5 Ways to Amplify Traditional Media in the Digital Age
Legacy media is not going anywhere anytime soon. With the arrival of the internet and the ability to distribute content across the globe at virtually no cost, it seemed as though the expensive, old-fashioned mediums of yesteryear were surely on their way out. The problem with anyone being able to publish anything, however, is that the credibility of established outlets that needed extensive resources to operate was entirely missing. For everyone but those outlets, that is; today’s television, radio, and print have an online presence just like the rest, and the content they publish continues to carry weight precisely because it was first printed, broadcasted, or filmed on-set.
It goes without saying, then, that placements in legacy media are some of the most valuable forms of exposure a company can receive. Seeing a business’s name or representative on TV will always leave an impression of prestige which seeing them on the internet can seldom reproduce. But for most businesses, that is where the benefit ends. They fail to translate traditional exposure into the digital realm where their company operates, and end up losing out on half of the long-term value. So how can businesses make the most out of traditional media placements?
1. Post All Placements to the Company Blog
The company’s blog offers a perfect opportunity for showcasing media placements to visitors for years after broadcast or publication. Since almost every print publisher also publishes online, a simple link to a written story will generally suffice. Embed codes can likewise be used to display videos and audio within the company website. These can help to establish credibility, especially with visitors who may already be considering the product or service.
2. Create a Media Section on the Company Website
Many visitors do not visit the blog page, however, so businesses will do well to summarize their history with established outlets on a more prominent page. This can consist of summaries, outlet logos, and links back to the original publication. Merely indicating that a certain outlet has covered the business can offer heightened credibility, whether the visitor chooses to seek out the actual piece or not.
3. Post All Placements to Social Media
All placements should also be advertised via social media platforms like LinkedIn and X in order to reach a broader audience. This can be done by posting links, video, and audio as with blog posts, or merely by posting each company blog to those platforms by default. This latter process can be automated through services like Dlvr.it.
4. Feature Placements in a Newsletter
Many businesses have a monthly newsletter, which is yet another ideal platform for sharing traditional media placements with current and potential clients. A designated, summary-style section with links to significant placements from the preceding month can be included in the standard template for all future letters.
5. Alert Stakeholders to Scheduled Appearances
Stakeholders are ultimately a company’s first-priority audience, and notifying them about an appearance on TV or radio ahead of time can significantly increase viewership among investors and clients alike. This is not always plausible, as interviews are sometimes scheduled mere hours before they air, but it offers an excellent opportunity for stakeholder-engagement whenever time allows.
Conclusion
While there is still much value to be had among traditional media placements, few manage to reap the full extent of their benefits. Too often businesses invest significant time and energy trying to win an interview or place an article, only to forget about it the moment it’s been aired or published. But for those who are willing to go just a little further to ensure that their placements remain visible in the weeks, months, and years that follow, the value of every last one will only continue to multiply.
Enjoy this blog on amplifying media coverage? Be sure to check out our other blogs on useful and interesting public relations topics, like reimagining a brand.
While we may employ generative artificial intelligence for research purposes, all content published by Razor Sharp Public Relations is written directly by our team.