If you watched NBC’s coverage of the Super Bowl this past weekend, I bet you noticed the amped-up cross promotion among a number of NBC properties. Pre-coverage included five hours of football analysis and related content before the official pre-game show aired, and it seemed like everyone was at the party: the “TODAY” show team; “The Tonight Show” with Jimmy Fallon and The Roots; NBC Sports and the entire NBC Sunday Night Football team; Universal Sports, the other NBCUniversal sports group that covers Olympic sports year-round, and arguably the flashiest of the bunch with the figure skating commentary duo of Tara Lipinski and Johnny Weir; and, last, but not least, dozens of local NBC broadcast affiliate teams beaming all the action from Glendale, Ariz. back to households across the county.

A lot of cooks in the kitchen, right?

Yes, but it’s oh so interesting for a media relations junkie like myself! And, if you’re a fellow PR/marketing professional, or have a PR firm working on your company’s behalf, you should be interested too. This new landscape of cross promotion and content sharing among media group properties is here to stay. It’s also quite beneficial for extending broadcast and digital reach of secured media coverage, and also makes an “exclusive” agreement more valuable if you play your cards right.

So, the next time you’re putting together a media relations strategy, take a look at the potential cross promotional opportunities available to you. A sports feature on your local NBC affiliate or NBC Sports could also be of interest to the “TODAY” show through a lifestyle or human-interest angle, or even an online article on NBCNews.com. We’d love to help you explore your options.

I’ll admit it; I almost enjoyed watching the NBC spectacular as much as I enjoyed watching the Patriots’ sweet, sweet victory.