How to Land Media Coverage for your Food and Beverage Brand, From a Journalist’s Perspective

In the fast-paced world of media relations, publicists in the food and wine industry are constantly striving to get their story ideas noticed by journalists. But what do writers really want from publicists? As a freelance writer known for her expertise in food and wine, Aly Walansky has some insights to share.

Mind the Details

Publicists, take note! Paying attention to journalists' instructions can make all the difference in catching their attention and saving both your time and theirs.

"I'd say the best thing that a publicist can do is simply - follow my instructions," says Walansky. "I send out a Substack email every single day with what I'm working on and the parameters of how to pitch me. It includes any deliverables and anything they need to know." 

Unfortunately, sometimes instructions get overlooked in the daily hustle and bustle of PR life. "People ignore my instructions all the time, leaving out crucial elements or sending me commentary or product pitches that are completely different than what I asked for," laments Walansky. So, let's make a pact to pay attention to the details and ensure our pitches align with journalists' preferences and requirements.

Offer a Unique, Relevant Angle

Beyond carefully following instructions, journalists are also looking to PR practitioners to offer up unique and inclusive story angles that reflect the changing societal landscape. Generic brand promotions are no longer cutting it. Publicists need to put on their creative hats and come up with compelling perspectives that will captivate journalists and their audiences. 

Thinking outside the box and offering fresh perspectives can make a pitch stand out in an inbox cluttered with generic messaging.

Vary your Outreach

In today's digital age, social media is more than just a platform for cat memes and foodie pics. It's also a powerful tool for PR professionals to connect with journalists and share valuable information. Journalists like Walansky employ platforms such as X, Instagram, and Substack to initiate open calls for story ideas and sources. So, publicists, be sure to follow journalists on social media, engage with their content, and establish yourself as a trusted source. Journalists will usually specify if they accept pitches over social media or prefer to receive pitches only via email. Be sure to make note of their preferences and oblige, as this goes hand in hand with following the instructions they provide! 

Multimedia content is essential in the current era of visual storytelling. Journalists are looking for eye-catching images, videos, infographics, and interactive elements to enhance their stories. So, don't skimp on the visuals! Including high-quality multimedia assets in your pitches can make your story ideas more engaging and shareable. After all, a picture is worth a thousand words, and a mouthwatering food photo may just be the ticket to grab a journalist's attention.

Time is of the Essence

Last but not least, timeliness is crucial. Freelance writers like Walansky juggle tight schedules and multiple deadlines. So, as a publicist, be patient, professional, and mindful of the quick turnaround times that journalists are often working with, making sure to deliver requested materials as promptly as possible. Respecting journalists’ time and deadlines can go a long way in building a positive relationship.

In Summary

Building symbiotic relationships with writers as a PR professional is all about understanding what journalists want in today's media landscape. By following instructions, offering unique story ideas, leveraging social media, providing multimedia assets, and respecting journalists' time and deadlines, publicists can elevate their pitching game and increase their chances of securing media coverage for their food and wine clients.

"I love you if you meet the deadline and follow instructions and are just good to work with!" says Walansky.

Ultimately, striving to be the kind of PR pro that journalists love to work with is the key to creating successful partnerships in the dynamic world of food and wine media relations.

Ready to land coverage for your food & wine brand? We’d love to talk more — send us a message here.