You’re probably reading this because your publicist copied and pasted it or forwarded it to you. I want to let you know you’ve made the right choice. You probably spoke to a bunch of publicists, but the one you picked thinks outside the box.
So, let’s cut to the chase here.
Here are a few points your publicist has probably made to you themselves. Maybe you listened. Maybe they went over your head. So, it’s better you hear it from me.
Who am I? I’m Amanda Lauren and I’m a contributor to Forbes, Real Simple, and Today’s Parent among other publications. I mostly write in the interior design/home space, but the following points apply to everyone, especially you.
Getting PR Rarely Happens Overnight
If a writer contributes to top-tier publications, they receive at least 100 pitches per day. This isn’t an exaggeration.
Here’s the problem: Can you imagine having to read and respond to 100 or more emails a day—on top of doing your job? It’s impossible. Writers only get paid when they submit articles, not when they respond to emails. There simply aren’t enough hours in the day.
Getting a Big Feature Isn’t Easy 99% of the Time
I know you’ve seen your competitors land big features but trust me—it’s not as easy as it looks. You have no idea how that coverage happened or how long it took. Sometimes, stories or ideas just click with writers and editors. But if yours hasn’t yet, that doesn’t mean it won’t. Please be patient.
Trust me, your publicist is working on it. They’re pitching, re-pitching, following up, and doing everything they can to get you noticed.
Smaller Mentions Have a Big Impact Too
Being included in a roundup is SUCH A GIFT! It’s a fantastic way to get your brand out there. You might not feel that way, but believe me, it is. These features are highly competitive, and if you’ve made it into one, that’s something to celebrate.
Being quoted as an expert in a service piece is also a big deal. If you provide insightful commentary, writers will come back to you again and again. So, don’t hold back—share your best answers. This is your time to shine!
Accepting A Pitch Is Rarely Up to One Person
For big features, a “yes” or “no” is rarely decided by just one writer or editor. Other factors—like Google’s algorithm, website traffic, past article performance, and the editorial calendar—also influence whether a pitch is accepted.
Yes, we need to like you or your brand in some way, but it’s not as simple as just having a relationship with your publicist or even your brand being awesome.
Deadlines Aren’t Usually Flexible
If we need something by Monday at 9:00 a.m. EST, it’s because our editors have deadlines too. Content creation is a multi-step process:
- Writers draft the article.
- Editors review and revise it.
- Someone loads it into the CMS (content management system).
- Images are added.
- The article is scheduled for publication at a specific time.
If you have a media opportunity, do your best to respond in a timely manner. Whether that means waking up early or staying up late, make every effort to meet the deadline.
That said, we get it—life happens. Flat tires, sick kids, unexpected emergencies—we’ve all been there. If you think you might miss a deadline, tell your rep ASAP so they can check if there’s flexibility.
But ghosting your publicist? That could hurt your relationship with the writer—and possibly theirs.
Writers Have No Control Over When Something Goes Live
So please don’t ask us or your publicist. It could be later today. It could be three months from now.
More Is More When Answering Press Questions
If you take one thing from this post, let it be this: More is more!
Two-sentence answers (no matter the question) aren’t helpful to writers. You don’t need to write a college thesis but aim for at least a solid paragraph.
Example:
What’s the difference between marble and quartz countertops?
Bad Answer:
Quartz countertops are man-made, and marble is natural.
Good Answer:
While quartz and marble have a similar aesthetic, there are key differences. The biggest is that marble is a natural stone, whereas quartz countertops are engineered from a mix of natural and synthetic materials. Quartz is harder and more durable than marble (so, it’s often a better choice for families with young children). It’s also non-porous, meaning it resists stains from food and liquids. However, spills and splashes should still be cleaned up promptly. Another advantage? Quartz doesn’t require regular sealing the way marble does to maintain its appearance.
Affiliate Links Are a Must
Everyone is looking for ways to maximize revenue, especially publishers. One way they do this is through affiliate programs, which increase income without additional expenses or much extra effort. Plus, affiliate links don’t cost the reader anything or change their experience.
So, if you want to be included in commerce articles like The Best Hair Dryers for Every Hair Type, affiliate links are non-negotiable. Yes, you’ll pay out a small commission, and yes, you’ll need to join major affiliate platforms.
Alternatively, you can sell your product through Bloomingdale’s, Amazon, or another major retailer with affiliate partnerships.
Sorry, but you’ve gotta pay to play. Publishers aren’t leaving an extra penny on the table these days.
And remember…
We know responding to the media can be challenging. Don’t stress! If you’re unsure how to answer something, consult your publicist—or ask them to edit your response.
After all, that’s what you’re paying them for!
This post is part of Durée & Company’s ongoing Guest Blog series, The #DynamoDigest, where we have tapped select journalists and influencers whose work we admire and respect. In this series, top tips and best practices are shared across a variety of topics impacting the public relations industry today.
By Amanda Lauren, contributor to Forbes, Apple Podcasts, UOL, Yahoo Life, Fox News, MSN (US), MSN Australia, MSN Canada, MSN Philippines, Yahoo Canada, AOL.
