Our work

USA Today:
Beyond Newspapers


As USA TODAY NETWORK’s PR agency of record, Diffusion was tasked with elevating the brand beyond simply that of a newspaper company. Tapping into Diffusion’s wide-ranging expertise in media and creative activations, the team has 3 main goals – drive awareness of NETWORK’s hyper-local reach and investment in innovative technology, positively impact consumer and industry awareness of USA TODAY NETWORK’s reach, and secure high-profile earned media coverage of USA TODAY NETWORK as a media organization in mainstream business, consumer, technology and trade publications.

Insight & Idea

Over the past several years, Diffusion has tackled each goal through a mix of creative activations, demo days, media outreach and more to build continual awareness of the stories USA TODAY NETWORK was creating and publishing. Diffusion handles everything from supporting the Pulitzer Prize-winning ‘The Wall’ project to staging an all-day vintage ice cream truck stunt for the Moon Landing anniversary to promoting the annual Super Bowl Ad Meter campaign to launching it’s “The City” podcast (rated one of The New Yorker’s 2019 Best!) to elevating the investigative team following its explosive piece on Larry Nassar.

Impact & Action

Over the course of our work together, Diffusion has secured hundreds of earned, proactive stories about USA TODAY NETWORK spanning all key verticals, including The New Yorker, Fast Company, Fortune, Business Insider, Sports Illustrated, WWD, Ad Age, Adweek, Engadget, CNET, Lifehacker, PureWow, Entertainment Weekly and more. Diffusion secured USA TODAY NETWORK a #4 spot on Fast Company’s Most Innovative Companies 2019 list in the AR/VR category, alongside names such as Adobe, Snap and HTC Vive.

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