Have you ever had an interview with a journalist, either written via email or verbal, over the phone or in-person, but when the piece was published, your quotes and insight were excluded? Welcome to Public Relations. This is something that happens more often than any publicists like. It’s one of the tradeoffs we face because we’re relying on relationships, not advertising dollars, for coverage. My own clients and even I have been cut from interviews, so don’t feel bad if this has happened to you. Keeping a few things in mind when responding in an interview will help you reduce that number.
 
As per journalism ethics, journalists, editors and producers need to source expertise from brand founders to support the topic of their story. Say you run a skincare company that features Hyaluronic Acid in every product and a journalist is writing a story about Hyaluronic Acid. Unless they are an expert in the ingredient themselves, they need quotes from an expert to support any claims they make. If they say, “Hyaluronic acid is a great ingredient,” they need an expert to explain why that is the case.
 
Before you tell me, “Melissa, I may run a company but I’m not the foremost expert,” please, give yourself a little more credit. Experts in media typically mean someone with any authority on the subject who can explain in a 101 format for readers who know nothing about the subject. You don’t need a degree to be considered an expert on a topic. You may not be ready to teach other startups how to run a company, but having started your own brand, you can offer expertise on what it takes to start a company.
 
Providing commentary or quotes is often “in consideration,” meaning it has the potential to be excluded based on the direction of a story. Often times, commentary is excluded from publication for reasons even the most seasoned publicists cannot control.
 
These reasons may include but are not limited to:

• The outlet a specific requirement of sources (ie: a credential or gender or race identity)
• The other sources of the article provided commentary that took the article in a different direction
• In cutting down word count, the editor removed that specific quote to save space
• A similar quote was given by another source who may have more authority
• Another expert who was given more authority either by credentials or sponsorship gave negating commentary
• A specific reason like only wanting to include one company per industry

 
However, there are times when answers or commentary is excluded because it simply isn’t relevant to the conversation.
 
Because mainstream outlets won’t cover brands in standalone stories regularly, making the most of every media opportunity is paramount. Providing insight for a trend story or roundup is also a great jumping off point for a relationship that brings future coverage. A journalist will continue to turn to you for insight once you’re considered a reliable source.
 
If your quote was excluded from an article or segment, another opportunity may not come around for six or more months with that journalist. If you continue to give commentary that isn’t relevant, the opportunities from that journalist may stop altogether.
 
By keeping a couple of things in mind while crafting your quotes, you can reduce the number of times your commentary gets cut from stories you could speak to. Of course, you may still face exclusion due to media politics, but the number will be greatly reduced by following these guidelines.
 
Answer the Question in your Answer
At any given moment, journalists are often working on multiple stories with three-to-four sources per story. If on a time crunch, journalists don’t have time to fill out a quote. Journalists need to quote complete thoughts, so when you don’t repeat the answer in your question, you’re only giving them half a quote. Journalists often ask leading questions that hopefully allow your answers to be the quote themselves, but the question won’t be shown in the article. The journalist is hoping your quote will be enough to stand alone. By saving the journalist time filling out a complete thought, you avoid your answers being cut because of a time crunch.
 
For instance, the answer to “What are the benefits of Hyaluronic acid?” should start with “The benefits of Hyaluronic acid are….” Whereas, just listing the benefits isn’t a full quote and if included, will be provided with the dreaded [sic], which signifies that’s exactly how you said it. It makes you look like you don’t know how to write or speak a quote. I always beg journalists interviewing my clients to please not [sic] them, especially for grammar.
 
Short & Sweet
Journalists can source two-to-five sources per article. SEO pieces could include up to 20 sources per article. This is how journalists provide complete and unbiased reporting. But for this reason, it makes concise answers all the more important when responding to a media opportunity. If a journalist gets eight sources commenting on a topic but only needs a fifteen-word quote, they might not even read a paragraph with eight or more sentences. Keep your answers concise. If the question can’t be answered shortly, break it up with separate thoughts, or in a written interview, with a carriage return or pressing “Enter” on the keyboard.
 
