Dan Wakeford

THE ORIGINAL CHANGE AGENT: READ PRESS ON THE AWESOME AWNY25 SESSION;THEN BUY THE BOOK "It’s easy to blame the private sector as the biggest part of the problem. But I believe there’s a powerful way that businesses can come together based on a common desire to contribute to the solution, and a different clarity on ‘how’ to do so. As we continue to see unprecedented growth in organizations that are making sustainability a priority, there needs to be a neutral place where the integration of dialogue and action can occur outside the day-to-day silos. That’s what SustainChain™ is all about. In just a year since its launch, more than 1,200 users have joined SustainChain, which validates our core hypothesis: that organizations need and value access to each other, relevant opportunities to combine or learn from other initiatives, new partners, and innovative solutions that can further their individual and our collective progress." Jacqueline Corbelli, Founder/Chairman of BrightLine, CEO US Coalition on Sustainability/SustainChain

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People valuing human-led content over AI slop, as covered in Press Gazette, does not come as a surprise. The entire Newspage model is built around that simple fact and is the reason why the stories we publish resonate and get shared. We generate human-powered content at scale, making VERIFIED experts in every sector an extension of news desks. It's a model that's scalable — unlike boutique news publishers — and one that derisks news, as publishers are writing stories that people have said they want to read. AI is not driving efficiencies, it is creating a massive engagement deficiency. But AI is not the only issue. Syndication is an equally worrying problem for publishers. Generic news, often powered by legacy news agencies, is alienating local readers at scale. Local audiences are being fed content that means nothing to them. And the results are plain to see. You can read the views of some of the Newspage community on local journalism — and their suggestions as to how to solve it — in the story below. CC Douglas Patient https://lnkd.in/e-hS2swc

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Critique of Substack’s Approach to Email Delivery Enforcement The message from Substack Standards & Enforcement, while framed politely, reflects a concerning and overly punitive approach to handling email delivery metrics, particularly for publishers who rely on the platform to build and engage with their communities. First and foremost, disabling publishing abilities without prior warning or a transparent, data-driven explanation undermines the trust between creators and the platform. The vague reference to “poor email delivery indicators,” such as low open rates or spam complaints, is insufficient. Publishers deserve access to detailed analytics before such drastic action is taken. Without clarity or specific thresholds, the criteria appear arbitrary and opaque. Furthermore, placing the burden entirely on the creator to “prune” their list through a re-confirmation process penalizes legitimate audience-building efforts. Many imported lists consist of genuine followers collected from personal websites, events, or past platforms. Forcing re-verification not only risks losing engaged readers but also ignores the nuances of user behavior—open rates and spam complaints can vary due to numerous external factors, including email client algorithms or misleading spam filters. The enforcement email also lacks empathy and support for content creators, offering no collaborative solution or opportunity to appeal. A more constructive approach would involve education, tailored feedback, and system support (e.g., A/B testing subject lines or improved deliverability tips) rather than immediate suspension of core functionality. Lastly, it is contradictory for a platform built on creator empowerment and independence to impose such heavy-handed controls without due process or proportional response. Substack should rethink this policy and replace enforcement through disruption with engagement through support. Empowering creators to improve deliverability, rather than halting their work, would reflect a more ethical and sustainable strategy aligned with Substack’s supposed mission.

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Here's a deeper look into the myriad challenges facing #localbroadcastjournalism and how some media companies are responding. For those of us who practice #publicrelations, these seismic shifts require new thinking on how to position our clients to reach their audiences and successfully deliver their messages. #JournalismMatters https://lnkd.in/e4q6-g7r

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If you’re new to comms and the idea of meeting journalists petrifies you, then I have some advice: You don't need to start by building relationships with the most senior reporters at a national title. Start with journalists who are also new to the job. The most powerful connections aren’t built when someone is already at the top. They’re built on the way up. Instead of being intimidated by “big names”, look to have coffees/lunches with junior reporters, writers new to a beat and freelancers getting their first bylines. They’ll be commissioning editors one day and you’ll be the comms pro they've trusted for years. Climb the career ladder together!

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The response to Karine Jean-Pierre’s book tour (New York Times article linked below) proves that even career spokespeople need targeted media training. Media training isn’t just foundational; it’s performance prep. The best spokespeople know that every audience, every format, and every moment calls for fresh, purpose-built training. Brighton Media #mediatraining

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Why transparency matters in media relations As we struggle with the post-truth age, honesty and integrity matter more than ever. Thanks Kathryn Goater for an excellent piece for the IPRA thought leadership series. "Public relations professionals play a crucial role in fostering transparency in media engagement and client interactions. Our responsibility extends beyond safeguarding and enhancing a client’s or organisation’s brand and reputation—we must also uphold the integrity of our personal or agency brand and our wider industry, especially in the age of social media." Read the whole piece here: https://lnkd.in/e_sXXtiw

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Extra caution continues when professionals in journalism and PR gather information since it can be taken out of context and become misleading. The public/consumers must also work harder to find accuracy where they consume information. Reading and doing research on their own is vital since finding trustworthy information from credible and reliable sources is dwindling. Here is an interesting study: "But a recent study co-authored by researchers affiliated with the University of Maryland indicates that some social media users deliberately repurpose credible journalism to advance misleading claims."

