When people think of PR, they often picture a nice article clipping for the scrapbook. Lovely for the ego, but does it actually move the needle?

Here’s proof that it does.

One of our clients, British artist Ben Rousseau, transforms real Formula One exhausts into stunning works of art – amongst many other stunning and creative projects.

Thanks to some press coverage we helped generate, his story was picked up by Architect Projects, Luxe Media, Premier Magazine, the BBC Motorsport Podcast and we’re talking to the Financial Times “:How To Spend It” section as we speak.

But here’s the real magic. Ben didn’t just sit back and admire the coverage, he loveraged it. 

Yep – LOVERAGED. New word, right there.

He shared the article in one of his motorbike groups, and within days he’d sold a major piece: the “Horizontal Exhaust,” crafted from Fernando Alonso’s 2016 McLaren F1 car.

PR win → Social share → Sale made.

That’s loverage in action. 

Coverage is the spark, but it’s what you do with it that creates the fire. Share it with your communities, email it to your list, add it to your proposals — squeeze every drop of ROI from the work.

Next time you get a media mention, don’t let it fade away. Clip it, share it, and show it off. That’s how you turn PR into profit.

Want the full Loverage Your Coverage checklist? Download it here.