Most of us are busy day-dreaming about the final days of summer, creating lists about what to pack for their final vacation on Labor Day Weekend, running through their lists of recipes that utilize peaches, tomatoes, green beans, and corn, and wondering how long their summer tan will last. However, publicists are busy reminding their clients that if they want their gift sets included in media coverage this fall and winter, they need to get them their photo assets, price points and product descriptions, like yesterday. Many PR firms host some sort of Jolly in July or Christmas in July event to put gift sets on the radar of journalists and editors before they start planning their holiday season coverage. 

​Long Lead Editorial, like print publications run three months ahead of time, and publish the month before. November's issue comes out in October, and they finish putting the magazine together around July and August. There are of course exceptions to the rule, but usually this time of year, print publications are looking towards the end of the year, even if the summer hasn't fully wrapped. 

Because of search engines optimization and so many folks googling what to buy for their co-worker, mother-in-law, new friend, child's teacher, and everyone else on the nice and naughty list, most of gift guides are online. There could be a little more wiggle room here. Many online gift guides are written between August and December, with some coming up to the final weeks of the holiday season. 

However, for Black Friday and Cyber Monday, many journalists start tracking sales in the summer for the biggest shopping day of the year. I usually get my first request for these sales in Mid-August, and even then, that's late for media planning for holiday gift guides. 

While I'm the first one to complain when Halloween Decor comes out in stores while I'm still wearing sandals, and Christmas settings are on sale before I've made my first apple pie of the Autumn season, I'm also the first person to tell clients and brands that they should've starting thinking about holiday gift sets months ago. 

If you and your team haven't already decided what your Black Friday and Cyber Monday sale will be, make sure you finalize your Black Friday and Cyber Monday sales before you leave for Labor Day Weekend. 

When most startups think about Public Relations, they think about press media coverage in magazines, newspapers and similar caliber online platforms. The process to garnering organic—without advertising costs—news coverage in these media outlets with a positive tone, is media relations. The general consensus on definition of media relations is the informing of journalists, editors and producers about a brand, company or entrepreneur in efforts to produce organic media coverage in a positive light. When a company stays on the radar of journalists and editors through email updates [pitches], in person meetings, event activations that bring the meaning of your brand to life, the press will remember your name in a way that they will continue to feature your brand.

The name media relations can be misleading, because some press coverage comes with little to no relationships at all. A journalist can write about the brand from research on their website and social media, quoting past newsletters or videos, and even writing a secondary report of an interview a founder did in another publication. 

That said, media relations, when done right, can produce consistent press coverage over time with minimum effort to maintain. 

Some publicists and brand founders doing their own PR may reach out to a journalist once, work with them on a story, and then never speak to them again. Now, some journalists won't revisit a certain topic. However, by ignoring the opportunity to foster a relationship with a journalist who was interested enough in a brand to feature it once, you're leaving press coverage getting cold on the table. 

Now as a sex publicist, you know I have a lewd comparison to drive this point home. Think of going on a first date. If your goal is to have sex, we know from hook up rates that it's very likely that you will succeed. However, focusing on sex, rather than a person themselves, may leave them feeling without a real connection to continue seeing you in any capacity, let alone intimately, leaving the total times you have sex with that person at one. Now think about first dates when your focus is on getting to know someone. You may not have sex on the first or second date. But especially in the case of those first dates that turn into long-term relationships, the frequency of sex is higher when sex isn't the primary goal. 

The same goes for press relationships. When you're incessant for coverage with a journalist or editor, they may follow through with the interest just to get you off their back. The experience may leave a taste in their mouths that prevents you from having future pitches accepted. Rather, if you're gracious in your timeline, and think about being informative rather than begging for press, there's a greater chance your target media will enjoy working with you instead of dreading it. 

