Importance of Sharing Media Coverage

​By Melissa A Vitale
 
If you’ve ever had a publicist or anyone strongly urge sharing of a coverage you’re included in, you may have asked yourself “is sharing media coverage important?
 
Listen, there are absolutely no rules that you have to share media coverage that includes you. Just like there are absolutely no rules that you need to send a thank you note when someone gives you a gift.
 
However, it can be beneficial to not only share the article on your personal and brand’s social media and tag the journalist who wrote the article.
 
First and foremost, sharing an article with your audience can keep them updated with the recent praise of the company. Many social media followers for brands are potential customers, not current customers. A rave review from media can be the turning point in the purchase decision-making process. While press is never measured in sales, press when used in a strategic marketing funnel utilizing social media can drive more sales than social media on its own without coverage. For avid fans of the brand, a glowing review of a brand by an industry thought leader can be something that they share to their audiences to showcase their support.
 
The sharing and subsequent resharing of an article doesn’t just boost your traffic, it also drives traffic for the journalist and media outlet. If the writer is a freelancer, this can help them win future commissions, citing high share-rates and reader traffic as a competitive advantage. Some staff writers have quotas for social shares that they need to meet monthly, or internal competitions for article views. Therefore, sharing the article can help the publication and writer who mentioned the brand as much as the brand itself.
 
When you share an article you’re mentioned in, it’s recommended you mention the journalist and publication in the share. This drives social traffic to their platforms and can also help build media relations between a brand and a journalist.
 
When you receive a hand-written note for a trinket you picked up thinking of someone, you’re more likely to repeat the act again the next time something they’ll like catches your eye. While it’s not mandatory to share a media article, sharing the article can build goodwill with writers who may be inclined to mention a brand again if another relevant topic arises.

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