Diversify your answers
Unless you’re speaking as an expert in a niche area, answers to questions usually don’t need to be more than three sentences. Try to dedicate only one sentence to a thought. Keep each thought unique. Journalists are often puzzle-piecing commentary from a variety of sources. Having unique points betters your chances that your insight is complimentary to the other quotes provided.
 
Take your Ego Out
Like many things in PR, providing commentary for a story is more about helping a journalist out than it is centering your product. If your entire quote is all about your brand, but the story is on a trend in the industry, your quote is not going to be relevant. Journalists often want to promote the brands that help them out, and they will include a description of your company and usually a link in your title. It’s far better to leave your ego out of your quote and provide non-branded expertise. Sure, you won’t get quoted talking about how wonderful your brand is, but you will establish yourself as a vital industry source, which can often carry more weight than a favorable mention. The big exception here is when your product or service is an example of the trend the story is about.
 
Have a Title (and Website) Ready
Once you have an opportunity to contribute to a story, have a title ready for them that you send over with your responses or you send before AND after your interview. If you don’t include before, after, or with your interview, you may miss your opportunity to get quoted if you miss the follow-up email requesting this.
 
Your title should be the name you want to be known by your brand, your pronouns, a link to your website, and a brief description of what your brand is. I also include a link to a drive with brand images in the title. This way, everything the journalist needs to drive traffic back to you is already given with your quotes. If you don't have a website yet, you're going to want one once you start getting press mentions. Site editors are less likely to link to social media handles because it's so easy to change the name, which results in a dead link for them. Even if it's just a landing page with links to your social media accounts, it will help streamline all your traffic from press mentions. 
 
Give a Quote or Schedule an Interview BEFORE the Deadline 
Most of the time, journalists are sourced from multiple experts. They're also working on other deadlines. If three of four experts have returned commentary for one piece, a writer may start their draft without waiting for the last source to return insight. Get your quotes in well before their deadline to make sure your insight is considered! Getting your insight in earlier will also give you a chance to lead the article’s direction because your insight will stick with them longer. The same goes for scheduling an interview either by phone or broadcast. If you wait until the day of their deadline, they may have already found someone. In media, it’s not always about expertise but who can help them out so they can move on to the next story or free up their schedule for potential breaking news.
 
This list is not definitive, and due to the nature of organic media coverage, there is never a guarantee your quotes won’t get cut (unless the story is about you).
 
If you’re still confused on how to form a great quote that doesn’t get cut, you can always read trend stories by your favorite industry reporters to familiarize yourself with the style of quotes editors and writers look for.

​At MAVPR, we understand that embarking on a PR journey is a significant investment for any brand. That’s why we approach every new business proposal with the same level of care and dedication as we do our full-scale campaigns. Charging for our proposals isn’t just a business practice—it’s a reflection of the value we bring and the thoughtful strategy we deliver.

An Investment in Mutual Success
Creating a comprehensive PR proposal takes time, expertise, and resources. While the fee for a proposal doesn’t fully cover the hours our team invests, it ensures that both the brand and MAVPR are equally committed to the process. This mutual investment is the foundation of a successful partnership and demonstrates your dedication to elevating your brand's visibility.

Tailored Six-Month Roadmaps
MAVPR proposals are far from cookie-cutter. Each one includes a six-month roadmap of customized pitch and campaign ideas crafted specifically for your brand. This isn’t a high-level overview—it’s a detailed strategy that reflects our understanding of your goals, audience, and unique market position. We take the time to think through every angle, ensuring that when you sign on with us, we hit the ground running with a clear direction.

Streamlining the Kickoff Process
Another feature that sets MAVPR proposals apart is our deep dive into your brand’s appeal to the press. This analysis helps us uncover your most compelling narratives and angles, saving us hours—if not weeks—of research and strategizing once your campaign begins. By starting with this in-depth understanding, we’re able to deliver results faster and more effectively.

