Congratulations! Your company was featured—favorably—on the front page of a large metropolitan daily newspaper. Way to go! You can’t buy publicity like that.

And the story spun into a 30-second bit on the nightly news? Priceless!

Go and bask in the glory … I’ll give you 5 minutes.

So, now what?

First, I’m going to assume you have covered the operations side of things. Ready for the resulting onslaught of orders. Materials in place. Distribution channels clear and open. Staffing ramped up.

Now, I’m going to tell you how to parlay your 15 minutes of fame into an eternity of publicity. Don’t let this avalanche of good fortune go to waste. Here’s what you must do:

  • Thank the journalists responsible for putting your company’s name in lights. No need for a gift, but a phone call and an email or handwritten note will do the trick.
  • Buy reprints of the newspaper story. Get it in digital form, too. Then create professionally produced reprints. Post the reprint on your Web site, Facebook page, and the rest of your social media.
  • Link to the 30-second news bit to your Web site and all social media.
  • Remember to use SEO and back links to further drive traffic to your company.
  • Share your news with ALL your clients and prospective clients. Copies of the reprint go via snail mail. An email blast or your e-newsletter goes into everyone’s inbox.
  • Think re-purposing and reusing. Did the newspaper article refer to you as an expert in your field? Add that to your list of credentials. Did the newscast recommend your business? Better put that on your Web site.
  • Find out how the reporter decided to do the story. From a press releases you sent? A customer? How do you find this out? You ask them directly! Use the same tactic in the future, but don’t rely on it solely.
  • Pitch other media with your news. Like a trade magazine or a radio talk show—now that you’re an expert.
  • Keep your press kit updated. Always.
  • Stick to your publicity calendar. Continue sending out press releases. Be regular with blog posts. Is your Web site fresh? Don’t rest on your laurels.