Samantha Liss

I am still mulling over the impressive AP/Frontline investigative film, “Documenting Police Use of Force,”and interesting panel discussion at the National Press Club about the surprisingly high number of deaths that occur from prone restraint and other “less-lethal force” police tactics. I encourage you to watch the film, read the story and explore the database. (I’ll put the links in the comments below.)

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“I just need a few key messages that I should hit.” It’s a common request that every communications pro has encountered many times ahead of a media interview. And if you’re anything like me, you roll your eyes. Why? Because key messages are fine and good, but only if they are used to form a broader narrative. More often than not, they’re seen as a license to be repetitive, robotic and focused only on your own outcome. Brute-forcing key messages down a reporter’s throat doesn’t help them do their job. Media opportunities are a two way street - you give value, share expertise and contextualize whatever you’re talking about in exchange for the profile the media outlet can give you and your business. The best and only way to respect this duality is to shape a simple and memorable story which contains the messages you want to hit, and which shows instead of telling why what you’re discussing is important and meaningful. I used to keep a folder of video clips that could’ve been titled “when key messages go wrong” - often depicting some hapless executive or politician stumbling through a repeated response straight from the message sheet he or she was handed. They universally looked silly and unprepared, and the interview did nothing but undermine trust and damage the speaker’s reputation. Next time, before the camera starts rolling, think about a story instead of a key message. Your brand will thank you.

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I wrote a piece for Politico on major trends buffeting the media including artificial intelligence, deepfakes, and fighting disinformation in an age of dwindling resources. The conclusion is that founders, CEOs, politicians and others in the public eye now face an exponentially increasing threat of reputational damage. In today’s media landscape, a single negative review can quickly go viral, a poorly phrased statement can trigger a global backlash and an ill-judged joke can wreck careers. While the media world’s pace of change is dizzying, the words written by businessman Warren Buffett almost a decade ago have never been more relevant: “It takes 20 years to build a reputation and five minutes to ruin it.” Article here: https://lnkd.in/dtTNY4PU

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What years on Twitter/X taught me: 1) Posting and engaging constantly on Twitter is how pundits, journalists & authors build their audiences--more than their actual published/broadcast work. 2) Posting and engaging constantly on X melts their brains. Carry on.

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In the world of media and communications, the relationship between journalists and PR professionals is often misunderstood. However, the reality is far more nuanced and symbiotic. Journalists rely on PR folks to provide them with access to newsworthy stories, expert sources, and valuable insights. In turn, PR depends on journalists to amplify their messages and bring attention to their clients or organizations. A recent report by #MuckRack on the "State of Journalism," found that journalists acknowledge PR professionals 70% "as at least moderately important to their success." This mutual dependence highlights the essential role each plays in the dissemination of information to the public. Trust forms the foundation of our collaboration and ensures that the stories that reach the public are credible and impactful. Journalists rely on us to provide accurate and reliable information, while those of us in PR trust journalists to report the news fairly and accurately. Journalists are skilled storytellers who strive to craft compelling narratives that resonate with their audience. PR pros, on the other hand, are adept at identifying and shaping stories that align with our clients' goals and objectives. Together, we work to create stories that inform, engage, and inspire. I encourage you to read the attached report which provides many insights of today's newsrooms. #Journalism #PR #MediaRelations #PublicRelations #NewsMedia #MediaIndustry #JournalismEthics #Storytelling #MediaCollaboration #InformationSharing #MuckRack #StateOfJournalism #PressRelations #MediaPartnership Public Relations Society of America (PRSA) Natan Edelsburg

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As a PR pro and former journalist, I know that a good press release is one that tells a story and also generates earned media (gets journalists to write/do the story!). It must tell news! So what is news? What makes a good press release? Mickie Kennedy of eReleases joins me on Let's Talk PR & More today to discuss best practices of news release writing. Listen live at 5pm on 88.7FM WRHU or livestream; download the podcast from Goldman Communications Group's website or your favorite podcast site. #LetsTalkPRandMore #publicrelations #mediarelations #publicity

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I am in the process of building out a course for people who want to be better public communicators, including a course on how to get in TV (specifically honing your pitch, producing a good segment and what to do once on air). IN the process, I came across a clip of me talking about my first TV job. Take a look.. can any of you relate? (Note: this was taken from a live speech which is why there are 30 years of hairstyles and eyebrows. You're welcome)

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Journalism is an incredibly busy profession and not a 9-to-5 job. 🔸64% of journalists work more than 40 hours a week.  🔸34% say they work after-hours most days of the week.  🔸Nearly a quarter of journalists produce 11 or more stories per week. How can PR pros help? The Voxus PR blog shares insights from Muck Rack’s State of Journalism 📰 2024 Report. #journalism #mediarelations https://lnkd.in/gP_Mah4z

