Carla and I were recently reminiscing on one of our favorite topics: magazines. We were talking about how we both used to subscribe to multiple monthly print publications — Vogue, Domino, Lucky (RIP), Marie Claire, Self, Fast Company, Condé Nast Traveler, New York Magazine, you name it. Every month they arrived at our offices or homes filled with beautiful layouts, the best shopping guides, inspiration, and incredible stories.
These days neither of us subscribes to a single print publication. The novelty and pleasure of opening up those pages has been replaced with a commitment to a lack of clutter, convenience, and the 24-hour digital news cycle. Yes, we are still devoted readers but our subscriptions show up in our inboxes or on our social media feeds now instead of in the mail, and while there are many good things about the changing media landscape, we miss the good old days of PR when we wined and dined editors who became our closest friends, when we worked on stories for months and months ahead of time, and when landing an earned media placement could happen multiple times in a day — unlike today, when many brands experience it just a few times per year.
Not to be a downer, but it’s really important to have an understanding of what is happening in the media landscape so that you can navigate your PR strategically and without rose-colored glasses. It is harder than ever before to secure earned media placements (like a feature in your favorite magazine), which is why we always stress how important it is to tell your own story rather than rely on publications to get the word out about your business. This is also why we approach and define PR as much more than earned media placements – it’s also influencer and brand partnerships, social media and content marketing, events, and community building. While we are still are die-hard earned media fans, we also love to nerd out about all of the new opportunities out there to take storytelling and brand building into your own hands as a creator, influencer, or small business owner.
So why do we continue to advise on earned media? Because there is still a lot of value in securing an earned media placement. In theory "earned media" should have no cost associated with it for coverage in a publication. Earned media placements give you invaluable credibility and positive brand perception, bring you new clients, and open the door to exciting opportunities that can be game changers for your business, like a national retail partner, influencer collaboration or brand partnership.
In our recent Hot Topic PR Lesson inside of our membership, we do a deep dive into the media landscape today, what editors are looking for, the types of articles you can go after, editorializing your product or service, influencers as the new editors (& how to approach them), and the importance of affiliate marketing.
Here are just a few takeaways about media that we dive into in the lesson:
Editors receive thousands of pitches a day. Imagine sifting through that many emails from people hoping for coverage. To stand out in their inbox—and better yet, to get a response—you need to understand how their job works and what they’re actually looking for. Before you pitch, ask yourself: Does this fit with what they cover? Have I included images and key details up front so they don’t have to chase down information?
Editors serve their readers first. Editors and writers are focused on content that benefits their audience, whether that’s discovering useful products, following trends, or telling compelling stories. They also consider factors like price points and seasonality. This is why researching each outlet and contact before you pitch is essential—you need to know what fits their needs.
Editors work in high-pressure environments. More than ever, editors must balance creative storytelling with business goals. They work under tight deadlines, juggling brand partnerships, advertiser demands, and audience engagement metrics. With constant pressure to drive clicks, subscriptions, or sales, they make fast editorial decisions—often prioritizing brands and stories that support their bottom line. Many media outlets also prioritize featuring products that are available through affiliate networks like LTK, ShareASale, or Amazon Associates, so including those details in your pitch can be a big advantage.
What are your biggest questions for working with editors and/or influencers? Have you had any success stories you are excited about? We’d love to hear in the comments!
We’re sharing a clip from our Hot Topic PR Lesson video – enjoy and log in to watch the full video.
Kathryn (& Carla)
p.s. Watch the full lesson video, download the worksheet and get access to our media list of over 50 contacts at magazines and online outlets across lifestyle, fashion, home and business here inside our membership.
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