Tools change. Platforms shift. But good stories still drive everything.
It’s easy to get swept up in the new. A platform launches, the early adopters flood in, and suddenly every organization is asking: “Should we be on there too?” Whether it’s a TikTok trend, a Substack wave, or the latest AI-powered newsletter tool, the temptation is real: if we don’t jump in now, will we get left behind?
But here’s the truth: chasing a medium without clarifying your message is like dressing up an empty box. Slick packaging can get you attention—but only substance keeps it.
The False Choice Between Medium and Message
Marshall McLuhan famously said, “The medium is the message.” It’s a smart, often misunderstood phrase. McLuhan meant that the way we deliver messages changes how we experience them. He didn’t mean the message doesn’t matter.
Too often, organizations treat the medium as a shortcut—assuming the right channel will do the hard work for them. But a confusing story won’t get clearer in a tweet. A shallow idea won’t deepen on YouTube. And no algorithm can fix a message that lacks purpose.
Why Story Still Wins
The foundation of strategic communication is not where you say something—it’s what you say and why it matters.
People don’t follow press releases or policy decks. They follow values. They follow clarity. They follow people and purpose.
Stories outlive trends. They adapt to new formats. A strong story will perform on video, print, and social media—not because the medium carried it, but because the message earned attention.
A Simple Framework to Clarify Your Story
Before you decide where to share your message, ask these three questions:
- What do we want our audience to understand, believe, or do?
- If you can’t answer this clearly, neither can your audience.
- Why does this message matter now?
- Urgency drives relevance. If the stakes aren’t clear, the message won’t land.
- Who is the most credible voice to carry it?
- The right messenger—especially a third-party validator—can build trust faster than any paid campaign.
Get those answers right, and the medium becomes a multiplier. Get them wrong, and even the best-designed campaign will fall flat.
Mediums Matter—Once You Know the Story
Mediums shape delivery—but they shouldn’t dictate direction.
A one-minute video requires sharper language than a white paper. A caption needs punch. A podcast needs rhythm and flow. But each of those tools becomes powerful only when they’re in service of a clear, cohesive message.
Think of the message as the music and the medium as the speaker. A better speaker helps. But if the music’s off, nobody sticks around.
What This Looks Like in Practice
We worked with a client who needed to shift public perception after a series of high-profile reforms. They had solid outcomes and real data—but no narrative.
Once we helped them clarify their core message—what changed, why it mattered, and who benefited—they were able to carry that same story across channels. A short-form video gave it emotion. A media interview gave it reach. A policy brief gave it credibility.
Same story. Different lanes. Unified impact.
Clarity Is the Competitive Advantage
In a world of hot takes and fast posts, the smartest communicators slow down to get their story straight.
Yes, mediums matter. But your message is the multiplier. Get that right, and you’ll be able to meet the moment—on any platform.
