Tales from the Beat Episode 122: Sam Locricchio

Our guest in this episode is veteran kickass communicator, sometimes singer, all-around media master, Sam Locricchio, director account services, Near Perfect Media. 

We discuss the Coldplay kiss-cam mess, the Gwyneth Paltrow video response, how the automotive media has handled the electric vehicle story and if the automakers blew it, and what pisses off Sam about reporters. A lively 30-minute conversation.

TTAC Creator Ed Garsten hosts "  Tales from the Beat," a podcast about the automotive and media worlds. A veteran reporter and public relations operative, Garsten worked for CNN, The Associated Press, The Detroit News, Chrysler's PR department and Franco Public Relations. He is currently a senior contributor for Forbes.

The TTAC Creators Series tells stories and amplifies creators from all corners of the car world, including culture, dealerships, collections, modified builds and more.

A transcript, summarized via AI and edited by a staffer, is below.

[Image: YouTube Screenshot]

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 Podcast Overview

This episode of Tales from the Beat features host Ed Garen interviewing veteran PR professional Sam Locricchio about public relations, crisis management, and the evolving automotive industry.

Key Topics & Takeaways

1. PR Crisis Case Study (Astronomer Incident)

• • They discuss a viral scandal involving a CEO and HR executive caught on a concert “kiss cam.”
  • The company’s response — removing the executives and releasing a humorous video featuring Gwyneth Paltrow — is praised.
  • Key insight:
    • Act quickly
    • Be decisive (leadership accountability matters)
    • Use humor carefully but strategically
  • PR is ultimately about protecting reputation and maintaining ethics, especially at leadership levels. 

2. Electric Vehicles (EVs) & Industry Messaging

• • The EV rollout has been poorly communicated and inconsistently reported.
  • Main barriers to adoption:
    • Lack of charging infrastructure
    • Lifestyle changes required
    • High upfront costs
  • Automakers made key mistakes:
    • Launching expensive “halo” EVs first
    • Failing to educate consumers effectively
    • Not supporting dealers enough in explaining EVs
  • Better approach suggested:
    • Hands-on community experiences
    • Gradual adoption (like hybrids)
    • Clear, practical education instead of hype

3. Media Relations & PR Strategy

• • Strong PR still relies on human relationships, not just digital outreach or AI.
  • Best practices:
    • Be honest and transparent (“truth builds trust”)
    • Tailor pitches to journalists’ needs
    • Provide context and education when needed
  • AI is not a major factor yet in Sam’s workflow; traditional relationship-building remains key. 

4. Frustrations with Journalists

• • Biggest complaint: lack of preparation
    • Reporters sometimes show up without reviewing materials or understanding the topic
  • Positive note:
    • Fact-checking and follow-ups are appreciated
  • Bottom line: Preparation leads to better, more accurate stories.

5. Overall Message

• • PR success comes down to:
    • Speed + honesty + judgment
    • Understanding audience behavior (not forcing change)
    • Building real relationships, not just pushing messages

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