Sometimes this happens because a journalist interviews a source who doesn’t know much about the topic. But a lot of times it comes down to communication and timing.

As a freelance journalist, I’m always juggling multiple stories at once with overlapping deadlines. When I commit to including a source in a piece, I’m building sections of the article around their expertise. So when interviews derail at the last minute, it doesn’t just create inconveniences, it can create a full-on editorial emergency. And lately it seems like myself and many colleagues have been there time and time again.

Recently, I had a situation where a PR team enthusiastically pitched a source, confirmed availability, requested extensions multiple times, disappeared for days, and ultimately submitted answers well after deadline. I ended up using the quotes because I was out of time to replace them, but it’s also the kind of experience writers remember when future pitches land in their inbox. And I had to ask my editor for a dreaded extension, which is not a good look.

So let’s talk about some of the biggest email interview mistakes I keep seeing lately and how to avoid them.

Pretty proud of the memes I found to accompany these tips. :-P Enjoy!

1. Confirming a Source Before You’ve Actually Confirmed Them

One of the most common issues?

A publicist eagerly offers up a client, the writer sends questions, and then suddenly the source is unavailable, too busy, traveling, reconsidering, or no longer interested.

Once a writer sends interview questions, we’re counting on those answers arriving. We may have (PROBABLY) already passed on other experts because we believed your source was secured.

If there’s uncertainty about availability, don’t overpromise.

And if something changes? Tell the writer immediately so they can pivot before panic mode sets in.

2. Sending Answers So Short They’re Unusable

A 700-word article can’t be built from:

• “Yes.”

• “I agree.”

• “That’s correct.”

• One vague sentence with zero detail

This happens more often than you’d think. And it is awful every time.

Writers need examples, nuance, explanation, context, stories, takeaways, and specifics. Thin answers force journalists to either chase down follow-ups or replace the source entirely.

A good rule: If an answer wouldn’t make sense standing alone as a quote in an article, it probably needs more depth.

3. Ignoring Half the Questions

If a journalist sends 10 questions and only 3 get answered, there’s a problem. Boy do I see this one happen all the time!

Most writers tailor questions specifically to a source’s expertise. We aren’t randomly tossing prompts together for fun.

It’s completely understandable if one or two questions aren’t a fit. But repeatedly skipping major sections of an interview often leaves giant holes in the article structure.

And yes, if the email says “please answer all questions,” we really do mean all questions. We’re counting on the answers to help us flush out our sections we’ve already outlined when drafting them.

4. Waiting Until Deadline Day to Reveal Brand Requirements

This one creates chaos and has put me in some sticky situations over the years.

Sometimes a source completes an entire interview and THEN mentions:

• their company must be included

• their product must be linked

• their title has to appear a certain way

• the quotes can only run if a brand mention is guaranteed

That information needs to be disclosed upfront. Some publications allow brand mentions. Some don’t. Some editors remove them automatically.

Writers need to know these conditions before investing time into the interview process.

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Hi all! Hope your week is going well. A few memes that describe where I’m at this week. :-p

Haha. Anyway, a lot on the agenda right now so I’m shooting out a very non fancy quick what I’m sourcing for midweek edition. Here goes!

1. PEOPLE: Looking for some human-interest style stories around the World Cup

Is there a couple who’s celebrating their honeymoon by flying to Atlanta to watch their team play? Some family of super fans in 7 time zones that are figuring out how they’ll celebrate together? Some lady who sold her jewelry to buy her super fan husband tickets? A kid who wept when he realized he was going? A former USMNT player putting together a bus to road trip with friends?

If you rep anybody who makes sense please send them my way!

2. AARP: Celebrity pet owners

Does anyone rep any celebs (can be musicians and sports figures as well) who are well known, 50 and over and who own pets and want to be featured in a print mag talking about them? Working on a feature for AARP and would love to include them. P.S. They really need to be mainstream names (think past AARP cover stars)

3. AARP: How to Heal Yourself

I’m looking for experts to help shape and be a part of this. Some ideas to lean into are:

• Healing foods: protein, fish, bone broth, turmeric, berries, pineapple?

• Drinks: stay hydrated, ginger tea, tart cherry juice, beet juice protein supplement drinks or smoothies if low appetite

• Vitamins, supplements, and OTC aids: vitamin D, vitamin C, omega-3, topical OTC (for joint or muscle pain). Only if there is evidence of course!

• Home remedies and healing habits: prioritizing sleep, gentle movement, heat and warm showers, those ice machines everyone has (when to use ice, when to use heat?), honey for wounds, aloe vera for skin, saline?, staying socially connected (is there evidence for that?), movement after surgery?

