So, you’ve landed some amazing press or influencer coverage—congrats! Your brand has been featured, the buzz is building, and now you’re wondering… what next?
Many brands make the mistake of assuming the work is done once they’ve secured coverage. But in reality, this is just the beginning! To truly maximise the impact of that hard-earned media placement, you need to squeeze every drop of value out of it.
In this guide, we’ll walk you through exactly how to capitalise on press and influencer coverage to boost brand awareness, drive sales, and build lasting credibility.
1. Share It Everywhere
- First things first: don’t let your coverage go unnoticed! You need to shout about it from the digital rooftops.
- Post it on social media – Share the article, video, or post across all your platforms. Add an engaging caption, tag the journalist/influencer, and use relevant hashtags.
- Use Instagram Stories – Take screenshots and share them in a carousel format. Use fun stickers, GIFs, and polls to make it interactive.
- Pin it to the top of your profiles – On Instagram, TikTok, and X (formerly Twitter), pin the coverage post so it stays visible for new visitors.
- Feature it in your email newsletter – Your subscribers are already interested in your brand—show them the great things people are saying about you!
- Update your website – Add a “Featured In” or “Press” section with the logos of publications and influencers who have covered you. This builds credibility for new customers.
2. Turn It Into a Testimonial
Press and influencer endorsements act as powerful third-party validation. Instead of just sharing the article and moving on, use it as an ongoing trust signal.
- Pull out key quotes – If a journalist or influencer said something great about your product, turn it into a graphic or video for social media.
- Incorporate it into product pages – Add a “As Seen In” badge or testimonial section to reinforce credibility.
- Use it in paid ads – Highlight media coverage in your Facebook, Instagram, or Google ads to strengthen social proof and drive conversions.
3. Engage with the Journalist or Influencer
Building relationships is key in PR. If someone has featured you, nurture that connection to increase your chances of future coverage.
- Send a thank-you message – A simple DM or email expressing appreciation can go a long way.
- Engage with their content – Like, comment, and share their posts to stay on their radar.
- Offer them exclusives – Next time you launch a product or have an exciting update, pitch it to them first.
- Collaborate further – If it was an influencer feature, consider working together on a deeper level, such as a paid campaign, giveaway, or ambassador program.
4. Repurpose the Content for Maximum Impact
One piece of coverage can be repackaged into multiple formats to extend its lifespan. Here’s how:
- Create a blog post – Summarise the coverage in a blog on your website, adding your own insights or behind-the-scenes details.
- Film a reaction video – Share your excitement on Instagram Reels or TikTok, reacting to the coverage and adding your thoughts.
- Turn it into an infographic – Visual content is highly shareable! Summarise key points in an eye-catching design.
- Make it a case study – If the coverage drove significant traffic or sales, document the results as a case study to show potential stockists or investors.
5. Keep the Momentum Going
One feature is great, but consistency is key in PR. Use this coverage as a stepping stone to secure more.
- Leverage credibility – When reaching out to new journalists or influencers, mention your previous press features to show that your brand is newsworthy.
- Create a media kit – Include your latest press, key brand info, and high-quality images to make it easy for future press to cover you.
- Monitor performance – Use Google Analytics or social media insights to see how the coverage impacts traffic and sales.
- Pitch follow-up stories – If an article performed well, reach out to the journalist with a fresh angle or update to continue the story.
Press and influencer coverage is more than just a momentary win—it’s an opportunity to build long-term brand authority, attract new customers, and open doors to bigger opportunities.
By following these steps, you’ll ensure your features don’t just sit there collecting digital dust but actually work for your brand. So, next time you land a piece of coverage, don’t just celebrate—strategise!
