Congrats! You’ve published another terrific news or feature story online. But if you have bigger ambitions for supporting your institution’s communications goals, that article’s journey has just started. Through daily coordination between editorial and media relations staff about stories in the pipeline, the University of Maryland has made its news site, Maryland Today, the primary tool for amplifying news across campus and beyond. We’ll show how we promote Maryland Today stories in at least a dozen other internal channels (magazines! e-newsletters! social media!) to appeal to different stakeholders—and inspire you to identify new outlets for your content. Plus, we’ll talk about successful strategies for luring media coverage by making your news site worth their visits, riding the wave of the news cycle and pushing out your most relevant and interesting experts.