Would love to connect with any reputable sources (cannot plug brands in here) that have some good ideas. Thanks and looking forward to hearing back from you. All must be research-backed. Thanks! And ideally if you send over some bullet points of what they can talk about that can help me vet faster/better.

MEDSCAPE: Experts on the latest in advance sutures

Anti-inflammatory, anti-microbial, smart sutures, let’s hear about it! Looking for MDs and people who make them to discuss. Note: Your expert MUST be affiliated with making them or has experience using them

MEDSCAPE: Female physicians to talk about how the gender pay gap has affected them

Would love to hear their personal stories. Can be about past jobs.

Please don’t reply to this email. Send me a new one with a relevant subjectline for each pitch.

Thanks in advance!

Nicole

NCPajer@gmail.com

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But if your pitch doesn’t answer the question “why now?” it’s probably not a fit.

Writers aren’t passing because it’s a bad idea. They’re passing because they don’t see the urgency.

And when we, as writers, send pitches to our editors, the first thing they ask us is: “Why should we publish this story now?”

We have to prove to them what we can tie a story idea to so they can tell their higher ups where this fits into the editorial calendar and then decide if it makes sense to run.

What PR pitches often miss

Most pitches writers get focus heavily on what:

• A new product

• A book launch

• A service offering

• A founder’s story

• An announcement of a new client

All fine. But none of that is a reason for an editor to assign a story today.

Journalists are looking for relevance. Something that fits into what readers are already thinking about, dealing with, or searching for right now.

If that connection isn’t clear, the pitch feels… floaty. Easy to ignore. Easy to come back to later (which usually means never).

What makes writers actually move on a pitch

It’s almost always timing.

The pitches writers respond to quickly do one of three things:

• They plug into something happening now.

• They anticipate something about to happen.

• Or they show me why this story suddenly matters more than it did last month.

Here’s what that looks like in practice:

You can tie clients to:

1. National holidays

2. Seasons: summer BBQ season, graduation season

3. Health awareness months

4. Pop culture moments

5. Trends

But you can also do this in more subtle evergreen ways with tiny tweaks in your pitches:

Instead of:

• “Expert available to talk about stress management”

Try:

• Why stress is spiking for midlife women right now—and what’s actually helping

• What happens to stress tolerance in your 40s and 50s (and why more people are noticing it now)

Instead of:

• “Meet This Breathwork Coach”

Try:

• Why breathwork is having a moment with moms—and what the science actually says

• How Gen Z is are using breathing techniques to improve endurance as fitness habits shift

Instead of:

• “Dating coach for people over 50”

Try:

• Why more people over 50 are opting out of dating apps—and what they’re doing instead

• The new rule midlife daters are adopting: talking about money earlier

Same sources. Same expertise. Completely different editorial value.

Where to find your “why now”

Upgrade to a paid membership for my best tips on how to turn a non-timely client into a timely pitch + a checklist to run through before you hit send.

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Hi all. Happy Tuesday! Hope your weeks are going well.

Lots of articles in the pipeline right now. Here are a few I need sources for.

AARP:

Things to Stop Buying When Money Gets Tight

Need experts to weigh in on things like: name-brand products, streaming subscriptions, impulse purchases at the grocery store, premium cellphone plans, gym memberships, single-use shampoos and hand soaps, etc.

Smart Guide to Dating Over 50

Need dating experts to start sending over some tips that are geared at 50+. Would love to hear some initial ideas from people who have the right creds. A bullet point list would be great. The trick here is it really needs to be geared to the 50+ demo.

Medscape

Need to connect with some female physicians who can talk about how the gender pay gap has affected them. Having a doozy of a time sourcing for this so thanks in advance for any referrals!

Please send any leads to NCPajer@gmail.com in a separate email. Thanks in advance. I’ll def read through them all.

Now onto this week’s topic…

Small Tweaks That Can Land Big Coverage

Journalists get a lot of pitches. On busy days, that can mean hundreds of emails coming in before lunch. And during holiday gift guide season? Our inboxes are busting with 1k day. The good news? A few small adjustments can make your pitch much easier for a writer to understand—and much more likely to get a response.

Here are some simple ways to immediately level up your pitching strategy.

Write subject lines that clearly match your pitch

A strong subject line does two things: it gives a journalist a quick idea of what the pitch is about, and it signals why the story might be timely right now.

Think of the subject line as a mini headline for your idea.

Examples that work well:

• Valentine’s Day gifts for the woman who has everything

• BIPOC therapist available to weigh in on the XYZ trend

• Celebrity Name + new book + interview opportunity

• Expert source: Why Gen Z is ditching morning routines

• Dermatologist explains the skincare trend going viral on TikTok

• Travel expert shares the destinations everyone’s booking for fall

Clarity almost always beats cleverness. If a writer can instantly understand what you’re offering, they’re much more likely to click.

