Friday: Sourcing for several stories + here's how YOU can be a better expert source.
Also: It's Derby weekend!
Good morning!
TGIF friends…it’s been a long, crazy week, but we’ve made it!
As we head into this weekend, newly published today for Forbes: 12 Festive Cocktails For A Cinco de Mayo Celebration and for Food Network, You Can Get a Free Doughnut at Krispy Kreme on the Day of the Real ID Deadline (you just have a few days left!). Also, check out my latest for Travel & Leisure: I’m a Travel Writer, and I Swear by These Packable Ballet Flats for Comfort, Support, and Long Days on My Feet.
As this weekend is Kentucky Derby (check out my cocktail roundup for that too: 12 Perfect Cocktails To Enjoy At Kentucky Derby Viewing Parties!), and Monday is Cinco de Mayo, we all have some really exciting reasons to have some fun and inventive cocktails over the next few days.
Fun fact: I’m not much for sports, at all. But I love me some Kentucky Derby. It’s the most fashionable of sporting events! In fact, a few years ago, I was lucky enough to attend — and obviously I was in full fascinator mode!
Super fun night last night with long-time subscriber (and new friend!) Sloane, who came to visit me in Park Slope, where we tried a fun Indian spot I’ve had on my list for ages (and it was SO good!)
But, after a super busy week of non-stop plans, let me tell you: I’m extra excited for a weekend of extreme couch rot (with a wee bit of work thrown in for good measure, of course).
Had a great time yesterday afternoon at my gal Alice Dubin’s Zoom webinar event yesterday with Brett Farmiloe - and saw so many of you there! She’s sharing a recording for her paid subscribers, so if that’s you, or you want to be, you may want to click over and check it out.
As a reminder, I’m on the panel of travel and food journalists who chooses the nominations for Newsweek’s Readers Choice Awards. Recently published categories I participated in include: Best Outdoor Grills, Best BBQ Smoker and Best Outdoor Speaker, and Best Pet Food Delivery Services 2025. Right now, I’m working on categories that include Best Mattresses and Best Sheets (scroll down to my pending assignments section for specifics on what I’m looking for in these categories before emailing, please!)
Expert sourcing and how to be a better expert source is something we’ve gone into with some depth in the weekend edition of this newsletter (upgrade to get the insights edition each week) but it’s such an important topic that impacts SO many people here, I thought it was time that we discuss it to some degree in the daily email as well. So, here’s some things to consider before pitching me — or anyone else — your expert source.
Is the expert credible?
Your client may be the nicest person ever, but if they are a yoga instructor, that doesn't mean they are qualified to weigh in on organization techniques. We run into this a lot, where people who are baristas by day will respond to queries looking for travel experts. It's important that an expert is credible to the topic that is being discussed, and is credentialed in their field, if it is applicable. Also, in many instances, we need to avoid brand affiliations in responses. If I need a nutritionist, sometimes I can't use a nutritionist that works with a brand, as that may be a conflict of interest.
Size matters
Sorry, but it does. I can't quote you if you send a bullet point list or 3-word answers. That's just not going to be quotable in a meaningful way. Try to think in terms of a conversation. If we were sitting across from each other in a bar, and you answered in one word, that'd not be a conversation. Any time you are asked a question to be quoted in a publication try where possible to give a response that is at least a few sentences and fully answers the question being posed. It makes it a lot more likely your responses can be used.
IT MUST BE ORIGINAL
Putting this in caps, but god, it's so important and deserves it. Please never send me quotes you've sent to others. Please never give me an excerpt from a blog post you wrote or an article you wrote or a book you wrote and pretend it's original commentary for me. I can not, and never will, publish anything that has already appeared elsewhere. And if you are copying something that appeared in someone ELSE"S blog/article/commentary, that's even worse. That's plagiarism. And if I catch it, I'll never use your commentary ever again.
Give me a NAME
If I am quoting you, please include your name and how you wish to be credited. Remember that I can only quote ONE person per quote. (I get a lot of emails that try to cite two people or a team for a statement.) When choosing a quote, choose one person to be quoted, and be sure to get their credit accurate. Asking for updates after the fact makes things a lot harder.
Avoid name-dropping
Now, If I am writing a beauty story and you are talking about ways to recreate The Duchess of Sussex’s hairstyle at a recent event, obviously you can chat about Meghan by name. It's relevant. But if I am quoting you about pumpkin butter, please don't mention 4 times in one paragraph that your client/company makes pumpkin seed butter and why it's the best. This is not an ad, it's supposed to be expert commentary from a reliable and credible source.