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68% of journalists say the press release is still one of the most useful types of content for building earned media coverage and brand equity. But first, you need a news angle. Read when to use and when not in the new 2024 report from Cision. #publicrelations #pressrelease #earnedmedia

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NPR and PBS should be on their own. The Public Broadcasting Act, the LBJ era media ecosystem is long gone. They take 8% from Corporation of Public Broadcasting, 10% from colleges, 8% from state and local budgets. PBS takes 15% from the feds, 13% from states, 3% local governments, 8 % colleges- that's 39% before folks and rich foundations. What they provide is balanced in some places, like Amanpour and Firing Line, and bias in most other places. NPR is a mouthpiece for the MSM , and the current long list of advocacy from Roe v Wade to pro - Palestine coverage. The design during the great society was needed, now in our vast array of media sources, the federal government does not need to fund any of it. C- Span can carry the record keeping load , with their truly unbiased , long form coverage. If you want NPR and PBS ( nee American BBC) you can pay for it.

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Transitioning to tech after 10+ years in journalism and communications has taught me one thing: confidence is overrated. Doubt, however, is a far more abundant, incredibly cheaper and much more accessible resource. If it's bold (the irony) enough to periodically plague you, it's bold enough to withstand your exploitation of it. Here's how I've used it (and continue to), and here's how you can too: 1. Doubt as an Endless Fuel for Curiosity ⛽ I know nothing (Jon Snow... sorry, couldn't resist) about Networking, so my decision to ultimately take steps to pursue my CCNA certification has been one deliciously riddled with doubt. As such, I opted to redefine my relationship with the resource. "When I feel doubt, think curiosity". Whenever doubt would come, I'd say those words out loud. Over time, doubt no longer dissuaded me, but became the buzz word or emotion to trigger my enthusiasm for knowledge. Reprogram your relationship with it. 2. Doubt as the Border of Your Ignorance 🚧 If your aim is to grow, doubt is often the beginning of your discomfort and the tripwire waiting at the edge of what you know. Set it off. Pushing the limits of your doubt is the same as shrinking the stronghold of your ignorance. Take that, Subnetting. (Don't mind that last bit. Subnetting and I have beef). 3. Doubt as a Compass If you don't know where to go, head in the direction you doubt to be the best one. The decision to leave the confines of journalism - a bed I've made for 10+ years - for the daunting world of tech, was built on that very premise. I'm transitioning to tech because, among other reasons, I doubt I can. It's a compass pointing me to the thing I feel most anxious about. Fortunately, the business of unmasking the specter of your anxiety is an extremely valuable one. Embrace it. How do you use doubt? #Tech #Journalism #ExploitingDoubt

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Do journalists really want to hear from you? As has been the trend for years now, the number of working journalists continues to dwindle, primarily due to layoffs, outlet closures and consolidation, leaving those still in the field with longer hours and much tighter work schedules. In fact, most journalists today work between 41-50 hours, including at least one or two days after hours or on weekends, according to the recent 2024 State of Journalism survey*. While their work schedules may not be of prime importance to you, it should be…if you’re trying to get their attention with a story idea.  And do you know if these journalists even want to hear from you? As long as you’re a PR pro, maybe. Some 70 percent of journalists surveyed ranked PR pros as either important or very important to the success of their jobs, while 29 percent said they are either slightly or not at all important. And frankly, don’t get too puffed up about that 70 percent…because nearly half said they seldom or never respond to PR pitches, while just 18 percent usually respond and 8 percent always do. One possible reason for the relatively low response rate could be that the majority of those surveyed said they get up to 25 pitches per week, while another 23 percent said they get up to 50 per week. There’s simply not enough time in even an extended workweek to reply. Or, perhaps they don’t feel the need. After all, the journalists tell us that nearly 75 percent of the pitches they receive are not pertinent to their coverage area.  So, do you know the reporter(s) who cover your industry or subject matter? And what exactly should your pitch consist of? And is your “news” even pitch-worthy? If so, when and through what means are the best to reach these journalists? A lot more questions than answers here. If you’re unsure of the answers to any of these questions, or more, it’s likely time to call in a PR pro. After all, 70 percent of journalists said they do want to hear from us. Before you venture into the unknown, or worse, turn off one of the few journalists covering your industry, get an expert involved. Rountree Group has an experienced PR team who can develop and implement a successful plan of action that will drive results. Connect with us here for info. *Of the 1,106 journalists surveyed for this year’s State of Journalism, the majority work primarily in the United States, with the remainder worldwide. The majority work full time in the journalism industry, half serving as freelancers. Some 33 percent work locally or regionally, with 30 percent nationally and 29 percent internationally. And 40 percent work with digital publications, 31 percent with newspapers and the remainder work with magazines, broadcast television, trade publications, radio, non-profits, podcasts, etc. An experienced group, nearly 30 percent surveyed said they’ve been a journalist for more than 21 years and another 24 percent for 10 to 20 years. Some 58 percent are reporters or editors.

