With the ever-changing communication environment, news doesn’t stay around for long. Broadcast media is a blitz of information for its audience. Now with its online counterparts, print media changes faster than one can take a breath. So how does a company leverage its earned media coverage?

Third-party credibility is a crucial vehicle for telling your story and requires companies to use additional means to communicate its ambassador’s expertise to its direct target audience (clients, prospects and constituents). In order to do this effectively, the company’s website must have the necessary tools. A news section that contains links to publications and new station websites allows viewers to read the article or story in its entirety.

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