Your company’s funding announcement was featured in the Wall Street Journal. Fortune interviewed your company’s CEO. Your company’s head of technology wrote a strong thought leadership byline in a popular trade publication. Congratulations! All three are major media and PR wins.
"What's next?" You don’t want to treat press mentions like trophies on the wall. At BAM, we continually tell our clients that smart amplification can turn a single story into sustained momentum. Here are five smart ways to shout your big media wins from the rooftops.
1. Push it across owned channels
Don’t assume your audience has seen the article. More than likely, they haven’t. Once the story is live, share it on your owned marketing channels, such as your company blog, press page on your website, LinkedIn profile or other social media accounts, newsletters, or any other channel your brand leverages to reach your primary audiences. And don’t just copy the headline, add context. Why does this coverage matter? What does it say about your mission, your momentum, or your market? This message likely will need to be adjusted for different platforms and their audiences.
2. Empower your team to share it
Your employees are powerful brand ambassadors. Give them pre-written verbiage or visuals to make sharing with their audiences easy. Bonus points if you connect the article to their role or the company’s recent wins. These connections help make the content feel authentic and genuine.
If your company’s CEO or founder was part of the media win, such as being the interviewee or the story featured them specifically, this step is crucial for them to follow. Media relations is all about building authentic relationships with the media. When sharing the story with their LinkedIn audience, for example, founders should tag the journalist and thank them for their work telling the company’s story.
3. Bring it into sales and fundraising
Media validation builds brand credibility. Add media coverage to your pitch decks, investor updates, and sales collateral to enhance their impact. A story in TechCrunch might just be the edge that gets you an introductory meeting with a VC.
4. Extend its life with content spinoffs
Great media coverage isn’t just about the media content itself. It can also serve as a catalyst for more diversified content. Use the coverage as a jumping-off point for a larger story. Can you write a blog post that expands on a key idea from the article? Can your CEO record a short video on LinkedIn that builds on the topic?
Or maybe the feature interview didn’t capture the whole messaging arc you wanted it to. Building on the media win with your own content gives it life beyond.
5. Make it easily discoverable
Feature top-tier coverage on a dedicated press page on your website and ensure it's easily accessible. Press pages can be simple: think article title, publication name, and publication date hyperlinked to the article.
Amplify media wins
While a press hit gets attention, momentum comes from what you do with the media win. With a thoughtful amplification strategy, your next press hit can build your brand, fuel your funnel, and move your story forward.
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