Ask a Journalist: Answers!

It's my turn to help you :)

Hi hi!

In a couple of recent newsletters, I shared a form where you all could ask me (a freelance writer / journalist) questions. I’m answering them from my personal POV below!

On attention-grabbing subject lines

• Keep in mind I’m someone who primarily writes service journalism stories with experts’ insights. I rarely get to write about products, people, apps, services, events, programs, etc.

  • And by “expert,” I usually mean therapist, OB-GYN, doctor, dentist, pharmacist, psychiatrist, gastroenterologist, etc! AKA licensed doctors/professionals.

• “Expert Avail” in the subject line is good! I’m probably just going to tell you to subscribe to this newsletter, though. Just wanted to let you know that so you don’t waste your time!

  • Though sometimes I search a type of expert in my Gmail and may see your email there. (If you send me the Expert Avail email and do subscribe, let me know in the email!)

• Sharing a story idea / the topic your expert can help with in the subject line is probably most appreciated. Though I’ve gotten a couple of emails where the headline is a story idea, but the pitch is more about a product, which isn’t great for me.

  • I recommend sending pitches that are specific story ideas under the umbrella of health, fitness (not weight loss!), intuitive eating, body image, mental health, etc.

Should pitches be short and to the point or longer and descriptive?

• I’m not sure one is always better than the other, but here are some general things I love:

  • Important parts are bolded or bulleted (aka story ideas, the expert and their credentials, statistics that show the prevalence and timeliness of the story, etc)

  • Specific credentials — it’s good to know if the expert is a Chief Medical Officer, for example, or a go-to expert on dating. But in addition to that, and perhaps more importantly, I need to know their title/credentials (MD, LCSW, OB-GYN, PharmD, etc) to ensure they’re a fit with my editor’s instructions. Also, a full bio and headshot usually isn’t necessary, but thank you!

  • If one of the story ideas is presented as a question, please provide a brief answer/explanation!

• TL;DR: Share the expert, their credentials, and some story ideas they could (and are available to) comment on.

• Also, an idea is sending the short version first, then when you follow up the week after, sharing more info.

Advice for young PR professionals who want to establish good relationships with journalists

• You’ve probably heard this already, but check out the writer’s portfolio & recent stories before sending an idea to make sure it fits! I have so much respect for that. Some examples for me:

  • I never write about weight loss.

  • I rarely write about products, apps, people, etc.

  • I haven’t written for PopSugar in years.

• I feel for PRs in the sense that I think they have a similar struggle to waitresses—they get blamed for something that’s not always their fault. For example, some of my favorite characteristics in a PR professional are:

  • Consistently having an expert who can help

  • Promptly sending the expert’s responses

  • Before the deadline

  • After ensuring the responses are fully fleshed out

  …and I know that’s on the expert, too. So do your best with this I guess!

• Also, being understanding and kind goes a long way! If the attribution is messed up in the story (like the pub wants a different format than you do), or I can’t use your expert’s quotes, for example, please don’t get mad at me haha! Sometimes those situations happen and I hate it for you, too, but I can’t always do something about it. I’ll do what I can, though, and try to be as communicative and clear as possible up front!

• If you don’t get a response after sending a pitch, I recommend following up once (max twice) after, with a week in between each.

One more note

• For various stories, I’ve worked with a knowledgeable, reliable, and kind psychologist and coach, Dr. Breese Annable. She’s looking for a journalist, podcaster, publication, etc who focuses on midlife career changes for women so she can serve as an expert on that topic as well!

• Bio: "As a seasoned psychologist and professional women's coach, Dr. Breese Annable specializes in empowering midlife women to boldly relaunch, pivot, or change their careers. Through her unique blend of psychological insight and coaching expertise, she helps clients navigate transitions with courage and clarity, fostering a renewed sense of energy and passion. At the core of Breese’s approach lies the belief in the power of creative living. Through her transformative guidance, clients break free from limiting beliefs, discover their passions, and pursue work that they love."

• If you’re that journalist or podcaster, or have tips or publication ideas, please reply to this email!

Thanks for your questions! Hope this helps :)

Ashley