The topic
This workshop breaks down how communications teams can use Meltwater beyond basic media monitoring to actively shape media strategies, spot opportunities in real time, and course-correct campaigns based on how coverage is landing. The session will walk through a practical, end-to-end approach: researching journalists, understanding reach and share of voice, identifying timely newsjacking moments, tracking coverage as it happens, and using those insights to refine media plans and client recommendations.
Why this topic matters & what attendees will walk away with
Many teams collect data, but fewer know how to turn it into confident decisions. This workshop is designed for communicators who want to move from “reporting on coverage” to using coverage to drive strategy.
Attendees will walk away with:
- A clear framework for using Meltwater to inform media pitching and media relations planning, not just post-campaign reporting.
- Practical ways to identify journalists, trends, and timely story angles using reach, share of voice, and coverage analysis.
- Tips for newsjacking conversations in a way that feels strategic, relevant, and respectful of journalists’ beats.
- Guidance on how to use coverage insights to evaluate campaign performance, justify results to clients or leadership, and know when it’s time to pivot.
- A stronger approach to building wrap reports that tell a clear story about what worked, what didn’t, and what’s next.
This is a hands-on, real-world session focused on how Meltwater fits into day-to-day communications work, not a feature walkthrough.
About me
I’m Samiha Fariha, a Senior Associate at Golin Canada, where I support national and global brands including Staples Canada, Schneider Electric, ADP Canada, Specsavers, and the LEGO Group. Media relations is a core part of my role, and Meltwater is embedded in how I research journalists, shape pitch strategies, track coverage, and evaluate campaign performance.
Outside of agency life, I serve as Communications Chair on the Canadian Public Relations Society Toronto board, where I lead member engagement and communications strategy. I also teach at Toronto Metropolitan University’s Chang School as a professor, where I designed and teach a Media Relations course that reflects how communicators actually work today, data-driven, fast-moving, and increasingly accountable to results.
I bring a practitioner’s perspective to this workshop, grounded in real campaigns, real client expectations, and real constraints. My goal is to help fellow communicators leave with ideas they can use immediately the next time they open Meltwater and start planning or rethinking their media strategy.