Patience over pushing is always appreciated in press relationships. I don't really care if a journalist I connect with over a client wants to feature my client or not right away. They may have six other commissions to finish up before they can consider pitching an editor a new story. I'd rather work with their schedule. Keep them updated on my client, and maybe even reduce consistency as to not clog their inbox. When they're ready for my client, I am there with bells on with an available interview time, links to recent pictures from the client, and if it's a product brand, offering samples of recent launches. Think of your friendships. If you've had a moment in your life when you're unavailable to make plans with friends, you appreciate the friends who graciously acknowledge your boundaries rather than the ones begging you to change your mind. 

When you focus on relationships over one-off media coverage, you build a network of journalists and editors who love a brand or product. Each relationship may have multiple opportunities to cover your company in some capacity. A commerce editor is always looking for affiliate-friendly brands to feature. If you have a plethora of products, you could have sever placements per month from a single journalist. I'd estimate for each month of media relations efforts, you could have one to five new journalists interested in a brand. That interest turns to interviews or product sampling which usually leads to feature coverage. Now after averaging three new relationships per month, after three months, there's almost 10 people who want to feature a brand when they can. Over six months that number is closer to 20. If each journalist can feature a brand one to two times a year, after once year, that could lead to 160 stories a year to follow if the relationships are maintained. Most people spend time with more than one person: Holidays with family, vacations with sweethearts or college friends, happy hours and lunches with colleagues both current and former. Just as you wouldn't expect one friend to be responsible for all your plans throughout a year, having more relationships with journalists will keep your brand busy in the press and maximize individual efforts. 

How long will you take to see results? I usually anticipate that after six to eight months of dedicated media relations outreach, brands will see consistent placements, ranging from two to eight or even more, per month. This varies based on the brand of course. A brand with a single product may not have as many opportunities as brands with multiple product categories. Medical devices, pharmaceutical products and supplements will have a longer timeline to receive consistence, about three extra months, since these topics can be harder for publications to greenlight often due to legal red tape or content restrictions. 

You’ll know when your media relations efforts are bearing fruit when journalists and editors want to repeat feature your brand or your insights. My clients are often surprised when they’re speaking to a journalist again, even though I make sure to cover that expectation and explain the goal of our media relations. With strong outreach strategy, media relations will yield opportunities from new and known journalists and editors. There of course will be time where there are lulls, but that is natural for any organic strategy.

The biggest mistake publicist and entrepreneurs doing their own PR make is treating a journalist as if their only job is to write about them or their client.

Like your personal friends, Media relations is a two-way street. You wouldn’t ask for something over and over again without reciprocation. And you want to make your communications about more than what you want from them. Acknowledge the moments in their life: did they get married? Experience a loss? Buy a house? Write a book? Take time to congratulate and comfort when you can. You wouldn’t ask a friend to help you move if you forgot to send your condolences when their dog recently died.

Be respectful of their time; there is a person behind every headline. Some writers cover other industries, and sometimes are covering breaking news while your industry is stable. Think of healthcare and travel writers during the pandemic or political reporters amidst election season. You wouldn’t push for sex from someone who just gave birth, got in a car accident or lost a parent. The same is for a journalist during a busy time. Instead, offer any support. Maybe they need a source that you might know, or a strong drink after work.

Once it’s established, show deference to each relationship by personalizing your interactions. Journalists and editors aren’t mean: they understand that for large company news you aren’t going to write 100 separate emails. But if you take time to send someone who wrote a great profile about you a personalized one-off here and there, they’ll see you care about them as more than an email address on an excel spreadsheet.

Sometimes a journalist or editor will inform you that they won't be able to cover your company; maybe they just featured. your brand or they plan to visit your industry in a long-form special package in coming months and don't want to dilute the content. If your company has a new launch, partnership, or executive move, you should still keep that person updated, especially if they have published you before. Their once-stated rules may only apply to evergreen stories, which that is not. Even if they can't cover you, they'll usually appreciate the opportunity to celebrate your news. 

Relationships with press are relationships with all people.​ When built genuinely, respected, and nurtured, can maximize results of pitching and storytelling efforts.  

