Take full advantage of media coverage. Your work doesn’t end when a reporter leaves your interview. In fact, the interview should only be the beginning. Once the reporter posts their story online, share it on your company’s social media channels or expand on it by writing your own blog post on the company’s website or send out an email blast to your stakeholders. If you take the time to do an interview, take a little extra time to make sure you get the most out of the experience.