Leveraging Press on Social Media

Let’s walk through why brands often get this wrong…and how to do it better.

Why PR Wins Often Flop on Social

• They’re too static (e.g. just a reposted headline)
  

• They are self-congratulatory and lack clear benefit for the audience
  

• They aren’t emotionally or strategically connected to a current brand goal
  

• It can be very tricky to execute a great post, and here’s why…

Legal Stuff 🙄

It’s important to weigh the risks and benefits of sharing press. 

Here are some things you need to know. 

Being Featured ≠ Free Use
➤ You don’t own the article, layout, or images — the outlet does.

Logos Are Trademarked
➤ OK to use organically (a bit gray), but never in ads without permission.

You Cannot Reprint Full Articles
➤ Use short quotes or summarize the article or media moment in your own words
➤ Always link to the source

Avoid Misleading Wording
➤ Don’t imply endorsement or rankings unless it’s clearly stated.
✖ “As recommended by Goop”
✔ “Recently featured in Goop”

Celebrity Images = Right of Publicity
➤ You can’t use a recognizable person’s photo to promote a product (even if it’s a meme, though this happens all the time and often flies under the radar).

Do Not Use Press Assets in Ads Without Licensing
➤ If you want to use logos, headlines, or screenshots in paid media, you must license reprint rights from the outlet. This can range from a few hundred dollars to $10K+.

If you're unsure, the safest route is to:

• Link to the article

• Recap it on your blog or newsletter in your own words

• Use short, attributed pull quotes

• Celebrate the win in a way that feels authentic but not exploitative

• Check with your legal team to mitigate risk

  Can You Use a Press Logos? 

  Here’s the Nuance:

  Technically, no. Press logos are protected trademarks.
  Even when you’re featured in an outlet, you do not automatically have the right to use their logo, even in an organic Instagram post or on your website.

  BUT...

  Practically: brands do it all the time, and it often flies under the radar.

  If you're not misrepresenting the relationship, and you’re using the logo to reference factual coverage, most outlets won’t take issue as long as you’re not:

  • Altering the logo

  • Slapping it on your product packaging

  • Running it in paid ads

  • Making it look like an official endorsement or partnership

    Press Logo Usage

    Safer Organic Uses (Still Slightly Risky):

    • “As Seen In [logo]” graphics in Instagram carousels

    • An “In the Press” Story Highlight with clean, branded story frames featuring press logos or pull quotes.

    • A website press page with outlet logos linking to the articles — technically a different channel, but still a widely accepted practice when logos aren't altered or misused.

    The key is context: if it’s clearly celebrating earned media and not exploiting the brand, you’re probably fine.

    Not Safe Without Licensing:

    • Press logos in paid ads

    • Logos placed next to CTA buttons or product claims

    • Any copy implying endorsement (“Approved by…”)