How to Leverage Media Coverage to Make Lasting Shifts in Your Industry

If your first-quarter PR plans didn’t go as expected, come in close. I want to tell you something that might trigger the sh*t out of you: visibility is no longer enough. Brands that want to lead must also influence, and you can’t do that by chasing press for press’s sake.

Yes, the media still plays a critical role in shaping public perception, consumer behavior, and industry trends. Which makes it one of the most powerful tools for disrupting traditional norms…if you know how to use it properly.

Effectively leveraging media coverage to grow your business goes beyond getting press coverage. It’s about owning the conversation, driving meaningful discourse, and positioning your brand as a leader in industry transformation. The companies that are successfully shifting their industries are the ones moving beyond traditional PR strategies to take control of their narratives in bold, innovative ways.

Here’s how your brand can stop playing it safe and start redefining your industry.

Take Control of the Narrative

The brands that make the biggest impact don’t wait for the media to shape the conversation. They start it. They introduce new standards, challenge outdated systems, and amplify voices that have been historically excluded.

Look at what Rihanna did with Fenty Beauty and Savage X Fenty. She didn’t just call out performative inclusivity in the beauty and fashion industries, she proved what real representation looks like, not just in marketing but in leadership and product development. Through social media campaigns, interviews, bomb-ass products, and influencer collaborations, she forced the industry to evolve.

If you want to shift your industry, ask yourself:
What conversation isn’t being had that needs to be? How can you be the one to lead it?

Position Founders as Industry Thought Leaders

Media outlets trust people more than they trust corporate entities. The most impactful campaigns position founders and executives as authoritative voices in their space. Because the leaders who speak up are the ones who get listened to.

This means going beyond traditional press releases and leveraging:

• Op-eds
• Speaking opportunities
• Podcast interviews
• Data-driven insights

Flow with me.

Let’s say you’re a fintech founder advocating for Black entrepreneurs. Instead of just promoting your app, what if you pitch a well-researched op-ed on how venture capital still fails Black businesses? That contribution doesn’t just highlight your expertise- it sparks a larger discussion across business media, establishing credibility that extends beyond your product.

Use Data-Backed Storytelling

Media thrives on fresh insights. Brands that can balance original research with impactful storytelling become go-to sources for journalists.

Let’s say a sustainable fashion brand wants to push its message further. Instead of just promoting its ethical practices, what if it publishes a report titled “The Hidden Costs of Fast Fashion on Black & Brown Communities”? By pairing hard data with compelling human stories, they’re not just marketing sustainability—they’re leading the conversation on ethical fashion reform.

The key question is: What unique data does your brand have that the industry doesn’t? If you can answer that, you’ll always have a place in the media.

Move Beyond Traditional PR: Create Media Yourself

Some of the most forward-thinking brands aren’t just getting covered by the media—they’re becoming the media. We’re going to continue seeing companies invest in:

• Documentary-style content
• Investigative journalism
• Podcasts
• Digital publications

Just like I did when I started Pretti Talk. As a media strategist, I didn’t want to wait for traditional outlets to recognize my expertise. So, I built my own platform to showcase my storytelling, publicity, and narrative-shaping skills—while giving Black women a space to share their stories of bravery, passion, curiosity, wellness, and success. Stories that mainstream media often filters or ignores.

By creating my own media presence, I’ve positioned myself as both an expert and a gatekeeper of critical conversations, proving that brands don’t have to rely on external validation to make an impact.

Build Strong Relationships with Journalists & Independent Media

Traditional media is changing—again. And independent journalists, podcasts, and niche newsletters are gaining influence faster than before. Just look at the White House press breifings.

Instead of relying on outdated press distribution tactics, forge direct relationships with journalists and content creators who are already covering the issues that matter to your brand. But please—act like you were raised right (or at least brush up on media etiquette).

For example, a Black-owned real estate startup might work with an independent journalist to expose racial bias in commercial property lending—creating a story that not only highlights their brand but sparks necessary industry-wide conversations.

Beyond TikTok, platforms like LinkedIn and Alignable are phenomenal for connecting with media voices that align with your brand’s mission.

Amplify Media Wins Through Social-First Strategies

Getting featured in a major outlet is only half the battle. If no one sees it, it didn’t happen. Platforms like LinkedIn, X (Twitter), Instagram, and TikTok are critical for extending the lifespan of press hits and turning them into viral conversations.

For example, a resort owner featured in Essence could create a TikTok breakdown of the article, laying the foundation for direct engagement, press syndication, and potential brand partnerships.

The more you leverage social media to maximize PR efforts, the bigger the impact your press hits will have.

Take a Stand on Industry & Cultural Issues

Well behaved women don't make history, and playing  it safe won’t change your industry. The brands making waves in 2025 will be those that take clear, unapologetic stances on key issues affecting their customers. This means moving beyond vague corporate statements and actively participating in social and economic conversations.

If I were handling PR for Carver Bank, aside from working to improve their customer service- I might suggest implementing a policy that refuses to work with corporations profiting from mass incarceration or loudly rolling back DEI efforts. By making these stances public, they’d force other financial institutions to confront their practices.

Brands that align their messaging with their values- and back it up with action- are the ones consumers and media will rally behind.

Turn Customers into Media Advocates

The best PR isn’t what the media says about you, it's what real people say about you.

That's why brands gravitated to user-generated content (UGC) and customer-led storytelling. If your Q2 strategies don't center some form of this, you will lose traction to your competitors who are doing more than solely relying on journalists.

A luxury brand might want to highlight customer stories on how investing in Black-owned high-end businesses is a generational wealth shift. Moving from marketing to media-driven community building.

Empower your customers to tell their own stories, and you will see greater media impact than those that rely on traditional PR alone.

Listen, the future of media really is ownership. The brands that will lead the rest of 2025 are those that don’t just chase media placements, they create them. From thought leadership and data-driven storytelling to owning media platforms and amplifying PR through social-first strategies, the future of brand influence is in owning the conversation.

The question isn’t how to get covered: it’s how to shift an industry, spark change, and ensure your brand’s voice shapes the future.

Are you ready to genuinely take control of your narrative?