Consider your own experience when you see a link to a story from a friend or in a Tweet from someone you follow. You weren’t looking for it. You weren’t even on a news site, but you click on the link and, presto, you're now reading or watching the story.
The impact from a media relations and public relations perspective is to understand that it's not enough simply to get a story placed with a newspaper or broadcast outlet. That story then needs to be shared with friends and followers who would otherwise never see it. The process might go something like this:
Your local newspaper publishes your story.
First, you Tweet about it and include a link to the story.
Next, you post Facebook and LinkedIn updates and include a link to the story.
It all starts with a news story, but the process of link sharing never really ends.
Fourth, you Tweet about your blog post.
Fifth, you post new Facebook and LinkedIn updates with a link to your blog post.
Sixth, you send out an email blast containing a link to the story or a link to your blog post (or both) and encourage your list recipients to send it to the people on their lists.
Seventh, you include a mention in your newsletter along with a link to the story as well as your blog post and ask that recipients of the newsletter forward a copy to their friends.
There are other steps you could take, but that's a good start. The goal is to get the link in front of as many people as possible.
It all starts with a news story, but the process of link sharing never really ends. Bottom line, we need to reach people where they are and however they get their news.