Completing a radio or television interview is exciting, and seeing your name and book in print is equally thrilling. You, of course, hope the listeners, viewers or readers will buy your book, and it’s inevitable that some will.

But most of the time, a radio or television interview will only air once and a print article–especially in a newspaper–is out one day and gone the next. So, is that all there is? Should you just leave it at that and move on?

No way. Here are a few ways to maximize the exposure from a broadcast interview or print story to generate even more awareness about you and your book.

1. Website, website, website. EVERY print story which mentions you and/or your book should be on your website, with no exceptions except perhaps a negative review. Most newspapers and magazines have online equivalents which often run the exact same material that’s in print versions. In these cases, you can easily get the link to your story on your website. If they don’t, scan the articles and display them on your website. (Getting a “tear sheet” or copy of your article shouldn’t be hard, just call the reporter and ask them how you can get a copy mailed to you) You should scan every print article and have on hand if a link expires. (Check your links regularly!) With radio and TV interviews, you can typically ask a producer ahead of time for a copy of the interview. You can then put a link on your site which either plays the audio of the radio interview or video of TV. In some cases you may need some technical assistance, but it’s well worth it.

2. Tell people about your media coverage! Your local newspaper, for example, might be interested to know that you were interviewed on a TV show or completed some radio interviews around the country. Contrary to what you might think, media can and do get interested in people because other media were interested enough to cover you and your book in the first place. Since most people are never interviewed on TV or appear in a newspaper or magazine, it makes you newsworthy! Tell your college alumni magazine about it. Tell the editors of a newsletter produced by your place of worship. If appropriate, tell your boss at work about it. Again, you have become interesting because media outlets were interested in you!

3. Use media exposure as a marketing tool. If you own your own business, work as a consultant, work in an industry with trade publications, or you are looking for a new job, use your book and media coverage as a powerful marketing tool; it can replace your business card. Media coverage equates to credibility, and credibility makes people want to do business with you. Use clippings of articles in your collateral marketing materials. Use “As seen on …” or “heard on…” or “featured in …” in brochures, on your website or resume, and list the media outlets. If you’ve written a book about your field of business, media coverage is the ultimate marketing tool; it will make you stand out from competitors.

4. If you don’t have a blog, start one and talk about your media coverage. If you don’t use Twitter, start to and tell people every time you receive media coverage. The same goes for Facebook and other social networking sites. It’s free, and can begin to start a “buzz” about you.

5. Future books. Authors typically write more than one book. If you are contemplating your next project use your past media coverage to impress a new literary agent or publisher. Show them the media was interested in you and your ideas; it will make you a more appealing prospect.

The bottom line: that interview or print story is just the beginning. If you take the initiative, you can make the 15 minutes of fame last much, much longer, and sell a lot more books.

Dan Smith is the Founder and CEO of Smith Publicity Inc. Beginning in 1997, Smith Publicity is one of the world’s leading promotional firms, specializing in book publicity. Fueled by a passion for making good things happen for clients, the company has worked with over 900 individuals and companies–from authors and entrepreneurs to publicly-held companies and businesses representing a wide range of industries. The Smith Publicity reach is international with offices in New Jersey, New York City, Los Angeles, and London. For more information about Smith Publicity, Inc., please visit www.smithpublicity.com.