Make the Best of Your Just-Published Print Article
It takes a unique story about your company – the announcement of a significant change or update in your company or your industry, or an interesting new trend you foresee in the market, to have an article about your company published in a leading financial newspaper or magazine. Once you achieve this, how can you make the best out of it? Here are some basic tips to benefit your company, your clients, and, if your company is publicly traded, your shareholders.
Internal awareness
If the article includes information your board members and key employees are fully aware of, the only step necessary is to send them a copy so that they can answer any phone calls from clients or shareholders.
If the story relates to something new in your company, for example the acquisition of a new company, a new product or service, a new partner, the creation of a new fund, etc., the most productive way of communicating it to the media is through print publications. And this might take you a bit more preparation.
In this case, it is best to create an internal awareness plan before your story becomes public through the media. Discuss it with your board members or key employees and get ideas from them. That way no one will be surprised or confused about the article when it comes out. Keep reading 3 More Steps to Creating High-Impact Retail Signage
Once the article is published, make sure you distribute it to your board members, and especially those key employees who are in contact with your clients and/or shareholders. If you are a publicly traded company, make sure you also attach a copy of your press release with your article when you distribute it.
External awareness
Feature articles are in general posted on the company’s website. There may be a special section on your website, under the heading of “In the News” or “Media Relations”, or perhaps on the main page as “Latest News”. Regardless of where it is posted, it is a good idea to have your article available to your clients and shareholders whenever they visit your site.
One of the most common mistakes on websites is to include only the link to the publication where the article appeared online. This is a quick and easy way to post it on your website. However, links from online publications are constantly updated.Your story might only be available for the same day the story came out or until the publication updates its website, which sometimes happens on a daily or weekly basis.
One of the best options would be to PDF your article. This is a way to extend the “life” of your article, making it available on your website for as long as you have your story posted.
Reprints and events
Reprints of your article can be ordered from each of the publications. These reprints are useful not only as a marketing material for conferences, seminars or road shows you attend, but also as a way to attract financial advisors and potential clients. Although these reprints can be expensive, they can also be used in your marketing kits, thus saving on other marketing expenses.
Sourcing
Once your article is published, your existing or potential clients and shareholders might call your company with a question about the article, or to request an information package. It might be wise for you to take note of the source that motivated them to call your company. This provides you with information as to which publications your current customers are reading, and also, most importantly, who your potential clients or shareholders are.
Once you identify the print publications that are prompting the calls, you may want to consider those sources in your media plan and reinforce awareness of your company with that same audience. In the future you might also want to target these same sources for updates about your company or for major announcements.
Final take
Sometimes it takes time and effort to make it to the news and have a feature story in a newspaper or magazine. If you make it, that is certainly good news for you and your company.But if you want to make the best out of it, you should include your internal and external audiences in your distribution and use your resources wisely. Remember that media relations is not only about acting reactively to media opportunities, but also acting proactively and making the best out of them when they come to you.
Finally, keep in mind that whether you post a direct link to a publication, include a PDF of the article on your website, or order reprints, you should at all times be aware that in most cases each publication has reproduction policies and procedures that need to be followed.If you are not certain about such policies and procedures, make sure you contact the publication, or ask your media account representative for further information, before you take any action on your article once it has been printed.