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Key Takeaways

When a company earns meaningful media coverage, there’s an obvious audience and a less obvious one. The obvious audience includes the people who read the coverage; the less obvious audience consists of all the future investors, customers and partners who see what your brand does with the coverage.

Each of those placements has an initial audience. Each of them also creates a credibility signal that can work across every subsequent business development interaction if the company chooses to use it that way.

The job of making that coverage influence the business is a marketing and sales function. It belongs in listing presentations, pitch decks, email signatures and follow-up sequences.

An agent lands a feature in a major publication . Maybe it’s a Wall Street Journal profile on luxury market trends or a Mansion Global piece showcasing a property they sold. The team celebrates, which they should. Someone posts it on LinkedIn.…