Lead with the pitch instead of “What are you working on?”

Writers often receive emails asking, “What are you working on right now?” While well-intentioned, those can be hard to answer—especially when deadlines are constantly shifting.

Instead, try leading with your idea.

Show that you’ve looked at what the writer covers and send a tailored pitch that fits their beat. When you do the homework upfront, it makes it much easier for a writer to quickly see how your source or product could fit into a story.

Places that can help you spot opportunities include:

• Journalists’ social media

• Platforms like Help a Reporter Out (HARO)

• Writers’ **Substack newsletters and source requests

A targeted pitch is always appreciated.

Personalize your outreach

Tailored pitches go a long way. When a writer can tell that an email was sent specifically to them—and that it aligns with what they cover—it immediately stands out.

A quick mention like:

“I saw you recently covered XYZ trend…”

or

“Since you often write about ABC…”

can show that the pitch was crafted with them in mind.

Even a small amount of personalization can make your outreach feel much more relevant.

Give writers a story angle—not just a product

A great product is helpful, but a story idea is what really helps a writer visualize coverage.

If you’re pitching a product, consider connecting it to a broader theme or timely moment, like:

• holiday gift guides

• seasonal roundups

• back-to-school essentials

• summer travel gear

• emerging wellness trends

• newsworthy lifestyle shifts

Sometimes the best pitches include a few potential angles the writer could explore.

When publicists do this well, it often sparks the exact reaction writers hope for: “Oh—that’s a great way to frame this.”

Not a paid subscriber? Upgrade below to read the rest beyond the paywall.

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I will be back soon with some source requests. Lots brewing this month. First crawling out of a cold that has totally rocked through our household. Taking care of a toddler while you are sick yourself is soooo challenging. But we’re getting through it. Yesterday I didn’t get out of my pajamas all day. If I owe you an email response, hopefully will get one to you soon! Slowly digging out.

I did want to take a moment to thank those who attended the Journalist BFF Networking workshop that Jill Schildhouse and I hosted last week. It was a fantastic turnout and boy did we get through some great topics. And the emails you guys have been sending are just so nice. I am so glad to hear how amazing you have all found the information we shared.

If you missed it, you can still purchase the recording to watch on your own time. Here’s a preview of some of the topics we covered:

A peek inside what we covered in our Become a Journalist’s BFF: Networking and Relationship Management Workshop:

• How to meet new (and the right) journalists to send pitches to

• Where journalists are actually looking for sources right now (hint: it’s not where most publicists are spending their time)

• The quiet platform shift changing how writers discover story ideas and experts

• Small outreach habits that instantly signal credibility — before a journalist even reads your pitch

• The surprisingly common pitching behaviors that writers remember for the wrong reasons

• Why inbox overwhelm has completely reshaped what gets opened, skimmed, or ignored

• The difference between pitches that feel transactional vs. ones that spark real relationship momentum

• Overlooked ways to discover journalists before everyone else starts pitching them

• How timing your outreach around editorial rhythms can dramatically improve placement odds

• What makes a journalist mentally categorize you as “easy and helpful” vs. “high effort”

• The subtle personalization signals that make writers far more likely to respond (even when it’s a pass)

• Why some expert sources get reused repeatedly — while others never get contacted again

• The hidden credibility markers that matter more than credentials in today’s media landscape

• How to stand out in journalist request threads without sounding promotional or forced

• The mistakes that quietly erode trust and reduce future opportunities — even if you land coverage once

• What journalists wish publicists understood about deadlines, bandwidth, and decision-making pressure

• How to stay top of mind with writers without being intrusive or pitch-heavy

• The relationship-building behaviors that lead to unexpected opportunities months later

• Ways to position clients as memorable, quotable sources editors feel confident approving

• The mindset shift that turns pitching from a constant chase into long-term collaboration

• Real examples of outreach approaches that strengthened relationships — and ones that backfired

• And soooo much more!

Shoot me an email if you’re interested in the recording.

We have on more spring workshop coming up and we’d love to see you there.

Coming up: Workshop 2: Pitch Perfecting

How to Write Pitches Writers Actually Open and Respond To

Date: March 2
Time: 10 a.m. PST / 1 p.m. EST

Can’t make it live? You can register and we’ll send you the link to watch on your own time.

If your pitch starts with “I wanted to introduce a client,” you’re already behind.

Between the two of us, we see thousands of pitches every week. We know exactly why some emails get answered and most don’t.

This workshop breaks down the anatomy of a pitch that works, from subject line to sign-off.

