Sending out a press release is a significant milestone for any business. It is your opportunity to put your news in front of a wider audience and generate valuable media attention. Once your release has been distributed, the next step is making sure you maximise the value of every piece of coverage you receive.
Press release coverage usually appears in online and print coverage, but TV and radio coverage is also common.
All forms are valuable, but each one needs to be handled slightly differently if you want to make the most of the opportunity.
What happens after your press release is sent?
Once your press release has been distributed, media outlets may choose to feature it on their website, in a newspaper, in a magazine, or across both digital and print channels. When this happens, it is not just publicity. It is also a chance to build brand awareness, strengthen your reputation, and support your wider marketing strategy.
The key is knowing how to react when the coverage appears.
Your action plan for online coverage
Online coverage is often the easiest to track. If your story is picked up by a news website, the links are usually available quickly and can be shared straight away.
- Share the link on your social media channels
Post the article across platforms such as LinkedIn, Facebook and X to show your audience that your business is making headlines.
- Tag the publication
Always tag the outlet that featured your story. For example, you might write:
@ShropshireStar has published our latest business update, and we are delighted to see it live.
Tagging the publication helps increase the reach of your post and shows appreciation for the coverage.
- Write a strong caption
Do not simply drop the link into a post and leave it there. Add a short caption that gives your audience a reason to click. Keep it clear, confident and engaging.
For example:
We are thrilled to see our latest business news featured in @ShropshireLive. Here is a closer look at what it means for our customers and our future growth.
- Use the link preview
When you paste the article link into your post, the platform will usually pull through the image used on the website. This makes the post more visually appealing and can help improve engagement.
Your action plan for print coverage
Print coverage is just as valuable, but it needs a little more effort to spot. Newspapers and magazines do not automatically send alerts when they publish your story, so it is important to keep an eye out over the following weeks.
- Watch local newspapers and magazines
Keep checking publications where your story is likely to appear, such as local business papers, regional newspapers and community magazines.
- Capture the moment
If your story appears in print, make the most of it. Get a copy of the publication and take a photo of yourself with the article. A picture of you holding the newspaper or magazine is far more engaging than a screenshot of a headline.
- Share it on social media
Use the photo on LinkedIn or other relevant channels, and tag the publication in the caption. This gives your post a strong sense of credibility and makes it more shareable.
Print coverage is excellent social proof. It shows that your business news is not only worth reading, but worth publishing.
Why this matters for your brand
Press coverage does more than spread the word. It helps position your business as active, credible and newsworthy. When you share that coverage yourself, you extend its reach and add your own voice to the story.
It also gives your audience a reason to trust you. Seeing your business featured by a recognised publication adds a layer of authority that is difficult to achieve through other channels alone.
A real example of strong press coverage
A recent client campaign showed just how effective this approach can be. After being featured in Shropshire Business, the client took a series of photos, shared the story on social media and tagged the publication in the post. The result was excellent engagement, including 59 likes and plenty of interaction.
That is the kind of momentum you want to create. The coverage itself is important, but the way you promote it afterwards can make all the difference.
Add your press release to your own website for SEO
One of the most effective ways to get extra value from your press release is to publish it on your own website too. Ideally, this should go in a News or Blog section.
Why does this help SEO?
Adding the press release to your website creates a permanent, searchable record of your news on your own domain. That means:
- It gives search engines more content to index.
- It strengthens your website with fresh, relevant copy.
- It helps potential customers find your business online.
- It shows that your company is active, growing and confident enough to share its news publicly.
For best results, use the same headline or a very similar title to the original press release.
A simple guide to make the most of your press release coverage:
- You send the release.
- If it appears online, we send you the link and you share it with a strong caption and a tag.
- If it appears in print, you keep an eye out, grab a photo and post it proudly on social media.
- Then you publish the original press release on your own website to support SEO and long-term visibility.
Need Help with Your Next Press Release?
At Martin & Jones Marketing, we do much more than simply send your news to the media. Our team can support you through the entire press release process, from identifying a strong news angle and writing a professional, journalist-friendly press release to distributing it to relevant local, regional and industry publications.
We understand what makes a story newsworthy and how to present it in a way that captures the attention of editors and journalists. Whether you’re announcing a business milestone, launching a new product, celebrating an award win, promoting an event or sharing company news, we can help maximise your chances of securing valuable media coverage.
Once your story is live, we leverage your coverage across social media, your website and wider marketing channels to generate even more visibility for your business.
Get in touch with Martin & Jones Marketing today to discuss your next press release campaign. Our experienced team is here to help you turn great news into meaningful results.