Have you noticed that in recent years, posts of journalists’ work, whether it be an article, TV segment, or online posting, are increasingly being shared on a number of social media platforms – even when the subject matter, at first glance, may not appear to be something that would appeal to the masses?
This is no coincidence.
With the explosion of social media channels and widespread adoption of these platforms among the public at large, journalists are more than ever looking to build awareness of their coverage through social media. In fact, journalists I’ve worked with, especially freelancers, specifically ask for their pieces to be shared via social media channels, hinting that this is often how editors judge the quality of a piece – by the number of times it is shared and liked on social media. By sharing a story, not only do publicists help journalists, especially contributors, land future assignments, they also increase the likelihood that the same journalist will be receptive to additional pitches in the future. It’s a kind of “you scratch my back, I’ll scratch your back” scenario that helps to solidify relationships with key media.
So, you may ask, what does this mean to you? If you are fortunate enough to secure a story for your client, your business, a new product or social issue, be sure to show the journalist some love by sharing their story. They’re coverage is helping you raise awareness of something important to you so it’s always a nice gesture to show them that their efforts appreciated by letting others know of their work.