You’ll learn:

• Subject line strategies that increase open rates

• How to structure a pitch so it’s easy to say yes to

• What writers instantly tune out

• How to frame story ideas so they feel relevant and timely

• How to follow up without hurting your chances
  
  Format
  1-hour live Zoom workshop
  Formal presentation
  Live Q&A
  Recording included

Pricing

One workshop: $99
Both workshops: $150 — yep, that’s buy one, get one half off! You’ll get the recording of BFF and can either attend PP live or watch the recording.

How to sign up

Simply reply to this email and we’ll get you signed up.

Spots are limited. Recordings are included. If you can’t make it live, you can submit a question ahead of time and we’ll answer it live (and you can watch it later).

Looking forward to it!

ox,

Nicole

NCPajer@gmail.com

P.S. Sneezing and coughing away as I write this so please excuse any typos. :-p

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I’ve been averaging close to 1,000 emails a day lately in my inbox and have noticed a few themes here based that I wanted to share this week:

Why AI may be doing you and your clients a disservice if you’re using it for pitches and interview submissions. PLUS how to work around it.

But first a quick announcement.

Many of you know that Jill Schildhouse and I have worked together with a side PR consulting biz called Top Tier Consulting.

In honor of TONS of PR questions we’ve been receiving lately, we decided to host our two most popular workshops in the coming weeks in an affordable group format.

P.S. If you can’t make them live, still sign up and we’ll send you the recording + you can submit a question ahead of time.

If you’re doing good work and still not getting responses from writers, this isn’t a motivation problem.

It’s a mechanics problem.

Most publicists are using outdated pitching tactics, weak follow-ups and surface-level networking strategies in a media environment that no longer rewards any of that.

Editors and writers are overwhelmed, inboxes are brutal, and tolerance for wasted time is gone.

That’s why we’re bringing back our two most popular PR workshops, updated for how pitching and relationship-building actually work right now.

These sessions are for publicists who want:

• More responses from writers

• Stronger journalist relationships

• Faster client wins

• Less guessing and fewer dead-end pitches

What publicists said after attending last year’s workshops

“This session was so good. Beyond helpful. I can’t wait to send out my next round of pitches.”

“After more than 15 years in PR, I didn’t think there was much new to learn. I was wrong. I walked away with tactics I could use immediately.”

“You two add so much value every single session. Thank you.”

Workshop 1: How to Become a Writer’s BFF

Networking & Relationship Management

Date: February 20
Time: 10 a.m. PST / 1 p.m. EST

With layoffs, outlet changes and beat shifts happening nonstop, publicists can’t rely on old contact lists anymore.

This workshop focuses on how to continually build new journalist relationships while maintaining existing ones—without over-emailing, awkward outreach, or burning bridges.

You’ll learn how to meet new writers, stay on their radar and position yourself as a trusted, easy-to-work-with resource in a media landscape that’s constantly changing.

We’ll teach you how to:

• Meet new writers without awkward cold outreach

• Re-establish contact with journalists you’ve lost touch with

• Stay on a writer’s radar without annoying them

• Follow up in ways that increase response rates

• Become a writer’s go-to source

• Stand out when responding to calls for sources

• Avoid subtle mistakes that get publicists quietly ignored

Format
1-hour live Zoom workshop
45-minute presentation + 15-minute Q&A
Recording included

Attend live to ask questions, or submit one in advance and watch the replay on your own schedule.

Workshop 2: Pitch Perfecting

How to Write Pitches Writers Actually Open and Respond To

Date: March 2
Time: 10 a.m. PST / 1 p.m. EST

If your pitch starts with “I wanted to introduce a client,” you’re already behind.

Between the two of us, we see thousands of pitches every week. We know exactly why some emails get answered and most don’t.

This workshop breaks down the anatomy of a pitch that works, from subject line to sign-off.

You’ll learn:

• Subject line strategies that increase open rates

• How to structure a pitch so it’s easy to say yes to

• What writers instantly tune out

• How to frame story ideas so they feel relevant and timely

• How to follow up without hurting your chances
  
  Format
  1-hour live Zoom workshop
  Formal presentation
  Live Q&A
  Recording included

Can’t attend live? Submit your question in advance and we’ll answer it during the session and you can watch at your convenience.

Pricing

One workshop: $99
Both workshops: $150 — yep, that’s buy one, get one half off!

How to sign up

Email NCPajer@gmail.com to sign up.

*Note, we’re no longer manning our TTC email account! Nicole is at NCPajer@gmail.com and Jill can be reached at Jillschildhouse@gmail.com

Spots are limited. Recordings are included. If you can’t make it live, you can submit a question ahead of time and we’ll answer it live (and you can watch it later).

Reply now to lock in your spot and close the gaps that are costing you responses, coverage, and client confidence.

Now back to this week’s topic:

How to Tread Lightly with AI in the Journalist/Publicist Relationship

AI tools are now part of everyday workflows — including for the very people journalists interview. It’s become increasingly common for sources to run their email interview responses through AI assistants before sending them back. AND for publicists to use AI to put together pitches.

