I have a good friend who’s a corp.comm’ in a TV house at New Delhi who mentioned to me the other day that she’s making scrap books of all her media coverage clips and making these copies available at her office reception, conference room, CEO, and the marketing and sales departments. She says she needed to make more use of the clips rather than file them up in a folder.

Come to think of it, what do we do after we achieve our hard-earned media coverage? When we get a good media story, our clients are happy, but after that we usually file up that clip.

I remember in my previous agency we used to make collages of major media clips, have the collages photo-framed in a big-size wall poster and have it presented to the client every quarter. It used to serve as a reminder to them of the great work the agency is putting in.

I suppose we can make much use of such generated media clips, if we put some thinking into it. For instance, our client can put a signature on his email that links to a page on his company website where all the recent coverage have been uploaded. I have heard of IT companies sending coverage links to their channel partners and VARs regularly, just to have a feel good factor about the company they are dealing with.

Sales people usually carry media coverage clips to clinch a new sales deal. Now if they work more in sync with the PR people, we can plan media stories around the time of their pitch on a particular product in a particular newspaper likely to be read by their customer. Just imagine a potential customer in Bangalore reading a good story on your client’s product in say Deccan Herald on the morning of the day when your client is going to meet him.

There should be so many more ideas…

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