What Happens After Media Coverage: How an Effective Marketing Team Maximizes a Media Moment
So you’ve done it, your PR team has secured a big win for your company. Now what? Media coverage is a huge step forward, but it can't be the final destination. Most companies stop after a story publishes, but a successful integrated marketing team knows how to prolong the momentum. With a strategic approach, one media mention can mean more visibility, deeper engagement, and lasting value.
Here is what needs to happen once a story runs:
Share the Coverage Across Channels
When an article or interview runs, it must be shared across your existing communication channels. That includes your website, email newsletter, and social media. Don't stop there, though.
You can highlight significant quotes by using graphics, write a blog post recapping the story, or create short videos quoting the main points. This makes the message visible to more people in different ways.
Inform Your Team and Stakeholders
Media coverage needs to be shared with your staff to keep them informed and motivated. It also needs to be passed on to clients, partners, board members, and other stakeholders. A simple email with the link and a short message can continue to build trust and show ongoing activity. Especially when a media hit highlights a colleague or individual at the company.
Look for Follow-Up Opportunities
One article can lead to others. Follow up with the journalist or publication with a new angle, new news, or another executive from your firm who is qualified to speak on a related topic. Your goal is to continue the conversation and stay in the public eye. Continue to media monitor and check if any other outlets syndicated the story for additional reach.
Review the Results
After the coverage has run, check how it has performed. Did it move the needle on website traffic? Did more people open your emails or engage on social media? This kind of data enables you to know what has worked and what can be done differently. Details like what stories resonate with the type of audience you are trying to capture.
Use the Coverage as Part of an Overall Strategy
Media exposure needs to be coordinated with your integrated marketing strategy. It needs to support your goals across content, digital, and social media. A good team will use every win to strengthen future outreach and build your presence in the market. By having a digital and PR team that is in lockstep, every move is completed as a unified front, further strengthening and improving your brand reputation and visibility.
At INGAGE, we help our clients take the following steps after media exposure. With the right strategy, one story can fuel your goals for months.
If you'd like to do more and secure more media hits, let's talk.
