At the risk of pointing out the obvious, there are only a certain number of really good ideas out there at any one time.  Why not recycle them?

We don’t mean putting out the same press release – or Tweet – 10 times.  But we are talking about looking at your content as a renewable resource.  Like recycling.

Here’s how to start recycling your PR:

1.     Audit your core content – from media interviews, marketing materials, white papers, you name it – for new ideas, angles and opportunities.   This is free stuff, folks – you’ve already paid the cost of developing it.

2.     Deploy your content across all relevant communications channels.  You may want to start with a bylined article.  Then use social media to spread the word, with a link to the article.  Now you can do a press release on the topic, positioning your senior managers as experts on the subject.  Obviously, the byliner goes on your website.  So does the press release leveraging the byliner topic.  Then do a marketing mailer – print or electronic – on the byliner.

3.     Repeat the process.

You’ll be amazed at how much fun recycling can be!