But what many people don’t realize is this may be shooting them in the foot.

It’s not that journalists are saying there isn’t a time and place for AI. In this day and age it is a very helpful tool. But we’re seeing some common AI-based mistakes being made in pitches and email interview submissions that may be hurting a client’s chances of inclusion in an article without a publicist realizing it.

The reasons it’s not always great for crafting pitches

It’s not the actual pitch that’s the problem, it’s often the lack of personalization from using AI to write a pitch. Many journalists are being bombarded with pitches that seem like they were created to be sent out to everyone in a publicist’s rolodex.

While using AI to help craft some of the pitch is understandable, don’t forget to personalize it or tailor it to the writer you’re pitching to. This is so so important in getting a writer to consider it.

How do you do this? Try:

• A quick mention about why you think this would fit their beat or the publication they write for

• A mention of something about one of their recent articles

• A reminder that you’ve worked together

• A “hey how are you holding up in that local ice storm” or acknowledgement/reference to something going on in their lives at the moment

Basically anything that helps a journalist feel like the pitch was tailored to them will do.

Because writers receive a TON of email pitches every day and the first ones they tend to delete on a whim are ones that just seem like they were sent to everyone the publicist knows. The stakes feel really low in terms of a writer failing to interact with those pitches.

So if you’re using AI to write, make sure to not let it robot the personalization out of your pitch.

Now when it comes to your clients, email interview submissions written by AI are almost always immediately tossed out

When a source submits AI-written answers, journalists can almost always tell.

And in most cases, those quotes end up unusable.

Read on for more!

Much more beyond the paywall (Click subscribe below to upgrade your membership if you’re not currently paid). Including tips to share with your clients on how they CAN use AI to benefit them when answering questions, without it resulting in quotes being tossed.

Read more

It’s been quite a start to the year. I got slammed with deadlines in January and also dealt with a medical procedure I’m currently recovering from, which put me a bit behind.

I have big aspirations for Substack this year and will be sending out a few juicy posts soon. But in the meantime, as I re-emerge, I wanted to let you know that Jill Schildhouse (a fabulous colleague and partner in Top Tier Consulting) and I have been fielding lots of requests from journalists for help in two areas: Pitching and Finding new journalists to pitch. For that reason, we’ve decided to host our two most popular sessions this month and early next to help people feel more inspired with their pitching and confident in who they are pitching.

More details below:

If you’re doing good work and still not getting responses from writers, this isn’t a motivation problem.

It’s a mechanics problem.

Most publicists are using outdated pitching tactics, weak follow-ups and surface-level networking strategies in a media environment that no longer rewards any of that.

Editors and writers are overwhelmed, inboxes are brutal, and tolerance for wasted time is gone.

That’s why Jill Schildhouse and I are bringing back our two most popular PR workshops, updated for how pitching and relationship-building actually work right now.

These sessions are for publicists who want:

• More responses from writers

• Stronger journalist relationships

• Faster client wins

• Less guessing and fewer dead-end pitches

What publicists said after attending last year’s workshops

“This session was so good. Beyond helpful. I can’t wait to send out my next round of pitches.”

“After more than 15 years in PR, I didn’t think there was much new to learn. I was wrong. I walked away with tactics I could use immediately.”

“You two add so much value every single session. Thank you.”

Workshop 1: How to Become a Writer’s BFF

Networking & Relationship Management

Date: February 20
Time: 10 a.m. PST / 1 p.m. EST

With layoffs, outlet changes and beat shifts happening nonstop, publicists can’t rely on old contact lists anymore.

This workshop focuses on how to continually build new journalist relationships while maintaining existing ones—without over-emailing, awkward outreach, or burning bridges.

You’ll learn how to meet new writers, stay on their radar and position yourself as a trusted, easy-to-work-with resource in a media landscape that’s constantly changing.

We’ll teach you how to:

• Meet new writers without awkward cold outreach

• Re-establish contact with journalists you’ve lost touch with

• Stay on a writer’s radar without annoying them

• Follow up in ways that increase response rates

• Become a writer’s go-to source

• Stand out when responding to calls for sources

• Avoid subtle mistakes that get publicists quietly ignored

Format
1-hour live Zoom workshop
45-minute presentation + 15-minute Q&A
Recording included

Attend live to ask questions, or submit one in advance and watch the replay on your own schedule.

Workshop 2: Pitch Perfecting

How to Write Pitches Writers Actually Open and Respond To

Date: March 2
Time: 10 a.m. PST / 1 p.m. EST

If your pitch starts with “I wanted to introduce a client,” you’re already behind.

