Taking PR content and coverage beyond traditional media relations should be high on your agenda to make the most of your marketing spend. To do this, you need to optimise and amplify your earned coverage following the PESO model – paid, earned, shared and owned. One of the easiest ways to amplify coverage is using your owned media – the channels that you own and have control over. For more information, check out our blog post: http://bit.ly/2w0Trp5 Over the coming weeks, Firefly will be sharing tactics on how to use owned, shared and paid options to help take your earned media and PR content further. Tune in next week to learn about how to amplify coverage and content using shared channels.