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.

One of the most powerful aspects of a product or service is its versatility. However, without strategic marketing, public relations, or advertising, customers and potential buyers might not realize how your offering can truly transform their lives. It's not just about having a great product; it's about effectively communicating its value and potential.
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Consumers today are increasingly ad-averse. Traditional advertising often feels intrusive and is easily dismissed. Instead, they crave informative, engaging, and useful content. While influencer marketing has emerged as a popular way for brands to showcase the multifaceted benefits of their products, it isn’t always a feasible option. Many brands, especially those in industries like sex and cannabis, face additional hurdles due to social media censorship and advertising restrictions, making it even more challenging to reach new audiences.

Why Public Relations is Critical
Public relations (PR) plays a crucial role in overcoming these barriers. It offers an avenue for your product or service to be highlighted in reputable media outlets, adding a layer of credibility that traditional advertising often lacks. While any brand can pay for a prime spot on Google’s "best XYZ product" lists, that ranking doesn’t guarantee quality—just deep pockets. On the other hand, a glowing feature in a respected publication like The New York Times or Forbes provides an authenticity that money simply can’t buy.

PR enables detailed write-ups and features that help potential customers visualize how your product integrates into their lives. These articles often delve into the user experience, offering enough information for readers to make an informed decision about whether your product is worth their investment. This is especially valuable for sex and cannabis brands, where hands-on trials aren’t an option. Through PR, potential customers gain a virtual “test drive” of the product via detailed descriptions, testimonials, and user experiences.

Authenticity and Credibility
One key advantage of PR is the balanced perspective it provides. Journalists are trusted because they maintain credibility by being honest. Their reviews often include both pros and cons, allowing readers to weigh the benefits and potential drawbacks. This honesty reassures consumers that the product isn’t just being hyped up for profit but has been thoughtfully evaluated.

For sex and cannabis brands, media coverage can bridge the trust gap that often exists in these industries. Readers can learn from real experiences—how the product feels, works, or solves a specific problem—and determine if it’s theright fit for them. This transparency builds trust and encourages purchase decisions.

Unlocking New Audiences
PR doesn’t just reach your intended audience; it also opens doors to entirely new customer segments. Each journalist or editor who interacts with your product brings their unique perspective and audience. For instance, one journalist might focus on how a product can be used daily, while another highlights its value as an occasional indulgence. These diverse narratives expand your product’s appeal and showcase its adaptability to different lifestyles and budgets.

Moreover, journalists often experiment with creative uses for the products they review. If a writer discovers an innovative way to use your product that resonates with their audience, it can spark interest among consumers you hadn’t initially targeted. This organic discovery process is hard to replicate through traditional advertising.

Driving Traffic and Building Awareness
It’s not enough to simply create blogs or content explaining the many uses of your product. Without a strategy to drive traffic, these insights will remain hidden on unread pages. PR acts as a bridge, ensuring that your content reaches wider audiences through trusted channels. Media features can direct readers to your website, social platforms, or e-commerce pages, creating a seamless pathway from awareness to purchase.

A Cost-Effective Sales Funnel
Unlike advertising, which often comes with steep costs and uncertain ROI, PR provides long-term value. A single well-placed article can continue driving traffic and generating interest long after its publication. It also adds a layer of legitimacy that advertising dollars can’t buy. Readers are more likely to trust a product endorsed by a credible source than one plastered across paid ads.

In an age of ad fatigue and growing skepticism, public relations offers a refreshing and effective way to connect with consumers. It provides the credibility, depth, and reach that many brands struggle to achieve through traditional marketing channels. For industries like sex and cannabis, where advertising is often restricted, PR is not just valuable—it’s essential.

By investing in PR, you’re not just promoting a product; you’re building trust, fostering authenticity, and unlocking the full potential of your audience. Every feature, review, or mention is an opportunity to showcase your product’s versatility, engage new customers, and ultimately, transform lives.

​​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

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.

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.