Monday: Sourcing for FOUR Mother's Day gift guides + some tips on how to pitch any gift guide more successfully
Also: New job leads + be careful with those April Fool's emails...
Good morning!
April 1 may not be the wisest day to open up the floodgates to an onslaught of pitches in my inbox, but here we go…
As promised, I’m sourcing for FOUR newly assigned Mother’s Day gift guides. These are all culinary-focused in some way (though one is a bit more culinary adjacent), but there may be more to come. Scroll down to the pending stories section to see what I’m working on and the sort of pitches I’m currently seeking…
Reminder: If you want to prepare to pitch for these guides, you may want to take a second to grab the recording of our Mother’s Day Gift Guide AMA Zoom Event from a few weeks ago.
The video covers everything you may find helpful about pitching during any gift guide season, from helping your pitch to stand out, the importance of following directions and completing ALL deliverables, as well as better email subject lines to followups and photo submission best practices (trust me, this is one that will help A LOT of you), and SO MUCH MORE. You can catch more information on what we covered and how to access the recording here.
This video is free, as a benefit to paid subscribers. Membership does indeed have its rewards.
And about April Fool’s Day pitches…
I realize that April Fool's Day is all in good fun, and I'm all for being pitched silly food mashups that aren't actually happening in the name of a fun time. The trouble exists when things are posted online that people don't know aren't true, and that leads to confusion and misinformation.
Personally, I've always felt the BEST April Fool's Day pitches are the ones that are pitched with a wink-wink-nudge-nudge -- we're all in on the joke. Remember, media is a realm that has an entire existence based on truth and credibility -- whenever we veer away from that, that's when we get into trouble.
So, let's talk about the right and wrong way to handle April 1 -- but also, avoid social media information regardless of the date on the calendar.
1. The product fake-out - I think that an April Fool's fake product launch is actually a great time to test out that sort of outlandish product idea to see how well received it'd be in reality. No one ever thought that pumpkin spice mac and cheese or mustard ice cream would exist in reality -- but ultimately, it did. April 1 can be a fun way to test a social media response to something that maybe isn't happening YET, but could happen. It's all about making people curious and making them laugh but not acting in a way that will lose their trust. This is a big opportunity to be different and experiment and shake things up a bit. That's fun!
2. It's all in good fun, so make people part of the fun, like with a dedicated hashtag for the day. (Humor is the best way to connect with people after all!) The point of this day is not to to mislead people. It's to drive brand recognition, and stay top of customer (and media) minds.
3. Remember we're in a time of fake news, and that being a REALLY big and scary legitimate no-joke issue. We want to share weird and fun jokes, but not mislead or lie to people. It's a really careful line to balance on. Keep things fun and light and easy -- a launch that no one thinks is real (like in 2013, when Google pretended their searching could search for smells). It was successful in that it made people laugh but also didn't spread dangerous misinformation or fake news.
4. Keep things light. Remember it's not fun if no one gets the joke. Keep things light and carry out in good spirit, avoid anything that is in bad taste or could ultimately have a negative impact on your reputation (OR your relationships!)
5. Don't make your press materials part of the joke. This is very important because it's important that the pitch(er) and the pitch(ee) are both in on the joke and it's more of a wink-wink, nudge-nudge, as I said before. Don't assume that people will know it's a joke just because of the date on the calendar. Include a disclaimer in your pitch, and maybe giggle about the joke in a press release, but don't make the press release part of the joke. You don't want to risk someone publishing a story as true when it's not. It's a lot better if they are fully aware it's a silly not-real product release that everyone thinks is funny and presenting it that way.
5. There's a serious risk of people thinking something is real and there being dangerous consequences. (Remember THIS story of everything that happened when a bank as an April Fool's joke said they were going to start charging to see a live teller?? Or the joke about the LA freeway being closed for repairs??) If a joke can hurt anyone or disrupt their lives, don't use or, and if you are going to use it, make sure those that may be affected are in on the joke. Remember, being edgy means playing close to the edge...that means it's easy to topple over. When Taco Bell pretended to buy the Liberty Bell, some people actually believed it was true, and it caused a lot of drama and chaos!
