You got coverage in the media at CES. Now what?
Every January, the team at Proper sees the same thing happen.
Brands go to CES. They get solid press. A few good logos land on the website. Some social posts go out during show week.
And then… nothing.
Two weeks later, the coverage is effectively dead.
It is an expensive mistake.
As I have said before and as our client work has shown us, CES shouldn’t be treated as a moment. Press coverage you get at the show is raw material. If you think about press as something that “happens” and then expires, you’re leaving a huge amount of value on the table.
Why? Because the real ROI comes from what you do with that coverage after the show and how you repackage it, redeploy it, and recontextualize it across channels that keep working long after Vegas empties out.
Here’s how we view this.
Think of media coverage as a marketing asset
A single CES article can fuel far more than a press page update.
Used properly, it can support sales conversations, investor decks, LinkedIn content for months, affiliate and retail outreach, AI search visibility, and even on-site conversion performance.
But that only happens if the coverage is deliberately broken down and reused. Press is proof. And proof compounds when it’s used with intent.
LinkedIn: beyond the announcement post
Linkedin has cesspool-like qualities at times. And in terms of press coverage a lot of brands use the same tactics on the platform
They get covered somewhere nice and then head there share the piece with some version of “Thrilled to be featured in X at CES.”
That’s the weakest possible use of a third-party endorsement.
A better approach is to turn one article into a short narrative arc spread over time.
Start by pulling a non-obvious insight or quote from the piece and expanding on why it matters. Frame it as learning, not self-congratulation.
Later, post about the broader problem your product exists to solve and why the timing is right now. This way the article becomes validation, not the headline.
Then—sometimes weeks later—reference the coverage again as third-party proof when making a wider point about the market, category, or buyer behavior.
Same article. Multiple angles. No humble brags.
Your Website: Where CES Coverage Should Actually Live
If your CES press lives on a lonely “Press” page, ther’s more value you can extract from it.
High-authority coverage belongs where decisions are made: product pages, comparison pages, and retail or distributor landing pages.
This matters even more now that AI systems are crawling and summarizing your site at a scale never seen. Structured, visible proof gets scraped. Then you get surfaced in answers.
Sales, Retail, and Partnerships: Press as a Door-Opener
CES coverage is one of the few things that reliably cuts through cold outreach.
Instead of attaching full articles, we usually extract a single sentence summary, one strong quote, or simply reference the outlet by name in a subject line.
This works particularly well for retail buyers, distributors, affiliate publishers, and strategic partners. Your coverage suggest relevance (and that you have a few other things together).
Key Takeaways
CES doesn’t end when the show floor closes. If anything, that’s when the real work should start.
The brands that win treat at-show media coverage as a strategic asset—something that can be reshaped and reused across marketing, sales, partnerships, and search for months afterward.
Vegas (thankfully) is temporary. Proof isn’t.
We created this asset for you to use post show
CES Coverage Repackaging Checklist
Immediately After CES (Week 1–2)
- Collect all coverage links, PDFs, screenshots, and quotes
- Pull 2–3 strong excerpts from each article
- Identify which pieces are Tier 1 (authority), Tier 2 (category), and AI-search-relevant
LinkedIn & Owned Content
- Create at least 3 LinkedIn post angles per article (insight, context, proof)
- Schedule posts over 4–8 weeks instead of dumping them all at once
- Repurpose quotes into commentary, not announcements
Website Deployment
- Add excerpts and logos to relevant product pages
- Update category or comparison pages with third-party proof
- Ensure quotes are visible, crawlable, and near CTAs
Sales, Retail, and Partnerships
- Create a one-page CES coverage summary for outreach
- Use outlet names or quotes in subject lines
- Equip sales and biz dev teams with short, usable snippets
AI Search & Long-Term Visibility
- Reference coverage in blog posts and FAQs where relevant
- Reinforce key claims consistently across owned channels
- Avoid burying press in PDFs or press-only sections
Measurement
- Track referral traffic and assisted conversions
- Monitor AI citations and “share of answer” over time
- Reuse top-performing coverage again 60–90 days post-CES
Contact
Again, we would love to meet at CES. Book a 30-min chat here. Or, you can reach out to Jackson directly at jackson@properpropaganda.net or call +1 514 605 9255 / Borjana at borjana@properpropaganda.net