How I got here: Disney’s Kelly Liyakasa on the evolution of the communicator’s role

Kelly Liyakasa, director of communications at Disney, supports the company’s global advertising business and its advanced advertising businesses such as streaming advertising and data-driven/advertising technology. Liyakasa helped support the launch of the ad-supported tier of Disney+ from a comms perspective.

Before stepping into Disney’s magical realm, Liyakasa was a communications director at WarnerMedia, where she helped support communications strategy around the launch of HBO Max with ads.

A seasoned marketing comms pro 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 has also lent her advice on media strategy to nonprofits like Come out with Pride Orlando through Disney’s VoluntEARS program, and proudly completed Disney’s IGNITE leadership development program.

The moment I’m proudest of in my entire career is when I: 

When I transitioned from reporting and journalism to communications, I made a pivot and embraced a new career path. It’s not too dissimilar from the original—just the flip side! Something I learn every day from the leaders and executives I have the privilege of working with is that there is no “right” or linear path. There is no one right way to reach your destination—sometimes the best path to take is the unexpected detour. When I look back to 2018, when I had that first meeting that led to a new opportunity and career journey, it’s one of my proudest moments because I pushed through the fear and those nagging questions in the back of my mind, such as “Could I do this?” Oftentimes, our fear or worry is there for a good reason, to keep us safe. But that’s when we have to tap into our intuition or silent knowing to determine when something is right for us.

The most underrated skill in my profession is:

 Communication! The best communicators I know are fearless when it comes to connecting with anyone and everyone they encounter. The best communications professionals I know are tireless networkers, social butterflies and connectors with an incomparable ability to find a common thread, which, ironically, isn’t always intrinsic or natural to our personalities. This willingness and passion for conversation and connection, or to still show up at the social event or networking hour solo, or without knowing anyone in the room, is what inspires me and distinguishes the communications professionals I admire. Writing for key stakeholders and audiences is also critically important. Writing will be one of the most – if not THE most – used tactic in your toolkit to create copy that resonates, inspires and drives action. And we all need daily practice to get better, clearer and cut through.

The most rewarding part of my job is: 

The people. This is a relationship business, and every single opportunity or break I’ve had, came about as a result of my peer network both personally and professionally. Now, doing communications in the media, entertainment and advertising space, I’m constantly reminded what a small world the media and advertising industry is and how everyone knows somebody who knows someone else in your network. The professional and personal opportunities this career path can provide, are limitless. I’m also lucky to work with some of the most talented, strategic, and most importantly – diverse – professionals and teams that bring unique perspectives from many different walks of life. Every day, I learn something new – and I believe that’s a result of surrounding yourself with differing views, mindsets, and expertise – something that’s been engrained by our leadership to do, not just say.

A book or song that changed the way I think about my career is: 

There are so many incredible reads, that it’d be impossible to name them all, but one I’m working through is “Four Thousand Weeks” by Oliver Burkeman. The whole premise of his theory is that we each (if we’re lucky) have 4,000 weeks on Earth, and with finite time here – are we optimizing against the best and right metrics. For better or worse, we do live in an ultra-connected, always-on world where, admittedly, we’re all hoping to tackle our to-do lists faster and our bucket lists sooner. Oliver’s approach makes you consider traditional concepts of time management, efficiency, and productivity, in a new light and the pressure we often put on ourselves to get it all done. His philosophy gets you thinking about how you can improve 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’m inspired by: 

Music and art. I’m a big believer in supporting the arts, especially locally when you have the opportunity. I’m lucky to live in one of the most vibrant ecosystems for artists in the world that is New York City, and a big reason why I was able to pursue a career in media, journalism and communications. When I’m not working, one of my favorite hobbies is checking out live music. Just this June, I saw four artists in New York – all from different walks of life- including Gary Clark Jr., Bob Moses, Odesza and BBMAK. That’s a curious mix of country, blues, soul, electronic and boy band pop, but the point is – the beauty of New York is it’s the epicenter of the arts.  I collect a lot of creative inspiration from music and other artists doing what they love. Fun fact: I am also a classically trained violinist who played in orchestra for years growing up, before my “retirement” to pursue writing. Learning how to read music, and to hear the rhythm of a song, is something that inspired me as a musician. I find so many similarities between music and the creative process for writing that can take you into a meditative space that I love to come back to for creative inspiration in my work today.

One piece of advice I would give other people in my profession is:

 Be an avid news consumer. Read headlines and outlets and authors outside of your usual favorites. The best thing about this profession and industry is many of us got into it because we LOVE to read, and are obsessed with the news. Always make time for it.

And send hand-written notes and cards! Many communicators are words people, and we still smile whenever we receive a hand-written note or message. Yes, we’re always scrolling through email or social, but we still love the tangible.

The thing I’m most excited about for the future of my profession is: 

I feel like the immediate response might be technology, and how it’s advancing or disrupting the media business, but I would say- the role of the communicator continuing to evolve to where many have a strategic seat now at the table in the businesses we support. I’ve been lucky to have worked in several organizations where communications is considered to be a strategic voice, consultant and partner to the C-suite and overall business.

I think you’ve seen the perception of communications continue to positively evolve, to where it’s not only associated with “press releases,” but how we communicate internally as much as we do externally, the multi-platform and multimedia assets we use to storytell and create, and how we can move the needle on business metrics – and sentiment – because of narrative. I don’t think there’s ever been a greater need – or more opportunity – for strategic comms professionals.

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