Non-Clients Pay, Clients Save
Here’s an important note: only non-clients pay for proposals. Once a brand signs on with MAVPR, the proposal fee is applied to their first month’s retainer. This ensures that the investment you make upfront directly contributes to the partnership, creating a seamless transition into executing the strategies outlined in the proposal.

Why the Proposal Fee Matters
Charging for proposals reflects the depth of work we put into every potential partnership. It’s not just about mapping out ideas; it’s about providing a tangible demonstration of how we can help your brand thrive. The fee ensures that we can dedicate the time and resources needed to create a truly customized plan—one that sets your brand apart in a crowded media landscape.

Let’s Build Something Great
At MAVPR, we pride ourselves on creating PR strategies that deliver measurable results. Our proposal process is an extension of that commitment, providing a detailed blueprint that showcases the value we can bring to your brand. By charging for proposals, we ensure that every potential partnership starts with a strong foundation of mutual investment and trust.
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Ready to elevate your brand? Let’s get started.

A media interview can be a golden opportunity to shape your company’s narrative, share your expertise, and connect with audiences. But with the clock ticking and reporters seeking sound bites, preparation is paramount. To maximize your impact, here are three essential questions to practice before stepping in front of the camera or microphone.

Question 1: What’s Your Title?
This might seem straightforward, but your title is more than just a label—it’s an opportunity to provide context about your role and expertise. Instead of rattling off something that sounds like it belongs on a form, craft a response that highlights what you do and why it matters. For example:

• Instead of saying, “I’m the VP of Marketing,” say, “I’m the Vice President of Marketing at [Company Name], where I lead a team focused on creating innovative strategies that connect with consumers in meaningful ways.”

This approach gives the audience a clearer understanding of your role and positions you as a knowledgeable professional.

Question 2: Answer the Question you Want to Be Asked
While you can’t dictate a reporter’s questions, you can shape the conversation by preparing answers to the questions you want to be asked. Journalists are often looking for quotes that add depth to their stories. For instance, if asked about market trends, don’t feel obligated to discuss competitors. Instead, pivot to what your company is doing in the broader context and why it’s significant to consumers. Here’s an example:

• Question: “What trends are you seeing in your industry?”
• Answer: “At [Company Name], we’re noticing a growing consumer demand for [specific trend]. That’s why we’ve focused on [your initiative], which we believe is reshaping how people interact with [your industry/product].”

This method allows you to highlight your company’s efforts and strategic goals without getting sidetracked.


Question 3: What is your Company's Anticipated Revenue for the year? 

Questions about revenue can be tricky, especially if you’re legally or strategically unable to disclose specific figures. Instead of dodging the question, redirect the focus to potential market capture or broader business goals. For example:

• Question: “What’s your revenue this year?”
• Answer: “While we can’t share exact figures, we’re incredibly excited about the potential of this $X-billion industry. We’re focused on capturing [specific percentage or segment] of the market by delivering unparalleled value to our customers.”

This strategy keeps the conversation positive and forward-looking, ensuring you stay in control of the narrative.

Strategic Storytelling is Key
Media interviews are often short, but their impact can be long-lasting. Every question is a chance to reinforce your company’s story and goals. By preparing answers that strategically highlight your expertise, initiatives, and vision, you can leave a lasting impression on audiences and journalists alike.

So, before the lights come on and the questions start flying, take the time to practice these three questions. With the right preparation, you’ll shine in the spotlight and make the most of every media opportunity.

​​For plant and sexual wellness brands hoping to distinguish themselves in their industry and cement their name in history through public relations efforts, become a client:
https://www.melissaavitale.com/become-a-client.html

To learn more about Melissa A Vitale PR, view Client Case Studies: 
www.melissaavitale.com/case-studies.html

The holiday season is a magical time for family, festivities, and reflection, but for public relations professionals, it can also be a perplexing period. With newsrooms running on skeleton crews and journalists taking much-needed time off, PR campaigns often find themselves in a peculiar limbo. Here’s what you need to know about navigating a PR campaign during the Christmas break.