Between the two of us, we see thousands of pitches every week. We know exactly why some emails get answered and most don’t.

This workshop breaks down the anatomy of a pitch that works, from subject line to sign-off.

You’ll learn:

• Subject line strategies that increase open rates

• How to structure a pitch so it’s easy to say yes to

• What writers instantly tune out

• How to frame story ideas so they feel relevant and timely

• How to follow up without hurting your chances
  
  Format
  1-hour live Zoom workshop
  Formal presentation
  Live Q&A
  Recording included

Can’t attend live? Submit your question in advance and we’ll answer it during the session and you can watch at your convenience.

Pricing

One workshop: $99
Both workshops: $150 — yep, that’s buy one, get one half off!

How to sign up

Simply reply to this email and we’ll get you signed up.

Spots are limited. Recordings are included. If you can’t make it live, you can submit a question ahead of time and we’ll answer it live (and you can watch it later).

Reply now to lock in your spot and close the gaps that are costing you responses, coverage, and client confidence.

Share

Leave a comment

Hope to see you there!

And thanks for your patience as I regroup. 2026 is going to be a great year. :-) More soon + new sourcing needs.

ox Nicole

NCPajer@gmail.com

HARO, Qwoted, SOS… Here’s what happens after a writer submits a source request

We can get a lot of responses

When you respond to a query on one of these platforms we can get a ton of replies for a single ask. That means you’re competing with a lot of noise, so your pitch has to be sharp, relevant, and exactly what we requested.

And it’s not just PR pros hitting our inboxes. We’re also getting responses from bloggers, influencers, small business owners, authors, and people who… truly should not be answering HAROs. Many are only chasing backlinks and are wildly off-topic. After the first handful of low-quality replies, we’re already in “please make it stop” mode — and that’s before your actual pitch even shows up.

We can get next to no responses

For some reason, this seems to be happening a lot more lately. Writers post a call for sources and…crickets. I know writers like myself often rely on platforms like Qwoted and SOS so if you aren’t checking those, consider it a missed opp. I’ve been chatting with colleagues and it does truly seem like sourcing has just become a lot more difficult these days. So if you rep good people, these platforms are a great way to get them in front of us writers!

Hot tip: If you’re on Qwoted, register your client as an expert in their sourcing database. Writers often search that when they are working on articles.

A lot of writers are still jumping to Substack

Poor response rates, spammy posts…. are just a few of the reasons so many journalists have launched their own Substacks. It lets us build our own curated lists of publicists and experts and skip the HARO chaos altogether. A lot of us barely touch HARO anymore unless we’re desperate. Qwoted and SOS is where it’s at! And let me tell you… life is much better on the other side with targeted, thoughtful pitches.

That said, plenty of journalists do still use HARO, so it’s worth understanding how to stand out. The upside of all that junk? A strong, well-organized pitch shines immediately.

Here are the basics writers wish everyone knew:

Break up your paragraphs

Please, please don’t send a giant block of text. When responses come in as one long, unbroken paragraph, they’re nearly impossible to skim — and skimming is how we quickly decide whether a pitch is useful. If we can’t skim it, we’re moving on.

Ditch the attachments

Never attach anything. HARO doesn’t actually deliver attachments, so we can’t see them. Qwoted allows them but they are really hard to find and figure out how to download. I’ve have many publicists submit replies on Qwoted and do it via an attachment and then miss out on being able to find it when it’s time to write the article. Also, the number of replies we get that say “See attached” (with nothing attached) is unreal. If the good stuff is hiding in a document, we’ll never know.

Read on for more tips beyond the paywall (Click subscribe below to upgrade your membership if you’re not currently paid). Including a frequently asked question I get: Should you reply in the platform or via email?

Read more

This week I’m diving into a hot topic on gift guides: How to get your clients featured as sources in a sea of product pitches and gift-guide oriented content.

But first, a quick announcement: If you missed our Holiday Gift Guide Workshop, the recording is now available

Make this the year your HGG pitches don’t get ignored!

Editors are already assigning; writers are yearning for solid pitches; and your subject line has about two seconds to earn a click.

Last week, we walked dozens of you through what’s working in 2025—timing, targeting, affiliate realities, and how to package products so a writer can drop them straight into a guide without hand-holding.

This replay is for the publicist who’s done the spray-and-pray thing and is done wasting time. You’ll get the field-tested subject line patterns that actually get opened, a body-copy checklist you can paste into every pitch, and a clear plan for following up.

Bottom line: if you want more “yes” replies between Labor Day and Christmas, this $49 hour will more than pay for itself in placements.

What’s inside (high-value hits you can use this week)

• Timing that reflects reality: the waves you can catch from next week through mid-December, and how to triage when you’re late.

