31 Things Publicists Wish Editors & Writers Knew
Whether you’re a new writer trying to build stronger relationships with PR, or a seasoned editor looking for more fun packages and swag in the mail (because don’t we all want those?), here are 31 things publicists wish editors and writers knew about event invites, honest feedback, the importance of social media, and so much more.
31 Things Publicists Wish Editors & Writers Knew
On Email Etiquette:
Advice #1
“Provide timing for a story, if you can! We understand that a lot of times it’s unclear whether a short lead story will run the next day or a month later, but we have weekly calls with our clients and constantly need to provide updates, so giving us a ballpark idea of next week versus next month is a huge help.” – Publicist, 27
Advice #2
“Publicists will usually give a deadline for a response, especially if it’s for an event RSVP or an interview slot or accepting an exclusive. Even if you can’t give us an answer by that time, just responding and letting us know what’s up and when you can confirm by helps us. There is so much planning and juggling that goes into what we do, and communication is key. This is how the best publicist/editor relationships work, and knowing you’ll respond quickly can mean the difference between which editor is offered an opportunity.” – Beauty Publicist, 27
Advice #3
“Timely responses. Even if the answer is no/have to pass, responding to an event or deskside invite or pitch in a timely manner is beyond appreciated so clients can be kept abreast of everything in semi-real time. It also will help eliminate the ‘gentle reminder’ or ‘just following up’ email inundation clogging your inbox—trust that we dread sending those emails as much as you despise receiving them.” – Publicist and Founder of a Communications Consultancy Company, 41
On Events:
Advice #1
“Events are super stressful for us, so making sure to double check emails for the details, rather than emailing the full distribution list hours before the event will really help us streamline the process. Typically, when you email a full distribution list, that means someone’s manager or boss is on it, and it causes a ton of internal chaos (especially when someone emails to cancel the day of the event).” – Publicist, 27
Advice #2
“Please be mindful that not every client has P&G-level budgets. While there are plenty of brands who can afford the lavish events, fancy car service, luxurious gifts, as much product as you and your friends want, etc., it’s simply not feasible for most! Don’t assume that just because a brand has a PR agency that their budgets are unlimited.” – Beauty PR Agency Owner, 32
On Feedback and Transparency:
Advice #1
“We want to work with you, not against you. Transparency is totally appreciated as this helps us pitch you more accurately in the future. Our brand didn’t make it in the story? No problem! The worst is when you’ve followed up after helping an editor with additional information, quotes or samples they have requested and they ghost you. A simple ‘Not this time, sorry!’ is totally cool and is really appreciated.” – Publicist, 28.
Advice #2
“Respond and be honest! We are all in this together (excluding the nasty/pushy PR people who pitch you via text or Instagram). Tell us if something works or doesn’t work. The older generation of PR claims that our job is to be professional stalkers. That’s not true! The good ones do not want to stalk you, because we wouldn’t want to be stalked. Tell us if you can’t come to an event, meet for a deskside, etc.” – Beauty Publicist, 29
Advice #3
“Just open communication. Request assets stating that you’re not sure if the story is confirmed, or don’t know the run-date, etc. Most publicists jot-down follow-up notes, but if an editor says that a story is being pitched, rather than just request assets (which will give us the impression it is secured) that feedback and dialogue will help us, help you (aka, we won’t send two hundred follow-ups).” – Publicist
Advice #4
“I love when editors provide authentic feedback about a product or are savvy in their knowledge of the industry (beauty, fashion, etc). This feedback is taken very seriously and again, helps us pitch more accurately in the future.” – Publicist, 28
Advice #5
“I beyond appreciate when writers send PDFs or links once stories are live. By no stretch is that expected – but what a bonus when it’s sent! I am a voracious reader and make it my responsibility (as it should be— that’s my job) to stay on top of media monitoring for clips, but you can only catch so much. And when you work with niche brands with start-up budgets, they don’t have the cash for a media monitoring clipping service, which can run thousands of dollars, so it’s truly on the publicist (with help from google alerts) to catch press breaks. When writers take the time to send the link, even if I have already seen it/caught it myself, I am oh-so-grateful for the follow through.” – Publicist and Founder of a Communications Consultancy Company, 41
Advice #6
“I love receiving the email blasts of ‘here’s everything I’m working on over the next few weeks.’ It helps me organize what to pitch and not clog your inbox with irrelevant emails.” – Beauty PR Agency Owner, 32.
