When we hosted our first media relations webinar in March 2020, we discussed best practices for nurturing the symbiotic relationship between publicists and media during that delicate time. We revisited the topic to get a fresh take on the general state of the media industry and how PR pros can best work with their media counterparts amid today’s continuously evolving landscape. We heard from Kayla Greaves, the executive beauty editor at InStyle, fashion journalist Laura Neilson (who contributes to T, Vogue, WSJ and more ), Cool Hunting’s editor-in-chief David Graver, travel writer Dylan Essertier (Conde Nast Traveler, AD, Travel & Leisure) and NBC’s Today Show writer, Emily Gerard.

The takeaways: 

• The events of 2020 set a new precedent for editors/media outlets in general to be more mindful of their content and tone, plus acknowledge current world events
• Editors do tend to reply to, or take notice of, emails from PRs they already have personal relationships with - especially when inboxes are inundated like they are now
• PRs must tailor their pitches to the pub’s audience/platform/an existing series, etc. (and be aware of what’s recently been covered). It’s also helpful to peg pitches to what’s going on in the world
• Editors prefer lifestyle images vs. flat lays/white backgrounds
• Email tips: summarize with bullet points, use “exclusive” if you can provide even one unique quote or image, your press release is important for editors’ fact checking
• Follow ups are appreciated, but just about two after the initial email, and keep the tone friendly (versus demanding/entitled)
• Details matter: make sure you have the editor’s name correct (and spelled right, too)
• Manage your client’s expectations that if a story already ran, the editor/pub is likely not covering the topic again soon
• Relationships with editors are key! Connect 1-1 in person, or send them a DM/comment just to say hello
• When you have genuine relationships with people, life becomes a lot easier (for stories, social takeovers, career advancement)
• In-person events are skyrocketing now getting into spring/summer but editors are going back into things more judiciously to avoid burnout
• Editors like events for meeting plenty of PRs/contacts at once, especially since burnout from too many meetings and even too many events is real
• If the editor you’re responding to has a very full plate, you could suggest another writer/editor on their team you think would be a good fit
• Aspiring editors: subscribe to pubs you want to write for - understand content, lens, etc. before you reach out
• What entices PRs to go on press trips: the timing, guidelines of the publication, having an initial convo
• Editors are still happy to do virtual events as it’s minimal work for them; you don’t have to get anywhere/disrupt your day. If it’s IRL, send a car service code or some kind of transport Regardless of IRL or digital, always send a calendar invite
• Mailers and samples are essential for editors to do their jobs, but don’t send mailers to someone’s home unsolicited - send to office or ask first