Getting featured in the media is a big win for any founder, but the real question is how to professionally leverage a media feature as a startup owner.
A common mistake founders make is treating a media feature as the end of the journey rather than the beginning. The real magic happens when you actively leverage that feature to build visibility, trust, and new business opportunities.
Here’s a professional playbook built on 10 proven strategies to maximize every ounce of value from your press coverage.
In this guide, Techparley Africa spoke with Ridwan Adelaja, a media and PR strategist who currently serves as media aide to the Minister of Interior, Hon. (Dr.) Olubunmi Tunji-Ojo, on 10 professional strategies that startup owners can adopt to fully leverage a media feature.
As Ridwan explained, a media mention is not the end of the work, it’s the beginning of strategic amplification.
This is where in-house content teams can lead the charge. And in the absence of a dedicated team, a freelancer or PR agency can be promptly engaged. The aim is simple: ensure the feature doesn’t fade away as a one-day win.
A positive media mention should help your startup in different ways. It can raise awareness for your brand, establish credibility, attract partners, or even drive revenue by converting new customers.
As Ridwan emphasised, the true value of media lies in how well you distribute and repurpose it, not just in the publication itself.
The Top 10 Strategies on How to Professionally Leverage a Media Feature as a Startup Owner
1. Social Media Promotion
The first step is to amplify your feature on social media. Whether you have 50 followers or 50,000, your online platforms are your most immediate broadcasting tool.
“Share the news story on your company’s social media channels. Regardless of the numbers of your followers, ensure to share the story on your handles. If you don’t have social media handles yet, it may be a good time to sign up on popular ones,” Ridwan explained.
How to Execute:
- Share the feature across LinkedIn, Instagram, Facebook, and X.
- Tag the journalist, publication, and anyone mentioned in the article.
- Use both branded and trending hashtags to improve discoverability.
- If you don’t have active handles, set them up now, it’s part of your digital footprint.
Sample Post:
“Breaking News! Our company featured in [Publication Name]’s latest issue! Read the full story here: [link] #news #companynews #fyi”
2. Influencer Outreach
Influencers and thought leaders can help you reach audiences beyond your immediate network. Depending on your budget, collaborate with niche influencers who align with your brand values and have built trust with your target audience.
Steps to Execute:
- Identify 3–5 influencers within your industry.
- Reach out with a personalized pitch.
- If paid, negotiate clear deliverables.
Sample Message:
“Hi [Influencer Name], wanted to explore the opportunity to partner with you to help distribute our recent feature in [Publication Name]. Would love to hear your thoughts, and cost implications. Thanks. [link]”
3. Email Newsletter
Your email list is one of your most valuable assets. Don’t assume subscribers will stumble across your feature elsewhere, deliver it straight to their inbox.
Steps to Execute:
- Add the news to your next regular newsletter.
- Or send a dedicated announcement email for major features.
- Use the story as social proof to strengthen customer trust.
Sample Snippet:
“News Update: We’re thrilled to share our recent feature in [Publication Name]. Read the full story: [link]”
4. Content Repurposing
One story can live in multiple formats. Repurposing allows you to stretch the lifespan of your feature while reaching people who consume content differently.
“Repurpose the news story into different formats. This is one of the best ways to share an already consumed piece in a refreshing style,” Ridwan said.
Ideas for Repurposing:
- Infographic highlighting main takeaways.
- 1–2 minute video summary for social media.
- Podcast episode where you break down the story.
- LinkedIn carousel post showcasing key stats.
5. Online Communities and Forums
People spend time in communities where they feel connected. By sharing your feature in relevant groups, you create awareness in spaces where conversations already happen.
“Share the news story in relevant online communities and forums,” Ridwan noted. “By forums, I mean WhatsApp groups, Facebook Communities, Twitter Groups, and so on.”
Steps to Execute:
- Identify communities on WhatsApp, Reddit, Facebook, or Slack.
- Share your story casually, not like an ad.
- Invite opinions to spark engagement.
Sample Share:
“Just wanted to share our recent feature in [Publication Name]. What do you think? [link]”
6. Employee Advocacy
Employees can become your strongest advocates. When they share company wins, the message spreads organically to their personal networks, often with more authenticity than a brand account.
Steps to Execute:
- Encourage your team to post about the feature.
- Provide sample copy and visuals to make it easy.
- Highlight employee contributions tied to the story.
Sample Post:
“Proud to work for a company that’s making headlines. Want to know what I do, and the team I work with? [link] #companynews #employeeadvocacy #fyi”
7. Interactive Content
According to Ridwan, static posts are good; interactive content is better. By turning your media feature into a poll, quiz, or Q&A, you invite engagement rather than broadcasting.
Examples:
- LinkedIn or Instagram poll asking what people think about your feature.
- A Q&A thread on X.
- An Instagram story quiz about your startup.
Sample Content:
“What do you think about our recent feature in [Publication Name]? Take our poll and share your thoughts. [link]”
8. Live Streaming
Going live is one of the best ways to humanize your brand and expand on your story. A media feature is the perfect excuse to gather your audience for an interactive session.
Steps to Execute:
- Schedule a 20–30 minute live Q&A.
- Stream simultaneously on LinkedIn, YouTube, or Instagram.
- Share behind-the-scenes details that didn’t make it into the article.
Sample Invite:
“Join us LIVE today at 2 PM EST to discuss our recent feature in [Publication Name]! Register here: [link]”
9. User-Generated Content (UGC) & Syndication
Encouraging your customers and fans to share their own stories related to your company multiplies the impact of your feature. In parallel, syndicate the content by pitching it to other blogs or platforms.
Steps to Execute:
- Ask customers to share testimonials.
- Repost the best stories across your channels.
- Reach out to industry blogs for republishing opportunities.
Sample Prompt:
“Share your own story of how [company/service] has impacted you. We’ll feature some of the best ones on our social media channels. [link]”
10. SEO Optimization
Press features can drive short-term buzz, but SEO ensures they deliver long-term traffic and authority.
“Optimize your website and online presence to improve search engine rankings for keywords related to the news story. It is important to do this if you don’t want to waste your efforts. You need to put your SEO in place to attract eyes to your website,” Ridwan said.
Steps to Execute:
- Publish a blog post embedding the story.
- Use relevant keywords and meta descriptions.
- Add a “Press” or “In the News” page on your website.
- Request backlinks from the media outlet if possible.
Pro Tip: Align the story with evergreen search terms your target audience is already Googling. Ensure your website includes relevant keywords, meta descriptions, and optimizing images.
FAQs on How to Professionally Leverage a Media Feature as a Startup Owner
Why is getting featured in the media such a big deal for startups?
A media mention provides third-party validation. Learning how to professionally leverage a media feature as a startup owner can turn that recognition into brand awareness, credibility, and even revenue growth.
How soon should I start promoting my media feature?
Immediately. The first 24–48 hours matter most. One of the best tips on how to professionally leverage a media feature as a startup owner is to act fast, share it on social media before the buzz fades.
What if my startup doesn’t have a marketing or PR team?
You can still succeed. A key part of how to professionally leverage a media feature as a startup owner is knowing you can use freelancers, agencies, or even your employees to amplify the story effectively.
Should I focus on paid promotion or organic distribution?
Both have value. When exploring how to professionally leverage a media feature as a startup owner, organic methods (like communities and employee advocacy) give authenticity, while paid promotion accelerates reach.
How do I measure the impact of a media feature?
Track metrics like traffic, SEO backlinks, and engagement. Part of how to professionally leverage a media feature as a startup owner is using data to evaluate ROI and refine future amplification.
