Press coverage is a validation that your story matters. There’s an excitement that comes with seeing your story published by reputable media outlets, but how do you keep that visibility going? Most brands make the same mistake— they celebrate, share the link once, and move on.
Press coverage is an underestimated marketing and PR tool. Smart communicators amplify earned media through their owned channels, such as websites, social media accounts, blogs, newsletters, and even internal communications.
When implemented strategically, press coverage turns fleeting visibility into lasting credibility. It multiplies your reach and ensures your hard-won media moments continue to build momentum long after publication day.
Here’s how to make your coverage work harder, and why partnering with a PR agency makes all the difference.
Step 1: Treat Press Coverage as Part of Your Content Ecosystem
Too many companies treat PR as a separate function from marketing or digital and underestimate its impact in strengthening the brand. In reality, PR is one of your strongest content sources.
When your brand is mentioned in reputable media outlets like Inquirer.net, BusinessMirror, or Spot.ph, that’s third-party validation: proof that you’re relevant and credible!
You can sustain the visibility by integrating these mentions into your ongoing content ecosystem:
- Website – Create a “Press” or “Media” section that compiles all your features. Include short summaries, publication logos, and links to the original stories.
- Blog posts – Write follow-ups that expand on topics covered in the press. For example: if your CEO was quoted about sustainability, publish a blog detailing your company’s sustainability roadmap. Don’t forget to create an external link to the original media article. External links also help with your SEO strategy.
- Email newsletters – Feature major coverage with headlines like “We’ve Been Featured!” or “See What the Media Is Saying About Us.” It keeps your audience informed while reinforcing trust. Include a link to your Website to show the feature story in your “Media” page. You’re not just amplifying the coverage, you’re also creating more traffic for your website.
Maximizing exposure through owned media transforms fleeting attention into continuous storytelling.
Step 2: Use Social Media to Extend the Life of Coverage
Once a story gets published, the first instinct is to post the link on Facebook or LinkedIn. That’s a good start, but don’t stop there. Think of multiple touchpoints and different audience segments, and how you can maximize your reach.
Here’s how to make the most of social amplification:
- Break it down into bite-sized content.
Instead of just sharing a link, extract powerful quotes, data points, or sound bites from the article and post them as carousels, Reels, or X (formerly Twitter), Threads, and Instagram posts. You can also use behind-the-scenes footage as another source of content for reels.
Pro-Tip: Don’t post the same content on different platforms on the same day. Doing so will set a pattern for your followers to pass up visiting any of your social media accounts since they know you released the same content there anyway.
- Tag the publication and journalist.
It’s professional courtesy to acknowledge media sources. It also increases visibility. Journalists appreciate acknowledgment and may even reshare your post.
- Engage your team.
Encourage employees to engage and share posts on their personal pages. This not only boosts reach but also strengthens employee pride and brand culture.
- Use paid amplification wisely.
Boost top-performing posts on Facebook or LinkedIn to maximize engagement among target demographics.
Pro-Tip: Utilize information shared by Facebook analytics to get a good grasp on your market demographics, so you can time your posts accurately to ensure maximum visibility.
In the Philippines, where social media usage remains among the highest globally (an average of 3 hours and 38 minutes daily, per Meltwater 2024), extending your PR stories across social channels means you’re meeting audiences where they already are.
Step 3: Incorporate Media Mentions into Sales & Marketing
Earned media isn’t just for reputation; it’s a conversion tool.
If a major outlet featured your product or recognized your CSR initiative, that’s social proof. Social proof sells!
Here are some ways to integrate this:
- Sales decks and pitches. Include “As seen on [publication name]” to build credibility during client presentations.
- Retail and e-commerce. Add short press snippets to product pages (“Featured in Manila Bulletin’s Best Local Finds”).
- Event materials. Display your press coverage in booths, slides, or promotional materials.
The key is consistency in making sure your audience sees that validation at multiple customer journey stages, from awareness to decision-making.
Step 4: Keep Momentum Through Owned Storytelling
Good PR doesn’t end when the article is published. Once a story breaks, plan a content cascade for the weeks that follow:
- Day 1–3: Share the coverage link on social media accounts and your website, and thank the publication.
- Week 1: Release a short internal newsletter celebrating the feature and explaining what it means for the company.
- Week 2: Publish a related blog or short-form video expanding on the topic.
- Week 3–4: Turn the media feature into a “throwback” or “in case you missed it” post.
This staged approach keeps your brand’s narrative active and ensures that your earned visibility continues to work in your favor.
Step 5: Measure and Analyze the Ripple Effect
Maximizing press coverage also means tracking its impact.
With the right tools, you can measure how one piece of earned media affects your brand’s broader visibility.
Look at metrics such as:
- Referral traffic – How many website visits come from the publication’s link?
- Search volume – Did branded searches increase after the coverage?
- Engagement rate – How well did your repurposed posts perform across channels?
- Lead quality – Are new inquiries or conversions traceable to that publicity?
Many PR agencies today provide integrated reporting, merging media monitoring with digital analytics. In the Philippines, traditional and online media still intersect. These hybrid insights give brands a clearer view of how reputation fuels performance.
Why Partnering with a PR Agency Amplifies Everything
Here’s the secret: you can’t maximize press coverage if you only think about it after it happens.
A good PR agency integrates amplification into the strategy from day one. They:
- Coordinate with your internal comms and digital teams for seamless cross-posting.
- Craft optimized landing pages or press kits that boost SEO.
- Ensure messaging remains consistent across earned, owned, and shared channels.
- Repurpose press moments into multi-platform campaigns that keep your story alive long after the news cycle.
In essence, they don’t just get you coverage — they make sure coverage drives conversion, trust, and recall.
Where the Real Work Begins
In today’s noisy, fast-moving media landscape, getting featured is just the beginning. The real power of PR lies in how to extend, contextualize, and personalize that coverage across every channel you own.
So when your brand makes headlines, don’t let that moment fade. Build on it. Turn that single burst of attention into a story that keeps growing. Work with the right PR partner to transform every headline into momentum that lasts.
Your story’s already out there. Now let’s make it echo.
Let’s start a conversation about how to keep your brand in the spotlight long after publication day. Contact NGP IMC today.