Amplification
Strategies to extend the reach of earned media through owned and paid channels.
Definition
Amplification is the practice of maximizing earned media coverage by sharing, promoting, and repurposing it across owned channels like social media, email, and websites, sometimes supported by paid promotion.
The goal is to ensure media placements reach your target audience, not just the publication's readers.
Why It Matters
A single media placement has limited shelf life. Amplification extends that coverage's value exponentially by reaching audiences who might never have seen the original article.
Strategic amplification also signals to journalists that their coverage gets attention, encouraging future relationship building.
Examples in Practice
A company shares their Wall Street Journal feature across LinkedIn, their newsletter, and sales team talking points.
A PR team creates quote graphics from executive interviews for Instagram and Twitter amplification.
A B2B company uses LinkedIn paid promotion to ensure their industry trade coverage reaches decision-makers.