And finally, respect deadlines.
If I give you a deadline, it's not just for fun and giggles. It's because it's when I need to receive your answers so I can write the story and submit it and meet MY deadline. If you agree to give commentary and then your plans change, or your client disappears on you and stops answering (which people tell me often is what happens!) please DO NOT GHOST ON ME. Let me know. If I know, I can always find another source...but if I'm waiting on you, I'm losing precious time on my side. Please respect that.
Limited-time deals on consulting sessions and ad placement!
Reminder: I’m offering a limited-time special consulting session discount for paid subscribers: If you are a paid subscriber, you can for a limited time, get 25% off a virtual consulting session (where we can have your own private or agency-wide AMA session on anything you want to chat about!) — I have some slots open in the next few weeks, so if you or your agency is interested in booking one, email me today and we’ll chat details.
Flash sale: If you book a group subscription for your agency, you may be eligible for a FREE consulting session for your team (if you buy 12 or more seats as part of your annual group subscription). Email me so we can discuss!
I’m also offering a seasonal special on advertising in this newsletter. I’d love to place your sponsored posts and advertising in this substack, which goes out to nearly 10,000 media professionals every single day; Note: I do limit advertising to only what would be of interest to my readers, but am open to both short paragraph blurbs and dedicated posts - if you are interested in chatting details and scheduling something, please email me at alywalansky@gmail.com today!
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Thank you for helping get the word out!
We had an amazing turnout at our recent Mother’s Day gift guide pitching workshop — and there’s a full recording available for paid subscribers. If you are interested in me sending you the video link, drop me an email. Thanks so much for your support and happy gift guide pitching!
Related: We loved how many of attended you took the time to attend our webinar event last month, covering the upcoming ShareASale to Awin migration. We covered an overview of the migration process and timeline, pricing of networks, and choosing a network for your specific client needs. If you missed it, we do have a recording available for paid subscribers. Email if interested and I’ll share how to grab that recording as well!
Looking to up your affiliate marketing game?
Affiliate marketing is complicated, and it seems that the landscape keeps changing. If you are looking to be prepared for gift guide season and all other shopping-related content, you may want to try the Ultimate Masterclass and Introduction to Affiliate Marketing for Publicists. It's a brilliant course and it'll answer all your questions (including some you didn't know you had!)
Newly published or freshly updated
Since people are often asking about the status of stories from a while ago, and I only share stories in this newsletter that were published or updated in the current week, I have created a list of my author pages at various publications to which I contribute. Bookmark it and make your life a bit easier.
Forbes.com: 12 Festive Cocktails For A Cinco de Mayo Celebration
Food Network: You Can Get a Free Doughnut at Krispy Kreme on the Day of the Real ID Deadline
Forbes.com: 12 Perfect Cocktails To Enjoy At Kentucky Derby Viewing Parties
Forbes.com: Virgin Voyages Launches Rojo, Adding More Razzle Dazzle To High Seas.
Travel & Leisure: I’m a Travel Writer, and I Swear by These Packable Ballet Flats for Comfort, Support, and Long Days on My Feet
Travel & Leisure: This Flight Attendant-approved Jumpsuit Is My Go-to Comfy Airplane Outfit — and It’s Only $25 Right Now
RetailMeNot: 10 Gorgeous Pieces of Mother’s Day Jewelry $150 and Under
Forbes.com: How To Enhance Springtime Recipes With Specialty Pantry Items And Chef-Approved Tips
Forbes.com: Brother’s Bond Bourbon Looks To Stir Up Sustainability During Earth Month
Forbes.com: Daniel Boulud Is Again Bringing The Michelin Experience To Air Travel.
Forbes.com: 10 Gorgeous Cocktails To Enjoy This Mother's Day
Forbes.com: Locally Sourced Ingredients Are Foundation Of Salad-Centric Culinary Program
Forbes.com: 15 Lavender-Based Treats And Cocktails To Enjoy This Spring
Saatva: The Best Ways to Remove Tough Stains From Your Mattress
Apartment Therapy: I Tried the “Weight Rule” for Decluttering, and It Keeps My Small Apartment Clutter-Free
Food Network: Jell-O Launches Its First-Ever Plant-Based Pudding
Travel & Leisure: This Flight Attendant-approved Jumpsuit Is My Go-to Comfy Airplane Outfit — and It’s Only $25 Right Now.
