Being quoted and featured in the media is a great feeling. You’ve generated the visibility you were hoping to get from a public relations campaign, but that celebration of your success isn’t enough. Why? Because the power of any great PR campaign comes from magnifying those results. Think about it this way. It’s great to get on the front page of the Wall Street Journal, but the next day it’s lining the birdcage. Leveraging and repurposing your media placement not only extends its shelf life and gets way more eyeballs on it than just the Wall Street Journal circulation, but it allows you to get more mileage out of your hard work. There are many ways to repurpose your media placement. For example, turning it into a blog post or website announcement, drafting and distributing an announcement to social media via LinkedIn or Twitter, developing the idea into a white paper or longer article. Whatever you decide, there are infinite ways to leverage your media placement and any PR campaign wouldn’t be whole without the process of magnifying your results.
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