By: Deirra Stevenson
Photo by Bill Allen, Perception Media
Amazon recently hosted a private event, 'Celebrating The Power Of Black Media' (June 13, 2024), highlighting a panel of diverse Black Women who didn't shy away from dropping gems to a fun-filled room of professionals. The experts in the field provided candid, real-life experiences centered around the importance of multifaceted storytelling, representation, and creation. The invite-only soiree at JFK27's rooftop terrace featured festive music, rejuvenating beverages, succulent salads, appetizers, and delectable desserts served to attendees ready to absorb the knowledge while overlooking NYC.
The roster included moderator Marsha Badger, a prominent journalist and content creator committed to uplifting stories in a captivating way for a plethora of magazines and websites; Bonita Sostre, NYABJ's (New York Association of Black Journalists) President and Coordinating Producer at CBS News; Marty McDonald, entrepreneur, creator of Boss Women Media and Elle Olivia; Kelley Walton, head of global brand, product, and integrated marketing at Amazon music.
As the sun set on this blissful summer evening, guests enjoyed networking during the cocktail hour and were greeted by the moderator and panel of stunning ladies who took their seats on the platform. Each panelist had tips on the trade to give. Self-proclaimed introvert in the city, Badger, highlights the value of community and collaboration in her journey to success, emphasizing that there is ample space for everyone to thrive. Despite the presence of talented Black reporters and storytellers, breaking into the media industry remains challenging due to limited opportunities.
Reading news from a Black perspective is essential to broaden understanding, as mainstream media can be one-sided. Walton explained, "It allows individuals to step outside their echo chamber and better grasp the human experience and world events."
For Sostre, the journey to a successful career in television news involved freelancing, temp work, and perseverance. Despite challenges, the dedication led to a staff job at CBS News. She emphasizes the importance of reading different Black stories from various areas to gain diverse perspectives. She highlights that "Black people are not a monolith and that reading from one journalist from The New York Times may not provide the same perspective as someone from a local source."
In response to the question of how communications and marketing professionals can ensure the next generation not only has a seat at the table but owns the table, Dallas-based designer and entrepreneur McDonald. who left her job in corporate America to start her own company Boss Women Media stated, "Don't be afraid to cover the stories that you haven't seen. So many small business owners are the vehicle for the communities that we live in." Journalists should highlight unique stories of small business owners, who often wear multiple hats and face challenges. Journalists must amplify these stories to empower communities and demonstrate the ability to save and support themselves.” She continued, "When we know that we have the power to save our community, we don't have to wait for someone else to come and save our community."
One key to supporting our community is mentorship.
Mentorship cultivates experience and builds resilience. Sostre explained, "We strive to bring people up to make sure that they're not the only ones at the table. Just because you're in that position, you need to know the next person you're hoping to build a position with when you move up in the world." Networking organizations like the New York Association of Black Journalists offer mentorships. Responding to LinkedIn messages from potential mentees is essential. Even a brief conversation can provide valuable guidance and support.
As Walton began to move up in the world, code-switching was unnecessary, and being her authentic self in every space served as a testament to the impact of her work. "Early in my career, I wasn't conscious of this dynamic. I was going along doing the work that I wanted to do. Many of it happened to be working around and with and for black, Latin multicultural consumers. My seat at that table is to help drive that accountability to tell the whole human story, to tell all of the things that you can and should be, and to hold brands and companies accountable from the inside."
Sostre provided tips for PR professionals when pitching ideas. She stresses the importance of doing thorough research, even about small details like the correct spelling of the host's name. Honesty is critical, and misrepresenting the ability to secure interviews or not being a direct representative can waste time. "Don't tell me I can get an interview with said XYZ person. I respond yes, of course, I'd love this interview. And then you're like, well, actually, I'm not representing that person. I'm a third party, PR person." Additionally, keeping emails concise is crucial, as she receives many unread messages.
McDonald acknowledged the taboo associated with the term "Black Girl Magic" in corporate settings. She vocalized that ignoring or dismissing something one does not understand can lead to overlooking a potential target market. Marty shares her personal experience of leaving her corporate job and attending a conference where she met the CEO of Sugarfina. During a panel discussion, she approached the CEO to discuss Black women's significant buying power and their potential as a secondary target audience. Their conversation resulted in collaborating and creating a "Black Girl Magic" gummy bear product.
McDonald began her journey in 2018. However, it took until 2020 to receive the first payment from Boss Women Media. She believes that relationship-building is crucial in creating a sustainable business. She shared her journey of pitching to Target and eventually gaining acceptance in 400 stores. Elle Olivia's upcoming summer collection will be available on Amazon.
Walton sustained a successful pattern of inclusion in the corporate market space for over twenty years, helping significant brands reach multicultural audiences. She recommends starting with a business problem to be solved and looking for opportunities that others need to see. "I think about my time at LVMH when I helped relaunch the Hennessy brand. We relaunched with a focus on black and Latino millennial male consumers. We honed in on the areas of culture that were important to them, we doubled down on that and delivered consistently. We told our story repeatedly to that customer, which drove the impact." Secondly, brands should focus on what they stand for and develop relationships with their customers. Thirdly, brands should be willing to co-create with their customers and let them tell the story. Finally, brands should “execute excellently, measure what matters, optimize, and repeat”.
Photo by Bill Allen, Perception Media
At the end of the panel discussion, Sostre declared the importance of "staying in touch with organizations like NYABJ year-round, not just during Black History Month in February" to build mutually beneficial relationships between companies and media, focusing on Black journalists and entrepreneurs. The attendees danced and laughed the night away to classic cookout jams like "Before I Let You Go." But as the saying goes, "You ain't gotta go home, but you can't stay here."
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