Shaping Communication Strategies for a Changing Media Landscape
Digging into what’s said, what’s heard and what’s true: Between the Lines, features conversations with Steve Lombardo, and leading voices in the industry.
In this episode, Steve sits down with Steve Clemons, Editor-at-Large of The National Interest, to discuss audience behaviors, tips for using AI and the media’s evolution.
Three takeaways you need to know from their conversation:
- Customize communication strategies to better match audience behavior.
Shrinking attention spans and growing demand for content across formats—from social media to blogging platforms—have changed the way people consume information. Communicators must adapt by creating content that is clear, concise and designed for engagement. - Leverage AI while keeping a human touch.
AI offers tools to summarize content, analyze trends and streamline workflows, providing new ways to work smarter and faster. Yet, speed and scale alone won’t build credibility. Human judgment remains essential, not only to ensure accuracy, but to craft messages that reflect what audiences value and inspire them to act through storytelling elements like humor, emotion and urgency. - How we receive news is changing, and how it’s delivered is too.
News outlets have greater competition than they once did with legacy publishers, social platforms and influencers all vying for the same attention. To stay relevant, media organizations are experimenting with new storytelling formats. Communicators must also adapt by testing different mediums, remaining up to date on how outlets engage audiences, and partnering with media to achieve results.
Adfero POV
Effective communicators are the ones who remain flexible, adapt and move quickly. This requires a clear understanding of audience behaviors, thoughtful use of technology, like AI, and active collaboration with media to strengthen audience engagement.
Connect with Steve Clemons
To learn more about Steve Clemons, follow him on LinkedIn and explore his work:
About Between the Lines
Hosted by Steve Lombardo, Between the Lines is a series that explores the space between what’s said, what’s heard, and what’s actually true in communications. Each episode features candid conversations with leading voices in the industry on how media is evolving and what lessons can be learned from the front lines of communications.
