How to turn PR coverage into long-term sales
Landing PR coverage is exciting.
Seeing your brand featured in a top magazine, gift guide, or online publication is a huge win.
But here’s the truth: PR isn’t designed to deliver instant sales like a paid ad campaign. That’s not its role — and if you expect PR to behave like ads, you’ll end up disappointed.
What PR does exceptionally well is build trust, credibility, and brand awareness. And when you leverage it strategically, it becomes one of the most powerful tools for driving long-term growth.
Here’s exactly how to turn every piece of PR coverage you land into lasting impact — not just a one-off spike in traffic.
1. Shout About Your Press Coverage Everywhere
First things first: if you land a feature, don’t assume people will just find it.
You need to amplify it.
Here’s where you should be sharing it:
Your homepage: Add an “As Seen In” logo bar or carousel
Product pages: Feature mentions next to relevant products
Social media: Share screenshots, link back to the feature, thank the publication
Email newsletters: Highlight your feature as part of your storytelling
Paid ads: Include “As Featured In [Publication]” to build trust instantly
Press coverage is social proof.
The more places you showcase it, the more it reinforces your brand’s credibility every time a customer sees you.
Pro Tip:
You don’t need dozens of features to start building brand trust. Even one well-placed mention can go a long way if you maximise it across your channels.
2. Use Press Mentions to Strengthen Your Brand Story
Press coverage isn’t just a trophy — it’s a building block for your brand identity.
When you consistently show up in trusted publications, it tells customers:
“This brand is credible. This brand is desirable. This brand is trusted by experts.”
Key action:
Weave press mentions naturally into your brand story.
Add a “Press” or “In the Media” section to your About page
Mention previous features when pitching for new stockists, partnerships, or wholesale deals
Highlight media quotes or badges in your marketing materials
Example:
Instead of just saying “Our candles are sustainable,” say “As featured in House Beautiful’s Eco Home Edit: our sustainably crafted candles blend style and environmental responsibility.”
The more consistently you present third-party validation, the easier you make it for customers to trust you - and trust is what ultimately drives buying decisions over time.
3. Build retargeting audiences from PR traffic
If your press feature includes a backlink to your website, that’s valuable traffic.
Even if someone doesn’t buy straight away, you can turn that interest into sales with retargeting.
Here’s how:
Install Meta Pixel and Google Analytics on your site
Create retargeting audiences based on visitors who came from PR features
Run ads that reinforce your credibility with social proof and timely offers
By retargeting people who’ve already seen your brand in the press, you extend the impact of that coverage and bring them back when they’re ready to buy.
4. Keep press coverage working long after it’s published
One of the biggest mistakes brands make is thinking PR coverage is “done” after a week.
In reality, a great feature can support your brand for months — even years.
Ways to keep press working:
Reshare old features during relevant seasons (e.g., Christmas gift guides every Q4)
Use quotes, logos, and badges in ongoing campaigns (both paid and organic)
Mention previous media features when pitching new opportunities
(e.g., “Following our feature in Red Magazine, we wanted to share a new launch you might love.”)
The more consistently you showcase your credibility, the more you build a brand people feel confident buying from — again and again.
Get your brand Christmas press-ready, with image specs, hook prompts, and pitch template to land festive PR coverage.
Final thoughts
PR isn’t about chasing quick wins.
It’s about building a reputation that compounds with every feature, mention, and endorsement.
To recap:
✅ Shout about your features everywhere
✅ Strengthen your brand story through third-party credibility
✅ Retarget and re-engage visitors who discovered you through press
✅ Keep your coverage working long after it’s published
When you treat PR coverage as a long-term brand asset — not just a one-off moment — you’ll turn visibility into trust, trust into sales, and sales into lasting brand growth.
If you want expert support to pitch smarter, land more features, and maximise every press opportunity, PR Dispatch can help. We’re the UK’s leading platform for ecommerce brands to bring PR in-house — saving our members over £1 million every month in agency fees.
Want to learn how it works? Watch the free demo here →