Sonia Says: Social Media Coach, Marketing Consultant

Consultant, coach & creator supporting media, nonprofits & startups. Helping you grow, connect & stand out.

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Sonia Dasgupta is a strategist, storyteller, and founder of Sonia Says — a creative consultancy helping brands, leaders, and changemakers grow through purposeful storytelling and smart social strategy. With years of experience leading digital content and social teams across media organizations — including WJLA-TV, WUSA9, WJZ-TV, and CBS — Sonia has built a career at the intersection of journalism, audience engagement, and brand development. Her work has driven millions of impressions, built communities, and helped public figures and organizations show up online with clarity and confidence. Today, through Sonia Says, she offers strategy, coaching, and content services designed to help clients stand out authentically — pairing creativity with data, and purpose with personality. When she’s not crafting strategy or mentoring the next generation of journalists, Sonia can usually be found near the water, exploring new cities, or creating something that tells a story worth sharing.

How AI is Reshaping Journalism Today

There’s a lot of conversation right now about trust in news.

But underneath that is something we’re not talking about enough:

Control.

For a long time, news organizations controlled:

  • what was published
  • how it was framed
  • where audiences encountered it

That’s no longer the case.

AI is now part of the production process.

Platforms are reshaping how content is presented—rewriting headlines, summarizing stories, determining what gets seen.

And distribution is more fragmented than ever.

As platforms like Google experiment with AI-generated summaries and rewritten headlines, publishers are losing some control over how their work is presented, and interpreted, by audiences.

So even when the journalism itself is strong, something has changed: Journalists don’t fully control how their work is experienced.

That’s a big shift.

Because journalism isn’t just about reporting facts, t’s about framing meaning.

And when that framing gets altered, compressed, or reinterpreted by platforms or algorithms, the impact changes too.

This is where the real challenge is emerging.

Not just:
How do we report the news?

But:
How do we make sure it’s understood the way it was intended?

Because if you lose control of the framing, you lose control of the impact.

And in today’s environment, that’s the work.

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