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This year's U.S. Book Show was buzzing with energy and insight, making it clear that the pulse of the publishing world is stronger than ever. As we are always in the mindset of “sharing is caring,” here is some knowledge the Smith team and I gained from the event: 🎙️ Panel Insights:  From our industry friends at Amplify Publishing Group and Forefront Books to new connections like Mia Orlandella from Penguin Random House, the discussions were rich and varied. A standout moment was the Young Publishing Forum, where the focus was on "emerging publishers" rather than "young" ones, emphasizing the rapid professional growth in this field and the value of mentorship and community. 🤖 AI and Publishing:  During the CEO roundtable, AI’s role in publishing was a major topic. It was fascinating to hear perspectives on AI as an "intelligent assistant"—a tool that augments rather than replaces the human creativity, empathy, and intuition essential to forward-looking innovation. 📈 Trend Shifts in Book Selling:  The dynamics of book distribution are flipping. It’s no longer just about what bookstores will accept from publishers, but strategically thinking about which books are pushed to major retailers like Barnes & Noble, Inc. or newer platforms like Bookshop.org. This strategic distribution reflects a deeper niche targeting approach. 📘 Digital and Libraries Evolving Together:  Discussions around digital book buying, especially in educational sectors, highlighted the evolving role of libraries. They're not just physical spaces but are adapting to digital demands with tools like social media and virtual book clubs, enhancing access and engagement. We left feeling a profound sense of community and dedication across the board, from protecting authors' interests to celebrating the human touch in our tech-driven world. The Publishers Weekly U.S. Book Show wasn't just about books; it was a testament to the passionate individuals behind them, restoring our faith in humanity one page at a time. If you want to take a deep dive into more knowledge and actionable takeaways from the event, Olivia Whitlock McCoy and I recorded a special episode of the Smith Publicity, Inc. All Things Book Marketing Podcast. Check out our insightful episode here: https://bit.ly/3KlxSUD. #Marketing #Publishing #Author #Books #Leadership

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📣 Navigating Public Statements with Diverse Member Opinions 📣 In this week's Association Insights, I tackle a complex challenge: making public statements when not all members agree. Here’s how to approach this delicate task effectively: 👉 Establish a Clear Decision-Making Framework: Set transparent rules about the levels of consensus needed for different types of public statements. 👉 Align with Predominant Member Interests: Understand and represent the majority while maintaining open dialogue to manage expectations and relationships. 👉 Find Common Ground: Emphasize shared values and goals to craft a balanced statement that respects diverse viewpoints but upholds industry priorities. 👉 Communicate Transparently: Always explain the decision-making process and reasoning behind public statements to all members to foster trust and understanding. Handling disagreement requires a strategic and inclusive approach to effectively represent your association's interests and maintain unity. 💬 How do you manage differing opinions in your organization? Share your strategies below! #PublicRelations #AssociationManagement #Leadership #CommunicationStrategy #AssociationInsights #OnWrdUpWrd

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This💡Ragan Communications and PR Daily article deserves to be shared. There are excellent insights here. 👏🏼This quote from Caitlin Hayden is particularly resonating with me this morning. “Your “brand” is not something that lives off to the side as a set of creative assets and colors. It’s everything about how you show up in the market, which means that comms needs to be a part of any activity or decision that could impact the way stakeholders perceive your company. How your employees talk about their experience = brand. Where you invest your CSR dollars = brand. How your facilities look, feel, and function = brand. How ethically you behave = brand. I could go on…”

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If you're a local or trade news publisher and want to reignite your readership and reinvent the way you source and generate news, check out the Newspage News Desk. News Desk is a white label editorial solution for publishers, powered by Newspage, that enables publishers to turn their readers into an extension of their news teams. Our proven and proprietary tech helps publishers unlock their subscribers’ intel, derisk their content, streamline their editorial processes and drive ad revenues through increased relevance, engagement and shareability. Imagine that. We'll be offering progressive publishers, both vertical and local, exclusivity on our tech — and an opportunity to own their sector rather than churn out the same old crap that nobody cares about. Read all about it on the link below. If you want to discuss, message me. When I'm sober, I'll message you back. If you're a percentage player, message Jonny Stevens. He's a lager top so will get back to you in 30 seconds flat. #newsavoidance #newsmedia #media #publishing #newspublisher https://lnkd.in/eD3FC4H5

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In my latest story with Joe Flint, we write about how media companies are adapting to the aging of their audiences. Attracting viewers ages 18 to 49 and 25 to 54, important age demographics for advertisers, was once among the primary focuses of the biggest media companies in the world. Now that many of those viewers have migrated to streaming and the median ages of networks have gone way up, companies are changing the pitch: What really matters, they say, is whether your ad is reaching people who are likely to buy your product, whether they are 37 or 67. https://lnkd.in/enWt-Py7

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