Tuesday: Spring cleaning your media relationships
Time to Marie Kondo Your Media List
Good morning, friends!
It’s officially spring, and that means two things: I am once again confronting the reality of living in a 400-square-foot walkup studio apartment where every single item must earn its keep, and many of you should probably be doing the same with your PR and media habits.
Here’s the reality of both this macro and micro situation we’re all coping with in various ways: Clutter isn’t always obvious.
Sometimes it looks like “Just checking in!” emails with no purpose, media lists you haven’t updated since the first season of Outlander, 47 versions of the same pitch with slightly different adjectives, following up on something that was never a fit to begin with.
I promise you, your strategy isn’t broken, it’s just buried under stuff you should have thrown out three seasons ago. But it’s time for spring cleaning, both in my apartment and our collective lives: Let’s clean up everything together.
If it doesn’t fit in your space, it doesn’t belong there.
In my apartment, I don’t have room for “maybe someday” items. If it doesn’t serve a purpose right now, it’s out.
Same goes for pitching. If a journalist doesn’t cover your category, your client, or your angle, they are not a “maybe.” They are a no.
And yet—somehow—they remain on the list.
Spring cleaning move: Tighten your media list like your closet depends on it. Because your open rates do.
Sample Clutter vs. Smart Sample Pitching
This part can honestly either be a love story or a horror story depending on your reality. I’m going to talk about my physical clutter for a second—because in my apartment, this is where things get a little ridiculous.
As someone who lives in a tiny studio, works from said tiny studio, and receives a constant stream of food, beverage, and product samples, I can tell you: not all samples are created equal, necessary, or desired. Some are delightful, useful, perfectly timed.
Others might just be three jars of something I didn’t agree to receive, or know I was receiving, arriving while I’m out of town, in a box that is not labeled perishable. Here’s the difference:
Clutter Samples look like: Showing up without confirmation or opt-in, no tracking, no heads up, no timing coordination, perishables not labeled (i’m triggered), massive quantities, no context for how/why this is relevant to what I cover, no contact person to email if I want more information on this product to potentially cover, and a personal result of stress and waste, chaos.
Better sample pitching looks like… A quick opt-in Google form — I can show you and your team how to do this if you email me! (The form should also illustrate - “Can I send this? Here’s what it is,” as well as clear timing + tracking (especially for perishables), thoughtful quantities (I do not need 12 of anything, I promise, respect your client’s budget and bottom line and my space), dietary/preferences considered, a clear editorial angle or reason this sample exists. The result in this: Excitement, actual usage, and a MUCH higher chance of coverage.
If your sample strategy is creating physical clutter for the person you’re pitching, it’s also creating mental clutter. And no one writes their best stories while side-eyeing a mystery package on their counter.
What to Toss vs. What to Keep
Every good spring cleaning session needs a little tough love:
Here’s my challenge to you, today.
Toss:
Media lists you haven’t updated in forever
“Just circling back” emails with no new information
Mass pitches that could apply to literally anyone with an email address
Sending samples without an opt-in
Oversized attachments / chaotic image dumps
Following up on something that was never a fit
Vague subject lines that say…nothing
But keep:
Targeted, intentional outreach
Clear, concise pitches with an actual angle
Opt-in sample offers (Again, would LOVE to help you create this for your team)
Well-organized assets (Dropbox links, labeled images, credits!)
Respect for timing, logistics, and—honestly—basic reality
Following up with purpose (new info, a real hook, a reason)
Relationships you nurture even when you don’t need something. Relationships over transaction, every day of the week.
Clutter isn’t just about having too much. It’s about having too much of what doesn’t work—and not enough room for what actually could.
Please stop keeping things ‘just in case’: You know that random charger from a device you no longer own? Why do we all have that? I have a million lightning cables in a box under my bed and yet…nothing that uses those cables anymore.
But there’s a PR version of that, as in an outdated template, a pitch angle that almost worked five years ago, that contact who hasn’t responded in 14 months.
Let it go.
