What to do when your top-tier placement is behind a paywall

As a PR professional, landing a high-profile executive placement in a top-tier publication is a significant achievement. But what happens when that coveted article is hidden behind a paywall? This scenario presents a unique challenge: How do you effectively share and leverage this PR win on social media when your audience can't freely access the content?

Don't worry – we've got you covered. Here are three effective strategies to ensure your hard-earned media placement gets the attention it deserves, even when it's behind a paywall.

1. Unlock the Article with a Unique Link

One straightforward solution is to work directly with the publisher to unlock the article. Many publications offer the option to purchase a unique link that grants access to the article without requiring a subscription. This approach provides full access to the original article, allowing for direct sharing of the complete content. It also demonstrates the value you place on the placement to both your executive and your audience.

While this method involves a financial investment, it can be well worth it for particularly significant placements. However, there may be limitations on the number of views or the duration of access, so be sure to clarify these details with the publisher before proceeding.

2. Create a Visual Social Media Carousel

Transform the key points of the article into a visually appealing social media carousel. This approach allows you to distill the essence of the placement into easily digestible, shareable content. Here's how to implement this strategy:

1. Identify 3-5 main takeaways from the article
2. Design eye-catching graphics for each point
3. Include a brief text explanation for each slide
4. End with a slide that credits the original publication

This method is highly shareable and engaging, effectively overcoming paywall restrictions by repurposing content. It also allows for brand customization and visual appeal, which can increase engagement on social platforms. The main challenge with this approach is that it requires additional design skills, and it may not capture the full depth of the original article. However, for many audiences, this visually appealing summary can be even more effective than the full text.

3. Leverage the Publisher's Social Media

Many top-tier publications share their articles on their own social media platforms. By resharing their post and adding your own in-depth commentary, you can benefit from the publication's reputation while still conveying the main points of the story. Here's how to use this strategy:

1. Locate the article share on the publisher's social media platforms
2. Reshare or quote-tweet the post
3. Write a comprehensive caption that outlines the key points and your executive's contributions
4. Use relevant hashtags to increase visibility

This method capitalizes on the publication's authority and reach while allowing you to provide a detailed explanation without breaching the paywall. It can also spark engagement and discussion around the topic. The main limitation is that it depends on the publication sharing the article on social media. However, when executed well, this approach can significantly amplify your PR win.

Creativity Wins

While paywalls can present obstacles to sharing your PR wins, they're not insurmountable. By employing these strategies – purchasing unique access, creating visual content, or leveraging the publisher's social shares – you can effectively showcase your executive placements and maximize the impact of your PR efforts.

Remember, the key is to be creative and adaptable. Each of these methods can be effective, and the best choice may depend on the specific article, your resources, and your overall PR strategy. Don't let a paywall stand between your brand and the recognition it deserves.