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The Evangelist Marketing Minute is a weekly thinking launch point that is always short enough to read in about 60 seconds. It covers marketing, branding, positioning, language, and public relations. Your email address is never shared, with anybody, for any reason.

I’m at the Consumer Electronics Show in Las Vegas. Yesterday there was a media event called Unveiled, a not-so-delicate dance between manufacturers and technology media and bloggers. It’s difficult to tell if the latter are more interested in the technology being promoted or the vast quantities of free food and drink on offer (surely to help lure them to the event in the first place).

There was an area there for Engadget bloggers, hunched over their laptops, shoulder-to-shoulder like sardines, jamming out one product story after another. Between 7PM and 7:18PM last night, Engadget posted 24 product stories from that trade show. Which means that a two-minute-new story was buried beneath an avalanche of other, newer, stories.

This is an extreme example, but my point is that today, it almost doesn’t matter what media coverage you get because it’s so fleeting. What matters is what you do with it. How do you leverage it? Who do you send it to? Do your lists of customers and prospective customers see it? What about your channel partners? Where in your materials does it appear? Do you use it to generate additional media coverage? Is it leveraged to motivate your team, and to attract better talent?

You’ve earned your media coverage. Don’t let it go to waste.

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