A media hit is a starting point, not a finish line, because an article is often more valuable after it is published than on the day it runs. Chapter 6 of For Immediate Release calls this move "Never Enough." The chapter lists six ways to reuse coverage and documents two pitches, for Juju.com and NICE Systems, that earned coverage worth reusing.

How do you build on every media hit?

You build on every media hit by reusing the article in six places where customers, employees and partners will see it.

When we secure features in media, it's just the beginning of the value of a media hit. Articles are often more valuable after they are published than when they first come out.

  1. Create a PR book. Put the brand's name and logo on a three-ring binder, fill it with media mentions and articles, and place copies on your desk, in reception and with your executives and sales managers.
  2. Frame reprints and line your walls with them.
  3. Take excerpts from the media and use them in marketing materials and advertising, for example "According to XYZ News, CEO John Doe is a leading strategic thinker."
  4. Post articles on your company website and intranet for web visitors and employees. Link the articles properly for SEO, use the material on social media and embed quotes into product pages.
  5. Send article mentions to a robust email list of past and present customers, opinion leaders, bankers, investors, key vendors, political leaders and media contacts.
  6. Use media mentions to recruit, because the best people want to work at places the press writes about.

What was the Juju.com pitch?

The Juju.com pitch turned one national dataset into city-specific headlines for local reporters.

The book describes 5W's work for Juju.com, an employment search engine. The agency took national employment data, sliced it by region and gave each local reporter a headline about their own city. The pitch reached more than 75 outlets, including CNNMoney, CNBC, MSN Money, NPR affiliates, Fox News, CBS, NBC and ABC. The Denver Business Journal ran "Colorado is Eighth Best Job Market in the Country: Juju.com," and the Washington Business Journal ran "Juju.com: D.C. is Best City for Job Seekers."

The lesson is that reporters pick up news they can localize. Quantified data broken down to a level where readers recognize themselves gets used.

What was the NICE Systems pitch?

The NICE Systems pitch offered reporters a behind-the-scenes look at the technology, and reporters accepted.

The book says 5W was agency of record for NICE Systems for roughly five years. NICE made quality-assurance technology behind the "this call may be recorded" message in financial services and emergency call centers. The pitch invited reporters to see the technology and learn tricks for reaching a human faster on automated phone menus. The invitation produced a New York Times profile, a day with the Associated Press at NICE's U.S. headquarters in New Jersey that ran in newspapers across the country, and a later Fast Company feature.

The lesson is that reporters say yes to a chance to see how something works. The brand that offers access first shapes the story.

How does "Never Enough" apply to AI answers?

"Never Enough" applies to AI answers because every reused article creates another published page that an answer engine can retrieve.

A press hit reposted to your own site with the original publication date and a stable web address gives engines a dated page to cite. Name the people, brands and cases in the repost, so the page matches more questions. Link the old article forward to newer pages on the same topic. Each step adds a page or link that ChatGPT, Perplexity or Google can find.

Where can I continue reading?

These pages continue Chapter 6.

Frequently asked questions

What does "Never Enough" mean in PR?

"Never Enough" is the discipline of treating every media hit as raw material for further use, such as reprints, intranet posts, marketing materials, customer emails, social media and recruiting.

What case studies does Chapter 6 cover?

Chapter 6 covers the 24/7 rolling press conference, the Juju.com regional data pitch, the NICE Systems behind-the-scenes pitch and the BornFree BPA campaign.

Originally published December 2011. Last updated October 8, 2026.