I'm thrilled to be joined by two exceptional guests, Steve Centofanti, Manager of Communications, and Malika Bryant, Public Relations Specialist.

In this episode, we explore the varied and innovative strategies COAAA employs for media outreach, including our use of traditional news releases, targeted email marketing, and the growing significance of social media platforms. Steve shares his insights on the evolving landscape of earned media, the importance of concise communication, and the agency's impressive growth in social media followers.

Meanwhile, Malika will get into the behind-the-scenes action of coordinating television segments and creating impactful content for various media channels. We also discuss long-form storytelling opportunities, the sophisticated tools the team uses like Sprout Social, and engaging with their audience through platforms like LinkedIn, Instagram, and YouTube.

Top Takeaways

Proactive Media Engagement:

• Steve Centofanti emphasizes the importance of continuously engaging with media through traditional and modern methods, including concise and well-timed news releases and rewriting stories that initially go unreported.

Direct Email Marketing:

• COAAA utilizes a platform to directly email content to a listserv, ensuring that their messages reach targeted audiences efficiently and effectively.

Earned Media Strategies:

• Steve describes the process of handling media inquiries, from receiving a story idea to coordinating with the right agency expert, highlighting a multifaceted approach to getting their stories in the media.

Adapting to Media Trends:

• There has been a noted decline in dedicated media reporting on specific topics like aging issues. COAAA has adapted by improving the relevance and appeal of their stories.

Content Diversification:

• COAAA creates specific content for different platforms and audiences, including newsletters, social media, and YouTube, using various formats like videos, infographics, and data.

Strategic Social Media Use:

• The growing Facebook following from 700 to nearly 44,000 over ten years demonstrates COAAA's strategic use of social media platforms to engage their audience and build community.

Internal Collaboration:

• Both Steve and Malika encourage internal collaboration by asking staff to share media from events, ensuring active community presence and engagement through social media.

Long-form Storytelling:

• COAAA sees value in long-form storytelling for platforms like YouTube, aiming to produce impactful and educational content that features personal stories and agency highlights.

LinkedIn & Professional Networking:

• LinkedIn content is strategically used to build professional networks and showcase thought leadership, extending COAAA’s influence within professional circles.

Newsletters as Core Communication:

• COAAA's quarterly newsletter, sent to almost 4,000 recipients, is a cornerstone of their outreach, featuring in-depth stories, program updates, and multimedia elements to keep the audience engaged and informed.

Key Moments

08:31 Medicare education, outreach, and home energy assistance.

11:48 Collaborates on HR recruiting content and materials.

14:50 Share event photos with details for social media.

20:10 Sprout aids social media growth significantly.

21:16 Social media's effectiveness in our media strategy.

26:02 LinkedIn highlights work culture and shares insights.

27:32 Create engaging, timely, impactful, immersive content.

30:30 Quarterly in-depth newsletter highlights diverse programs.

34:45 Media inquiries for COAAA have decreased recently.

39:04 Belief requires follow-up and persistent communication.

41:28 Social media, email, TV target different audiences.

46:38 Share personal impact stories using varied media.

48:35 Puzzle pieces' impact through storytelling and collaboration.

Let me know what you think of this podcast, as well as any ideas you have for an episode. Email me at [email protected]!

Copyright 2025 Central Ohio Area Agency On Aging

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