Writing For Lifestyle Magazines

✍ PR/Comms tip: As a journalist, I get dozens of email pitches a day. Here’s how to pitch to a reporter vs. an editor. 📝 For a reporter: - Get their name right. (The number of times I received “Hello, Narayan,” “Hello FirstName,” or—my favorite—“Hello Next Media Round,” during my reporter days was too many to count.) - The topic, including who/what you’re pitching, must be relevant to their coverage area. - Make sure sources are ready to interview (asap in some cases) if there’s interest. - Align with the news cycle as often as you can, but offer something unique. Oftentimes, reporters get pitches on stories they just wrote about.  - Offer exclusives or embargoes. - Localize it and/or go beyond the event. (What works for a national outlet is not going to work for a local or regional one.) 📝 For an editor: - Explain why it’s newsworthy. - The pitch is in their team’s area of coverage. - Understand that the pitch is just to get on the editor’s radar. If it’s a good pitch, it will be forwarded to the appropriate reporter or writer. Pitches may get assigned depending on how newsy the topic is, but sometimes (in the case of profiles, features, trend stories, etc.) it will be at the discretion of the reporter to write about it. - I can tell when a pitch is customized versus an email blast. Always customize—tell me why it’s relevant to me, my news organization, and our readers. ✨ Most importantly, having a professional relationship already established with a reporter or editor will always serve you better. Be proactive rather than reactive, especially in news. 

Getting journalists to cover your work. One of the questions I’m most frequently asked is how to get journalists to cover your work. And more specifically, how to get Mongabay News to cover your work. I’ve written about the latter before (https://lnkd.in/gmhA5Gwr), but here’s a refresher with some basic tips. The timing of this is relevant because Mongabay Afrique just did a few workshops in Rwanda about communicating science (https://lnkd.in/gyCU5MiD) at The African Leadership University and the Association for Tropical Biology and Conservation conference, and we’re planning to expand our free webinar series on this theme next quarter. Some foundational tips: ➡ Identify writers who cover topics related to you work ➡ Reach out to them via email or DM - Why is this an interesting story? Explain why your work is relevant to their publication’s audience. Look for news hooks. - Make your summary concise, with additional information available at the end - Keep it personal: Do not copy multiple journalists on your message - Be aware: Journalists may not click on obscured links or open attachments due to security concerns. They are constantly targeted. - Have patience: Wait at least a week before sending a follow up ➡ Make it easy for a journalist to cover your work - Write a press release - Include plain language quotes in the press release - Provide attractive visuals a journalist can use - Build your presence so journalists can see who you are ➡ Be responsive - If contacted, be ready to provide comment - Be able to communicate concisely, in soundbites ➡ Mongabay: 🦎 We do not accept money to publish stories. No “brown envelope journalism” here. 🦎 Find the right journalist or editor who covers topics related to your work by looking at the bylines and editors listed on relevant articles related. The editor can be found at the bottom of a story. I am not a commissioning editor at Mongabay, so I am not the person to pitch. 🦎 We cover less than 5% of story ideas that come our way, so the story needs to be compelling. 🦎 If you aren’t successful, strengthen your pitch or look for another angle. ✅ Our free workshops are more in-depth than this. More details on how to sign up will be provided when signups become available. If you’re a journalist pitching a story: 🗞 The same guidance implies in terms of targeting your message and keeping it concise. I am not your target audience. 🗞 Information about pitching Mongabay as a journalist can be found at https://mongabay.cc/ScoCS5

2000: Send press release → Land Forbes feature. 2025: Send press release → Journalist skims it → Then checks your LinkedIn → Skims your company blog → Listens to your podcast clip → Scans Twitter mentions → Reads competitor coverage → Scrolls 3–6 months back on your feed → Then replies. Most climate founders still think their tech will sell itself. They write a pitch email, cross their fingers, and get ignored. But it's not 2000 anymore. Journalists aren't waiting in their inbox. And the only founders they write about? The ones who already look like the obvious voice in the space. So if you want media exposure, don't start with PR. Start with consistent content that makes you impossible to ignore. Here's how: Tip 1: Pick one platform and own it completely. For climate founders, that's LinkedIn. Post 2–3 times per week with a mix of founder lessons, industry takes, and behind-the-scenes updates. Journalists check LinkedIn first. Make sure there's substance when they do. Tip 2: Publish one 800-word thought leadership article per month. Post it on LinkedIn, your company blog, or send it as a personal newsletter. Doesn't matter where. What matters is depth. These longer pieces show journalists you can think beyond hot takes. They give reporters substance to quote and link to. And they position you as someone with real expertise, not just engagement tactics. Tip 3: Document your founder journey publicly (the messy parts included) Share the decisions you're making in real time. The regulatory hurdles. The failed pilots. The customer conversations that changed your roadmap. Journalists love founders who are transparent, not polished. Vulnerability builds trust faster than any press kit. Tip 4: Connect with hundreds of journalists and PR folks proactively, months before you need them. 100s of journalists cover climate, tech, and startups. Start building relationships now, not when you're ready to pitch. Comment on their work. Share their articles with your take. Send a DM when they publish something that resonates. Tip 5: Make it stupid-easy for them to cover you. When a journalist does check you out, they should find: • Data points they can cite • Clear founder bios with credentials • High-res photos ready to download • A media kit or one-pager on your site • Quotable soundbites in your recent posts Remove every excuse for them to pass on your story. — The reality? PR doesn't work anymore if you're starting from zero visibility. But if you've been showing up consistently, journalists will come looking for you. That's when the press release actually works. — Founders, what's one story in your industry you wish a journalist would cover right now?

