How to Amplify Your Media Coverage | Tactics to Extend Its Lifespan and Reach

Securing media coverage is great for improving your backlink profile and increasing your company’s brand awareness.

However, if you’re letting this coverage sit idle and are not amplifying it to ensure more people engage with it, you’re missing out on a huge opportunity. In order to leverage your media mentions and really squeeze every drop of value out of them, there are a few things you can do.

Public relations is a highly saturated industry, and with journalists’ inboxes constantly filled with press releases, securing coverage is not a simple job. Research revealed that one in two journalists receive more than 50 press pitches per week which makes it hard for companies and PR professionals to cut through the noise and earn coverage. This is why it’s even more important to amplify your hard-earned coverage by repurposing it across multiple channels, ensuring that your message reaches the widest possible audience.

Sharing your coverage on social media is one of the most effective ways to extend its lifespan. The 2024 Global Comms Report found that over 70% of communications professionals consider Facebook and Instagram the most valuable platforms for their overall strategy, with LinkedIn following closely behind at 67%. Sharing your coverage on these platforms can help you reach a wider audience, drive traffic back to the original article and keep the conversation going long after the story is published.

Other effective tactics include including the coverage in company newsletters, integrating it into your blog posts and creating an ‘As seen in…’ section on your website that highlights the high-quality publications that have used your content.

Read on to find out more about how to maximise your media coverage strategically.

What’s in this article:

Why should you amplify your coverage?
Tactics for making the most of your coverage
How to create content that has a longer lifespan?
Key takeaways

Why should you amplify your coverage?

Securing media coverage is always a big win for brands, especially when it’s in high-quality national newspapers or industry-renowned specialist publications. But the work shouldn’t be over after the article has been published. After all, earning media coverage is not easy and can take a chunk of time – from doing research, drafting the press release, creating a comprehensive media list and spending time pitching the story to relevant contacts. After all these efforts, wouldn’t you want to ensure that your coverage gets in front of as many pairs of eyes as possible?

When your brand gets featured in an article or news segment on radio or TV, it’s often only seen by that publication’s readership or audience, but if you leverage that coverage effectively, you can significantly increase its reach and impact. The news cycle moves fast, with new stories being published every minute which means that even the best media coverage can quickly get buried under fresh headlines. By sharing the coverage across social media, email newsletters and on your website, you encourage continued engagement and keep the conversation going long after the publication date.

Sharing your coverage success can also boost your brand’s credibility and demonstrate your expertise. When people see on your website or social media channels that your insights have been featured in articles from high-quality and well-respected publications, it signals to them that you’re an expert in your field and positions you as a thought leader in the industry.

Tactics for making the most of your coverage

Social media

Share coverage on your company’s social pages to show your followers and people checking your socials that your business and its products or services are being talked about in the press. This can increase visibility and engagement, and even spark new conversations on the topic.

Instead of just sharing the link to the coverage, consider adding more context by pulling out quotes or highlighting main points. You could also go the extra mile by thanking the journalist who wrote the article on Twitter. Not only will you be communicating the good news to your social network, but you could be laying the foundations for a long-lasting professional relationship with the journo, too!

Share coverage internally

Give your staff a morale boost by sharing great coverage internally – especially if it’s a business story. They can see that the hard work they put in is getting recognised by not only their managers, but media too. This recognition can improve employee motivation and productivity.

“As seen in…” section

Create a dedicated section on your website to show the mastheads of the news titles that have featured your brand. This is a great way to attract potential customers and show that you’re the real deal. It proves that you’re a credible brand and makes you look reputable and trustworthy.

Blog section

If you happen to be talking about anything relevant in a blog post, why don’t you link to your coverage? It shows that you know what you’re talking about and can help illustrate your point, depending on the topic of the blog.

Email newsletter

If you have a regular email newsletter that highlights how your business is doing and general news from within the company, this is a great place to share any coverage you’ve gained. This will keep your subscribers informed and engaged with the positive attention your business is receiving.

Prospects

Make sure you’re shouting about your coverage to potential new clients or customers. When press quote you and use your articles and stories, it shows that you’re credible and an expert at what you do.

Repurpose content

You can transform your single media coverage into multiple pieces of content. For example, you can pull out key quotes from the article and turn them into LinkedIn graphics or create video content for Instagram Reels or TikTok.

How to create content that has a longer lifespan?

You can also amplify your coverage potential by thinking ahead and creating content that has a longer lifespan, often referred to as evergreen content. While reactive press releases are a great way to secure coverage, evergreen content that’s not tied to any seasonal events or current trends is useful because it can be re-pitched at any time.

One of the best ways to create press releases that have a longer lifespan is to include unique data and graphics, or create comprehensive indexes. This data can then be hosted as a landing page on your website which journalists can link to in their articles. By making this data easily accessible, journalists doing research on the specific topic are more likely to find it and use it in their articles even after you’ve stopped pitching the release. This is a win-win situation because journalists are often looking for data to back up their claims, and you can keep winning links without requiring you to actively pitch each time. This means that the content’s lifespan isn’t limited to one-time use, and as the data remains relevant, it can continually serve your SEO efforts.

Key takeaways

Maximise the value of your media coverage. Don’t let your hard-earned coverage sit idle – actively promote it across multiple channels for maximum impact.
Repurpose coverage across platforms. Share it on social media, feature it on your website, or create an ‘As Seen In’ section to showcase your brand’s media presence.
Create evergreen content for lasting impact. Think long-term by producing content that remains relevant and valuable, like unique data and graphics, which journalists can reference in the future.

If you’d like to chat to us about how to maximise your media coverage, please get in touch.