Making your PR work harder, Part 3

July 13, 2009

This tip is going to annoy all those PR Agencies which try and advocate separate content for all media relations, so they can charge a copyright fee for every new content distribution on behalf of their clients.

And the third tip?

Simple: re-use and re-distribute your PR content as many times as possible and in as many different places (online and offline) as possible. Gain extra exposure, increased content leverage, greater reach for your key messages, and – the main benefit for smaller businesses – added value for the same content across different channels and via re-usage. And no additional copyright fees!

So, how does this work? Again, it’s very simple.

You write a blog post – content position number one. Then consider this: extend it to form a press release for localised News outlets. Position number two. Tweak it slightly so it can then go to trade magazines. Position number three. Throw in some search keywords and push it out across online industry forums. Position number four. And why not also consider using the basis of the content for an email promo to your key clients too? Position number five. If its got wide enough appeal, push it across your Twitter and Friendfeed accounts too. Positions number six and seven.

Hey presto! One piece of content, slightly amended, and used in different formats and giving maximum return.

Of course, you’ll need an expert copywriter, media relations adviser, journalistic professional and clued-up blogger to assist you…but you may well know where to find one. If you’re not sure, email me. Happy to pass on relevant contacts.

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