Mayor’s New Media Head Defends Influencer Strategy, Criticizes Traditional Press

New York, NY, September 4, 2026 —

Emilia Winter Rowland, who heads New York City Mayor Zohran Mamdani’s New Media department and oversees its influencer initiatives, has publicly defended her team’s communication strategies. Rowland leads what is described as the Mayor’s “influencer army.”

In her defense, Rowland directed criticism towards what she termed the “legacy press.” Specific details regarding the exact communication methods employed by Rowland’s department or the precise nature of her criticism towards traditional news outlets were not provided in the summary. It remains unclear when or where Rowland made these remarks.

The role of New Media departments in municipal governments has evolved significantly, with many cities exploring direct communication channels through social media and influencer partnerships to reach diverse demographics. Mayor Mamdani’s administration appears to be utilizing such strategies under Rowland’s direction.

The “legacy press,” a term often used to describe established news organizations, has historically served as a primary conduit for public information. However, the rise of digital media and social platforms has led to a more fragmented media landscape, prompting public officials to adapt their outreach efforts. Rowland’s comments suggest a perceived tension between these evolving communication paradigms and the established norms of journalism.

Further information regarding the specifics of the communication methods, the scope of the influencer army, or the direct impact of Rowland’s remarks on the relationship between the Mayor’s office and traditional media outlets was not available.

Story summarized from the original created by Craig McCarthy, Hannah Fierick, Matt Troutman on nypost.com, see more information here.