In Partnership with Boostr: The Purpose-built platform by media pros to power the future of ad sales
Good morning,
In today’s world, your reputation is built long before you walk into the room or send your first email.
Buyers, partners, and prospects are all reading your company’s press releases, scrolling through social feeds, and forming opinions based on how your story is told.
The most successful sellers don’t just react to marketing and PR, they leverage it. They use every announcement, award, and media mention as a reason to reconnect, reframe value, and reinforce credibility.
For sellers, learning how to use press releases and social media strategically means never starting a cold conversation again. For managers, it builds a rhythm between marketing and sales, ensuring that every campaign fuels real pipeline momentum. For business owners, it turns PR from a passive expense into a measurable growth engine.
When you learn to turn your organization’s visibility into value, you stop waiting for attention, and start converting it into action.
Turn to Best View Tables Below
DEFINITIONS
Term / Concept | Definition |
Earned Media | Publicity gained through media coverage, word of mouth, or PR efforts rather than paid advertising. |
Call-to-Action (CTA) | A prompt that directs your audience to take a specific next step, such as visiting a link or scheduling a meeting. |
Engagement Rate | The level of interaction on social media content, typically measured by likes, shares, and comments relative to audience size. |
Social Proof | The credibility created when others, customers, media, or partners, publicly validate your brand or product. |
TEST YOUR KNOWLEDGE
Question | Format | Answer Key |
1. What’s the best time to share a press release link with prospects? | A) Before it goes public B) After coverage appears and you can tie it to value C) At quarter-end only D) During unrelated campaigns | B |
2. True or False: Social media engagement and sales prospecting should operate as separate strategies. | True/False | False, they should reinforce each other through shared messaging. |
3. Write one way a seller can turn a press release into a sales conversation. | Short Answer | Example: “Use a company award announcement to congratulate the client and link it to a success story that mirrors their goals.” |
DO’S AND DON’TS
Do’s | Don’ts |
Do share news that connects to customer value, not just company vanity. | Don’t forward a press release without context or personalization. |
Do use social media to engage, listen, and learn about your audience. | Don’t post just for visibility, always tie it to insight or relevance. |
Do collaborate with marketing and PR for messaging alignment. | Don’t treat media coverage as a one-time event, repurpose it across channels. |
THE WORKSHOP > 3 MODULES
MODULE 1: TURNING PRESS RELEASES INTO PROSPECTING TOOLS
OBJECTIVE: Learn how to identify, personalize, and activate press releases as conversation starters and credibility builders.