Beyond the Press Hit: How Food, Beverage and Travel Brands Can Turn One Win into Ongoing Marketing Momentum
You landed a huge piece of press. Congrats! Maybe your NYC-based CPG brand was featured in The New York Times, or your SF hotel group got a national nod from Condé Nast Traveler. A Napa Valley winery in Monocle? Check.
But… now what?
Landing a dream piece of press is only half the story. With today’s fast-moving news cycle and the pace of social media, attention is fleeting. Your PR should work as hard as your team does. At The James Collective, we help clients turn one feature into many touchpoints, feeding press into a longer-tail, multichannel marketing strategy.
Here are a few of our tried-and-true ways to make your coverage go further:
Share It Online (Strategically!)
Yes, post it. But make it thoughtful, and tailored to each platform and audience:
Instagram & TikTok: Pull a quote from the article for a post, Story, or Reel… and don’t forget to tag the writer
LinkedIn: Share a short snippet on your company page with a personal note, tagging the publication and editors
Newsletter: Add the link with a short summary or highlight key quotes for your Substack readers
Use It as Third-Party Validation to Build Trust and Sales
Someone said it so you don’t have to! Add publication logos, quotes, and links across your owned and sales channels:
Website: Highlight quotes or outlet logos in a scrolling carousel
Product Pages: Add callouts like “Bon Appétit calls this a pantry must-have.”
Email: Drop in links or logos to your signature or your Instagram’s Linktree.
Decks: Include it in investor, board, and sales presentations.
And don’t forget your team.
Package up coverage so your:
Hotel sales team can share it with corporate event planners
Wine distributor can link it in an email with a restaurant’s beverage director
NYC regional sales lead for your CPG brand can use it on grocery collateral during category review
Sales and marketing team can add it to their trade show booth
We all love to see our name in lights, so use press to build internal excitement and share it as a tool for your sales team.
Let the Press Speak for You… But With Your Budget
Pull a quote from an editor, or a review from an influencer, to incorporate into your ads
Snip a review for Meta, TikTok, or Google ads
Feature publication logos or quotes on third-party platforms (Amazon, Faire, Happier Grocer, etc.)
Add a score or a descriptor to a shelf talker
Consider whitelisting an ad through the publication or influencer to boost reach with an engaged audience
Moral of the story: Make It Work Harder
We all have limited time and resources, so don’t let your press live and die in a single post or newsletter. Amplify it across channels, and *always* credit the writers, publications, and creators involved. Once you start, track what performs best so you can build a repeatable system for future wins. When done right, one great feature can become a full-funnel growth engine.
Need help turning your next big feature into a full-funnel moment? [Get in touch with The James Collective →]