• Subject lines that get opened: price bands, retailer signals, social proof, and affiliate keywords—plus concrete examples and why they work.

• Pitch packaging that respects a writer’s time: 3–5 curated SKUs, low-res inline art + non-expiring download links, and what absolutely must be in the first screen.

• Targeting that doesn’t burn relationships: how to group multi-client pitches so they feel editorial, not a dump.

• Affiliate truth serum: what networks/commission ranges move the needle, when Amazon helps, and how to pitch a product or service that isn’t on affiliate yet.

• “Missed the window” plan: what to do in August–November to land short-lead guides and last-minute staffer adds.

• Services, luxury, and edge-cases: how to pitch service offerings, $1,000+ items, and categories like pet, books, bedding—without getting auto-deleted.

• Print vs. digital lead times: how to stop guessing and tailor your calendar.

• Follow-up cadence that doesn’t get you muted: when, how often, what to say, and when to stop.

• Where to find live calls for pitches beyond the usual suspects—and how to be the helpful name in a writer’s inbox.

Who it’s for: Agency and in-house publicists shipping holiday pitches now; founders doing their own outreach; solo publicists looking for an edge; anyone who needs a pragmatic HGG playbook instead of platitudes.

Fee: $49

A few testimonials from attendees:

“Great session ladies! Thank you so much! You two always add so much value to every session. Much appreciated!”

“This session was SO good. Thank you both so much. Beyond helpful. Can’t wait to send out my pitches.”

“When you have been in the PR industry for more than 15 years, you may think there’s ‘nothing new’ to learn. As we publicists try to continue to work in partnership with journalists, I appreciated the advice that was shared by Jill & Nicole in their HGG Workshop where I did in fact learn many new things! Being able to hear best practices, share tactics, and ask questions in real time during the workshop was so valuable. A big thank you to them for taking the time out of their busy schedules to support our efforts, which in turn help our clients get more hits!”

Ready to get your copy of the recording? Email NCPajer@gmail.com and we’ll get you the recording

Now onto this week’s topic: How to Get Your Experts Into Holiday Stories

The holidays might seem all about products (just ask my inbox, which is averaging around 1,000 product pitches a day right now!) but this time of the year, expert voices are just as valuable. Many stories rely on interviews with professionals who truly understand the trends, challenges, and solutions people are looking for. Plus, between holiday travel, colder weather, gift buying, family gatherings, pet boarding, etc. there is still plenty we’re talking about that’s not gift related.

Here are some tips on how to best position your experts for coverage.

1. Ask your clients what’s going on in their industries that they could comment on

Sit down with your clients now and talk through the season ahead. Ask them:

• What are you seeing in your industry right now?

• Are people coming to you stressed about family gatherings or gift-giving?

• Are there new apps, tools, or hacks people are trying this holiday season?

• Are clients asking about ways to maintain health, sanity, or productivity during a busy month?

• Are clients talking about specific aspects of the holidays like travel, colder weather, food?

• What can you talk about or comment on that makes sense and is timely right about now?

There are only so many gift guides a publication can feature. Pitch your sources around these angles to journalists and their editors will thank them for bringing them something fresh, relevant, and trending that isn’t just product related.

2. Look beyond the obvious

Editors want fresh angles, not recycled advice. That’s where your client’s expertise comes in. Think creatively about how they can contribute:

• A therapist could discuss how to handle family conflict during a long holiday dinner, or how social media comparisons amplify stress.

• A dietitian or trainer could weigh in on surviving buffet season without derailing health goals.

• A veterinarian could explain how to integrate a new pet into a house full of holiday guests, or how to keep pets calm around visitors and noise.

• A chef could talk about throwing a dinner party with guests with various dietary restrictions.

• A dating expert could talk how to throw the perfect holiday singles mixer.

A publicist once pitched me a therapist on a story about “How to Get Along with Family Over the Holidays,” using their insights on coping with stressful relatives, managing expectations, and self-care strategies. The story landed in a major lifestyle publication because the advice was practical and relatable.

3. Get those DIY experts ready

Never underestimate the power of a DIY expert! I had someone pitch me in the past, which turned into an article on how to make your own holiday gifts without breaking the bank. You don’t need an influencer or TikToker for this to work. One of the experts worked with the Salvation Army and was a marketing person who offered crafting tips using donated goods.

Times are tough for many right now and people are all about budget gift guides and not overspending on gifts. Bonus points if your source nails this plus suggests an eco-friendly angle.

You can also pitch a DIY expert for things like holiday decor, party decorating, and stocking stuffers for pets. The sky is really the limit here.

Tips 1–3 are just the start. Subscribe to unlock tips 4–8 and see how to make your clients the experts every journalist wants to talk to this holiday season. To upgrade to a paid membership, hit Subscribe at the end of this post and follow the prompts.

