In today’s rapidly evolving media landscape, securing earned media coverage remains a cornerstone of any robust marketing communications strategy. However, the challenges are unmistakable: fewer opportunities for traditional earned placements, audience fragmentation and the rise of digital platforms where more than half of U.S. adults now get their news.

By integrating earned, paid, owned and shared media channels, brands can not just tell their stories, but amplify their impact. With StoryAmp!, our unique methodology for amplifying earned media to ensure stories resonate far beyond their initial placement, you can ensure your key messages reach the right audience.

Earned Media Is Just the Beginning: The Case for Amplification

While earned media is still a credible and valuable tool, not every story makes it to the front pages of mainstream outlets. Some stories are more effective when pitched to niche publications, blogs, podcasts or micro-influencers with highly engaged audiences in specific verticals. These strategies open the door to placements with targeted reach. From there, the amplification journey begins. Whether through paid placements, like native advertising on local gems such as 5280 Magazine or platforms like Axios, or through strategic owned media enhancements (e.g., featuring articles prominently on your website, optimizing for search or creating engaging social media posts), earned media becomes the foundation for enhanced visibility and reach.

Internal Champions and Data-Driven Strategy

Amplification is more than just external promotion; it’s about empowering internal stakeholders to become ambassadors for your message. Organizational leaders, for example, are powerful voices. According to a Forbes article, 70% of consumers say they feel more connected to brands with CEOs who are active on social. A Weber Shandwick study underscores that 44% of a company’s market value ties directly to the CEO’s reputation. When leaders and employees amplify coverage by adding personal commentary or encouraging shares within their networks, it builds trust, boosts credibility and humanizes the brand.

Lastly, a strategic, data-driven approach ensures sustained momentum. Whether hosting a drip email campaign to nurture leads, launching paid social media boosts to hyper-target key audiences or repurposing quotes into multimedia assets like videos or infographics, organizations can extend the lifecycle and impact of coverage.

The Key Takeaway

Earned media isn’t the finish line, it’s the starting point. Through our StoryAmp! approach, we guide clients to reimagine their earned media campaigns, leveraging every available channel to amplify visibility, engagement and results. The time to invest in such an approach is now. Are you ready to amplify your earned media?