One of my clients forwarded an email to me last week (sorry I didn’t get to share this with you until now), where she pointed out a simple, yet very effective marketing message she received from Dawn Wing Couriers.
The email simply referred to an upcoming guest appearance of their CEO, Mike Fanucchi, on 702 Talk Radio. Dawn Wing’s marketing manager invited their clients to share their comments and opinions during the show. The email provided all the details of the interview and the studio number.
Why does an email like this stand out? Well, for some of Dawn Wing’s clients it probably doesn’t. But PR practitioners would certainly recognise this as a way of leveraging publicity. In this case, it was done in an excellent way. It’s not boastful to tell interested people about the media coverage you’ve gained, it’s smart - especially if it’s done in the spirit of sharing information about topics that would interest others.
If you’ve done all the hard work and research to organise a great radio interview or magazine feature, surely you would want as many people as possible to hear it or read it. That is, after all, the whole point. Who better to inform about your media coverage than your existing networks - the brand or company’s employees, clients and suppliers. They can then spread the message to other people who would be interested.
This is so obvious, yet I’m not sure how many PR companies and publicists actually have systems in place or set time aside to really leverage the hard work they’ve already done.
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