Forbes.com: 15 Sustainable Cocktails To Enjoy During Earth Month
Travel & Leisure: I Travel Solo Often, and I Won’t Stay in Another Airbnb Without Packing This 1 Safety Device
Yahoo Life!: Best pedometers of 2025, tested and reviewed
Yahoo Life: The best black tea to brew in 2025, according to testers and experts
Travel & Leisure: I Found the Perfect Walking Shoes to Prevent Sore Feet During Travel — Score Styles on Sale Up to 62% Off
Travel & Leisure: In-flight Theft Is Unfortunately a Thing, but These 12 Items Give Me Peace of Mind When I'm Traveling by Plane
Southern Living: The Unexpected Reason I Always Travel With Duct Tape—And You Should Too
If you or your client are featured in any of these stories, I super appreciate any social media shares! Please remember to tag @alywalansky and the outlet.
Here’s what I’m working on:
Be sure to read the below list carefully. Many are stories I posted about yesterday, but some of yesterday's stories are no longer listed and a few new ones have been added since yesterday. This (below) is everything that is still a currently open opportunity as of today.
Please remember when pitching me: Email me at alywalansky@gmail.com - do NOT just hit reply on this newsletter, or there’s a good shot your email will be lost in the heap. Give your email a subject line that makes it clear which story you are pitching me for — it’ll help you in the long run.
Please consult my industry insights guides on submitting expert commentary, sending emails that will catch a journalist’s attention, how to craft pitches journalists will say ‘yes’ to, and the right and wrong way to submit photos, if you need any extra guidance before sending your pitches.
Newsweek Reader’s Choice
As a reminder, I’m on the panel of travel and food journalists who chooses the nominations for Newsweek’s Readers Choice Awards and I’m working on nominations for several new home-related categories!
Best Mattress: For this one, I’m looking for mattresses highly rated by consumers and have no known safety issues at a range of prices, but also looking at Comfort: Is the mattress comfortable? What type of mattress it it? (Foam, innerspring, hybrid, etc.)
Durability: Will the mattress hold its shape and firmness over time?
Ease of Use: Is the mattress water-resistant and easy to clean-up? Is the mattress lightweight (easy to lift/change sheets)?
Safety: - Is it firm? Is it free from harmful chemicals? (Phthalates, lead, flame retardants, etc.). I’m generally looking for the newest/latest products for this one.
Best Sheets: For this one, I will consider the following factors: Material: The type of fiber significantly impacts the feel, breathability, and durability of the sheets.Weave: The way fabrics are woven impact their texture and performance: Thread Count, Fit & Size: Do the sheets come in varying sizes (king, queen, etc.)?
Saatva
I’m working on a story on How to Go to Sleep Fast: Tips to Help You Fall Asleep Quickly - and I’m looking for a sleep expert or two to weigh in, as far as: some reasons why you can’t fall asleep, special considerations, tips for falling asleep faster, long-term sleep strategies, and more. Please don’t send commentary without emailing me first, as I have specific questions (and I’ll need experts unaffiliated with other mattress brands for this one, please).
Forbes
Mother’s Day Gift Guide: Ways to treat a long distance mom to a perfect Mother's Day dinner date - think in-home wine experiences and private chefs but also like a situation where you can ship a complete meal that just needs to be prepped or heated. For this one, trying to avoid the giant broader businesses with ready-made meals but more specific, regional or niche ones like the Maine Lobster option would be great. — this one will wrap up in the next few days!
May is National Salad Month, and there’s some great salads found in unexpected places around New York City. I’m doing a roundup of great salads at NYC restaurants — do you go to a steakhouse just to eat their amazing chopped kale starter salad? I’ve been there. Tell me where this salad is, what’s in it, why it’s great, and get me an image and a chef’s quote about it if you wish to be considered. I’m also up for some great salad in a bag/box type options you can enjoy right at home for when you can’t venture out for the fancy stuff.
I’m looking for pitches related to fresh and fun (see: Instagram-friendly) cocktails for spring featuring lemon as a star ingredient, available at bars and restaurants nationwide. Please be sure to include name of cocktail, where sold (city, state, name of restaurant, URL), description, quote about cocktail, image and appropriate photo credit when pitching - no pitches will be accepted that do not contain ALL these components. Thanks!
<3
aly