ABSTRACTMedia coverage is a key factor in increasing the flow and accessibility of information among the firm's stakeholders. Drawing on the socioemotional wealth (SEW) perspective, we investigate the antecedents of the level of media coverage of family firms' activism in sustainability. Using hand‐collected data from a sample of public Italian family firms, we provide several novel contributions to the academic debate. First, we find that family involvement on the board of directors is negatively associated with the level of media coverage of the family firm's engagement in sustainability. Conversely, we find that later generational stages of the family business are positively associated with the level of corporate media coverage on sustainability. Our study advances the literature on both corporate sustainability issues and media coverage in the context of family businesses.