Linda Zebian
Senior Director, Communications & Community, Muck Rack
Linda Zebian is Senior Director, Communications & Community at Muck Rack, where she sets communications strategy for Muck Rack’s enterprise, both internally and externally, including messaging, issues management, media relations, social media and employee communications, as well as partnerships and events. She joined Muck Rack as its first-ever Director of Communications in January 2022.
Linda joined Muck Rack from The New York Times, where she spent nearly 10 years in various communications positions, including Executive Director, Director and Manager of Corporate Communications. Before joining The Times, she was communications associate at the nonprofit organization Consumers Union, where she managed media relations for Consumer Reports magazine. She began her career as a reporter for Folio where she covered the magazine media industry and later managed conference programming for publisher Red 7 Media.
She lives in Massachusetts with her husband and two children.
5 Things I Wish I Knew……
✶ PR isn't one thing
I've had to be a writer, a lawyer, a spokesperson, a storyteller, a staunch defender, a confidant, a source, a punching bag, a sympathetic ear, an advocate, a risk analyst, a hair and makeup professional, and dozens of other roles throughout my career. Buckle up, it's a wild ride.
✶ If you're questioning if your language could offend someone, that's your red flag to change it.
✶ People won't understand the value of your work unless you tell them.
Proactively share your metrics, even if you've not been asked, using technology tools or your own system at a regular and expected cadence.
✶ Just because someone is in a leadership role doesn't mean they're comfortable doing media.
Your job as communications counsel is to prepare them for media exposure moments, even if that includes constructive feedback--tell them what they need to know to succeed.
✶ Use active language when sharing coverage
e.g. NOT "The New York Times covered our news," but rather, "Our pitch resulted in coverage in The New York Times." If the story was a result of your relationship or work, showcase that with pride!