The most important things to keep in mind is to do NOTHING that causes harm to anyone or violates their trust, and do nothing that will harm the image of your brand. Use the day as a breath of fresh air in social media interaction and marketing and to have some lighthearted fun,
The attempt should NEVER be to hurt or mislead people...but to have some lighthearted good times. Have fun out there this week - and be careful!
Job leads
Hamilton Beach Brands is hiring for an entry level PR role, hybrid (3 days per week in the office) based in Richmond, Va. Check out the job posting here!
CLouise Public Relations is hiring both an Account Executive and a PR Manager in Chicago. Contact them at hello@clouisepr.com to send your resume or get more info.
So honored to see Muck Rack included me in their 2024 list of top ten most popular freelance journalists. Check out the list here.
In just about the coolest news that can happen to a girl who grew up in Brooklyn, there’s a pizza named after me! It’s inspired by my Dirty Aly martini and it’s at Gelso & Grand in Little Italy. Please go check it out and tell me what you think <3
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.
This list will live on my Substack URL and be updated as necessary. That way, you can see what I’m doing at any publication, at any time, from types of stories to general structure of stories to even volume and frequency of my content at that outlet.
This can also help you to target pitching a bit better. That makes your job easier, and mine too!
Today.com: These drugstore wrinkle creams are approved by experts, and they start at just $10
RetailMeNot: 50+ Government Employee Discounts Worth Knowing in 2024
Forbes.com: 8 Delicious Ways To Savor Cherry Blossom Season
Forbes.com: Just Salad Partners With Celebrity Chef Marc Forgione To Upgrade A Classic
Clean Plates: How to Clean and Organize Your Fridge for Spring
HerMoney: The Best Timing For Hotel Bookings - How To Save On Your Stay
Forbes.com: Boutique Spot In Tuscany Schedules Intensive Food-Centric Series Hosted By Celebrity Chefs
Southern Living: The Difference Between Chives And Green Onions
Travel & Leisure: Comfy Spring Shoes Are Up to 64% Off at Amazon This Week — Shop the 20 Best Deals for Travelers
Food Network: Hostess Launches Meltamors, The First Snack It Explicitly Suggests Microwaving
RetailMeNot: 20 Easter Sales That Shouldn’t Be Missed for 2024
RetailMeNot: 20+ Stores Closed on Easter Sunday (and 20+ That Will Stay Open)
Forbes.com: Patrick Mahomes And Travis Kelce Partner On Upscale Kansas City Steakhouse
Forbes.com: Hop Over To These 11 Bars Nationwide To Try Their Fun Easter Cocktails
Travel & Leisure: Zappos' St. Patrick's Day Sale Has Us Feeling Lucky — Hoka, Birkenstock, and More Are Up to 55% Off
Food Network: Del Monte’s Newest Pineapple Is Made for One
Forbes.com: The Settepani Rainbow Cookie Croissant Offers A Fresh Spin On A Dessert Classic
Forbes.com: A Soup Made With Louis XIII Cognac May Be The Ultimate Luxury For Seafood Lovers
Forbes.com: 10 Relaxing Nightcaps To Enjoy In Honor Of National Sleep Awareness Month
RetailMeNot: Savings Star Origin Story: How I Learned to Eat Well (In NY!) On a Shoestring Budget
Best Life: 11 Things You Should Put Away When Guests Come Over, Experts Say
RetailMeNot: How to Save on Groceries: Tips That Actually Work
RetailMeNot: Meal Prepping Products That Are Actually WORTH It
Travel & Leisure: I’m a Travel Writer, and This Is My Secret to Packing for a Week in a Single Carry-on Bag
Travel & Leisure: In-flight Theft Is Unfortunately a Thing, but These 12 Items Give Me Peace of Mind When I'm Traveling by Plane
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.
