But in reality, unless you bridge the gap between awareness and action, even the best press coverage is just a missed opportunity. Social media: Share the coverage multiple times across platforms, not just once. Email campaigns: Use the media coverage as the foundation for a newsletter or a nurture email. Press coverage gives your sales team third-party validation they can use to reinforce your value, ease skepticism, build urgency and create internal consensus. Related: A 5-Step Checklist to Maximize Press Coverage for Your BusinessIf you walk away with one idea, make it this: Your press hit is not the win.