Newspapers, TV, and radio—or “traditional media”—are essential to social and online media. According to research, about 40 percent of Americans get their news from online sources exclusively, and more than 60 percent say they use social media as one of their communication outlets. This means your audience is getting news and information online, so you need to share your content on as many online platforms as possible.

But traditional media outreach is still important. Reporters will publish through conventional channels, and they will post online as well, making for instantly shareable content. In addition, you can take your news releases and media pitches that you send to reporters and turn them into online-friendly pieces of content, which you can share across the web and on social media.

One of the easiest ways you can turn a news release into shareable online content is to edit it into a blog post. You can’t simply copy and paste the content from the release into a blog, but you can use it to help you write a blog about the story. Edit it to ensure the tone and language align with your brand voice instead of a strictly informative news release.

If a third party publishes your news release or an article related to it, share the online article from the publisher’s website. Sharing content from another website helps add credibility to your news. If you share their content on your social accounts, this will multiply the number of people who see it.

If you’re looking for a more creative way to make your news release online-friendly, you can use the information in an infographic. Infographics are popular online and on social media because they are simple. It does not take much time for the reader to understand all the information. When information is paired with visual representation, people can remember the content better.

Many other options are out there to share your news release online, but these can help you get more bang for your buck. To learn more about best social media best practices, visit the Tucker/Hall Resource Center.

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