Clean Plates
I’m working on a story pegged for July 4th/BBQ season, geared toward all my fellow Trader Joe’s lovers out there: Products at Trader Joe's RDs love for summer cookouts …I’m not going to file this story until May, so we have LOTS of time, and I’d like to focus on newer products coming out this spring that would be great for summer grilling or a summer cookout - obviously with a component that RDs are a fan, and why. So if you have a RD that will want to comment, please reach out!
RetailMeNot
Budget shopping and cooking/eating smarter: As you all know, I write a lot of content for RMN related to budget shopping and cooking/eating smarter. I’m going to be working on a monthly column on the subject of cooking/eating well on a budget, and I’d love you to pitch me products/ideas to consider for it - maybe a new meal-stretching product that is a good deal at a grocery store, an awesome product to try that may cut my meal prep time in half, other themes as far as saving money on food/cooking/eating and doing it in a way that is smarter.
Forbes
I’m sourcing for FOUR Mother’s Day gift guides! Here’s what I’m currently working on:
The Best Gifts For Her Foodie She Shed: So many women love to have a private retreat away from the constant demands of the household, be it to read, craft, or to use as an office. This can be anything from garage or outdoor space to even an actual shed - but the take on this is that if a foodie was using her she shed for all things food and bev. Whether a breakfast nook to enjoy her coffee in peace, to maybe a spot to have a girlfriend or two over for wine and cheese. I’m looking for fun gift ideas to outfit her foodie-centric she shed.
The Best Gifts For The Mom Who Loves To Grill: Grilling is so often like a dad-sphere, but I know a lot of women who love grilling, too. (LIKE ME) Why do men get all the fun? For this one, I’m open to being pitched grills, grilling accessories and also items to put on the grill.
The Best Complete Dinners You Can Have Shipped To Her Door: I’m looking for complete meal kits or readymade meals she just had to pull together or reheat and can have a full beautiful gourmet dinner ready without even having to leave home. Note, I’m NOT looking for restaurant takeout. This is strictly items that can be shipped/ordered online nationwide.
The Best Gifts For The Mom Who Really Loves Salad: To balance all those MEAT guides, y’all. For this one, I’m looking to be pitched along the lines of veggie boxes, salad kits (that can be ordered online/shipped), cool grow your own herb kits, salad dressing cruets, fun salad bowls and tongs, and all that.
To pitch for ANY of my gift guides I’m currently sourcing for, please include:
Name of product
Link to retailer where it’s currently in stock and available, no pre-sale links please
Description
Price
LINK to high res image (please make sure to remove restrictions so that I can access image, and also make sure the image will not expire for a few weeks, so it can be accessed when necessary. Also please try to avoid large galleries and JUST send the image being requested, no others…it’s the best way to assure the image used is the one intended!)
Counting down to Passover coming in just a few weeks, I’m looking for brands doing fun new products, spirits, wines, etc for Passover (note: They must be both Kosher and Kosher for Passover - and no, this isn’t the same thing - check out my recent post explaining how to know the difference when pitching.)
I’m also looking for Passover-inspired cocktails you can find at bars and restaurants. This one is trickier because I realize for this one a lot of submissions will probably come from places not kosher for Passover or even kosher — that’s fine for this story (but not the other one). This one, I need name of drink, where served, a description, a quote about it, (how is it inspired by Passover?), and an image of the cocktail.
Looking forward, also rounding up Cinco de Mayo, Kentucky Derby and Mother’s Day inspired cocktails (for these also, I need name of drink, where served, a description, a quote about it, and an image of the cocktail.)
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!)
Virtual (and now in-person!) consulting sessions...
Looking for a consult as you plan your next event or trip? Or just want someone to take a look at the pitches you’ve been sending and give some feedback? I’m available for PR team virtual meetings to answer questions about pitching, events, and trips from a media perspective. Note: I’m also available to travel for consulting sessions as long as travel expenses are covered. We can chat! This is available for entire agencies or smaller group lunch and learn type concepts.
<3
aly