Media has always reflected how people get their information, but in recent years, there has been a rapid and profound shift. Traditional, one-directional communication has given way to a dynamic ecosystem where stories emerge, evolve, and are reshaped in real time – both by media voices and, in this current landscape, their audiences. For organizations aiming to ensure their voice is heard in policy, public opinion, or industry dialogue, this shift requires more than adjusting tactics – it demands a rethinking of strategy. 

 

Shifting from Talking to Audiences to Talking with Them  

The original strategic communications model relied on developing a message and then distributing that message as widely as possible, hoping it would resonate with the intended audience. Today, successfully communicating with key audiences depends on identifying the audiences who matter most, understanding the conversations they are already having, and engaging in ways that feel timely, relevant, and authentic. New media, referring to more recent online mediums where information is created, shared and consumed, offers countless ways for organizations to engage with their audiences, but only when guided by a clear sense of purpose and an understanding of the surrounding landscape. 

 

Putting Strategy First to Maximize Impact 

The abundance of new media platforms and formats – from podcasts to social media channels like Instagram or TikTok – can tempt organizations to jump straight into execution. But without a clear strategy that brings the objective to life, identifies which audiences need to be reached, and determines which messages will resonate, these efforts risk becoming scattered or reactive. Effective use of new media begins with asking several important questions: 

 

• Goal and audience: What change needs to happen? Who can make it and how do they consume information? New media has grown so significantly that there are now podcasts, YouTube channels, influencers, and social media pages for almost every profession, hobby, interest area or like-minded group.  

 

• Environmental considerations: What narratives already exist, and where does white space exist to contribute meaningfully? User engagement makes new media unique. If the story has already been told in traditional media, are there aspects to highlight via new media that will motivate your target audience to actively engage with your message and the issue at hand? 

 

• Channels and messengers: Which outlets, platforms, voices, and formats match both the message and the moment? For example, if key messages can be effectively relayed via audio-only, getting your message featured on a podcast that reaches your target audience is worth consideration – but if there is a visual element, a video format such as a YouTube or TikTok channel may be more suitable.  

 

And depending on the answers, new media may not be the only route to consider. Traditional media continues to offer value, especially for audiences who consume it most. 

 

Leveraging Agility as a Core Capability 

The speed and crowded nature of modern news cycles mean timing is as important as content and channels. Strategies need to build in the ability to act quickly, whether that means responding thoughtfully to breaking developments, reframing a conversation, or seizing an unexpected opportunity to relay a key message. This requires not only monitoring and analysis but also leveraging the tools and relationships in place to move when it matters most. 

 

Building Long-Term Influence 

While agility is important, it should serve a longer-term vision that it is measured against. New media should be used to reinforce a consistent narrative over time, building credibility and trust with stakeholders. That means every quick-turn piece of content, every timely comment, and every appearance in a new media outlet ladders up to a broader story about who the organization is, what they stand for, and the value they bring to their audiences.