As public relations professionals, we understand securing a positive news story is just the first step in getting your message out to the public. What is often overlooked is the next step: How can you continue the momentum to maximize impact and elevate the conversation? 

Back in the day when you got a big news hit, you might have ordered extra newspapers and sent them to all of your executives. Or maybe even shared the news on your Facebook page. But today, PR folks have a wealth of tools and platforms at their disposal to gain more awareness and enhance their message.

Here are the basic concepts behind amplifying your content through owned, earned and paid media channels. It’s important to consider all of them as part of your public relations strategy:

  • Paid media are the channels and messages your organization pays to share. TV and radio ads, print production, influencer marketing and digital advertising all fall under the paid media category. 
  • Owned media are the channels your organization owns and controls. These channels include your company’s website, blog, newsletters, intranet and branded social channels.
  • Earned media are the platforms and messages your organization hopes to shape but ultimately cannot control, in the form of traditional media and word-of-mouth (mentions, shares, reviews, comments). 

A news hit is worth celebrating! Here are five steps to amplify your news:

1. Make a Plan Early 

Executing a robust media relations program and securing news coverage is a lot of work, which is why it’s critical to make a plan before the news hits. You can create an amplification plan as you’re finalizing your media relations strategy and press materials. Think about some of the more likely “what-ifs” and be ready to capitalize on your coverage and integrate wins into the broader public relations strategy.

2. Engage Your Employees

Employees are the backbone of your organization. Whether it’s product innovation, charitable giving or financial performance, many people at your organization have played a hand in getting you where you are today. Be sure to share the news with your employees and key partners first through owned channels, such as your intranet or social channels. Sharing positive news with the people who make it happen increases morale and generates loyalty for your organization. Don’t forget to provide guidance on how your team can share their pride with others. We all know algorithms have changed, and content is more engaging when shared from a friend or connection.

3. Turn Up the Volume on Owned Channels 

In addition to sharing the news on your internal channels, leverage your external owned channels, including your website, corporate/executive blog and social platforms. Talk to your digital marketing team, agency or one-person band about some specifics regarding search engine optimization (SEO). Identify key terms and appropriate hyperlinks that could improve SEO and land your news hit even higher up the Google search page. Be sure to customize the copy to reflect the tone and personality of each channel and audience.

4. Expand Thought Leadership with Your News

Earned media coverage elevates your company’s credibility in your industry. A positive news story presents an opportunity for your company to develop more content around the topic. This additional content could include company blog posts, executive LinkedIn posts or Medium essays; it will not only increase conversation around the topic but also continue to reinforce your position in the field and enhance your online profile.

5. Amplify Your Earned Media 

Say you won an award or received recognition for an outstanding achievement. Some ideas to share the news could include refreshing your company’s online banner ads with the updated award or boosting social media posts to encourage more online awareness and engagement. These opportunities help enhance the content you worked so hard to earn.

Ultimately, securing a news hit is only the tip of the iceberg. Amplifying your message across multiple channels is the foundation beneath the surface.