How to Leverage Media Coverage

By Stephanie Styons

Media coverage is one of the most powerful tools for building credibility, trust and visibility. Unlike paid advertising, earned media (such as press mentions, interviews or features) carries the implicit endorsement of a third party, which significantly increases its impact.

Garnering media coverage is only half the battle. What you do with that coverage can significantly amplify its impact. Here's how organizations can strategically leverage media coverage to maximize value.

Build Credibility and Trust

When reputable media outlets feature your story, product or expertise, it positions you as a trusted authority in your field. This credibility often resonates better with audiences than direct marketing.

• Use media logos and quotes on landing pages, brochures, investor decks, partnership proposals, etc.

• Share media mentions in sales meetings to increase buyer confidence.

• Demonstrate your executive’s knowledge and insights in the market.

• However, be sure to understand and fully abide by copyright laws in your region and the preferences of the source or outlet.  In the U.S., citing a short quote or a few lines from an article is often allowed under the flexible ‘fair use’ doctrine. In most European countries, quoting is also permitted, but the rules are stricter and based on specific copyright exceptions rather than broad fair use. 

Extend the Reach

Media outlets have established audiences. A well-placed article can put your message in front of thousands—or millions—of people you wouldn’t reach through your own channels. Most media stories have a short shelf life — unless you extend it:

• Share across all your social channels (multiple times in different formats) – and make sure to tag the publications and authors.

• Add it to your internal and external email newsletters.

• Pin it to the top of your profiles or feature it in email signatures.

• Reference the coverage during webinars, keynotes or panel discussions to build authority.

• Include in RFPs or bids – a third-party endorsement can set your company apart in competitive proposals.

Strengthen Stakeholder Relationships

Media coverage gives you a reason to check in with your stakeholders and strengthen those relationships. Everybody likes to hear good news, and a positive story in a key media outlet can make investors, partners and employees feel good about their relationship with your brand. 

• Investors: Send coverage in investor updates to show traction.

• Partners: Use it to validate why you're a credible collaborator.

• Team: Boost morale and pride internally by sharing wins.

Enhances SEO and Online Presence

 A backlink from a news article to your website can boost your site’s ranking in search engines and drive long-term traffic.

• Highlight coverage on your website with a ‘In the News’ page or post on your blog with a link to the article.

Support Sales and Business Development

Media exposure can attract investors, partners, clients and speaking opportunities. It acts as a form of social proof that opens doors.

• Include press mentions in pitch decks or proposals.

• Add to investor presentations.

• Reference media coverage in prospecting emails ("We were just featured in...").

Media coverage is more than a moment of publicity – it’s an asset. When used strategically, it becomes a long-term tool for growth, reputation building and influence. Leveraging media effectively transforms fleeting attention into lasting impact.