What does it take to thrive across radio, podcast and the written word? Venelize de Lange from media update chats with broadcaster and author Carol Ofori about the art of storytelling in Africa.
It's no secret that Carol Ofori, Podcast Host at East Coast Radio, has built a career rooted in adaptability and storytelling. As an award-winning voice-over artist and the author of a six part children's book series that celebrates African stories, Ofori has never been one to stay in a single lane.
She has seen the media landscape shift and has not only kept pace, but carved her own unique path. For Ofori, staying relevant is about more than mastering platforms; it's about learning, refining skills and grounding every project in authenticity.
But, Ofori's journey hasn't been without its challenges — and it's the lessons she has drawn from those challenges that continue to shape her approach to storytelling today. It is exactly this that has made her a standout figure in broadcasting and writing — and one whose insights hold real value for anyone hoping to make their mark in the media.
You have navigated radio, TV, voice-overs and podcasting. What can young journalists, bloggers and other content creators learn about building a multi-platform career?
One should never be complacent. Always upskill yourself and learn something new or refine something you already know. Peers and colleagues are great sounding boards in helping you grow and reach new levels of your career.
What do you think makes a story resonate with an audience, whether it is a news article, podcast, or blog?
Relevance is what I think makes one resonate. How relevant is your story to the present-day circumstances and are you in tune with the sentiments on the ground? "Reading the room" is so important — and being empathetic to the needs of your audience.
For podcasters just starting out, what is one key lesson you have learned about building loyal listenership?
To be honest, the podcasting space is so new and so unexplored in South Africa that I am learning with every new season what to do to build loyal listenership.
I do believe that building a loyal listenership involves providing the listener with content that is consistent and relevant to your podcast. Think about what is key to ensuring that the content you are putting out is something that you are proud of and something that you feel will be uplifting to those that are engaging with your content.
Media professionals often face rejection. How have you built resilience and what advice would you give others facing setbacks?
Rejection is part of the game. You need to know that with every "yes" there's a possible "no", and in knowing that you put yourself in a position where you are able to stand firm in what you're willing to do to get your "yes" — and what you're not willing to do.
Do not be exploited for the sake of a "yes". As much as rejection is part of the journey, sometimes rejection is also necessary to propel you to where you need to be.
Your children's books highlight African stories. What advice do you have for journalists and bloggers about centering local narratives in their writing?
I am extremely passionate about African stories and the unification of Africans. This is something that is very close to my heart.
For local writers I think you need to find what drives you: what do you love about your culture, about your people, about your language, about your heritage? Once you've established that, the writing side of it will come to you naturally because it's a story you want the world to know.
How can African podcasters and writers tell authentic stories that also connect with a global audience?
The more African podcasters can tell the positive stories about the continent, the more global audiences will be intrigued. Right now, the narrative around Africa is poverty, hunger and devastation. And, we all know as Africans, that is not our legacy.
Our resources alone speak volumes around the potential this continent has and the economic power available. Africa has global minds, medical giants, scientific breakthroughs, historical geniuses, agricultural templates and more — yet these stories are not told enough.
These stories need to be told on a world stage more often, so Africa can be more respected and a lot more interest given to Africa and African stories.
What is a mistake you made early in your career that taught you an important lesson for working in media?
I have made many mistakes in my career and I'm grateful that every mistake has been a beautiful life lesson and career lesson. I believe the one mistake that I've made that has been a catalyst for who I am today, would be being forced to realise my worth.
If you are not aware of who you are and what you deserve, the industry will dictate it for you, and this is extremely humbling. It is important that you know your worth and what you are willing to do. Only you know the sacrifices it has taken to be where you are: from hours put in, resources used to upskill yourself and years devoted to your cause.
If you could share one piece of advice with a journalist or podcaster just starting out, what would it be?
Always remember your "why". Whenever you're feeling challenged or down, remember why you started.
For me, I started because I wanted to tell stories. I tell stories in every waking moment of my life, from radio shows, social media, books I have written, sitting with my family and just in my everyday engagement — I am telling a story. Yours will anchor you and lead you when [you feel like you are going] astray.
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*Image courtesy of Canva