If you get me press coverage, how can I leverage it?

This is an astute question. Just getting news coverage is rarely enough. You have to make it your responsibility to see that your target market knows about it. For example, let’s assume you are a professional speaker and a Seattle newspaper does a story about a speech you gave to a professional association. You can look up the names of trade associations in Seattle, and send them a clipping of the story, along with a cover letter. You also can send the story to similar trade associations in other cities in which you would like to work. You can certainly post a link to the story, as well as the press release that prompted it, on your Web site. Today you can mention the story on your blog and also link to it from various social media accounts, such as Twitter and Facebook, as well.