PR Your Self delves into practices for earning media coverage without a Publicist
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If you're a new brand that doesn't quite have the budget for PR yet, it doesn't mean you're unable to achieve your own press placements. In fact, it's usually quite easy for a brand to drum up excitement in the press without a publicist. Because a new brand hasn't been written about before, it's very existence is exciting, new and noteworthy. With an active social media presence, and reading a little bit about your industry, you can find journalists to interact with on instagram and X, formerly Twitter. To make your life easier when speaking with press, having a media kit will move the conversation along because it'll provide all the relevant stats that press look for when considering a brand to feature or an executive to cite in their trend piece. 

Once you've started partnerships, influencer seeding, marketing campaigns, social media strategy, or even got your first press coverage, you may find other journalists and editors visiting your website to feature you themselves. If that happens, you'll want to have a Press Portal or Page set up. 

A Press Portal is a dedicated page on your website that is linked to your homepage. Most brands put this beneath and separate from "Contact" or "About Us" in the footer of their website. Many journalists will look for these on websites of brands they want to reach out to, because it shows that you are open to the potential coverage they could provide. Believe it or not, some brands don't want coverage, especially in the nascent stages. Without a press page, some journalists and editors may assume that you are not friendly to press and won't even bother to send you a note even if they're dying to feature you. 

Press Pages range from simple to elaborate. A basic Press Portal should include a contact email dedicated for press and the top-lines of the brand so journalists can easily reference why your brand is worth a feature or consideration.

When you're creating a press portal, you'll want a dedicated email for press that is different than your general "[email protected]" customer email. If journalists think their request is going to end in a stuffed inbox that is rarely-monitored, they may not take the time to write the email requesting an interview. Press research hundreds and thousands of brands. They've developed a system to figure out if a brand is open to interviews or coverage before even sending an email. Without a press page or a dedicated email, you could be missing out on press opportunities without realizing it. 

If you'd like to create a full-service press portal, there are a few additional add-ons that you can feature. 

​If you've already have some press-coverage, including past coverage on your press page can be helpful for journalists hoping to profile the brand without double dipping angles that were already covered. 

Another helpful feature for journalist and editors is having images available to download in addition to featured on the page to help journalists visualize the assets you have available for publication. 

Features that always attract journaliss include forms for requesting samples. Ask them for their address, email address, phone number and color, style and size preferences if relevant. Journalists love receiving samples, especially if it's from a brand that hasn't been reviewed yet. 

A press portal on your website shouldn't take more than a couple hours to set up and the benefits are more than worth it. ​

Call outs or call ins can come in many forms: comments, standalone videos, duets, press releases and news stories. I’ve seen accusations thrown at friends and clients ranging from racism, sexual harassment, abuse, addiction, and even more severe federal crimes and varying from real to fabricated. This post is not about determining the validity of accusations and allegations. Neither is this post to belittle the severity of the accusation. Some people and businesses need to be called out or in. 

The following is a combination of any advice that I’ve advised to the humans behind the brand in these situations. We humans are emotional beings and sometimes our emotions, especially when heightened, can make us react outside of our best interest. When you're a public figure, it's an especially precarious road to navigate. There are ways to circumvent even the truest and worst accusations in a way that is thoughtful both to a company and anyone harmed. 

The whole of the below advice is not applicable in every instance, as I wouldn’t recommend non-response to something that has seemingly caused harm or has wide exposure like a news-story or viral (1M+ Engagement) social media content. However, if you are in a position that cancelling or accusations can have an impact on your business’ or personal success, I do recommend reading all of the options and fitting what applies best to your current or potentially upcoming situation. 

Think About Your Mental Health 
Before whatever response you’re about to take, whether no response or recruiting a crisis publicist, think about where your mood state is after the call out (or in) and do something that will lift you up regardless of how the scenario plays out. Maybe you want to spend some time with family, exercise it out, hermit away. Think of what could shore up your mental health to help you handle this crisis the best way possible. If it looks like a long road ahead, plan something that can help lift your mindset in the long and trying days to come. 

