From Noise to Influence: Rethinking Public Affairs Storytelling in the New Media Ecosystem

The playbook for shaping public opinion in government affairs has changed. Traditional media channels are losing attention, while social media, podcasts, and creators are redefining influence. In a recent Quorum webinar, We. Communications’ Gretchen Ramsey and Charlie Baldwin laid out a compelling case for how public affairs professionals must adapt their strategies. From mapping generational media habits to choreographing multi-phase campaigns, this post explores a new, data-backed approach to modern influence — and what it means for your next initiative.

Why the Old Influence Playbook Doesn’t Work Anymore

If you’re still relying on legacy media alone to shape policy conversations, you’re missing where the action actually is. While stories of innovation and change are skyrocketing — up 6x in the last two years — engagement with traditional media sources is down 75%.

Instead, audiences are turning to what We. Communications calls “alternative media” — a mix of social platforms, newsletters, podcasts, and niche communities like Reddit or Substack.

Policy stories are still powerful — but how they’re told, who tells them, and where they show up must change.

The Rise of the New Influencers — And Why They Matter

Creators are not just influencers. They are often more influential than traditional journalists. They’re in the press briefing rooms. They’re shaping the policy discourse on TikTok. They’re being interviewed by former presidents.

And they’re not operating alone. Platforms like Breaking Points, Real America’s Voice, and Punchbowl News have exploded in relevance, each growing their content volume and engagement rapidly.

Even mainstream creators like MrBeast or Taylor Swift are landing on influence maps. Why? Because their reach, cultural cachet, and credibility among specific audiences make them key players in shaping public opinion — even on policy.

The Six Laws of Influence in 2025

Gretchen and Charlie introduced a six-part framework to rethink how public affairs professionals build influence. It’s not about “getting coverage.” It’s about intentionally designing influence:

1. Define a Singular Goal: Strategy is about choices. Don’t aim to do six things at once. Decide what matters: perception change, market share, engagement — and focus.
2. Identify Specific Audiences: Don’t treat “staffers” or “voters” as monoliths. Segment by behavior, location, generation, or even mindset.
3. Place Them in Cultural Context: Tailor your messaging to what’s happening in their world — from local dynamics to global events.
4. Find Your “Influence Heroes”: Identify the individuals — creator, journalist, educator, or niche voice — who move conversations fast and credibly.
5. Choreograph the Story: No one channel is enough. Combine owned, earned, and social voices into a well-paced campaign.
6. Participate in the Post-Launch: Influence doesn’t end when a press release goes out. It lives on in Reddit threads, TikTok comments, and YouTube reaction videos.

The Influence Swell: Turning Moments Into Momentum

One of the most useful metaphors from the webinar was the “Influence Swell.” Most campaigns chase one sharp peak of coverage. The problem? After that, there’s silence.

Instead, think of influence like a wave — building slowly, cresting, and trailing off with long-form discussion and cultural commentary. The phases:

1. Social Provocation: Niche forums and early conversations (Reddit, Substack).
2. Community Discussion: Broader, participatory channels (TikTok, YouTube).
3. Digital News Lift: Embargoed stories in top-tier outlets.
4. Mainstream Social: Public sharing, opinion threads, memes.
5. Broadcast Attention: Network segments and talk shows.
6. Long-Form Analysis: Deep dives in places like The Atlantic or New Yorker.

You can design this arc intentionally — and extend the life of your message from hours to weeks or more.

Generation Matters: How Different Cohorts Consume Policy Content

Gretchen and Charlie broke down how different generations interact with content, and the data was eye-opening. Here are the major takeaways:

• Gen Z: Prioritize relatability, social justice framing, and animation. They seek intersectionality and find news outside of traditional sources.
• Millennials: Crave longform, trusted voices — especially via podcasts and in-depth YouTube explainer content. They are also the most engaged in comment sections.
• Gen X: Prefer discovery through self-guided deep dives — think YouTube documentaries and explainer podcasts.
• Boomers: Want validation. They rely heavily on local news, familiar voices, and legacy media like CBS or Fox News.

Each generation has its own “influence map,” and your outreach should reflect that. For instance, Gen Z is influenced by TikTok, BBC, and creators like MrBeast. Boomers still trust figures like Sanjay Gupta or Martha Stewart.

Choosing Your Influence Heroes

So how do you know who the right voice is for your campaign? We. Communications uses a model based on four pillars:

• Credibility – Are they respected by your target audience?
• Heat – Can they provoke conversation or virality?
• Reach – Do they operate across multiple formats and audiences?
• Affinity – Do they care about your topic — and does their audience trust them to talk about it?

This allows teams to identify the right mix of voices based on the story and audience — not just default to “who has the most followers”.

Sustaining Influence Beyond the Swell

Gretchen introduced the idea of “maintainers” — people or voices who sustain the conversation after the initial surge.

This could include:

• Year-long contracts with trusted creators
• Internal experts who stay active on Reddit or LinkedIn
• Community leaders or staffers who can share updates in their own words

In volatile environments like public affairs, relationships are currency. Invest early — so that when a moment arises, you’re ready.

Conclusion: Influence Is No Longer Earned, It’s Engineered

To succeed in today’s public affairs landscape, you need to stop chasing headlines and start building ecosystems. Audiences are fragmented. Media habits are generational. New voices are commanding trust and attention.

The most effective public affairs teams will treat influence like a process — not an accident. That means designing swells, identifying the right voices, and showing up where the conversation already is.

This isn’t the future of communications. It’s what’s happening right now.

Appendix: FAQ