Earned Media Amplification
Strategic enhancement of organic media coverage through coordinated content distribution and stakeholder engagement tactics.
Definition
A publicity strategy that maximizes the reach and impact of earned media coverage by strategically amplifying organic mentions through owned channels, stakeholder networks, and content syndication. This approach extends the lifecycle and reach of positive coverage beyond its original publication.
Earned media amplification involves coordinating social sharing, newsletter inclusion, website featuring, and stakeholder outreach to ensure positive coverage reaches its maximum potential audience while maintaining authenticity and credibility.
Why It Matters
Amplification strategies can multiply the value of earned media coverage by exposing it to audiences who may not have encountered it through original publication channels. This approach maximizes return on publicity investment and effort.
Strategic amplification also signals to media outlets that their coverage is valued and shared, potentially improving relationships with journalists and increasing likelihood of future coverage opportunities.
Examples in Practice
A B2B software company amplified a positive industry publication review by sharing it across their social channels, including it in customer newsletters, featuring it on their website, and encouraging their sales team to reference it in prospect conversations.
A restaurant chain amplified a favorable food critic review by creating social media graphics, sharing quotes in email marketing, training staff to mention the recognition, and incorporating review highlights into their promotional materials.
A consulting firm amplified their CEO's thought leadership article placement by creating LinkedIn posts with key insights, sharing excerpts in client communications, presenting findings at industry conferences, and developing follow-up content that referenced the original coverage.