Evergreen Stories Take a Back Seat
One of the first things to understand is that many evergreen stories—those that are not time-sensitive and can be published any time—are tabled until January. News outlets prioritize breaking news or stories that are highly relevant to readers during the holiday period. Unless your story has a strong holiday tie-in or a major news hook, it’s likely to be pushed to the side for more urgent coverage.

Breaking News Dominates
Over the Christmas break, only the most significant breaking news stories capture attention. Journalists are focused on covering topics that resonate deeply with their audience, such as weather emergencies, significant political developments, or cultural events tied to the season. As a result, PR pitches that don’t align with these themes may struggle to gain traction.

Journalists Aren’t Keen on Pitches
Most journalists are not looking to be pitched between Christmas and New Year’s. It’s a time when they’re either taking a breather or handling only the most pressing stories. Flooding their inboxes during this period could risk alienating them rather than capturing their interest.

A Golden Opportunity for Relationship Building
While pitching may not yield immediate results, the holiday break offers an excellent opportunity to strengthen your media relationships. Use this quieter time to:

• Check In: Reach out to journalists with a simple holiday greeting or a brief note of appreciation for their work over the year. This gesture can go a long way in fostering goodwill.
• Plan Ahead: Engage in light, casual discussions about the types of stories they’re interested in covering in the new year. This is a great way to get a head start and plant the seed for future pitches.
• Stand Out: By initiating thoughtful, non-intrusive conversations during a slower period, you’ll be front-of-mind when journalists return to their desks and face a deluge of pitches in January.

Prep for January Success
The Christmas break is also a perfect time to refine your upcoming PR strategies. Use the downtime to:

• Draft and polish pitches for January.
• Research and compile media lists.
• Brainstorm creative story angles that align with your audience’s needs and interests in the new year.

​While the Christmas break might not be the ideal time to launch a major PR campaign, it’s far from a dead zone for public relations. By focusing on relationship building and planning for the year ahead, you can turn this quiet period into a strategic advantage. After all, the groundwork you lay during the holidays can set the stage for a successful PR push once the new year begins.

​​For plant and sexual wellness brands hoping to distinguish themselves in their industry and cement their name in history through public relations efforts, become a client:
https://www.melissaavitale.com/become-a-client.html

To learn more about Melissa A Vitale PR, view Client Case Studies: 
www.melissaavitale.com/case-studies.html

Despite the economic downturn, the sexual wellness industry continues to thrive, with innovation driving demand across the globe. However, successfully launching a sexual wellness product in 2025 will require navigating an increasingly challenging landscape if you're hoping to harness media coverage to catapult the launch's success. Here’s what brands need to know to cut through the noise and ensure a successful debut in the coming year.

The Evolving Media Landscape
​Major publications are scaling back their coverage of sexual wellness topics. Ongoing mass media layoffs and shrinking editorial teams mean fewer opportunities for organic press coverage. Meanwhile, brands that do land features for their launches have invested months—if not years—in building relationships with journalists and publicists. In this environment, sexual wellness brands need to plan ahead and adapt their strategies to maximize visibility.

Building Relationships with Media
For sexual wellness brands, public relations is no longer optional; it’s essential. Brands need to start fostering relationships with journalists and media outlets early, even before their product is fully developed. This means engaging with industry-relevant publications, participating in key conversations on social media, and attending events where journalists are present.

Long-term engagement pays off. When it’s time to pitch your product, established connections can make the difference between being featured in a top-tier outlet or overlooked entirely. Consider hiring experienced PR professionals who specialize in sexual wellness or partnering with agencies that understand the nuances of this space.

What Media Needs Before Your Launch
Journalists are under constant pressure to deliver high-quality content quickly, so it’s crucial to provide everything they need well in advance of your launch. Here’s a checklist of essential materials:

1. Product Images High-resolution, professional product shots are non-negotiable. Include a mix of angles to showcase the product’s features.
2. Lifestyle Images Go beyond the product itself. Show how it fits into daily life or enhances well-being. These images create an emotional connection with potential buyers and help media visualize your brand in action.
3. Product Links Provide direct links to the product page on your website or e-commerce platform. Make sure these links are functional and easy to navigate.
4. Pricing Information Include the product’s retail price and any promotional offers tied to the launch. Media outlets often highlight this information in their coverage, so transparency is key.
5. Press Release Draft a clear, concise press release that outlines the product’s features, benefits, and unique selling points. Highlight how it addresses a specific gap in the market or solves a common problem.
6. Availability Date Specify when and where the product will be available for purchase. If it’s a limited release or exclusive to certain platforms, make that clear.
   