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Last year I got into a heated debate at dinner with Emily Bell in a very beautiful country house in Oxfordshire, hosted by the wonderful Ditchley Foundation. The thing we were disagreeing about was this: Is nonprofit news funded by philanthropy the only way to save journalism? Or is that orthodoxy (particularly in the US) creating hundreds of journalistically valuable but commercially unsustainable media companies that could fall over the moment a major recession hits or the funders move on - a kind of subprime mortgage crisis of local news? Which is another way of saying: shouldn't we have another proper go at market funded - i.e. reader funded - local journalism in many contexts rather than relying on massive foundation grants? That's the Mill Media approach, and I think it produces a different kind of reporting and a different kind of company. Emily and her co-host Heather Chaplin kindly invited me onto their excellent Columbia Journalism Review podcast to debate that point. They were hoping for a bloody contest but Vanan Murugesan is too polite for that, so we settled for a really interesting discussion. I think this is an enormous issue facing journalism, because if the prevailing orthodoxy is wrong, that will have profound implications. Please have a listen and tell me what you think.

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THIS. Read the post below. Anyone can set up shop on a platform. But, for most of us, proper news reporting is time-intensive to the point that unless you have a spouse supporting you financially or with health insurance, a family safety net, or willing to hemorrhage savings - making a newsletter *profitable* is insanely hard. Don't get me wrong, I am so impressed by the writers who have done it! However, that is definitely not going to be all of us given the economics of subscription models.

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Are you a journalist looking to get into public relations? I'm excited to join Wavelength's Stacey Reiss, Noble People's Tom Morrissy, and Journalist and consultant Michelle Castillo at Advertising Week New York for our panel, “Beyond the Newsroom: Journalists & Media Execs on Their Next Chapter” — Thursday, Oct. 9, 11:50 AM on the Marketplace Stage. As more journalists move into PR, here are a few quick tips for making the transition a success: 1. Be a counselor - you’re now helping shape the story, not just report it. 2. Think strategically - every pitch supports a bigger communications goal. 3. Prioritize client service - show up on time, follow through, and respond quickly. 4. Use your newsroom experience - guide clients to relevant stories that work for media. 5. Communicate frequently - clients appreciate updates and transparency on the work. Looking forward to sharing more insights and stories at Advertising Week New York! Julie Farin R. Kurt Osenlund Jason Fink Isha Kamani Melanie Shaw Chris Hayes Michael Gewirtzman

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The biggest shift I'm watching heading into 2026 is the continued rise of independent journalism and what it means for the industry. Legacy media outlets are consolidating, newsrooms are shrinking and at the same time, independent journalists and platforms like Substack are gaining real influence. The people shaping conversations aren't always sitting in traditional newsrooms anymore. They're building their own audiences, and those audiences are often more engaged and more targeted than what we used to see from broad-based coverage. For organizations in D.C., this changes everything. You can't rely on the old playbook of pitching a handful of major outlets and calling it a day. You need to be more strategic, more intentional and more focused on reaching the voices that actually move your audience. 2026 is going to require communicators to be more adaptable, more strategic and more willing to meet the media where it actually is, not where it used to be. #BigIdeas2026 #PublicAffairs #MediaStrategy

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Policy advocacy campaigns, particularly on the state level, need to leave room for more creativity. In many state capitals, the press corps has dwindled significantly due to the difficult economics of the news business. The journalists that remain are doing great and necessary work, but time is a finite resource. Your issue is likely competing with a hundred other things going on in the state capital for the attention of the press, meaning securing coverage of your issue, or deeper coverage, of your issue is even more of a challenge. That's why it's so important to build in more latitude for creative approaches in both storytelling and tactics. That space for creativity makes a difference in every aspect of a campaign strategy-how you build your coalition, how you allocate resources, and how you choose to prioritize advocacy on specific policy areas. Earned media is still an important part of any campaign, but it can't be the only thing you do.

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What you should have on your press page: --A press contact email (preferably an actual person's email but DEFINITELY not a form) --Your recent press statements AND press releases. The former is especially important in a crisis situation. --High-quality artwork with republication rules clearly posted (Logo, physical location with sign, major products, leadership if appropriate/safe) --Basic facts about your organization, including its proper name with correct styling, HQ, number of employees, etc. Inspired by Monica Earle's thread.

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Most media releases never get read past the first paragraph. Not because the news is not important - because the writing does not work. The fundamentals of writing releases that actually get coverage. #MediaRelations #GovComms #PublicRelations https://lnkd.in/e3EBXAJA

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TV news tip of the day: notes or no notes? Someone asked that in the comments of my last LinkedIn pop quiz. The answer: yes, you can bring notes with you on set — with a caveat: Don’t read off them when on air *unless directly quoting someone* For example: recently, I quoted from a State Department news release to ensure I got the quote exact. And I told the audience what I was doing. That’s far different than brining notes and then using them as a crutch. reading your talking points ❌ If you wouldn’t read off your notes at a dinner party or at the park, don’t do it when providing expert analysis. Your goal is to provide those soundbites: → Conversationally → With brevity → Crisply Hard to do while reading. And frankly, it’s just bad television. So next time you get called for an on-camera segment, bring notes! Just don’t read them on air👍 ——— 🛎️Want more tips? For a limited time, watch the replay of our 60-min 'Media Mastery Experts' masterclass (link in comments) >>

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