Keeping the Brand in the News

Scaling Influence Beyond the Headlines

Why This Matters

One press hit won’t build a brand. Sustained visibility builds trust and recognition with customers, investors, and journalists alike.

Founder's Point of View

Your business isn’t always raising funding or launching a product. But silence between milestones can make your brand invisible. Keeping a steady PR rhythm—even with smaller updates—ensures your audience keeps hearing from you.

Overview

Maintaining momentum means planning for both proactive and reactive PR.
- Proactive stories: milestones (hiring, partnerships), evergreen commentary, thought leadership, awards
- Reactive opportunities: newsjacking, seasonal tie-ins, responding to breaking stories
- Amplification: turn earned media into blog posts, newsletters, social posts, and investor updates
- Consistency: keep media contacts warm by staying visible, even when you don’t have “big” news

Key Actions to Take

- Build a rolling PR calendar with both proactive and reactive opportunities
- Use milestones (e.g., hiring, partnerships, customer growth) as news hooks
- Repurpose earned media into owned content (social posts, emails, investor updates)
- Stay in touch with media contacts even when you’re not pitching

Metrics

Number of touchpoints per quarter across earned, owned, and shared media
Frequency of brand mentions in trade and mainstream channels
Engagement rates on repurposed coverage

Examples

A SaaS company keeps a quarterly drumbeat of expert commentary, landing steady mentions across trade publications.
A fintech founder shares small partnership updates with local business media, creating an ongoing narrative of growth.
A startup repurposes each press mention into LinkedIn content, amplifying visibility well beyond the original audience.

Tools

Monitoring & alerts: Meltwater, Brandwatch, Mention (paid) + Google Alerts, Talkwalker Alerts (free)
Editorial planning: Notion, Trello, Airtable (paid/free) + Google Sheets (free)
Amplification tools: Buffer, Hootsuite, Sprout Social (paid) + native platform scheduling (free)

Optional Assets

- PR Rhythm Calendar Template
- Evergreen PR Asset Library (founder bios, logos, quotes)
- Internal Comms Playbook for sharing press wins with team and investors

Pro Tips

Mix smaller updates (awards, hires, community involvement) with big launches to keep visibility steady
Think of each press hit as a multiplier—use it in sales decks, investor calls, and recruiting

Don't Make These Mistakes

Treating PR as episodic instead of continuous
Going silent for months between big announcements
Failing to share or repurpose coverage across owned channels