A Guide to Mastering the Space Between the Interview and Publication
- editorial team
- Jan 15
- 4 min read
Updated: Jan 16
Stories rarely run immediately after the interview; here’s how to use that gap to prepare for the new attention.
Being interviewed by a news organization can be thrilling for any entrepreneur or brand. A single news feature can jumpstart massive visibility once it is published. But once the adrenaline of the interview fades, many of our clients find themsevles checking their email every ten minutes, texting and calling us as well, wondering when the piece is going to run.
"How should we leverage this?" remains one of the top questions we get from our clients. And this quiet period between the end of the interview and the article going live can be difficult but actually poses the most valuable time you have to ensure the story moves the needle for your brand.
Here are three strategies we employ for turning this waiting game into an easily replicable strategy that maximizes every news interview for social media, the client's website– and even their portfolio.
Work with their team to audit/update the website and necessary digital spaces
When the story finally breaks, our clients always see a boost in attention– "Hey! I saw this on the news and had to come down!" We start by asking ourselves is our client ready for this attention? We take this time as a way to walk through the website as a potential client. Are all links and buttons easy to find? Is the latest project front and center? Is there a way to learn more about what you discuss in your interview? Downsizing the number of steps between a new visitor and actions taken is the difference between a cool article and a new client. For example, for events, there should be a banner on your homepage to register or purchase a ticker. Perhaps, your new book has a pop-up page greeting every single new visitor. We work with designers to ensure it's not only informative but branded and luxe as well.
[Related] Get organized! An effective social media calendar doesn't just list your next posts. It also explores what call-to-action and hookpoints are working for you.
Share "Behind the Scenes" Content
Our CEO Tianna Mañón is a former journalists and employs a lot of other journalists for one specific reason: Many are taught to do it all – from photography to writing to video and this makes them perfect for spot reporting at client events. We are able to quite literally build high-quality content but we also write and send the story ourselves, nailing even more placements. We also enjoy showcasing powerful interview responses and quotes to post on our clients’ social media to pique interest. It shows your audience that you are engaged and sought out for your expertise. For major clients and launch, we even go Live on their page to discuss the topics covered in the interview, creating a breadcrumb trail that leads right to the big reveal.
Plan for the "Big Reveal"
Often, most organizations will simply throw a link up on social media but with an extra long runway before the story airs, but you can absolutely do more with your team. The day of you can have a fun watch session or plan a product launch for the same day. For some brands, a fun discount code to celebrate for everyone who shares the link. These tend to be highly individualized for the client's overall goals– ensuring our press work doesn't happen in a silo. We also handle all coordinating of gathering native video from the journalist and any necessary corrections.
[Related] A content calendar helps you stay organized but a Monthly Report helps you quickly audit your platforms to see what's working – so you can deploy more resources to what is!
By using this waiting period to your advantage, we build a foundation that ensures you are ready for your time to shine.
Interested in working with our team? Book a discovery call below:
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