Developing an Understanding of the Media Landscape to See Where Your Story is Best Suited

By Chan Desai, Account Strategist — Otter PR 

In today's dynamic world of media and storytelling, moms, whether they are working professionals, stay-at-home heroes, or influential figures on social media, hold a unique power — the power to share their stories. With the evolving media landscape at their fingertips, the ability to connect, inspire, and make an impact has never been more achievable. It's a landscape filled with diverse platforms, each with its own audience, tone, and style.

Research and analyze different media platforms

Each media platform is unique. Just like how you wouldn’t treat each of your children the same, media platforms also need differentiation:

• Newspapers: Newspapers have a diverse readership, from local to national. Understand the demographics of the readers who engage with newspapers, both in print and online. 

• Magazines: Magazines cater to niche interests. Identify the specific magazines that align with your story and target audience. 

• Television and radio: Television and radio have broad reach. Research the demographics of their viewers and listeners to see if they match your target audience. 

• Website and blogs: The digital realm offers numerous opportunities. Look into popular websites and blogs in your niche to understand their audience, and determine which aligns with your story. 

• Social media platforms: Social media platforms cater to a wide range of demographics. Study and adapt your storytelling to the unique characteristics of each platform's user base.

• Podcasts: Podcasts attract dedicated listeners with specific interests. Discover podcasts that resonate with your story's themes. 

Each medium is a unique conduit for your voice, offering different advantages and challenges. Authenticity is the key, whether you're sharing your parenting journey or unveiling your business expertise. 

Study audience demographics and preferences

Understanding your audience is key when navigating media, like planning family activities around your children's interests. Researching audience demographics is key, but demographics alone don't tell the full story. Dive deeper into their hobbies, lifestyles, and interests to tailor your storytelling. Determine where they consume content to present your story in their preferred format by monitoring engagement across channels. 

To make this process more tangible, create audience personas that represent different segments of your target audience. Assign names and faces to these personas to make them feel real. 

These personas will serve as your guides when planning content. Crafting stories that speak directly to the interests and preferences of each persona ensures that your story not only reaches them, but also deeply resonates with their hearts and minds.

Monitor industry trends and development

To stay on top of evolving trends, be open to embracing new technologies that can amplify your message and reach. Similar to how you adapt your parenting approach for different phases, consider experimenting with fresh storytelling formats to keep your content engaging and pertinent. 

Don’t shy away from exploring emerging platforms, just as you encourage your child’s exploration; these new spaces can offer distinctive storytelling opportunities. For instance, during the pandemic, platforms like TikTok gained favor among many moms due to their user-friendly nature and fewer restrictions.

To track your progress, closely monitor your media insights and analytics. By doing so, you can assess the performance of your content across various platforms and refine your strategies for maximum impact. Insights offer valuable feedback on what’s effective and what requires adjustment. 

Engage with media professionals and influencers

To succeed on social media, it’s important to create a circle of friends, similar to your mom-friend group. Building a network of like-minded followers helps elevate your brand’s presence and extend your reach to a wider audience. There are two ways to do this:

1. Engage with like-minded influencers: These people have a significant reach and have their finger on the pulse in social media. They’re great to establish connections with, especially if their content aligns with your message. 

2. Connect with media professionals: Journalists, editors, and producers operating in your chosen media landscape can help elevate your brand. They possess valuable insights and can guide you toward platforms where your story may resonate most effectively. Engaging with them can help you gain organic placements and therefore extend your reach even further. 

Authentic relationships create a supportive network that fosters mutual growth, similar to the authentic friendships you’ve nurtured throughout your motherhood journey. 

Due to the digital revolution, the world is smaller than ever, and moms can wield the power to share their stories authentically, connecting with audiences across diverse platforms. Just as understanding the unique needs of each child is key to effective parenting, comprehending the nuances of different media channels is vital for impactful storytelling. 

By embracing these insights, moms can strategically align their narratives with the right platforms, ultimately making their voices resonate where it matters most. It’s a journey of discovery, adaptation, and empowerment, guided by the understanding that every story has a place to shine in this ever-evolving media landscape.

– Chan Desai graduated with a Master’s degree in Management Communication with a focus on Marketing Communication, and an undergraduate degree in Communication Studies with a focus on Media Studies. She has been with Otter since 2021 and has earned her clients successes in The American Reporter, Forbes Business Council, NY Weekly, and more.