Media coverage has the power to impact the entire SaaS business - from recruiting to fundraising to social
proof - but you have to understand how to leverage an article to unlock its true value. To do so, marketers and
other internal stakeholders need to repurpose and promote coverage, adding value to business initiatives across
marketing, sales, HR and fundraising.
Media coverage can be used as an asset by many departments outside of marketing who are looking to reach
different stakeholders like investors, employees, partners and customers. For example, sales development
representatives (SDRs) can use media coverage as a touchpoint with prospects to keep them moving through the
sales funnel. Recruiting teams can use a piece about company culture or employee perks and benefits to reinforce conversations with potential employees. And, business development leaders can harness the power of
PR for supporting current partnerships, as well as forging new ones.
Extending the life of coverage by helping it reach the ideal audience at the right time will transform media coverage from a passive, one-time activity to a growing and evolving asset. Here, we offer tips to maximize media coverage, extending its impact long after it runs.