Quoted In A National News Story - How Do I Use It?

[ariadne]

I was quoted today in a national news story and am wondering how I might leverage that for marketing purposes.

The story was not related to the nature of my business or expertise (Web development). The subject of the article was, instead, of interest to small businesses in general. However, the article did mention my name, location, and the fact that I OWN a Web development business (although not my business's name, unfortunately). I am a one-person shop, so even having my name mentioned is pretty cool and good for advertising.

Is there a creative way I can toot my horn here or utilize this unexpected gem? Is it even relevant, or should I even consider it a marketing opportunity? What might be the impact of getting this kind of indirect publicity?

Any insight you might have is welcome! Thank you in advance

[mktgbiz]

Press release.

Send it out via email to local media - radio, tv, newspapers, etc.

Sumbit it on prweb.com


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[torka]

Be sure to also include the press release on your own site.

--Torka

[Dale King]

Originally Posted by ariadne

I was quoted today in a national news story and am wondering how I might leverage that for marketing purposes.

The story was not related to the nature of my business or expertise (Web development). The subject of the article was, instead, of interest to small businesses in general. However, the article did mention my name, location, and the fact that I OWN a Web development business (although not my business's name, unfortunately). I am a one-person shop, so even having my name mentioned is pretty cool and good for advertising.

Is there a creative way I can toot my horn here or utilize this unexpected gem? Is it even relevant, or should I even consider it a marketing opportunity? What might be the impact of getting this kind of indirect publicity?

ariadne, I disagree with torka and mktgbiz. Here's why: Since the article wasn't about you or your business specifically, I have a hard time visualizing how you can leverage an unrelated quote for marketing purposes. Especially when you consider the fact the article wasn't even related to your particular field of expertise, and your business name wasn't mentioned. I consider myself a pretty creative marketing guy, but I personally don't see how an unrelated quote in a business article benefits you in any way.

By the way, congrats on being quoted in an article. You're understandably proud, and you should be. Good job!

Dale King

[Logan]

My approach would be to use the scenario as a learning experience and consider what you can take from it to develop similar scenarios that would include your business within the press. The more you do that sort of thing, the better you'll get and have success at getting your business direct exposure. At the same time, remember every writer (and more importantly editor) is well aware of a businesses self interest with promotion. So your scenario is often the norm versus what your goals/intentions are.

As the saying goes though, any press is good press so congrats. I'd be very happy and continue to seek opportunities to get your name out there. Keep references to them and build a portfolio of your accomplishments and exposure within the press. That can be used to build credibility.

Another consideration is to reach out to the journalist who quoted you. Establish communication with them complimenting them on the article and thanking them for quoting you. Then share with them that if they ever need to talk to an expert in your xyz industry that they should feel free to contact you. Establishing that relationship, so they associate you with your industry may (or may not) some day be helpful when the opportunity is there.