Tailoring the Medium to the Message

Not everything that happens within our organizations is going to make the evening news, and that’s perfectly okay. Realizing this doesn’t take away from the value of what we’re doing; it just means we need to think creatively about where each story fits best.

(Follow-up to the post I wrote about recognizing a story’s newsworthiness.)

Many updates and milestones are significant to certain audiences, particularly those already engaged with your brand, such as your employees, current customers, or dedicated followers. It’s like knowing whether to text a friend, email a colleague, or call your mom—each message has its ideal medium. Here are a few:

Strategic Emails – When we have updates that are crucial but not front-page news, like minor product tweaks or team achievements, emails let us connect directly with those who care most. It’s straightforward and personal.
Web Announcements – For those who like to dig deeper, our website should be a treasure trove of information. Keep a dedicated news section or blog for updates that might not make the news but are crucial for stakeholders seeking in-depth information is always a good practice.
Newsletters – A newsletter is like a friendly catch-up over coffee, where we share everything from quick updates to in-depth insights. It’s our way of keeping everyone informed and engaged, no matter where they are in their journey with us. Newsletters allow us to bridge the gap between daily social media updates and more formal announcements, while also serving as an opportunity to keep us in our audiences minds while we reinforce our brands.
Social Media – This is our playground for everyday stories— social media helps us build a community around our brand, showing there’s a human side to business. It’s perfect for engaging with audiences in real-time and can be used to highlight smaller achievements, day-to-day operations, or community involvement. Enhancing your brand’s image and reinforcing customer connection is always a win!
Webinars and Live Streams – There’s something special about live interaction. Hosting a webinar or going live on social media makes our audience feel right at the heart of the action, perfect for demos or deep dives into niche topics.
Video Content – Videos can convey complex information in an easily digestible and engaging format. Whether it’s a quick tutorial on Instagram or a detailed guide on our website, videos help us explain more complex ideas in a fun, engaging way. Plus, who doesn’t love a good behind-the-scenes look?
Infographics – When we’ve got data to share, infographics turn those numbers into stories. They are highly effective on both social media and in reports or presentations, helping to quickly convey key messages and insights in an eye-catching manner.

Final Thoughts

Every piece of news has its place, and as communicators, our job is to match stories with the right medium and audience. This approach doesn’t just keep our communications fresh—it strengthens our connections with everyone from our internal team to our global community. By using a mix of tools and channels, we ensure that every story finds its home, maximizing impact and maintaining engagement.