The Big Hit: Why Media and Podcast Coverage Is Just the Beginning
National media coverage can feel like winning the PR lottery. There’s nothing quite like telling a client, “We landed the Washington Post” or “CNBC wants you on tomorrow” or “Joe Rogan read your book, when can you fly to Austin?” The celebration emails fly, champagne corks pop, and for a moment (and just a moment), you feel like you can do anything. And seasoned communications professionals know a crucial truth: securing coverage is just the first step. What you do next determines whether that media moment becomes a lasting asset or a fleeting victory lap. This has never been truer, as all news seems to be breaking, the 24/7 news cycle feels like a distant memory, and distrust of (corporate) media is at an all-time high. The most popular podcasts are constantly releasing new episodes, and there are no shortages of platforms to consume content. The Amplification Imperative A national media or popular podcast hit without an amplification strategy is like catching lightning in a bottle—then leaving the cap off. Without a plan to extend and leverage that coverage, even the most impressive placements quickly fade from public consciousness. I like using the “before, during, and after” mindset: Before: Prepare your digital infrastructure for increased traffic. Is your website ready? Are conversion pathways clear? Do you have follow-up content ready to engage new visitors? What’s the call to message? Have you created a summary blog post (linking back to the media/podcast source)? During: Create a real-time amplification plan across owned channels. How quickly can you share the coverage? Which stakeholders need immediate notification and on which platforms? Which media and podcasts should receive an ICYMI (In Case You Missed It) to spur new interviews? After: Develop a strategic repurposing calendar. How evergreen is the content? How can this coverage feed your content ecosystem for weeks or months to come? Should you record a corresponding video and/or podcast to go deeper on the subject? Each piece of coverage should serve as a building block for your next opportunity. A thoughtful approach includes: Using coverage as third-party validation in future pitches Creating content packages that combine multiple pieces of coverage to tell a cohesive story Identifying related angles that weren’t covered in the original piece for follow-up pitches Leveraging timely national conversations (even those not mentioning your organization) to secure local commentary opportunities The Multi-Directional Media Flow Perhaps the most overlooked aspect of media relations is understanding how stories travel between different tiers of media and podcasts. Generally speaking, you have hyper-niche/local, niche/local, statewide, regional, national, and international, and industry/sector. Whew! Coverage doesn’t just flow downward from national to local—it moves in all directions: Local to national: Regional stories with broader implications frequently get discovered by national producers scanning local outlets Industry to mainstream: Trade publications often serve as research sources for mainstream reporters looking for emerging trends Digital to traditional: Social conversations and digital-first content regularly spark interest from legacy media outlets This multi-directional reality creates strategic opportunities for savvy communicators. Owning your local media market isn’t just about regional visibility—it’s often the most effective pathway to future coverage that reaches and expands your targeted audiences. The Bottom Line Don’t measure success by the prestige of the placement alone. Evaluate media and podcast coverage based on how effectively it advances your strategic objectives and how successfully it’s integrated into your broader communications ecosystem. When approached with this mindset, even “smaller” placements can deliver outsized impact, while seemingly impressive national hits might underperform without proper amplification. The question isn’t just “Did we get covered?”—it’s “What did we do with the coverage we received?”