Take Your Time [...if Possible]
An immediate response can devoid the time for consideration of the most successful approach. When we’re first called out, we experience a lot of emotions. We get angry. We internalize. Sometimes you need to separate yourself from the post before responding. If you have time to, maybe it’s not as time critical and widespread, I recommend doing an activity and going about your day until the extent that you momentarily forget about it. Feel free to make a draft of your response before walking away but don’t you dare post it. When you return to your original thoughts after separating yourself, you often find that that your initial response is often more emotionally charged than impactful. Sometimes you require an immediate response and if you are feeling overwhelmed and unsure of the best course of action and potential outcomes, a crisis publicist could help guide. 

Don't Put Your Hands Up
Our instinctual response to criticism is to put our hands up to brace for the attack. When you do that you are blinded by feedback about yourself, leadership style and organization that could be critical. When we put our hands up, we shield the emotional attack without listening to the feedback. Not all criticism should be acted on or even internalized in some cases, however all criticism should be heard as it could help your leadership strategy or brand direction going forward. 

REFLECT 
Before dismissing the call out or in as false and malicious, do an internal stock. We should always be listening to victims and if someone was harmed by your actions, you need to understand why, how, when, what etc to be able to create a thoughtful response that isn't a thin bandaid on a gaping wound. If there isn't merit to the accusation (specifically, its provable that the accusation is false: a former employee claiming a company doesn't pay on time with timestamped direct deposits matching and fulfilling the contractual obligation), it's still good to think about "how did this accusation come about? Are there times when this could be true for a new employee? Or maybe a contractor with another service provider? It could help you figure out areas of improvement within your organization or personal actions that will create a smoother operation in the future and prevent the need for factual call outs or ins. 

Ask for Feedback Internally BEFORE Posting Publicly
At the center of a call in or out, you often have an emotionally-charged response that detracts from what is really required as a response. You want to defend yourself, maybe even lash out in return. A trusted friend or colleague can help you discern how your proposed response will be received. If you disagree with their feedback and feel strongly about including the part they suggest you take out, find another person as a tie-break of sorts. If two people disagree with your approach, you may want to take a step back before starting your defense. 

Sometimes the Best Reaction is No Response  
Depending on the severity, exposure, platform, and legitimacy of the call out, responding can draw more customer attention than it previously had. If the New York Times accuses you of something with your company (sexual harassment, racism etc) you need to hire a crisis publicist immediately. If however a Twitter account with six (6) followers and no picture is saying you abuse baby kittens in comments on your posts, it probably doesn't warrant a  response.

Call outs and ins have a place in society and industry to draw attention to problems when action has otherwise been put off or victims are long-ignored. Call outs and ins can also produce powerful results that change culture and benefit many. Personally, however they can be intimidating, stressful, and draining. When managed thoughtfully, the subject of the call out or in can make it through with their reputation, business and social life in tact. 

 With continually reduced staff, freelance budgets and increased global events with local impact, in today's ever-evolving media market, public relations takes creative ideas, genuine relationship-building between a brand and reporter, with the biggest ingredient to successful story placements: time. Even with passionate interest from editors and journalist, a single evergreen profile can take six months from pitch to publication, which is why publicists often work multiple stories at a given time to ensure continued consistency in their results. One story may be in the fact-checking phase right before publication, another journalist is working on the pre-interview in preparation to pitch the story to their editor, and another editor may be arranging photography assets, which happens before fact-checking. The result for clients: a profile averaging every two to six months. 

With all those moving parts, it's no surprise that entrepreneurs want to take a pause from Public Relations during their slower seasons to maximize their rest. Despite the lack of revenue, Publicists often welcome a break from pitching a client especially if it's a short month or two-long pause. A break in your PR campaign can have benefits beyond recuperating before a busy season. For freelancer writers trying to find the right publication for their desired angle about a client, there is less pressure to find a home as soon as possible. They can take their time researching editors, asking for referrals, and crafting a perfect pitch without a million follow-ups from the publicist. For momentarily-deflated writers who have received passes on stories about the pausing client, a few months can turn the tide of social conversation where that angle would be timely and therefore accepted. 