On Free Treatments, Samples, and PR Dates:
Advice #1
“If a PR person is offering you a free treatment, it’s crucial to be transparent about when the story will go live and if you are actually going to cover the device/treatment. I have scheduled countless free treatments for editors who promised it was for a ‘timely story’ and have yet to cover it eight months later.” – Publicist, 27
Advice #2
“Common courtesies are clutch, IMO. Call me old school, but thank yous (for when you’re treated to a manicure, a dinner, a press trip, florals, a gift, you name it) are noticed and appreciated.” – Publicist and Founder of a Communications Consultancy Company, 41
Advice #3
“When we follow up about a product we’ve sent you (that you requested)… if you didn’t like it/don’t have an opportunity to share it, just tell us! Our clients approve every sample we send out, so if we don’t get feedback, our managers ask us to consistently follow up over email until we do have feedback to share.” – Publicist, 25
Advice #4
“I understand that sometimes things pop up last minute, but the 11th hour, hail mary call-ins for product at 3PM, that are needed by EOD/two hours later, cause me grays. Half the time, I’m out and about at a meeting when this request comes through and won’t be able to access home office product stock for a few hours. Since I’m a one-woman show, it’s virtually impossible to make the deadline—not to mention extremely costly to client to rush ship. Or we may not have that SKU in stock, so need to coordinate with our client to receive, which can take a day or two. Being mindful of that is helpful and beyond appreciated.” – Publicist and Founder of a Communications Consultancy Company, 41
On PR and Editor Relationships:
Advice #1
“It’s not you…it’s your publication. As much as a publicist might have a great relationship with an editor, it’s not always a fit for our client’s opportunity. Good publicists don’t do mass pitch blasts or mass event invites or mass mailers, we target opportunities so that we’re not bombarding editors with every single pitch that may not be relevant to your publication. Even if we worked with you all the time for a client while you were at a certain publication, if you change jobs, that might change what we can strategically offer (especially when it comes to press trip invites and exclusive interviews). Please don’t take it personally, we can’t always invite/offer everyone everything!” – Beauty Publicist, 27
Advice #2
“TBH, we need editors/writers way more than they need us. It’s a fact. But, that doesn’t mean that PR should be taken for granted when it comes to media. Nothing is worse than an editor/writer who is full of themselves and only features luxury brands or brands that spend thousands of dollars to take them on unnecessary trips. Be open to trying out the new up and coming brands/experts who do not have celebrities or an influencer behind them—they could be diamonds in the rough.” – Beauty Publicist, 29
Advice #3
“As a publicist, not only are we managing media relations, but we’re simultaneously managing client relations. So, sometimes our asks aren’t coming directly from us, but rather from our clients directly.” – Publicist
Advice #4
“Sometimes in-house publicists aren’t offered as much as publicists at agencies because we fall off your email lists when we switch jobs. Please update your lists and don’t forget us!” – Beauty Publicist, 27
Advice #5
“We know you work with countless publicists and can’t keep track of them all, but I can’t tell you how many editors I’ve met on several occasions on behalf of the same brand that don’t remember ever meeting or emailing me. Yet, they are also quoted saying they wish PR people would be better at developing relationships with them. We’re all trying here, so let’s just be friends!” – Beauty Publicist, 26
Advice #6
“Putting a face to a name is everything. We’re all busy and we’re all moving a mile a minute with client calls, deadlines, pitches, issues closing etc., but the backbone of the PR x journalist industries truly lies on relationships and maintaining those relationships for years to come. So, I personally love any chance that I can put a face to a name! Whether it’s a coffee, breakfast, drinks, manicures, workout class etc.—making a friend in the industry goes a long way.” – Publicist
On The Importance (or Not) of Social Media:
Advice #1
“I don’t think [having a big social media presence is that important], but having fun and personable Instagram feeds makes it easier to build a relationship. It’s amazing how much I had in common with contacts over the years and had no idea. I really love getting to know the people I am working with and IG is one of my go-to’s to see who an editor is outside of the office!” – Publicist
Advice #2
“I always love when writers include their website, bylines, direct contact info. on their Linkedin or IG page. I do thorough research, recon and reading to keep up with bylines, and it’s good to be able to see the breadth of work of writers who could potentially be good fits for client outreach. It’s also good to see where they’re located so you can keep them in mind for regional outreach or events.” – Publicist and Founder of a Communications Consultancy Company, 41
Advice #3
“Publicists and brands understand the power of social media, and how influential editors/writers are to consumers. Having a strong Instagram presence speaks to your credibility and shows you’re open to speaking about a brand and/or experience with your followers, which helps build a mutually beneficial relationship.” – Publicist, 29
Advice #4
“Certainly brands like to engage with editors and writers who have a strong IG presence as it helps with organic social mentions and brand awareness, but it’s not necessarily the end-all, be-all, at least for me and the brands I work with.” – Publicist and Founder of a Communications Consultancy Company, 41
Advice #5
“I know we’re all trying to minimize consumption and the over-the-top brand mailers, but posting the products you receive is a helpful way to signal that you’re engaged. When you’re on a mailing list and don’t respond to the publicist, write about the brand or post, you’re eventually going to fall off the radar. We work with smaller brands (read: smaller budgets) that really try to be conservative about sending product, so we are constantly reevaluating our list. If we haven’t heard anything back from an editor in 6+ months, they get removed from receiving product mailings – doesn’t matter how ‘important’ they are!” – Beauty PR Agency Owner, 32
Advice #6
“I don’t think [having a big social media presence] helps with building relationships but it does determine some of our mailers. We know specific editors who never post, so often we wouldn’t send them the creative delivery because we do need to provide some ROI to our client and it makes it impossible without any email response or social sharing.” – Publicist, 31
Advice #7
“I find it does weigh in more heavily though when compiling possible invitee lists for a press trip. They’re a big expense, and you want to ensure bang for your client’s buck, so aside from working to pre-seed a story or coverage, knowing you’ll get social play from the presence of an editor with large social following helps with ROI and KPI and all those acronyms.” – Publicist and Founder of a Communications Consultancy Company, 41
On Advice For Getting More Mailers and Event Invites:
Advice #1
“Don’t be shy – send an email to those agencies/brands that you’d like to be involved with and let them know! The immediate win for mailers and events is social coverage, so knowing that an editor/writer is likely to post about the experience will help keep them on invite lists!” – Publicist, 29
Advice #2
“If an editor has a tendency to always attend events, request product and never write about a brand, that gets super frustrating. Keep in mind, publicists always need to ‘sell’ editors to the client and explain their potential value.” – Publicist, 31
Advice #3
“It really is a two-way relationship! Be responsive to our other emails that may not be as exciting as an event if you want us to keep you in mind for those more ‘glamorous’ emails. When building the invite lists or mailer lists, we typically include people who we know are receptive to our emails and packages because that’s where we’ll get the most out of it.” – Beauty Publicist, 26
