How to Leverage Press in a Paid Ad Campaign (Without Getting into Legal Trouble)

Smart, compliant ways to amplify your press coverage through paid media

1. Drive traffic directly to the article
If the article lives on a public URL (not behind a paywall), you can run a traffic ad with a quote or mention from the piece in your caption or creative. Your objective here should be top of funnel/awareness.

• Example: “See why Health says our magnesium supplement is a game-changer for sleep” → CTA: “Read the article”

2. Recap the article in a blog post on your own site
Then run paid traffic to that post. You can summarize the key takeaways and what you were quoted on or featured for.

• Example: “I was featured in MindBodyGreen—here’s what I shared, plus the bonus tip I didn’t get to mention.”

In that recap post:

• Don’t reprint the article or large chunks of it (copyright infringement)

• Don’t use the outlet’s logo unless you’ve licensed it

• Do link to the original piece

Stick to paraphrasing or short attributed quotes

3. Use attributed pull quotes in your creative — without logos
If the quote is brief and properly attributed, it’s generally considered fair use.

• Example: In a video or graphic:
  ‘One of the most effective wellness supplements we’ve seen this year.’ – Goop
  → Just make sure the outlet actually said it.

4. Retarget warm audiences with credibility-based messaging
Use press mentions in your ad copy or video scripts to boost trust, without needing official endorsements or assets.

• Example: “Recently featured in Shape, our founder shared her tips for hormone balance. Here’s what we’ve learned since…”

Using Paid Media to Amplify Press Wins

Not every press hit needs a boost,  but when the story:

• Drives key brand messaging

• Aligns with a launch or campaign

• Features a high-credibility outlet or influential quote

…it may be worth putting some paid behind it. Just make sure:

• You’re linking to the article or a brand-owned recap

• You’re using attributed quotes only

• You’re not using logos or celebrity likeness without permission

Paid works best when it amplifies what’s already resonating organically. Press is no exception.