There’s nothing like the thrill of being featured in the press. Articles can be framed, podcasts and news stories sent to friends and colleagues, and social media posts shared with your entire network. After that initial high, however, many organizations let media coverage fade into the background, where it quickly is overtaken by the next news cycle.
Earned media should not be a one-time win – most types of coverage have the potential to become ongoing assets, if promoted correctly. Further, there is compounding value to extending the lifespan of every piece of coverage your organization receives.
Let’s take a look at how hospitality organizations can use a strategic approach to multiply the impact of media mentions across channels and over time.
Start off with a bang
The day that a new piece of content launches is an opportunity to ride the wave of engagement created by the content producer and maximize a piece’s initial reach. This means you need a solid understanding of what the launch is going to look like. Stay connected with your media contact so you always know when an article or podcast is going to go live, as well as what the distribution plan looks like. Will it be posted online? Will there be social media? When? And are they going to give it a secondary boost any point?
For example, if you are a guest on a podcast, there is a good chance that the producers may cut clips out of that podcast for promotion on social media over a period of days, weeks or even months. Find out when those clips will be promoted so you can amplify the piece on your own channels. Look for opportunities to coordinate sharing for maximum visibility. Most producers will be thrilled you’re taking an interest in their distribution strategy because it’s a win-win that increases audiences overall.
Leverage your own distribution network
You should be proud of your accomplishments and recognition as a thought leader in the hospitality industry, so use the tools at your disposal to amplify the reach of any content featuring your organization.
Upload all coverage to your company website. If you don’t already have a press section, you should add one, as it demonstrates industry engagement and expertise.
If you have input in your company’s newsletter, incorporate earned media coverage in your regular communications to prospects. Show your audience that you’re respected and credible in your field and be especially sure to promote content that provides educational value.
Make more content
Coverage can be transformed into even more content. You can create graphics using quotes from your interviews or articles to post to social media, just be sure to give proper credit and link to the source. Tailor this content specifically to each platform you’re posting on for best results. An Instagram post should have a different tone than a LinkedIn post, for example. Share the content on your company’s handles, as well as your personal one. Encourage your colleagues to share. If people respond to your posts, be sure to engage them in the comments. Earned media is a great way to fill your social media schedule with credible, third-party content.
Another way to get more mileage from coverage is to create blog content from your interviews. Did you or an executive say something thought-provoking during an interview but didn't get into detail? Take that quote and expand it into a detailed and educational blog post for your organization’s website, which drives traffic to your page. Again, just don't forget to link back to the original source.
You can also use resonant topics from interviews as subjects for quarterly webinars or to inspire new content themes across marketing channels. Create content series that build upon points made in your coverage. Strike while the iron is hot!
Long-tail impact
Properly leveraged media coverage can have significant impact on your organization and a very long tail.
First, media mentions can quickly become an asset when seeking out opportunities for thought leadership. Reference past coverage in content proposals, mention it in a speaker bio, and don’t hesitate to include it when pitching yourself for panel discussions and other industry events. Especially if you haven’t been on a panel before, you can use earned media to demonstrate your credibility. Podcast appearances are particularly valuable, as they show conference organizers your speaking style, energy and knowledge.
Media coverage can also support sales and business development. Send content to prospects to open the door to sales discussions, highlighting your knowledge and expertise. It’s also worth noting that buyers trust third-party content more than company-produced marketing materials because third-party content is perceived as unbiased. Further, recognition shows that you've been vetted and meet industry standards to be included in articles, podcasts or panel opportunities. And be sure to add prestigious recognitions (like "Top 25" or "Top 50" operator lists) to your email signature so prospects see it when you email them.
Strategy is key
Every piece of media coverage is an opportunity, but you have to go into the process with a strategy for success. Do everything you can to maximize the content’s impact. Rely on your team to promote the coverage over and again and again. A coordinated and strategic approach is the difference between a flash in the pan and lasting impact.
CJ Arlotta is managing member of CJ Media Solutions, LLC.
The opinions expressed in this column do not necessarily reflect the opinions of Hotel News Now or CoStar Group and its affiliated companies. Bloggers published on this site are given the freedom to express views that may be controversial, but our goal is to provoke thought and constructive discussion within our reader community. Please feel free to contact an editor with any questions or concern.