Repurposing PR Content for More Exposure
So you have spread the story out there, different media channels has shared your stories and you consider your effort a success. Your business is slowly getting more attention from all those PR campaigns but is that it?
You can optimize results from your Public Relation efforts by repurposing the stories. Put repurposing simply as a processes where you alter the message of your PR efforts for the goal of reaching new audiences and optimizing your bottom line. You need to do “recycling” while the story is still hot.
The key is multiplication NOT duplication
The rule of thumb for content/story repurposing is to multiply efforts and not duplicate the stories. Meaning, you shouldn’t copy and paste your stories published in other channels. You have to spin the stories around without losing the major essence. By repurposing, you get to mention topics that were not covered the first time.
For example, if a PR story recently published in a local magazine talks about your business sponsorship to a recent sports event, you can create a Facebook post about your hopeful expectation for the outcome of the event then share the link of the original PR story.
Keep in mind that you want fresh content associated to your recently published PR story. These fresh materials are then distributed within your own channels (social media, subscribers, blog followers, etc.)
Sharing without being annoying
“Sharing” a published PR story must be set to minimal. It’s not only annoying to read the same content again and again but it’s also “spammy”.
If you were to point a story to the original media site, create various snippets so that your readers will not only see the meta-description from the original channel. For example, if you were to share a PR story on your Facebook page published by a local news channel on their website, you can create your own snippet.
You can create various snippets for your own different channels . Fresh snippets and meta-tags can tickle interests of people who haven’t read the story yet.
Highlight what’s interesting
Did the town mayor talk at your recent event? Reap his most powerful words and share them with your audience through your Facebook, Twitter or create an e-card to share on Pinterest. Did one of the visitors at your recent event share an interesting story? That too, is worth a PR spin!
Was the recent PR story about your product launching? People would be thrilled to know how many people went. Happen to have a sensational breakthrough with your previous products which were featured on a magazine? Those too would surely get some eyes looking to your direction.
Turn them into blog post
Do you know that you can actually turn the recent press releases and PR stories into blog posts?
You just need to beef them up and write about them.
Your press release may have some promotional content and you should remove them if you were to make them into a blog post. You want to be informative and catchy than pitchy. Change the headline into something that will interest your followers. Remove those boilerplates.
Multi-media presentations for the greater good
People love presentable and catchy visuals. How about you turn your recent PR story into an e-book or create a landing page for a current product related to that story? If you have a creative team, let them do some animation that correlates to the recent PR materials published.
Repurposing backs up your PR effort, increases audience reach and extends exposure of the stories published.