Spring cleaning move: If it hasn’t worked recently, it’s not a strategy—it’s clutter with nostalgia.
Organize so you (and everyone) can find what it is they need.
When space is tight, organization isn’t optional, it’s survival. Same with pitching. If your email looks like a wall of text, unlabeled links, images floating around like lost socks, you’re not making it easy to say yes.
Spring cleaning move: Clean, labeled, skimmable pitches = the equivalent of a perfectly organized drawer.
Sometimes clutter is emotional. Respect goes both ways. A better-targeted pitch is more thoughtful than persistent noise.
Leave room for what actually matters.
The whole point of spring cleaning isn’t emptiness, it’s making space. That’s space for better relationships, more relevant pitches, and actual conversations (remember those?)
I promise you, your PR strategy doesn’t need a total overhaul. It just needs a trash bag, a little honesty, and maybe a strong iced coffee. Much like my apartment today.
Ultimately, the goal isn’t to reach everyone. It’s to reach the right people—without making them dig through your junk drawer to understand why.
PS: If your pitch, your list, and your follow-ups all spark joy…I promise you: your inbox will too.
Book your consulting session!
I still have some space available for the remainder of Q1 2026!
I can join your team on Zoom, a phone call, or in-person and do a team Q&A and answer any of your questions about planning events, mailers, trips, pitching, followups, etc — giving you a very necessary media perspective. Email me at alywalansky@gmail.com if you are interested in chatting more and setting something up :)
We can switch it up in any way you or your team needs. While most of my calls do end up being virtual, I just did one where we did our session over a martini lunch! I’m available for whatever your team prefers. Lets chat.
Be sure to follow me on the Yahoo Creators platform. I’m writing a wide range of lifestyles topics: check out my author profile to see some of my most recent pieces! (This is updated daily - usually multiple times daily - so you’ll want to keep checking it out for new content!)
Limited-time deal on ad placement!
I’m 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 more than 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!
Job Leads
Crowe PR is seeking a Senior Integrated PR Manager, a full-time role based in southern California. Check out more details here.
Tools of the trade
A great PR tool worth knowing is Press Hook. If your media response rates are slipping and journalists are harder to reach than ever, Press Hook is worth paying attention to.
It’s a centralized platform that helps PR teams get in front of journalists without relying on cold inbox pitches. Journalists use it to discover and request products when they’re actively working on stories — which means more qualified interest for brands.
Agencies and in-house teams report an average 20% uplift in press coverage within six months, especially as media inboxes become increasingly saturated.
Struggling to secure coverage through the usual US platforms? Editorielle is a British platform where journalists share opportunities for expert commentary, founder stories, case studies & product features.
As media inboxes become increasingly saturated, many PRs are looking beyond the US for new opportunities. Editorielle gives you access to journalist requests from UK & European publications, many of which actively welcome international experts & products.
Trusted by PRs, agencies & in-house teams globally, it’s particularly useful for those working with brands that sell internationally or simply want to expand their media reach.
Membership starts from £10/$13 per month, with the flexibility to cancel anytime. Use code ALYWALANSKY for 50% off your first 3 months.
Expand your media reach with Editorielle.
I partnered with Pitchcraft to be able to share a special offer just for my readers: Use code ALY200: new users will get $200 off their first month of the monthly PR Membership or code ALY400: This one offers new users $400 off their first year of the annual PR Membership. This is a great network to join because it’s a community of both PR professionals and journalists working together to find better ways to work together and share opportunities, and you know how much I believe in all of that
Exciting news from our friend Sarah Karger (who you’ve seen as the star expert panelist for several of our gift guide pitching workshops!) - she launched her new course, Affiliate Marketing & Performance-Based PR for Publicists - It’s built specifically to help PR pros and agencies add affiliate management as a core capability, something we all know is completely essential in today’s media landscape.
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.
Yahoo Creators: Check out my author profile (I have several new stories a day across the lifestyles umbrella, so that’s the best way to stay updated!)
