Go Beyond the Feed, Expand Your Digital Reach.

Social media may dominate the conversation, but it shouldn't dominate your entire outreach strategy. While platforms like Facebook, Instagram, and X (formerly Twitter) offer useful tools for engagement, relying on them exclusively leaves major gaps in your outreach strategy.

At Public Affairs Partners, we know that effective advocacy requires meeting your audience where they actually spend their time, not just where it’s easy to post. That’s why we help organizations move beyond social and into a broader digital ecosystem that includes streaming services, news websites, mobile apps, podcasts, and more. This shift ensures that your message is not only seen but also absorbed in the right context.

Social Media Alone Isn't Enough

It’s true: social media is a powerful tool for engagement. But it’s also crowded, competitive, and unpredictable. Audiences are constantly distracted, and even paid posts compete with a firehose of content for just a few seconds of attention. You might be spending budget just to get your message buried in an algorithm.

Another issue is platform changes can force you to change your plans without warning. Whether it's a policy shift around political or issue-based ads, targeting restrictions, or sudden account limitations, campaigns built exclusively on social media are inherently fragile.

For public affairs campaigns where timing, credibility, and visibility matter, you need a media strategy that’s resilient, adaptable, and expansive.

Your Audience Doesn’t Just Scroll - They Stream, Browse, and Binge

While social platforms are still a part of the equation, audiences today consume content in diverse ways throughout their day. They're binge-watching a series on Hulu, checking the news on mobile apps, streaming videos on YouTube TV, listening to issue-driven podcasts during commutes, and browsing trusted websites on their lunch break.

By placing your message across multiple channels, you increase both reach and relevance. People engage with content differently depending on the platform and their mindset—and your campaign can benefit from being part of that broader experience.

This is especially important for public affairs campaigns that seek to:

• Raise awareness about complex issues

• Mobilize support from a diverse population

• Influence key stakeholders beyond grassroots networks

• Educate the public in high-stakes or time-sensitive situations

What a Diversified Digital Strategy Looks Like

A modern public affairs campaign should be omnichannel by design. Our platform includes a built-in Media Planner Tool that helps you plan your campaign effectively from the start, making it easy to allocate budgets, choose the right channels, and visualize your full media strategy. Whether you're targeting a specific demographic or planning a multi-platform rollout, the tool gives you the clarity and control needed to launch with confidence.

When you work with us, you gain access to:

• Premium Inventory: We place your video and display ads within high-quality, brand-safe environments. This includes streaming on Hulu, Roku, and Disney+, as well as top-tier news publishers and niche platforms relevant to your issue or audience.

• Advanced Targeting: Our data-driven targeting allows you to reach very specific audiences—whether by geography, demographics, interests, behavior, or even voter file segments—across a range of digital channels.

• CTV Expertise: Connected TV (CTV) is one of the most powerful channels available today. Your message appears in non-skippable formats, next to trusted content, and with higher completion rates than typical social video ads. Without CTV in your mix, you're missing a massive opportunity to engage audiences in a high-impact setting.

• Transparent Reporting: We offer real-time dashboards, geo heatmaps, and platform-level data so you can see exactly where your message ran and how it performed.

Why It Matters

Diversifying your media plan isn’t just a nice-to-have, it’s essential. A fragmented media environment means your audience’s attention is spread across countless platforms, and sticking to just one limits your campaign's visibility and effectiveness. In today’s public affairs environment, it’s not about shouting louder, it’s about showing up smarter.

By expanding your media mix, you’re not just increasing reach, you’re also boosting credibility. Appearing on trusted news platforms, streaming services, and quality apps adds legitimacy to your message and makes it more memorable. It also positions your campaign to withstand sudden policy changes or algorithm updates on any single platform.

Move Beyond the Feed

Social media will always be part of a digital strategy, but it shouldn’t be the whole plan. When you expand your outreach through Public Affairs Partners, you're not just buying impressions. You're investing in strategic exposure, credible placements, and real results.

Let us help you take your campaign beyond the feed and into the spaces where people are truly paying attention.

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Questions, comments, suggestions? Our team is always standing by, ready to help! Contact us and let us know how Public Affairs Partners can help you.