Staying in the Spotlight


Your business has good news to share — maybe you won an award or added new employees. Ten years ago, sending out a standard news release was all you needed to do to get it published in the local newspaper. But as newspapers have slimmed down, that’s no longer a given. Today’s multiple media platforms, however, can help you keep the good news front and center and share more of your message beyond a couple of paragraphs.

How can you keep your news in the spotlight? It’s not difficult if you repurpose your content, which means you use the same information in multiple formats. When I worked at a newspaper, we did this frequently, taking an article from the daily regional section and then also using it in a weekly, more localized publication. What are some ways you can reuse your news? Here’s a few ideas to get you started:

Post the news on your website. Most websites have either a blog or a news section. (If you don’t, we should talk.) Take advantage of those by posting the entire news release online. This not only gives your full release a permanent home, it also creates a link that you can send via email to customers, employees or anyone else who may be interested in news updates about your business.

Utilize social media. When adding a news release to your website, consider making it a social media press release. In a social media post, in addition to posting the actual news release, you include videos, photos or anything else that helps further explain the story. Once the release is living on your site, use that link in social media posts to drive followers and influencers to your website so they can read the entire news release. Remember, each social media channel has its own unique audience so tailor your message appropriately. If it’s not urgent, you can create posts to go live at different times over a couple of days on the different platforms.

Utilize social media, part two: Once a news source announces your news — for example the new hires — share that article link on your own social media platforms. Create a post saying, “We’re excited to see the news in XXX about our new hires” and use the link to that publication. This again puts your news out in front of customers, employees and other followers.

With today’s changing media landscape, it’s more important than ever for businesses to share their own stories through their websites and social media. Looking to get your organization’s news more media coverage? Go ahead and reach out.

MaryBeth Matzek brings her more than 25 years of journalism experience to her role as communications manager at O’Connor Connective.