Ten Years of Spark: The MKTNG Origin Story
This year, MKTNG celebrates a decade of crafting compelling marketing strategies and delivering impactful results for our clients. It’s a milestone that fills us with pride and gratitude. But every journey has a beginning, and ours started with a spark – a moment of realization, a leap of faith, and a relentless drive to do things differently. To commemorate this special occasion, we sat down with our founder, Scott Eggert, to delve into how MKTNG was born. Here’s what he shared: From Freelance to Full-Fledged Agency: Scott’s journey began with a desire for balance. After years of demanding agency life, he sought a way to spend more time with his young family. A consulting opportunity with Kilroy Communications on the East Coast presented itself, focusing on digital strategy and social media. This led to exciting projects with the Florida Beef Council, Georgia Peaches, and other food and lifestyle brands, rekindling his passion for the food industry. “It was really cool to be back in food,” Scott recalls, “which was part of how I got my start in agency marketing.” Initially operating as “Scott Eggert Unincorporated,” a playful nod to his freelance status, Scott enjoyed the flexibility of consulting. However, the tide turned in late 2014. Clients began requesting more than just strategy; they needed execution. “All my clients at the same time said, ‘Thank you for giving us strategy, but we need more. We need you to do it for us,’” Scott explains. While he relished the strategic aspect, the idea of personally handling content calendars and photo sourcing didn’t resonate. Moreover, Scott envisioned a team-centric approach, not a solo venture. “I’ve never wanted to put my name on the door,” he says. “Teaming is about the team.” The Birth of MKTNG: Recognizing the need to evolve, Scott officially incorporated MKTNG in February 2015. He quickly hired Angela Antle (now Ficarrelli), MKTNG’s first employee, and began building a team capable of delivering comprehensive marketing services. Early clients like Kilroy Communications, Cresleigh Homes, and Palladio played a crucial role in MKTNG’s growth. The Philosophy Behind the Services: Scott’s experience in integrated agencies instilled in him the importance of offering a wide range of services, from public relations and creative to website development, social media, and content marketing. He wanted to provide clients a holistic approach, ensuring all their marketing needs were met under one roof. “I wanted to have all the tools in my toolbox,” he explains. Furthermore, MKTNG aimed to empower clients with choices. This philosophy was encapsulated in their initial motto, “Just What You Need,” a double entendre suggesting both comprehensive and tailored solutions. Looking Ahead: As we celebrate our 10th anniversary, we reflect on the journey that brought us here. From a solo consulting venture to a thriving marketing agency, MKTNG’s story is one of passion, dedication, and a commitment to delivering exceptional results. We’re incredibly grateful to our clients, partners, and team members for being part of this incredible journey. Here’s to many more years of innovation, growth, and success!
A Big Day For All of Us
Next Tuesday is a big day. A big day for us, and you too, even if you don’t know it. The first Tuesday in May. As it has been for the past two years, and from here on out, let it be known as the Big Day of Giving. Next Tuesday, tens of thousands of normal, everyday people will answer the call to become exceptional contributors to our community, by donating to one of 570 regional nonprofits. MKTNG is proud to be participating in the Big Day of Giving, having helped plan and deliver basic training for participating nonprofits in January, and by managing social media for the campaign ahead of and during the Big Day of Giving. We also coordinated with the Sacramento Business Journal to host a nonprofit focused Connectionopolis prior to the Big Day. Organized by the Sacramento Region Community Foundation, the Big Day of Giving is a somewhat self explanatory campaign, to activate the citizens of our four county region as philanthropists. The campaign is a 24 hour giving marathon from midnight to midnight on May 3rd. Over the past two years this campaign has raised nearly 9 million dollars from over 30,000 donors in the region! The goal of the campaign this year is to raise 6 million dollars. How can you (or your company) participate? Donate money Donate time – find a non-profit hosting an event, or participating in the halftime celebration at Caesar Chavez Park, and ask to lend a hand. Match employee donations – Last year and this year, MKTNG has matched employee donations on the Big Day of Giving, up to $100 per employee. Advocate for the Big Day by changing your profile photo on Facebook or Twitter HERE. Share about your favorite charity on social media- Sharing is caring, but nothing beats cold hard CASH! Make a donation and challenge your network to meet or beat your donation.
MKTNG has Updated Their Relationship Status
MKTNG is excited to announce our programming partnership with the Sacramento Business Journal. Launched six years ago as a forum for networking and education, Connectionopolis has provided a wealth of resources to thousands in the business community. For the past five years, Connectionopolis programming has been a partnership with Social Media Club Sacramento, or SMCSAC (also under the direction of MKTNG President and CEO, Scott Eggert). MKTNG will be expanding on the Connectionopolis themes, which previously focused on social media. Programming will include a broader look at best practices and opportunities in marketing for regional organizations, including the latest in social and digital media. Our first event is a look at best practices for nonprofits as we approach the Big Day of Giving, hosted by the Sacramento Region Community Foundation on May 3rd. The upcoming panel, Raising Awareness and Inspiring Donations, hosted at Shriners Hospital on April 20th, will serve as a great opportunity for nonprofits to fine-tune their strategies as they are already in the process of marketing their respective organizations for the Day of Giving. The panel, moderated by Kim Tucker of Impact Foundry, will feature Katie McCleary of 916Ink, Bobby Mann of Front Street Animal Shelter and Lisa Wrightsman of Lady Salamanders (a Street Soccer USA team).
