Utilizing Positive Media Coverage
Has your firm recently received positive media coverage? If so, how
is your firm utilizing this coverage?
Positive media coverage reinforces the firm’s creditability
and also sets your firm apart from your competitors. Receiving positive
media coverage is an accomplishment, but your firm should not stop
there.
Whether the media coverage was regarding a new employee or promotion,
a new service your firm is offering or a story positioning a firm
employee as an industry expert, this is an opportunity for your
firm to build brand with potential customers. Consider the following
ways to utilize the coverage.
- Post the news link on your website. You can include
the link, headline, date and article abstract, but you will have
to request permission from the media outlet to reprint the entire
article on your firm’s website. Consider posting it on the
home page. If your funeral home is highlighted in the local media
often, consider developing a page devoted to news.
- Send news clips to all contacts in your preneed
database. Even if the article is not related to preneed, it will
help your firm build brand and keep your funeral home’s
name in front of the family. This is also an opportunity for you
to update the family on anything new at the firm.
- News clips should be copied along with the newspaper’s
masthead. This way the recipient will know what newspaper the
clip appeared in and when. Also, make sure the clips are perfectly
straight and not copied haphazardly.
- Send news clips to all families that request
additional information. Whether a family is requesting a general
price list or a brochure on preneed, send the family recent news
coverage along with their request.
- Frame the article and display it in your office
or the funeral director’s office. You will be surprised
how many people notice the article when it is on the wall.
- Include an excerpt from the article in
your funeral home’s newsletter. Again, it is okay to include
an abstract, the publications name and date; however, if you would
like to include the entire article, make sure to call the newspaper
for approval.
Have an innovative way of utilizing positive media coverage? Head
on over to Preneedville
and share your tip.
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