Especially for single entrepreneurs in the need of a break from public relations from being burnt out with interviews, media interactions and creativity is severely effected, take a break from PR. Your publicist doesn't want an interviewee running on empty with runoff thoughts and missed key message opportunities. As entrepreneurs, we create our best with a full cup. A month of rest can lead to more money making opportunities with a creatively strategic mindset than when you're stretching your brainpower thin.  

If you've had a passing or invasive thought along the lines of "wow, if I do one more interview I'm going to scream into the abyss" or are starting to have anxiety nightmares revolving around press, definitely consider pausing your public relations campaign during your next slow season. Your sanity and publicist will thank you. Every publicist is different so inquire about your publicists expectations from taking a break. As long as you don't exceed two short breaks a year, taking a month or two long pause won't impact your campaign significantly, though it will delay it noticeably. Because of the multi-prong and long-lead nature of media relations, its no surprise that inconsistent public relations efforts yield inconsistent results. 

As mentioned above, during any given month, a publicist is working with a number of journalists and editors in various stages of writing a story about the client. Publicists typically work on about three to five stories per client per month. Many of those stories overflow to oncoming months.  When a client pauses, a publicist will inform every journalist that is working on a story that the client is taking a brief pause and intends to come back. Publicists must notify the journalists in regard to transparency in the relationship, in addition to avoid working without compensation. Often times, unless the story is already written and only awaiting photography and fact-checking, the journalists take the story off their pitch list and won’t pick it back up until they’re pitched by the publicist signifying the client has returned. That could extend a three to six month timeline for a story by the length of the pause, potentially longer if the pitch process takes longer with a change in social conversation.


If your business goals hinder on consistent profiles around your company, products or thought leadership regularly, consider talking to your publicist about a break in interviews rather than a break in services. Your publicist can continue to secure interest and line up interviews for you upon your return from your time away from interviews.

If you are moving forward with taking a break, be conscientious of timing. Public Relations agencies can have pauses when they are not taking new business. Publicists know to expect the unexpected and anticipate a revision or shift of strategy when a client resumes their campaign. When clients take a pause in their retainer, they can lose the privileges of clients - many agencies have set dates and times for discussing new business, even if you are a returning client. Have an idea of your restart date when you pause with your PR firm and give them enough [2+ weeks] notice when you're ready to return. 

Switching public relations firms between a break can maximize your time away from media relations when you're dissatisfied with your current service. The time away from pitching are ideal for any re-strategizing or passing off services to a new firm. Every public relations expert has different connections and areas where they exceed, therefore trying out a different PR firm can yield different and potentially better results. Before you switch, make sure to doublecheck fine print of your previous contract as well as your new contract. Always make sure there's an out to any multi-month or ongoing contract (15 - 30 days is desireable). Any contracts without a mutual resignation process in place is often a major red-flag in the PR industry. Note that when switching firms, stories being written with one PR firm usually don’t carry on if they’re before the photo and fact-checking process.

Unless you're running up credit, don't consider money when thinking about a pause. Because a single story can take six months from first pitch, taking a two month break can derail a number of stories already past the pitch or even interview process. Journalists don't know that a client is coming back, and therefore they may completely scrap the story and restart at the pitching process. Missing two months in PR can cost more in missed opportunity from potentially secured placements than two months of your PR retainer. 

Any good publicist can navigate breaks when their clients require it to keep going. Make the decision on taking a break from your public relations campaign based on your needs. 

By Melissa A Vitale 

Be sure to check out the first post in this series: PR Your Self: Social Media is your Bestie

Press Kits or Media Kits are a hotly debated topic in Public Relations. Some publicists swear by them and others refuse to rely on them. Most publicists fall somewhere in between: without an on-staff graphic designer, (which is rare for boutique PR operations) media kits can cause more problems then they solve. Publicists, if using them, don't need the fanciest media kit to relay the information to journalists and going back and forth with clients on design elements is a waste of time. However, if brands commission their own media kit from a talented graphic artist, a publicist will absolutely use a stellar existing brand representation. 

