Have a look at what the Obama team has done from a media perspective to amplify Obama’s speech (thanks Huffington Post!):
“Eager to spread the president’s message as widely as possible, the tech-savvy White House orchestrated a live Webcast of the speech on the White House site; remarks translated into 13 languages; a special State Department site where users could sign up for speech highlights; and distribution of excerpts to social networking giants MySpace, Twitter and Facebook.”
None of us have the pull of the White House, but each of us have the power to amplify our messages through new channels.
The key is to have a strategy, great content, and relationships established online in these channels before you need them. Go!