Travel & Leisure: This Brand Is Amazon’s Best-kept Secret for Roomy, Budget-friendly Travel Bags—and Prices Start at Just $19
Forbes.com: Love Ravioli? Try These 10 Inventive Variations
Apartment Therapy: I Use This Living Room Staple as Pantry Storage, and It’s the Smartest Hack I’ve Tried
Forbes.com: 10 Fun Variations On Traditional Cheesesteak
Forbes.com: ‘Outlander’ Excitement Has Created The Perfect Excuse For A Culinary-Focused Scotland Getaway
Forbes.com: Royal Caribbean To Launch ‘Legend Of The Seas’ In July 2026, Upping The Ante On Most Dining At Sea
Forbes.com: 4 Fun Girl Scout Cookie-Inspired Cocktails
Forbes.com: 20 Delicious Meatball Variations To Try In Honor Of National Meatball Day
Food Network: 14 Festive Treats and Deals You Can Snag for St. Patrick’s Day
Apartment Therapy, I Used the 10% Rule, and Now I Never Overpack My Carry-On
Food Network, The Best Fast-Food Seafood Items You Can Snag During Lent
Travel & Leisure: I Fly Around the Country for Work, and This Roomy Tote Is My No. 1 Airport Essential for Looking Put Together.
Travel & Leisure: I’m a Solo Traveler of 25 Years, and These Are the 18 Products I Swear By for Personal Safety in 2026
Travel & Leisure: In-flight Theft Is Unfortunately a Thing, but These 12 Items Give Me Peace of Mind When I’m Traveling by Plane
Travel & Leisure: Traveling Alone Can Be Expensive—Here Are 15 Budget-friendly Hacks That Save Me Money
Southern Living: The One-Pan Cheesy Meal I Make Whenever I'm Too Tired To Cook
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.
Before pitching: Please be sure to refer to my photo submission guidelines for help with photo submission best practices!
DiningOut Magazine’s NYC edition
For the new NYC edition of DiningOut Magazine (that just launched this week!), I’m working on a story on the recent trend in hot and legendary Vegas restaurant and nightlife spots opening in NYC (obviously, the legendary Golden Steer but also now Carversteak and more). I’d love pitches related to other examples of this, as well as pitches regarding NYC spots that have no Vegas affiliation maybe but have an undeniable Vegas feel. Also, if someone has a credible expert to give some commentary on this trend, I’d love to chat!
Food Network
I’m looking for restaurant/food/bev chains doing any sort of tax day related food deals/freebies/discounts/BOGOs. If you have anything that may fit, please email with an explanation of the deal, and how to claim, and when it’s valid. If you have any related imagery or social media posts, would love that as well.
Yahoo
There’s a whole movement right now in protein-added snack food and comfort foods — mac and cheese, mashed potatoes, pizza. I’d love to be pitched a few examples of this (available at amazon or online shipment from other retailers), as well as I’m open to commentary about why this is such a trend right now and why adding protein to your traditional “guilty pleasures” is a good (or not good?) idea.
I’m also starting to source for Mother’s Day gift guides. To pitch me for these (there’ll be more information soon), please be sure to include name of product, description, link to imagery, price, and retailer availability - even better if it’s available at Amazon or another major online retailer. If it’s available at several retailers, please share all the links.
Forbes
I’m seeking Passover (KFP) wine, spirits, and food products, if you have any - please drop me an email with more information!
I’m working on a roundup of some of the greatest F&B finds at sea - if you ship has something super special or is about to launch it, please let me know!
National Burrito Day is also upcoming and I’m looking for really fun spins on burritos that you’d never expect (don’t think traditional, obvious, that is on every menu. I want the left field ones!).
I’m also looking for bars/restaurants doing any fun Easter or Passover themed/inspired cocktails.
Same format as always: Name, where available (restaurant name, city, state, URL), description, quote from chef about dish, and image.
Thanks!
Needed this today Aly, so well said as always!!! 👏👏🩵 Happy Spring Cleaning!! 🤪