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 \tIs Samiha a coffee or tea drinker?
2:45 \tWhat got Samiha interested in PR?
4:00 \tEmerging trends in PR
5:45 \tBrands should look into affiliate partnerships
6:45 \tThe emerging pay-to-play market in media
7:30 \tEditors are pushing back against AI
8:30 \tThe rise of AI on Qwoted
9:20 \tWhatever happened to human writing?
10:00\tThe rise of pay-to-play on TV
12:05\tHow to write a great pitch
13:50\tJournalists want to write a fun story
15:45\tHow to build a great media list
18:00\tTalking to college students about AI
19:50\tWhy journalists don't like AI
21:45\tSamiha's thought leadership philosophy
This episode’s guest:
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