Integrate platforms and amplify your message up to 11

As a lone PR person in a small to medium-sized charity, I can’t emphasise enough the importance of integration and amplification. By integration I mean harnessing as many online, and smartphone accessible, platforms as creatively as possible – but not forgetting to join it up with traditional press.

Most newspapers – local and national – will have an online version, and the smallest media mention can be ‘amplified’ to make as much resonance as possible. What I’ve seen is a viral loop ‘ripple’ effect – the kind espoused by US author Adam Penenberg – as followers, fans and supporters share links amongst their friends and networks… (read the rest of my latest post over at

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