Your press coverage has more to give: Here’s how to repurpose it
Securing great press coverage is an important milestone for any business - and it’s a moment that deserves to be celebrated. But the real power of that coverage lies in what happens next.
When leveraged strategically, it becomes a dynamic asset that goes way beyond driving immediate awareness. Very few marketing activities can match its ability to establish credibility and foster trust at such a deep level with large audiences.
And it’s this unmatched influence that doesn't just shape perceptions; it creates meaningful, long-term connections that drive measurable results and have a tangible impact on the bottom line.
But success requires more than just sharing a link or posting a logo on your website. It’s about amplifying, integrating, and repurposing that coverage thoughtfully, and strategically - turning a moment in the spotlight into a lasting force for your marketing and sales efforts.
Let’s look at key strategies to maximise the impact of your press coverage and turn it into tangible results.
Amplify your PR on social
Using your social channels as a means of sharing press-coverage is a given. It’s one of the most effective tools for showcasing press success and often the first place businesses turn to amplify their achievements.
But to truly make an impact, simply posting the link won’t cut it.
Thoughtful, strategic amplification is key to catalysing press mentions into engagement and growth.
Here’s how to do it:
Platform-specific tailoring: Don’t just blast the same caption and coverage link across all your channels - tailor your announcement for the ways in which users will engage. On LinkedIn, frame the story as thought leadership; lean into visually engaging carousels or infographics for Instagram; and on X or Threads, craft concise, impactful posts that highlight key takeaways and invite reposting.
Create conversations: Post open-ended questions related to the press topic as a way to spark a discussion among your audience and drive engagement. This approach is especially effective on LinkedIn, where thoughtful dialogue is encouraged, positioning you and your brand as a leader in the conversation.
Employee advocacy: A study by the MSL Group revealed that employee advocacy can increase your brand reach by a staggering 561%. Empower and encourage employees and teams to share your press coverage on their personal social media accounts. Their authentic endorsement not only amplifies reach but it also crucially creates engagement from their networks - equip them with tailored captions or talking points to make sharing seamless and impactful.
Don’t forget to engage or tag the publication directly - thank them for the feature or reshare their posts, and boost reach even further.
Use email to engage, inform and convert
Press coverage is a powerful trust-building tool for your email campaigns, adding instant credibility and authority to your messaging.
Here’s how to make it work for you:
Dedicated emails: Don’t be afraid to create a standalone email that showcases the press coverage exclusively. The important thing is to make sure that you position the coverage as a win for your audience as well - highlight how it reflects the value you bring to them. The key is to craft a message that not only shows why the coverage matters, but how it benefits them too.
Contextual integration: Your coverage can also be woven into your broader email strategy by integrating it into pre-existing campaigns. Highlight it in your newsletter as a key update alongside related content, or reference it as part of a larger narrative in campaign emails. Consistency is key and by aligning your press mentions with your ongoing email messaging, you ensure that the recognition adds value and authority without feeling out of place.
Track and optimise: Measuring the performance of your email coverage announcement is essential. Pay attention to open rates, click-throughs, and engagement metrics and look for patterns in what resonates - whether it’s a particular subject line, a visual, or call to action - and use these insights to refine your future campaigns and messaging.
Don’t overlook your email signatures! Getting your team to add a short snippet or link to the press coverage is a great way to showcase your recognition across every communication and it requires minimal effort.
Boost your sales enablement
Press mentions can be far more than just great PR - they’re a powerful asset for your sales team. Independent validation from a trusted publication builds massive credibility, establishes authority, and helps instil trust with prospects.
Here’s how to make coverage work for sales:
Incorporate into materials: Pull key excerpts from the coverage that support a particular product or service offering and include them in sales presentations, proposals, and other collateral to reinforce your value proposition.
Leverage personalisation: If it’s appropriate, consider using your press coverage as a tailored touchpoint in your sales process.For example, send a personalised follow-up email to prospects that directly references the coverage, linking it to a specific challenge or industry trend. This approach is particularly effective for establishing credibility and relevance early in the sales funnel.
Equip your team with talking points: For sales teams, concise, consistent messaging is crucial. Break down the key highlights of the press coverage into actionable talking points that can be used during calls, meetings, or pitches. This ensures everyone is aligned and confident in presenting the coverage as a value-added differentiator.
When leveraged correctly, press coverage can be a game-changer for sales teams - making the difference between a lukewarm lead and a closed deal.
For many businesses, press coverage - and PR more broadly - is often seen as a recognition tool, a facet of marketing that boosts visibility but is usually left to speak for itself. As a result, many businesses fail to unlock the full potential of PR.
Its true value lies not just in the coverage you receive, but in how you use it strategically to tell your story and shape your brand’s perception. It’s not enough to simply share a link and hope for the best. It should be used as a credible demonstration of the impact of your products or services, reinforcing your expertise, and ultimately, driving tangible results for your business.
Done right, PR becomes a catalyst for connection: positioning your brand as a thought leader, not just in the eyes of the media, but in the minds of your audience.
So, treat every piece of coverage as an opportunity to elevate your brand and remember that it isn’t just about the story told in the moment - it’s about how you use that story to shape your brand for the future.