Tuesday: Why vetting is SO important - for sources, and for journalists. Plus, newly published content.
Also: Are you a restaurant offering a fun promo tied to tax season? Email me (but check out my sourcing instructions first)
Good morning!
Have a lot of information to share today, so going to try the fast and furious approach…
Some fun newly published content to share today —for Yahoo Life!: Best pedometers of 2025, tested and reviewed. For this story, I tried out a BUNCH of pedometers over a series of weeks, and share my results. For Apartment Therapy: The $3 Cleaning Gem I Use in Almost Every Room of My Small Apartment (seriously, I buy these things in bulk, I use them so often!) and also for Apartment Therapy: I Asked 3 Plumbers What They Wish You Would Stop Doing Immediately.
Busy day in store, capped off by a fun event this evening — so lets get to today’s topic!
This is a pretty touchy subject, but today I wanted to address the topic of vetting.
This comes up in several ways -- journalists vetting sources for stories, but also publicists vetting journalists before inviting them on press trips, to media events, sending them samples, or working with them in other ways where that journalist may be misrepresenting themselves.
So, today I'm going to try to cover both -- some tips on how journalists can better make sure they are using credible sources, and how publicists can check out the journalists they work with.
1. Journalists and their sources
It happens literally every day. We put out a call for sources for stories, and we get responses from people who want to be quoted -- and are not remotely qualified. We asked for RDs, and instead someone who works in tech support wrote back about their own healthy eating advice.
These are not credible sources, and not only would our editors never accept those sorts of sources in a responsibly reported story, but even if they did, using them would be a disservice to our readers -- whose trust is of paramount importance in every single thing we do.
So, this part goes out to my journalist subscribers -- and I know this is something that all of us who had a journalism education already know - but it bears repeating.
Any time that someone pitches you a source, or a source pitches you themselves, make sure to get answers to the following questions:
1 - What are their credentials? Are they accredited, certified, licensed
Whatever the type of expert you are seeking for your story, make sure they have those credentials. Just because someone says they are an expert at anything, that doesn't mean they are an expert. Always verify credentials and experience before trusting a person they are who they say they are, and qualified to be giving commentary in your stories.
2 - How do they know what they are telling you?
Any person can tell you anything. I can tell you the sky is pink. Just because I say it, doesn't make it true.
An expert should be able to provide backup/links/studies/evidence for the stats, data, information, research, they are sharing with you. And if they can't, don't trust them. And this goes for other journalists, too.
3 - Why are they telling you this?
Sources often have motives. That's why it's important to ask if a source is affiliated with a brand before using them. If you are looking for hair stylists to share their favorite blowout brushes, you can't quote a hairstylist saying they love a blowout brush for which they happen to do commercials.
4 - Is their commentary unique/original?
We can NEVER use material that has appeared elsewhere before. Publicists and their sources are always sending commentary and trying to pass it off as original material. It's our job to make sure it's original -- but it's your job as publicists to make sure that it's not sent in the first place.
A lot of journalists are investing in anti-plagiarism software and apps now in order to verify source commentary before accidentally submitting it to our editors and all hell breaking loose. It’d be a GREAT idea for publicists to do this themselves as well in order to save their clients before they embarrass themselves and ruin a relationship.
2. Checking out journalists
All's fair, here, and journalists misrepresent themselves too. All the time.
Every journalist I know can tell you a story of having been on a press trip or a media dinner or at an event or even a social media conversation thread with another writer, and observe that person be non-stop peacocking, constantly bragging about their self-importance and over inflating their credentials. Perhaps they will misrepresent where they write, what type of content they write, how often they write, or their own credentials and reach.
This is, of course, an issue when looking for coverage for your client. You don't want to send out product samples or invest in hosting someone on a press trip if they aren't going to deliver the level of content they may have led you to believe was going to happen.
So, here's a few things you can do.
1. Check out their Muck Rack profile.
I keep my profile in my email signature, so it's easily accessible, but you can Google any writer and check out theirs. Muck Rack lists many, but not all, of a person's most recent stories as well as outlets.
If you look at mine, you'll see a few new pieces of content every day. If you look at someone else's, you may see they have published perhaps one or two stories in the last month. Now, that's fine -- if that's what they told you they are doing. But it's a good way of comparing what they say they are producing with what they actually are producing.
2. Of course, speaking of Google, another thing you can do, is search their name and filter by month, week, or even day.
This is another way of seeing how active and current their writing and outlets are. This is so useful, I even often Google myself to see if a story has published yet.
