Landing a media feature is a milestone - and a powerful one. It’s proof that someone outside your brand, with no vested interest, believed your story was worth telling. Whether it’s a national write-up, a trade publication, or a glowing online mention, getting your name in the press gives your brand a rare currency: trust.

But here’s the part most brands miss: the magic isn’t in the feature itself - it’s in what you do next. This isn’t a one-and-done moment. A smart media coverage strategy turns one headline into a whole campaign. With the right moves, you can amplify your brand voice, earn trust, and keep the momentum building long after the article drops.

Maximising media coverage isn’t about luck. It’s about strategy. And for brands that know how to leverage media hits, each feature becomes more than news - it becomes a multi-platform moment.

1. Repurpose the Frame to Fit the Format Across Every Channel

Different platforms demand different storytelling formats, and what works in print or digital press doesn’t always translate on screen. Your job is to take the media win and repackage it so it feels native to where your audience is hanging out.

Your audience exists in different spaces - and they consume content differently depending on where they are. While one person may catch your media feature in their morning inbox, another may only discover it through an Instagram scroll or a LinkedIn browse.

Social media: 

Turn your feature into bite-sized content. Think of a pull quote from the article transformed into a branded graphic. 

For Instagram, consider: 

Make it personal and use storytelling to bring the media hit to life. Your media story feature should become a story hook

• A “swipe to read” carousel that teases key quotes.

• A reel explaining the story behind the feature.

• A repost of the article link with a personal caption from the founder.

For LinkedIn, consider: 

This is your thought leadership playground. 

• A short reflective post.

• Tag the journalist and media outlet to extend reach.

• Speak discussion by linking the story to a wider industry trend.

Email marketing:

Don’t assume subscribers have seen your coverage. A well-crafted email - ideally sent within 24-48 hours of the article’s release - can reposition your media hit as timely and important. Explain the relevance of the piece, highlight a short excerpt, and drive readers to the full feature and include a call to action. 

Craft a subject line “Our Story - Now in (Media Outlet Name)” and CTA “We’d love to hear your feedback”.

Don’t just drop a link - tell your subscribers why it matters to them. What’s the takeaway for them? Humanise the brand while adding credibility.

The takeaway: One headline can become 5-7 pieces of platform-specific content with just a bit of editorial finessing. Translate the feature into a format that fits your tone, channel, and community. Your audience should feel like they’re discovering the news, not just clicking it.

2. Embed the Coverage in Your Brand’s DNA 

Too many brands treat media hits like Instagram stories - they disappear after 24 hours. The smart move is to make them part of your brand architecture. Your owned channels are where the long-term value of press truly compounds. The places people go when they’re researching you, and what they find should show you’ve been seen.

On your website:

Update your homepage with a “featured in” media bar using outlet logos. It’s subtle but powerful social proof. Better yet, build a Press or Media section. Include a short intro about why PR matters to your mission and list each feature with publication logos, pull quotes, and links.

On your about or story page:

Weave media mentions into your narrative. If a journalist captured your vision perfectly, quote them. Make that third-party validation part of how you tell your brand story. It’s building credibility through the lens of others.

In your pitch deck and proposal:

Whether you’re pitching to investors, partners, or clients, a media win can tip the scale in your favour. Insert a “Recent Media Coverage” slide. Include the headline, outlet logo, and a line on what the piece covered. This helps shift perception from “emerging” to “established”.

In founder and team bio:

Update every bio to include “As featured in (Media Outlet Name)” This one-liner builds instant authority, and positions you as credible and current.

In packaging or signage: 

Even in physical form, media wins can support positioning. Add a small “As seen in” badge to retail packaging, signage, or shipping collateral. It’s the nudge that turns browsers into buyers.

The takeaway: Media coverage isn’t just a moment - it’s a lasting asset and milestone. Treat it as part of your brand’s foundational story.

3. Turn the Feature Into a Conversation Starter

A media feature is more than just content - it’s a door opener to a conversation. It becomes the reason to reach out, reconnect, and show up. Instead of treating it as a broadcast moment, use it as an invitation. Start a dialogue. Build relationships. Drive engagement.

In your community:

Instagram, Facebook - share the win. Spread the feature and ask for thoughts. Start a discussion, and invite your audience to show them they were part of the journey.

In founder or team comms:

Empower your team to share the article in their own way. Encourage everyone to highlight the part of the feature that resonated with them personally. It makes the celebration feel human.

With partners and collaborators:

Someone mentioned in the piece? A vendor? Loop them in. A media hit is an opportunity to build goodwill and amplify reach. Send a short, thoughtful and personalised note. You’re not just building press - you’re building relationships.

The takeaway: One article, dozens of touchpoints, hundreds of conversations. Don’t let it end with the article. Let it begin there.

Measure, Reflect, and Refine

Every media hit is data in disguise. The goal isn’t just visibility - it’s insights. Once the initial buzz fades, take the time to unpack what worked, what didn’t, and how to do it even better next time.

Track what matters:
Go beyond impressions and metrics. Look at:

• Referral traffic to your site from the media outlet

• Engagement rates on shared posts by platform

• Follow growth after the post

• Sales or signups attributed to the post window

• Comments or replies that show sentiment and trust

Ask yourself the big question: 

• Which platforms drove the most traffic from the feature?

• Which channels did the article perform best on?

• Which piece of content had the most traction?

• What kind of messaging got the highest engagement?

• Did your narrative resonate with the audience or need refinement?

• Did you see an uptick in inquiries, sales, or mentions?

Optimise Your Next Hit 

Document your media hit to refine and repurpose. Maybe you learned that your LinkedIn audience loved the reflective angle, or that your email CTA felt flat. Apply those insights to your next coverage opportunity.

The best PR across channels is iterative. Don’t just celebrate the win - study it. What you learn from one headline can sharpen your entire media coverage strategy moving forward. It’s about giving a new life everywhere your brand lives.