You’ve Scored a Media Hit. Now What? Four Ways to Maximize Earned Media
Use your press coverage to build trust, boost SEO and show up in answers people see online.
Got a media hit? Don’t let it end with the headline. To maximize the impact of earned media, repurpose it across platforms, publish it on your website with strong keywords, include it in your sales and recruiting materials and link it across your owned channels. These steps improve visibility in search engines and help AI tools surface your brand—especially as new research shows earned media is playing an increasingly important role in how AI platforms gather and present information.
Whether it’s a feature in a national outlet or a shoutout in your local paper, earned media is always a win. But too often, that win is treated like a moment in time, rather than the marketing asset it truly is.
In today’s digital environment, earned media doesn’t just reach the publication audience—it shapes how you’re discovered, how people recognize your brand and even how you’re described by platforms like ChatGPT, which pull from credible sources like news outlets to inform search results and AI responses.
Four ways to use media coverage in your marketing mix
So once you’ve landed that story, what should you do next? Here are four strategic ways to extend the value of your earned media beyond the placement itself:
Repurpose the coverage
Break the article into smaller pieces of content for every platform:
- Pull quotes for LinkedIn
- Create Instagram graphics or Reels
- Feature it in a blog, newsletter or social post.
Great media coverage = high-performing, ready-made content. Share it widely and often for the best impact.
Post it on your website to improve discoverability
Create a permanent home for the coverage on your site. That could be a blog post or new content on your newsroom tab. Add a brief description with keywords that highlight the topic and how your organization ties in. This helps both your audience and search engines find it, even long after the publish date.
Incorporate it into your materials; sales, recruiting, fundraising, oh my!
Third-party validation builds trust. Include your best media hits in pitch decks, proposals, donor materials, and job postings. A good article makes a powerful proof point, especially for audiences still getting to know you.
Use it to train algorithms
Media contributes to how search engines and AI tools like ChatGPT understand your organization. The more trusted sources cover your brand, the more likely it is to be accurately described and surfaced in AI-generated results. Share coverage and link to it from your owned channels.
Interested in learning more about maximizing your brand’s reach? Work with us to develop a strategy that turns every press mention into ongoing brand equity.