If you search someone and filter by month or week and see no new content from them or no content from them at the outlet they claim to currently be writing for, that's something you may want to investigate further. They may not be telling you the whole truth.
As with sources for stories, don't trust a writer is established in their field before doing the research to confirm they actually are.
And if they are active, but writing about, say, gardening and fitness, they wouldn't likely be a fit for your travel or gadget client unless they are also writing for publications where that is their beat. Taking your time to do your due diligence can save you so much stress in the long run.
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!
Did you know? Here's how referring friends can get you fun benefits and rewards!
Thank you so much for your ongoing support with my newsletter — it’s that support allows me to keep doing this work, especially during these increasingly difficult times in this industry.
If you enjoy this newsletter, it would mean the world to me if you invited friends to subscribe and read with us. If you refer friends, you will receive benefits that give you special access!
How to participate
1. Share. When you use the referral link below, or the “Share” button on any post, you'll get credit for any new subscribers. Simply send the link in a text, email, or share it on social media with friends.
2. Earn benefits. When more friends use your referral link to subscribe (free or paid), you’ll receive special benefits.
Get a 1 month comp for 3 referrals
Get a 3 month comp for 5 referrals
Get a 6 month comp for 25 referrals
To learn more, check out Substack’s FAQ.
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.
Yahoo Life!: Best pedometers of 2025, tested and reviewed
Travel & Leisure: I Found the Perfect Walking Shoes to Prevent Sore Feet During Travel — Score Styles on Sale Up to 62% Off
Apartment Therapy: The $3 Cleaning Gem I Use in Almost Every Room of My Small Apartment
Apartment Therapy: I Asked 3 Plumbers What They Wish You Would Stop Doing Immediately
Taste of Home: Yes, Costco Chicken Nuggets Taste Exactly Like Chick-fil-A's
Saatva: The Benefits of NASA Naps
Today.com: Do drugstore wrinkle creams really work? Experts weigh in
Food Network: Popeyes Is Bringing Its Most Popular Sauces to Grocery Aisles.
Southern Living: KFC Is Bringing Back Their Most-Requested Side—But For 2 Weeks Only
Travel & Leisure: In-flight Theft Is Unfortunately a Thing, but These 12 Items Give Me Peace of Mind When I'm Traveling by Plane
Apartment Therapy: I Asked Pro Travelers to Share Their Packing Tips for Spring Break
Southern Living: What Exactly Is "Check-In Chicken" And Will It Actually Help You Get A Better Seat On A Flight?
Travel & Leisure: Frequent Fliers Say This Genius Hack Makes It Feel Like They've Upgraded Their Seat — and It's Only $30.
RetailMeNot: How to Save Money on Groceries in 2025: 10 Tips That Actually Work
Southern Living: The Unexpected Reason I Always Travel With Duct Tape—And You Should Too
Apartment Therapy: We Asked Experts for the Best Way to Store Sex Toys — Here’s What They Said
Apartment Therapy: I Tried the 30/30 Rule, and I Discovered Something Unexpected
Travel & Leisure: A Travel Writer's $10 Amazon Packing Hack for Shoes
Travel & Leisure: I Travel Solo Often, and I Won’t Stay in Another Airbnb Without Packing This 1 Safety Device
Southern Living: The 9 Best Bottles Of Bourbon, According To Southern Chefs And Bartenders
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.
Food Network
For FoodNetwork.com, I’m rounding up national restaurant chains offering food deals/freebies/promotions in honor of tax day/tax season. If this is you, please tell me what the deal is, how to claim it, and any disclaimers. Would also love imagery or links to social media posts advertising the promo if you happen to have it. Thanks!
Forbes
I’m rounding up Kosher for Passover treats/snacks/beverages (must be certified as SPECIFICALLY kosher for passover and not just regular kosher certified - a reminder that these are completely unique certifications and this differentiation is crucial for anyone observing the holiday. Please email me if you have anything!)
I’m also looking for Passover or Easter themed cocktails, as well as spring-themed and Mother’s Day-themed, that are on the menu or will be over the holiday in either restaurants are bars. If you have anything, please send me all the following info:
Name of drink/where it’s found, city, state, URL
description
quote from chef/bartender
image (and who to credit)
I’m also looking for sustainable cocktails at bars and restaurants for Earth Month. These are cocktails that minimize their impact on the environment in some way — perhaps using local and seasonal ingredients, ugly produce, root to tip, waste reduction, sustainable alcohol, sustainable bartending techniques or such. Please email me if you have anything!
…and Mother’s Day gift guide assignments are coming soon. Maybe as soon as next week. So keep your eyes on this space!
<3
aly