Using Press to Get Press

Yesterday, a colleague of mine brought up a good point. One of these best ways to garner press is by using other press. What does that mean? Basically when you secure a notable piece, say it’s a trend piece in the New York Times or a product round-up in Good Housekeeping, leverage that article to garner your client additional press.

For example, send that article to broadcast stations, pitching it as a hot topic or table top segment (along with an expert). Use it to support your pitch as to why the topic is relevant. Be mindful though to not send the piece to competing outlets. You wouldn’t want to send a NYT piece to the WSJ. Also keep in mind that this doesn’t mean every placement you secure will garner additional coverage. Just the ones that are noteworthy and translate well into another media outlet.

This also works particularly well when you’re pitching a client that’s an expert. When pulling your pitch together, make sure to use previous press clips to show the credibility of your expert. This goes for print, online and broadcast.

Use this as a time to think about what press you’ve secured recently if it can be used to get other media coverage.

Have you ever used press to get press? Tell us how.

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