the obvious next step.
2. Increased likelihood of it generating likes, comments and shares
Positive engagement is what you are after. Get people commenting and sharing it, and it may start to pick up traction and get seen by more people.
So, share it with friends, family and those in your network. If it’s an online article, ask them to post a positive comment and/or share it to spread it even further. Remember to tell them what you want them to do though – they may not necessarily think to comment or share it if you don’t ask!
Lots of engagement on an online article also indicates to the publication concerned that the content provoked a response from its readers – hopefully, a positive one! It could be that if an article gets tonnes of engagement, the editor will take notice and may even decide to feature you again off the back of such a great reception to the article!
3. Helps you stay top-of-mind
Another benefit of widely sharing your press coverage is that after reading the article, so many more people will be informed about what it is you do and how you help people.
It will serve as a great reminder to those who haven’t seen or heard of you for a while. And, it’s yet another cue to those who do hear from you regularly that you are an expert in your niche.
It certainly doesn’t hurt to be top-of-mind and to reassure your clients that you are a media-worthy photographer!
4. Positive engagement will boost your confidence
Positive comments, messages of congratulations and feedback on the article will boost your confidence and may make you feel more inclined to try to land more press coverage in the future.
Friends, family, clients and business contacts will likely want to send you a ‘Well done’ message if they see the article. To know that you have people cheering you on in business is a wonderful feeling and can spur you on to do more press. Which, in turn, will help you to get more visible and to grow your photography business further.
5. One article can potentially lead to another
A final reason to promote your media coverage is that you never know who might see your article. In PR, it can often be the case that one article can lead to more media opportunities – this is what’s known as the ‘snowball effect’.
For example, a strong local story may be picked up by a regional magazine or regional TV news or radio channel. A regional story may be picked up by a national newspaper, magazine, TV or radio programme.
So, get sharing that press coverage!
Six ways to promote your media coverage
Here are some ideas for how you can promote your press coverage in order to get it seen by as many people as possible:
Share links to online media coverage on social media
There are so many ways these days that you can use social media to share articles and links that you want to promote. Use as many of these free tools as you can to talk about your press coverage in an engaging way:
- Facebook posts on your personal profile and business page
- Facebook live videos
- Facebook stories
- Facebook groups – your own and any you are a member of that allows self-promotion
- Instagram posts
- IGTV video
- Instagram stories
- Twitter posts
- LinkedIn posts and articles on your personal profile
- LinkedIn company page posts
- LinkedIn groups – your own and any you are a member of that allows self-promotion
- Don’t forget the likes of Medium too, where you can publish articles for free.
Include the link to an online version of the article (if that exists – print articles aren’t always replicated online) to direct people to read it in full if they wish.
You could tag the journalist and/or publication, and in your post thank them for including you. In my experience, a thank you is always much appreciated by journalists.
You can also temporarily ‘pin’ any promotional post you create to the top of your Facebook page, Twitter account too, to ensure that it’s the first thing people see when viewing your page or profile. In Instagram, you can temporarily make the one active link in your bio the link to the online article to drive traffic to the piece.
If the article has already been shared on the media outlet’s social media channels, share/re-gram/retweet their post. But also create your own promotional posts on all the social media platforms that you are active on.
2. Create content about your press coverage on your blog
Your blog is also a great place to write about the press coverage. You can write an article about the topic covered in the media and include a link back to the original.
Even better if you can tell the story of how it came about and what you learnt from the experience of being featured. Perhaps you took part in a magazine photoshoot – what was it like being in front of the camera instead of behind it, for example?
Share behind the scenes pictures, stories and insights that will be interesting to your readers.
3. Share your press successes in your email newsletter
You can include a mention of any press coverage you secure for yourself or your photography business in your email newsletter. Don’t be afraid to tell all your subscribers and clients about your press success.
Being featured in the media is something that you are deservedly proud of. So, of course, feel free to tell your email subscribers – these are likely to be your biggest fans after all!
4. Showcase media mentions on your website
You can also create an ‘In the Press’ page on your website as a place to list and link to your online press mentions.
Showing your website visitors that you have been featured in the media will almost certainly add trust and credibility to your offering and potentially raise a few eyebrows!
When visitors to your website see that you have been quoted or interviewed in media articles, they will probably be suitably impressed!
It also gives you an edge over your competition and could even end up being an influential factor in why a client books you over a less PR-savvy photographer.
You can create an ‘As featured in…’ section on your website, showcasing logos of the media publications you have been mentioned in. Place this in a highly visible area of your site such as on your home page, or on the About page (which is usually the second most visited page of any website).
5. Promote your media coverage in your email signature
An often-forgotten tactic is to use the area underneath your email signature to highlight content that you want to share. This is valuable real-estate that is likely to get a lot of views on a daily basis. So, don’t be afraid to utilise this space to effectively promote your press wins.
You probably send tens of emails out every single day. By including the links (and any other important links, such as your website or blog, for that matter), you are increasing the visibility of your press coverage.
Set it up once and then simply edit it whenever you have new press articles to highlight.
6. Share your press coverage on your studio walls!
There’s absolutely no reason why you shouldn’t mount and frame any media coverage that you are particularly proud of, and display it on your photography studio walls. Particularly if you have secured a large feature exclusively about your photography business.
Clients will love to see you – their chosen photographer – in the media spotlight, and it may prove to be an ice-breaker or certainly a talking point during their time in your studio.
But what if you’ve not got any press coverage worthy of mounting on your walls quite yet? No problem. Keep and update an A4 folder with press clippings and leave it near the seating area so parents can flick through. Several smaller press mentions are still impressive to your clients.
Related reading: PR 101: Using the media to promote your business
Share your press wins!
I hope that these ideas have inspired you to start sharing your media coverage so that you can get more impact from your moment in the spotlight!
Let me know in the comments if you have ever been featured in the media and how it came about. I’d also love to hear how you promoted your press coverage. If you didn’t, get sharing it today!