Public Relations: How to Recycle Your Publicity

Did you get mentioned in a newspaper or magazine article recently? Savvy public relations people are always looking for ways to turn one hit into multiple hits. Here's how:

--Make reprints of the article and include them in your media kit.
--Post articles by and about you at your web site.
--Send an e-mail to business associates with a link to the article posted at your site.
--Every time someone at your organization gives a speech, send a news release about the upcoming presentation to your local newspapers and invite the media.
--If you do public speaking, offer to write a short article summarizing the speech for the group's newsletter. Give them your photo, too.
--If you appear as a guest on a radio talk show, mention other publications where you have been featured.
--Climb the "media ladder." Send reprints of articles by and about you in weekly newspapers to editors of dailies. Send reprints from dailies to national publications. Send articles in trade publications to editors anywhere.

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