Getting a mention or even a full story in a newspaper, magazine or radio or TV show is usually a marketing bonanza for a business. While advertising , when done right, is a constant way of keeping your business in front of consumers, an article or radio or TV interview (or earned media) gives depth of information and a level of credibility that just can’t be bought with an ad.

On the downside, earned media is here today, gone tomorrow. Papers get tossed by the end of the day. Magazines might stick around for a couple of weeks. News on websites is searchable, but only front and center until the next breaking story hits.

But here’s the good part: because there’s always a copy of what went got published online (with few exceptions), there are ways to make the most of your news in your store, on your website, and in your social media news feeds.

– Post a copy of the article at your counter or on your “wall of fame” where customers can see it. Seeing a story may give customers ideas of something new to buy or order. Make sure to do it more justice than running a copy off your printer and taping it to your front door. Frame it or preserve and seal it on a plaque. Make sure to keep it out of direct sunlight, which deteriorates paper and ink at (dare I say?) the speed of light.

– Post a copy of the article or video on your website. It will give regular customers or potential customers a new reason to come in and it’s a great way to freshen up your website with new information. Some savvy web marketers post media mentions on the front pages of their websites. Some have dedicated news/press pages.

– Share your article or video on Facebook and Twitter. What better way to reach out to and engage your most loyal customers? It’s guaranteed to be a great online conversation starter.

Bonnie Caprara is the social media and media relations director of Community Marketing Associates and editor of BerkleyLive. She can be reached at bcaprara@commmktgassoc.com and at CommMktgAssoc on Twitter. Updates on BerkleyLive can be found on Facebook and Twitter.