Samiha Fariha is the senior associate at Golin Ketchum, where she supports clients including Staples Canada, Schneider Electric, ADP Canada, Specsavers, and the LEGO Group. In addition to her agency work, she serves as Communications Chair on the Canadian Public Relations Society’s Toronto board, where she leads member engagement and communications strategy. She also teaches at Toronto Metropolitan University’s Chang School as a professor, where she designed the Media Relations course to reflect the evolving communications landscape. In this episode, Samiha shares expert insights on crafting compelling media pitches, building effective media lists, and navigating emerging trends in public relations.
Key Takeaways:
- Crafting compelling media pitches
- The growth of the pay-to-play media environment
- Impact of AI in PR
Episode Timeline:
1:30 Is Samiha a coffee or tea drinker?
2:45 What got Samiha interested in PR?
4:00 Emerging trends in PR
5:45 Brands should look into affiliate partnerships
6:45 The emerging pay-to-play market in media
7:30 Editors are pushing back against AI
8:30 The rise of AI on Qwoted
9:20 Whatever happened to human writing?
10:00The rise of pay-to-play on TV
12:05How to write a great pitch
13:50Journalists want to write a fun story
15:45How to build a great media list
18:00Talking to college students about AI
19:50Why journalists don't like AI
21:45Samiha's thought leadership philosophy
This episode’s guest:
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