Theo Mahy-Ma-Somga, Filmmaker turned Narrative Strategist - Redefining Engagement

Storytelling strategy is not marketing. They are two different things.

This week’s Redefining Engagement podcast guest is not from the news industry. So if you’re a news professional who doesn't normally think in terms of narrative strategy (not marketing!), you should be listening.

🎬 Théo Mahy-Ma-Somga is a filmmaker, narrative strategist and founder who helps people build narrative equity – by asking one deceptively powerful question:

“Why are you doing this in the first place?”

…in journalism we think it sounds like 'to hold power to account' but is there more to it than that?

We talked about what journalists, editors and publishers can learn from content creators, filmmakers and solo founders who actually know how to connect with audiences today.

Some standout takeaways 👇

🎯 Engagement starts with emotional stakes
“If there’s nothing at stake for your reader — no emotion, no reason to care — they’ll scroll right past you.”

💡 Pick your voice, and stick to it
“Stop trying to speak to everyone. A 16-year-old, a 35-year-old, and an 82-year-old don’t want the same story told the same way.”

📢 Newsrooms need a face
“People don’t trust companies. They trust people. So who are you? And why do you show up for this work every day?”

This is the storytelling reset the news industry needs.
It’s not about marketing.
It’s not about spin.
It’s about meaning and inviting your audience into it.


🎧 Listen to the episode now — it might just change the way you think about your brand.