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It’s exciting to be quoted in the paper or to
have an article appear in the local business journal
or a trade association newsletter.
To get maximum value from such media placements, however,
you have to “merchandise the clipping.”
You can’t assume all of your colleagues, clients
and referral sources read the paper that day, or saw
that month’s newsletter. Even if they did, reinforcing
that you are a media source or contributor only helps
build your reputation. The credibility of the media
or trade organization gets extended to you when you
are published.
If you write and place articles some advance planning
is in order. Make sure you retain or share the copyright
to your work. After it appears post it to your Web site.
If the publisher will give the right to make copies
you should send them out with a cover note or letter
attached saying “I thought you’d find my
article from NAME OF PUBLICATION discussing TOPIC of
interest.” Many publications sell attractive reprints
you can buy. Ask about them.
Distribute your article to colleagues, clients and
referral sources. They need fresh reasons to justify
their relationships with you—an article is one of
the best ways to encourage referrals and retain existing
clients.
If you are quoted in a prominent publication, obtains
copies of the article, highlight your quote and distribute
them similarly.
Top
Bob Weiss has been a law firm marketing
consultant for 25 years representing local, regional
and national firms. He is president and founder of Alyn-Weiss
and Associates, Inc. in Denver. He can be reached at
303-298-1676 or at weiss@prdenver.com.
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