203 | Director in Sheep's Clothing

Shanté Micah is a seasoned storyteller and strategic PR pro who launched her career covering the Olympics before earning her master's from Syracuse and pivoting into brand strategy. With global experience and clients like Disney and ESPN under her belt, she’s now the founder of Good News, a consultancy redefining media outreach. Susan and Shanté talk about personalized pitching, press release pitfalls, and purposeful PR for hospitality brands.

📰 From Olympic glory to Israeli boardrooms—Shanté’s wild ride through global communications

📰 What hospitality PR is getting terribly wrong

📰 The million-dollar Fashion Week flop that proves impressions ≠ impact

📰 Behind the scenes of how Shanté’s team pitches podcasts like pros—and gets booked

📰 Thought leadership vs. thought wallpaper—how to actually stand out in B2B PR

📰 Why your press release isn't a strategy and coverage isn't a trophy

Our Top Three Takeaways:

1. PR Is a System, Not a Spotlight

Instead of treating press coverage like a trophy, successful brands build systems that turn media wins into ongoing visibility and business value. Amplifying, repurposing, and integrating that coverage into everything from sales decks to social content is where the real impact happens.

2. Relevance > Reach

Whether you’re pitching a story or crafting a message, start with what the audience needs, not what you want to say. Personalized, timely, and audience-centered communication cuts through noise and builds lasting credibility.

3. Volume Doesn’t Equal Value

Big numbers—followers, impressions, splashy campaigns—don’t guarantee results. Focus on aligned messaging, strategic intent, and meaningful connections to make a lasting impact in business or life.