Landing media coverage is just the start: 7 ways to make it work harder

Featuring in the media is a big deal – a sign that your story, product, or brand is newsworthy and relevant. But that great thought leadership article, brand mention or expert commentary isn’t the finish line, it’s a door opener – one that’ll help you and your brand to bridge the gap between brand awareness and real action. 

Because trust isn’t built in a single piece of coverage, it’s built with time, momentum, and across multiple touch-points. 

In the ethereal land of AI-powered search, consistent, high-quality coverage really, really matters. That being said, the more you do to amplify your brand’s coverage, the more it becomes a signal of trust. 

Here are seven simple, smart and must-action ways to make your press wins work even harder.

1) Turn your website into a ‘trust-magnet’

Although how prospects discover you is changing, your website is still an important digital front door for your brand, and every visitor will ask the same question: “Why should I trust you?”

One of the fastest ways to answer that question is with third-party validation. Create an ‘As seen in’ or ‘Featured in’ section on your homepage, and display the logos of the publications where you’ve achieved earned coverage. 

Even better, link each logo through to the article itself. Think of it like a trophy cabinet for your brand.

2) Supercharge your sales collateral

Although this is one of the most impactful tactics, it’s probably one of the most under-used. 

Add headlines, ‘featured in’ logos or story snippets to your pitch decks, proposals, and outreach emails. Mentioning you’ve been featured in credible publications does more than impress – although, that’s a bonus! – it gives your experts and your brand instant authority, and can help you stand out in a competitive industry.

Sales teams love this kind of ammo – helping move prospects closer to choosing you.

3) Work social media channels like a distribution engine

One of the biggest mistakes we see is that brands share coverage once, and then never again. 

What’s wildly more advantageous is to use your social media channels as distribution machines. Look to post the coverage multiple times, across multiple platforms and a range of formats: image quote, video, carousel. 

Don’t just share it across your brand’s account, ensure your experts are maximising the potential this has to elevate their credibility, too. Equip them with the support they need to share across their professional networks, including on LinkedIn, in professional forums and on blogs.

Where appropriate, tag the journalist and publication, and amplify the outlet’s own post if they’ve already shared it. 

Whilst many people still see LinkedIn as the B2B MVP, don’t disregard sharing on other platforms like Instagram, especially if you’re using a professional account. Public posts and reels are now indexed in SERPs (Search Engine Results Pages), giving you another opportunity to be discovered.

4) Make it a hero of your next email campaign

If you’ve got a newsletter going out, or a nurture campaign running, this is a brilliant place to highlight media coverage. You could use it as your main story, or add a “Read what [publication] said about us” click through. If you don’t want to showcase it in the main body of your email, you could always drop it into a P.S. in your closing for a softer-sell. 

Buyers tend to trust earned media more than marketing because when it comes from a third party, it’s not you saying you’re great, it’s someone else. And that lands very differently. 

5) Get active in industry communities 

Sharing coverage where your key decision makers are already hanging out can be one of the most fruitful ways to squeeze more value out of it. 

This could be in LinkedIn groups (they may be closed/ invite only, or open groups), Slack channels, Reddit/ Quora threads, or specialist industry forums. 

Don’t just drop the link in and run. Instead, offer a key insight, opinion or quote from the article and invite discussion with a question. The idea is to use the coverage as a springboard into a conversation. 

Even if they’re lurkers by nature, your comment could quietly be building trust with important decision-makers.

6) Use online coverage as a pitch hook for broadcast opportunities

Repurposing written coverage into a broadcast pitch – especially if it’s super timely – could land you your next big media win.

TV, radio and podcast producers are always looking for guests with third-party validation. If one of your experts has been included in an article by a reputable publication, it’s a great signal that they’re already vetted, trusted and ready for prime time.

7) Add it to your expert’s digital footprint

Your company’s media experts are a big part of your brand story. If they’re featured in a publication, make it easy for others to see that credibility, everywhere. 

Add coverage in which they’re quoted to their LinkedIn ‘Featured’ section, include a reference to it in their professional bio, and ensure it’s presented on their author pages on your website.

For many experts, sharing success stories can feel uncomfortable. It might seem like self-promotion or showing off, and that hesitation is totally normal – it doesn’t come as second nature for most of us to toot our own horns. 

But try reframing it: it’s not about bragging, it’s about building a long-term expert profile. One that positions them – and by extension, your brand – as credible, authoritative, and trustworthy.

The ROI police will thank you

Earned media isn’t just a discoverability asset, it’s a trust asset that should live far beyond the day it’s published.

Given the opportunity, it can push leads forward, open doors and raise your brand’s profile in a meaningful, and measurable, way. 

So next time you land coverage, treat it like the start of a journey, not the end. The ROI police will thank you for it.