Pitch your review data as a press angle ("our customers say...")

Turning your review data into a press or PR angle — pitching journalists a story built on what your customers say ('9 in 10 of our customers report X', or a trend you can see in your reviews). Using aggregate review insight as newsworthy material.

Reviews aren't just individual proof — in aggregate they're data, and data makes stories journalists want. A press mention built on your customer insight earns you genuine coverage and authority you can't buy, positions you as an authority in your space, and reaches audiences far beyond your own. It's your review work doing double duty as PR.

How to do it

1. 1
   Find the story in your review data

   Look across your reviews for a pattern worth reporting — a common result customers mention, a trend, a surprising theme. The angle should be genuinely interesting to your audience, not just self-promotional.
2. 2
   Frame it as a story, not an ad

   Journalists ignore ads and cover stories. Lead with the insight ('customers are increasingly saying X'), with your business as the credible source behind it — not the headline.
3. 3
   Pitch the right journalists specifically

   Find reporters who cover your industry and pitch a short, personalized note with the angle and the data. Offer to provide detail, quotes, or an interview.
4. 4
   Be honest and specific with the numbers

   Use real, accurate figures — inflated or vague stats get you dismissed (or corrected publicly). Genuine, specific data is what makes the pitch credible and quotable.