Stanley’s comms leader on viral moments and deepfakes

Erica Samadani is shaping the story of Stanley 1913, a brand built on more than a century of heritage. 

As global vice president of communications and public relations, Samadani leads the integrated team behind the company’s internal and external narrative. With nearly two decades in brand marketing and corporate communications, she previously held leadership roles at MullenLowe, TBWA and Ogilvy, supporting brands including Apple, Gatorade, Target and the Grammys. Her work has earned Cannes Lions and Clio Awards, and PRWeek named her to its 40 Under 40 list. 

Meet Samadani and learn how communicators can prepare for deepfakes and digital threats, alongside comms leaders from the Gates Foundation, Newell Brands, CVS Health and more, during Ragan’s Internal Communications Conference at Microsoft’s headquarters, Oct. 13-15. Register now. 

What first drew you to comms?

I actually started college as an English major because I loved writing, but a few months in, I realized I wanted to do something more dynamic and connected to the real world.

A communications professor I bumped into while grabbing a coffee suggested I try a PR elective focused on persuasive writing. I took the class and loved it. I changed my major a few weeks later.

One of my favorite full-circle moments is that I eventually became a teaching assistant for that same professor and helped teach public speaking. Looking back, that moment completely changed the trajectory of my career.

You’ve worked on brands like Apple, New Balance and the Grammys. Is there one campaign or moment you’re especially proud of, and why?

Each of those brands taught me something different, but one lesson that has stayed with me since is from my time working on Apple.

Apple has an extraordinary ability to make complex things feel simple, intuitive and human. That’s much harder than it sounds. The discipline required to strip away everything unnecessary and focus on what really matters is something I try to keep top of mind, whatever the task. Whether I’m working on a product launch or an executive message, I often find myself asking: What’s the simplest, clearest way to tell this story? Because if people have to work too hard to understand your message, you’ve probably already lost them.

Stanley lives online in a big way. How do you prepare a team to respond when something goes viral, good or bad?

For us, it starts with having strong cross-functional relationships. When something starts to take off online, communications, social, customer experience, legal, product, and brand all need to be working from the same playbook and trust one another. A viral moment can generate a lot of intensity. I’ve found that a connected team with clear roles and responsibilities is the best defense. When people know who owns what and have strong relationships already in place, they can move quickly and make better decisions under pressure.

Deepfakes and digital threats are part of your panel topic. What’s one thing every comms team should have in place before something happens?

A healthy amount of discernment. I think one of the biggest challenges today is separating signal from noise. Not every post, video, mention or even deepfake deserves a response. The first thing I want to understand is who’s behind it. What’s their reach? What’s their typical engagement? Do the audiences that matter to us actually pay attention to them? Do they view that source as credible? Those questions help determine whether you’re dealing with a real issue or simply a lot of online chatter. 

Too often, organizations create bigger problems by reacting too quickly or giving oxygen to something that would have otherwise faded away. The goal isn’t to respond to everything. It’s to understand what matters, establish the facts and then respond with confidence and intention. 

What’s a lesson you learned the hard way that you’d want every communicator to know early?

Having spent most of my career on the agency side, I always felt like I had to have the answer immediately. It was like I was treating every meeting like an episode of “Jeopardy!” and I was trying to beat everyone to the buzzer. Now I realize that’s the wrong goal. It’s OK to say, “I don’t know yet.” Gather the facts, look at the data, talk to the right people and then make your recommendation with confidence.

I’ve learned that credibility isn’t built by being the fastest person in the room. It’s built by being the person people trust when it matters most.

Be honest: How many Stanleys do you own, and what’s in yours right now?

I’ve honestly lost count. And with two kids at home, it’s not just my collection anymore — it’s become a family collection. Lately, my go-to has been the Vitalize Shaker Bottle because I’m trying to start my mornings with more protein. Then for the rest of the day, I’m usually reaching for a Flowstate Bottle. It works everywhere, whether I’m at my desk, in the car or tossing it into my gym bag.

And I’ll leave you with one pro tip: If your Stanley collection starts taking over your cupboards, check out our Take Back program. It’s a great way to give products a second life while making a little extra room for your next favorite Stanley.

Isis Simpson-Mersha is a conference producer/ reporter for Ragan. Follow her on LinkedIn.