IMPORTANT NOTE: Subscribing to my Substack does not influence my editorial decisions or what I publish in any way. This newsletter is strictly an educational resource where I share my perspective and expertise to help publicists improve their pitching. I’ve delivered presentations to hundreds of PR firms, spoken at media university classes, and bring extensive experience on this topic—I’m excited to share that knowledge openly and transparently.

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From astrologers predicting her wedding style to luxury jewelry cleaners claiming relevance, the pitches poured in… some clever, some painfully forced.

My inbox alone looked like a wedding registry for every product, service, and expert in America.

This week, I’m going to give you a look inside my inbox at the Taylor Swift pitches I received…which could work, which flopped, and why.

Where we are with pitching Taylor Swift news right now

As Tim Chan noted in his viral LinkedIn post on Taylor, the deluge of Swift-related products and think pieces has become so overwhelming that many editors auto-delete anything with her name in the subject line.

So unless you’ve got an authentic tie-in or actual breaking news, you’re better off waiting until the next album release or a major public announcement. If we get verified wedding news that makes sense to tie a client around, pitch away. Until then, most Swift-related pitches will likely get lost in the shuffle.

Want to see the actual pitches I got, and which worked versus which flopped? That’s for paid subscribers only. Upgrade below to unlock the full analysis.

But first, a quick announcement: If you missed our Holiday Gift Guide Workshop, the recording is now available

Make this the year your HGG pitches don’t get ignored.

Editors are already assigning; writers are yearning for solid pitches; and your subject line has about two seconds to earn a click.

Last week, we walked dozens of you through what’s working in 2025—timing, targeting, affiliate realities, and how to package products so a writer can drop them straight into a guide without hand-holding.

This replay is for the publicist who’s done the spray-and-pray thing and is done wasting time. You’ll get the field-tested subject line patterns that actually get opened, a body-copy checklist you can paste into every pitch, and a clear plan for following up.

Bottom line: if you want more “yes” replies between Labor Day and Christmas, this $49 hour will more than pay for itself in placements.

What’s inside (high-value hits you can use this week)

• Timing that reflects reality: the waves you can catch from next week through mid-December, and how to triage when you’re late.

• Subject lines that get opened: price bands, retailer signals, social proof, and affiliate keywords—plus concrete examples and why they work.

• Pitch packaging that respects a writer’s time: 3–5 curated SKUs, low-res inline art + non-expiring download links, and what absolutely must be in the first screen.

• Targeting that doesn’t burn relationships: how to group multi-client pitches so they feel editorial, not a dump.

• Affiliate truth serum: what networks/commission ranges move the needle, when Amazon helps, and how to pitch a product or service that isn’t on affiliate yet.

• “Missed the window” plan: what to do in August–November to land short-lead guides and last-minute staffer adds.

• Services, luxury, and edge-cases: how to pitch service offerings, $1,000+ items, and categories like pet, books, bedding—without getting auto-deleted.

• Print vs. digital lead times: how to stop guessing and tailor your calendar.

• Follow-up cadence that doesn’t get you muted: when, how often, what to say, and when to stop.

• Where to find live calls for pitches beyond the usual suspects—and how to be the helpful name in a writer’s inbox.

Who it’s for: Agency and in-house publicists shipping holiday pitches now; founders doing their own outreach; solo publicists looking for an edge; anyone who needs a pragmatic HGG playbook instead of platitudes.

Fee: $49

A few testimonials from attendees:

“Great session ladies! Thank you so much! You two always add so much value to every session. Much appreciated!”

“This session was SO good. Thank you both so much. Beyond helpful. Can't wait to send out my pitches.”

“When you have been in the PR industry for more than 15 years, you may think there's ‘nothing new’ to learn. As we publicists try to continue to work in partnership with journalists, I appreciated the advice that was shared by Jill & Nicole in their HGG Workshop where I did in fact learn many new things! Being able to hear best practices, share tactics, and ask questions in real time during the workshop was so valuable. A big thank you to them for taking the time out of their busy schedules to support our efforts, which in turn help our clients get more hits!”

Ready to get your copy of the recording? Email info@toptierconsulting.NET and we’ll get you registered.

Jill & Nicole

Read on for more "Traylor" and "Swelce” pitch news.

IMPORTANT NOTE: Subscribing to my Substack does not influence my editorial decisions or what I publish in any way. This newsletter is strictly an educational resource where I share my perspective and expertise to help publicists improve their pitching. I’ve delivered presentations to hundreds of PR firms, spoken at media university classes, and bring extensive experience on this topic—I'm excited to share that knowledge openly and transparently.

To upgrade to a paid membership, hit Subscribe at the end of this post and follow the prompts.

Read more