Getting featured in a major outlet or interviewed on a respected podcast is exciting, but the value doesn’t stop once the initial post goes live. Many leaders move on too quickly, missing the bigger opportunity. A press mention shouldn’t be treated as a one-time event. It should become part of your ongoing strategy to build trust and stay visible to the people who matter most.
If your press only gets shared once, there’s a good chance your audience missed it. Instead of letting it fade, you can turn it into something that continues to support your goals over time.
Use What You Already Have
You don’t need constant new coverage to build credibility. You need to make the most of what’s already working.
- Add publication logos to your website: Create a “Featured In” section near the top of your homepage and a dedicated press page. Link each logo to the full article or interview.
- Include press in your email newsletters: Use media features to support your messages in client updates, monthly newsletters, or sales outreach. These pieces help establish authority and boost engagement.
- Turn coverage into LinkedIn content: Post a takeaway or quote from the article. Repurpose the piece into a short video, graphic carousel, or even a short recap. Share each feature multiple times with a new angle or hook.
- Support sales and follow-ups with media: Drop a recent press mention into a client proposal, onboarding packet, or follow-up message. When someone else validates your expertise, it builds trust faster.
Why It Still Matters
Good press shows people what you do and what you stand for. Getting featured in a publication or interviewed on a podcast is meaningful, but only if people see it. Sharing it once isn’t enough. Most of your audience will miss it the first time, especially in a crowded digital space where content moves quickly.
Sharing it again, whether on your website, in your emails, or on LinkedIn, gives more people the chance to come across it when they’re ready to pay attention. It also helps your message stick, because people often need to see something more than once before remembering it or deciding to act on it.
This isn’t just a minor detail. According to Cision, 38% of PR and communications teams are focusing more on earned media this year, and 30% are building their entire strategy around it. That means more people are depending on the press to help explain who they are and what they do. But the value of that press is limited if it disappears after the first share.
If you’re going to spend time earning coverage, it’s worth making sure it keeps working for you. That’s how you turn one feature into something that lasts.
Get the Support That Works for You
At Zilker Media, we help leaders and brands make their media coverage work harder. We look at what you’ve already earned and build a plan to use it more effectively. That could mean redesigning your press page, creating LinkedIn content from past interviews, or developing email templates that feature your strongest media moments.
Our goal is to keep your credibility working in the background every day, not just on the day the article comes out.
If you’re sitting on a great press mention that hasn’t been shared recently, now’s the time. Pick one and share it again in a new format this week. If you need support or ideas, Zilker Media is here to help. Email info@zilkermedia.com to reach out to our team on how we can support you.