While a media-kit isn't a fix-all to getting press, it can help busy entrepreneurs and experts garner more media coverage without a publicist. If you have a detailed website showcasing services or products, you likely have enough to easily create your own media kit. A media kit is a PDF that includes images, relevant links and brief written information answering the Who, What, When, Where, and Why of a brand or individual for interested press. Media kits can help busy entrepreneurs automate the process for incoming press requests. When a journalist reaches out, you can send them your media kit to help them plan how they want to approach the story. Maybe they didn't know all the products you offered or all the expertise available. It moves the conversation along quicker than without one. 

Many journalists keep media kits on file for easy-reference when considering sources for a story. When starting their initial research on a company to profile, a media kit helps a journalist understand a birds-eye view of a company to help organize their thoughts. Journalists cold-outreaching to a company may search for the term "media kit" on the website to make sure the brand is press-friendly. A media kit signals to editors and writers that a brand or individual is media-ready. Having a media kit available won't immediately bring in press opportunities, but you'll be prepared to take advantage of them when they either come knocking, or if you find them through social media. 

While I do recommend you make a media kit, I don't recommend you put it on your website available for download. You won't know who's reading your media kit and what that information can do in their hands. While of course you don't want to include intellectual property in your media kit, you never know what a troll will do and you don't want your viral moment to be someone making fun of your hard-work. Instead, on a dedicated press page, include an email address that journalists can use to request a press kit or media kit. You'll want both of these terms on your website since some journalists use control+F or a google search to find what they're looking for. You don't want them to miss you because you used press instead of media kit and vice versa. To make sure journalists will reach out to request your Media Kit, create a dedicated press email that is separate from your general "contact us" email which may or may not be monitored. 

What to Include in your Media Kit: 
A media kit can be multi-page or a single page. You'll want to include the brand basics like logo, website, social media handles, and a brief company description or boiler plate that includes the brand's mission and background. A founder bio and "available for interview" is a must-include as well.  Available for Interviews--also shortened to AFI--is a short list of topics of expertise that a journalist could interview on for a relevant story. If you're a cannabis brand, you may be able to comment on consumer trends or market predictions. If you're a sex party host, you may have topics like consent and how to prepare for your first play party on your AFI.

If the company sells products, a media kit should include some lifestyle images of the different collections, in addition to stand out descriptions and prices of the brand's best-sellers. Along with showing pictures to keep your kit dynamic, provide links to a dropbox with high-resolution, photos that are already licensed for use in press. If the company owns cool locations like an aesthetically interesting warehouse, a farm, production facility etc, include a quick shot and description of those sites. Journalists often like to tour unique facilities for industry insider stories and including these can help spark an idea for an on-location shoot. Make sure to include any attention-grabbing metrics. If you're a podcast, include your listeners. If you're a brand, include your sales or revenue if you can. Finally, have a contact email for any press requests. It can be that same press email from your press page or you can give them the email of the CMO, publicist or co-founder for boutique brands. 

Assuming you have most of this information and content already, putting together a quality media kit can take a couple of hours. I always recommend taking a step away from the draft and coming back to it in a different mindset to make sure you love everything you included. This will be your presentation to journalists and editors who in-turn, could introduce you to the world. You obviously want to put your best foot forward. As for programs to create a media kit, if you're well-versed in Photoshop or LightRoom, feel free to use those or similar design program. If I just spoke Greek to you, Google Presentation or PowerPoint will work just fine. Pick a complimentary theme to your brand design and keep the lines aesthetically pleasing. It's better to have a longer media kit than one that looks like a page from "I Spy". 

Once you have a media kit, reach out to journalists you've worked with in the past, know in your network or have connected with on twitter. Check in to see how they're doing and send along your new media kit to show them you're ready for lights, camera, action!