When you get that coverage, don’t do what I see so many companies doing today: posting the link on their social media sites and saying, “Hey look, we’re on CBS today!” It’s great that you’re on CBS, and you do want your customers and potential customers to know that because it hikes your credibility whenever the media finds you worthy of coverage. But double your markets’ interest by sharing why CBS decided to cover you.

For example, what I’d write is more along the lines of, “Here is a great list of things to look for when buying replacement windows. CBS will interview our Install Field Manager Mike Makeithappen about it on the Morning Show today.” Or, “Have you heard about these lists of ‘clean’ and ‘dirty’ produce, and wondered when it makes sense to pay extra money to buy organic? Our nutritionist Jane Almondlover gives you the latest information. Catch her in this Star Tribune e-piece today.“