   

Timing Is EverythingTo secure media coverage, provide all these materials weeks before the launch date. Journalists need time to review your product, write their stories, and navigate the approval process within their publications. Rushing at the last minute reduces your chances of being featured.

Leveraging Alternative Channels
Given the shrinking opportunities for traditional media coverage, brands should diversify their marketing strategies:

• Social Media Campaigns: Platforms like Instagram, TikTok, and Twitter remain powerful tools for direct consumer engagement. Create shareable, educational, and visually appealing content tailored to these platforms.
• Influencer Partnerships: Collaborate with influencers who align with your brand values. Authentic endorsements can drive awareness and trust.
• Owned Media: Build your blog, email newsletter, or podcast to share product news and establish thought leadership within the sexual wellness space.
• Paid Media: Invest in targeted ads across social media and search engines to amplify your reach.

Final Thoughts
Launching a sexual wellness product in 2025 requires meticulous planning, strategic PR efforts, and a deep understanding of the shifting media landscape. By building relationships early, providing journalists with all the resources they need, and leveraging alternative channels, brands can overcome industry challenges and make their mark.
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Stay proactive, stay adaptable, and ensure your brand is ready to meet the demands of a competitive market. The key to success isn’t just creating a great product—it’s making sure the right people know about it.

The Official Countdown: Naughty, Nice, and Everything In Between

​As the holiday season kicks into full swing, the time has come to check off everyone’s name on your "nice" (and "naught-tay") list. While sexy gifts may not top your shopping list for your in-laws or coworkers, the market for intimate accessories has grown up—offering dazzling options that destigmatize self-pleasure and bring joy to those who enjoy the finer (and funner) things in life.

Gone are the days when these gifts came with a raised eyebrow. Today’s intimacy products are sleek, sophisticated, and designed with inclusivity in mind. Whether you’re shopping for a long-time partner, treating yourself, or surprising a friend who’s in on the joke, the options are as thoughtful as they are fun.

Why Intimacy Accessories Make Great Gifts: Let’s face it - the holidays are hectic. Between crowded stores, endless work deadlines, and last-minute gift wrapping, it’s easy to feel overwhelmed. But that’s where the charm of intimacy accessories comes in. These gifts aren’t just about indulgence—they’re about self-care, connection, and joy.

For Your Partner: Whether it’s an AI-enhanced pleasure product or luxurious massage oils, intimacy gifts offer a unique way to prioritize connection amidst the chaos. Plus, there’s nothing like a little holiday spice to keep the season warm.

For Yourself: Tis the season to indulge! Treating yourself to a new product is the perfect way to unwind and recharge for all the festivities. Think of it as the self-care item you didn’t know you needed.

For Friends (with the Right Sense of Humor): A playful nod to self-care and modern attitudes toward pleasure, these gifts can be both cheeky and thoughtful. Just make sure your recipient has a sense of humor to match!

Destigmatizing Pleasure: A Growing TrendThe intimacy market has matured to a place where self-pleasure products are no longer niche or taboo. Brands are focusing on inclusivity, sophistication, and tech-forward designs that elevate the entire category. These products—many of which wouldn’t look out of place on a luxury gift guide—embrace pleasure as a natural and joyful part of life.

Keep Spirits Bright This Holiday SeasonWhether you’re crossing names off your naughty and nice list or looking for a way to bring a smile to your own face, intimacy accessories are a standout way to add some sparkle to the season. They’re innovative, fun, and an unexpected delight for the modern gift giver.
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So, why not think outside the (gift) box this year? After all, the best gifts are the ones that make spirits bright—and maybe even a little naughty.