Kelly LiyakasaDirector of Communications at Disney, supporting the company’s global advertising business and its advanced advertising businesses such as streaming advertising and data-driven/ad technology. Liyakasa has supported the launch of the ad-supported tier of Disney+ from a communications perspective.
Before joining Disney’s magical realm, Liyakasa was Director of Communications at WarnerMedia, where she supported the communications strategy around the launch of HBO Max with ads.
A seasoned marketing communications professional with over a decade of industry experience, Liyakasa is dedicated to mentoring the next generation by sharing her insights with aspiring media and communications students. She also consults with nonprofits like Come Out with Pride Orlando and proudly completed Disney’s IGNITE leadership development program.
The moment I am most proud of in my entire career is when I:
When I moved from reporting and journalism to communications, I took a new direction and started a new career path. It’s not too different from the original one – it’s just the flip side! I learn every day from the leaders and managers I have the privilege of working with that there is no “right” or straight path. There is no one right way to get to where you want to go – sometimes the best path is the unexpected detour. Looking back on 2018 when I had that first meeting that led to a new opportunity and career path, it is one of my proudest moments because I pushed past the fear and nagging questions in the back of my mind like “Could I do that?” Often our fears or worries have a good reason – they are designed to protect us. But then we have to trust our intuition or silent knowing to know when something is right for us.
The most underestimated skill in my profession is:
Communication! The best communicators I know are fearless when it comes to connecting with everyone they meet. The best communication professionals I know are tireless networkers, social butterflies, and mediators with an unparalleled ability to find a common thread that, ironically, is not always inherent or natural to our personalities. This willingness and passion for conversation and connection, or for showing up at social events or networking events alone or without knowing anyone in the room, is what inspires me and sets the communication professionals I admire apart. Writing for key stakeholders and audiences is also critical. Writing will be one of the most—if not THE most—used tactics in your toolbox to create copy that resonates, inspires, and prompts action. And we all need daily practice to get better, clearer, and more penetrating.
The best thing about my job is:
The people. This is a relationship business, and every single chance or opportunity I’ve had has come through my network of colleagues, both personal and professional. Now that I work in communications in the media, entertainment, and advertising space, I’m constantly reminded of how small the world of media and advertising is, and that everyone knows someone who knows someone in your network. The professional and personal opportunities this career path offers are limitless. I’m also fortunate to work with some of the most talented, strategic, and – most importantly – diverse – professionals and teams who bring unique perspectives from many different walks of life. Every day I learn something new – and I believe that’s the result of surrounding yourself with different views, mindsets, and expertise – something that’s been instilled by our leadership to do, not just say.
A book or song that changed my attitude towards my career is:
There are so many incredible books that it would be impossible to list them all, but one that I am currently working through is “Four Thousand Weeks” by Oliver Burkeman. The basic premise of his theory is that each of us has (if we’re lucky) 4,000 weeks on Earth, and since we have a limited amount of time here – are we optimizing based on what’s best and right? For better or worse, we live in an ultra-connected, always-on world where we all admittedly hope to get through our to-do lists and our bucket lists faster. Oliver’s approach will make you look at traditional concepts of time management, efficiency and productivity in a new light, and the pressure we often put on ourselves to get everything done. His philosophy will get you thinking about how you can improve your productivity and your life by saying yes to the right things and embracing the unexpected, even if it doesn’t fit into your “plan” on paper.
I am inspired by:
Music and art. I’m a huge advocate for supporting the arts, especially locally, whenever the opportunity presents itself. I’m lucky to live in one of the most vibrant ecosystems for artists in the world, New York City. It’s a big reason I’ve been able to pursue a career in media, journalism, and communications. When I’m not working, one of my favorite hobbies is listening to live music. Just this June in New York, I saw four artists – all from different backgrounds – including Gary Clark Jr., Bob Moses, Odesza, and BBMAK. It’s a strange mix of country, blues, soul, electronic, and boy band pop, but the point is – the beauty of New York is that it’s the epicenter of the arts. I get a lot of creative inspiration from music and from other artists doing what they love. Fun fact: I’m also a classically trained violinist who played in an orchestra for years as a kid before “retiring” to pursue writing. Learning to read music and hear the rhythm of a song inspired me as a musician. I see so many similarities between music and the creative process of writing, which can put you in a meditative state that I like to return to today for creative inspiration in my work.
One piece of advice I would give to other people in my profession is:
Be an avid news consumer. Read headlines, media, and authors that aren’t your usual favorites. The best thing about this profession and industry is that many of us chose it because we LOVE to read and are obsessed with news. Always make time for it.
And send handwritten notes and cards! Many communicators are word people and we still smile when we receive a handwritten note or message. Yes, we’re constantly scrolling through emails or social media, but we still love the tangible.
What I am most looking forward to regarding the future of my profession is:
I think the immediate answer might be technology and how it advances or disrupts the media business, but I would say the role of the communicator is evolving so many now have a strategic seat at the table in the companies we support. I’ve been fortunate to be able to work in several organizations where communications is seen as a strategic voice, advisor and partner to the executive team and the wider business.
I think you’ve seen that the perception of communications has continued to evolve in a positive way. It’s no longer just associated with “press releases,” but with the way we communicate internally and externally, the multiplatform and multimedia resources we use to tell and create stories, and how we can use narrative to influence business metrics – and sentiment. I don’t think there’s ever been a greater need – or more opportunity – for strategic communications professionals.
Isis Simpson-Mersha is a conference producer/reporter for Ragan. Follow her on LinkedIn.
