Back-to-School Season: 10 Lessons from a Session with Aly Walansky

September 13, 2024

It’s never too late to go back to school…  

As professionals, specifically communications specialists, we must embrace education; there’s always something to learn.    

Recently, our team chatted with Aly Walansky, an accomplished freelancer who focuses on the food and beverage industry, to get a journalist’s perspective on public relations.   

Have you ever had a question that you wish you could ask a reporter? If you continue reading, you might find your answer. 

Here’s an overview of the questions we asked, the answers we received and the insights we gained from our incredibly compelling conversation with Aly:  

 

Do you usually pitch stories before or after a press trip?  

While Aly says no to 80% of press trip invitations (which is not surprising considering the 800-1,500 emails journalists receive on any given day), she usually pitches these stories after visiting a location, attending an outing or participating in a virtual event.   

For Aly, and most reporters, a HUGE part of the story is the experience itself. How can you pitch a story if you don’t know what you’ll be doing, how you’ll feel or what you’d recommend to others?   

BONUS TIP: Include an itinerary with your press trip invitation so media personnel know what to expect. Doing so will increase your odds of receiving a response and securing an attendee.   

 

If someone wants to share a story idea, what should they include in the pitch? 

Like a press release, a pitch should include the story’s most essential elements: who, what, where, when and why. 

 

What are the mistakes that PR pros make when pitching?  

Don’t pitch a journalist on a topic they will never cover. Doing your research goes a long way.   

The importance of researching a reporter’s beat, areas of interest and typical audience demographics (location, age, etc.) cannot be overstated. If you don’t conduct research before pitching a journalist or publication, you’re doing it wrong.   

BONUS TIP: Find something specific to connect with the journalist about. Maybe you loved a recent story or, like the media contact, are obsessed with your dog. Whatever it is, finding something to talk about other than the pitch itself can help you stand out and build stronger media relationships.   

  

What’s the timeline for reporters working on stories during a specific time of year?   

When it comes to holidays, seasonal stories, gift guides and more, the early bird gets the worm!  

September to June is journalists’ busy season. Preparations for Christmas/holiday gift guides, Valentine’s Day, and Mother’s and Father’s Day are seemingly back-to-back. To be included in a gift guide or other holiday-related story, you should reach out 3-5 months in advance.   

Regarding national days of recognition (hello, National Cheeseburger Day), you should reach out at least a month in advance.   

  

How should publicists approach follow-ups? How many attempts are okay vs too much?  

Approach follow-ups like touch-ins after a first date. You should demonstrate your interest but avoid coming off like a stalker.   

If it’s a timely story, emphasize its timeliness! When possible, connect your pitch to current events, recent studies, or upcoming holidays.   

As a reminder, NEVER reach out to journalists via social media. Reporters are people (just like you!), and as such, they have personal lives; there’s no need to convolute work and personal life.   

BONUS TIP: Add additional information to each follow-up note you send. This will give reporters a comprehensive view of the story being told.   

  

 

What do you wish PR pros did more often?  

When you secure a story, share it on your socials and tag the journalist responsible for it! Better yet, encourage your clients to share articles on social media; it will increase the reach of your story and keep journalists happy (and remind them what a fantastic job they did)!   

  

What makes you open a pitch/email?  

It often comes down to the subject line…  

Please do NOT send pitches with unique, quirky subject lines. Using emojis, puns or industry jargon in your subject line is not cutesy, mindful or demure.  

BONUS TIP: Explain the story in your headline using SEO tactics.   

Do This: The Story of Impact PR’s Founder and CEO  

Not This:  ⭐ Interview Opportunity ⭐ Impact PR’s Founder and CEO on Public Relations, Leadership and More 🎉   

  

What’s the best day/time to send pitches?  

Here’s an unexpected secret…the best time to send a pitch is the end of the week (Wednesday – Friday) in the afternoon. Journalists receive fewer emails during these times, which will help you and your story.   

  

What makes you want to attend an event?   

When it comes to events, interactive experiences are best. Reporters would rather learn to make a dish, chat with a chef and then eat a delicious meal than visit a restaurant for a stuffy sit-down meal.  

BONUS TIP: Allow journalists to bring a plus one or invite media friendlies from the same area. Reporters are more likely to attend if they know they will be comfortable.  

  

Do you open every email that you receive?  

While this may not be true for every journalist, Aly opens every email she receives. She assured us that even if she does not respond immediately, it doesn’t mean she’s not interested.   

Aly, a cocktail connoisseur, may receive a note about decadent pink Cosmo glasses…if she isn’t working on a glassware story at the time, she will save the note in her inbox and come back to it when the time is right.   

 

When it comes to PR, media relations and overall publicist/editorialist relationships, there is always something to learn. This back-to-school season, we encourage you to continue your education, strengthen your skillset and embrace new ways of thinking.   

Check out Aly’s profile on MuckRack or LinkedIn to learn more or to connect with her directly. If you are interested in hosting Aly for a Lunch & Learn or quick Q&A (trust us, it’s well worth it!) you can reach out to her at alywalansky@gmail.com.