If you’ve ever stared at your phone for way too long before calling an expert for an interview—you’re not alone. When I first started freelancing, the idea of cold-calling a • doctor, • city official, or • business owner made my stomach flip. I wanted to sound professional, credible, and not like I had no idea what I was doing. 𝐁𝐮𝐭 𝐡𝐞𝐫𝐞'𝐬 𝐭𝐡𝐞 𝐭𝐫𝐮𝐭𝐡: You don’t need a big-name publication behind you to earn someone’s time. You just need to be clear, respectful, and confident in what you're asking for. Over the years, I’ve developed a go-to script for reaching out to experts—whether I’m working on a journalism assignment or creating content for a client. 𝐇𝐞𝐫𝐞’𝐬 𝐡𝐨𝐰 𝐈 𝐡𝐚𝐧𝐝𝐥𝐞 𝐢𝐭: 🔹 When I have a pitch but no assignment yet: “𝘐’𝘮 𝘢 𝘧𝘳𝘦𝘦𝘭𝘢𝘯𝘤𝘦 𝘸𝘳𝘪𝘵𝘦𝘳 𝘸𝘰𝘳𝘬𝘪𝘯𝘨 𝘰𝘯 𝘢 𝘴𝘵𝘰𝘳𝘺 𝘪𝘥𝘦𝘢 𝘐 𝘱𝘭𝘢𝘯 𝘵𝘰 𝘱𝘪𝘵𝘤𝘩 𝘵𝘰 [𝘱𝘶𝘣𝘭𝘪𝘤𝘢𝘵𝘪𝘰𝘯]. 𝘐 𝘫𝘶𝘴𝘵 𝘯𝘦𝘦𝘥 𝘢 𝘣𝘳𝘪𝘦𝘧 𝘪𝘯𝘵𝘦𝘳𝘷𝘪𝘦𝘸 𝘵𝘰 𝘩𝘦𝘭𝘱 𝘮𝘦 𝘴𝘩𝘢𝘱𝘦 𝘵𝘩𝘦 𝘢𝘯𝘨𝘭𝘦.” OR “𝘐’𝘮 𝘭𝘰𝘰𝘬𝘪𝘯𝘨 𝘧𝘰𝘳 𝘱𝘰𝘵𝘦𝘯𝘵𝘪𝘢𝘭 𝘴𝘰𝘶𝘳𝘤𝘦𝘴 𝘢𝘯𝘥 𝘫𝘶𝘴𝘵 𝘸𝘢𝘯𝘵 𝘵𝘰 𝘬𝘯𝘰𝘸 𝘪𝘧 𝘐 𝘤𝘰𝘶𝘭𝘥 𝘤𝘪𝘳𝘤𝘭𝘦 𝘣𝘢𝘤𝘬 𝘧𝘰𝘳 𝘢𝘯 𝘪𝘯𝘵𝘦𝘳𝘷𝘪𝘦𝘸 𝘪𝘧 𝘐 𝘨𝘦𝘵 𝘵𝘩𝘦 𝘢𝘴𝘴𝘪𝘨𝘯𝘮𝘦𝘯𝘵.” 🔹 When I do have the assignment: “𝘐’𝘮 𝘢 𝘧𝘳𝘦𝘦𝘭𝘢𝘯𝘤𝘦 𝘸𝘳𝘪𝘵𝘦𝘳 𝘰𝘯 𝘢𝘴𝘴𝘪𝘨𝘯𝘮𝘦𝘯𝘵 𝘸𝘪𝘵𝘩 [𝘱𝘶𝘣𝘭𝘪𝘤𝘢𝘵𝘪𝘰𝘯]. 𝘐’𝘥 𝘭𝘰𝘷𝘦 𝘵𝘰 𝘢𝘴𝘬 𝘺𝘰𝘶 𝘢 𝘧𝘦𝘸 𝘲𝘶𝘦𝘴𝘵𝘪𝘰𝘯𝘴 𝘧𝘰𝘳 𝘢 𝘱𝘪𝘦𝘤𝘦 𝘐’𝘮 𝘸𝘰𝘳𝘬𝘪𝘯𝘨 𝘰𝘯.” 🔹 When I’m writing for a business client: “𝘐’𝘮 𝘢 𝘤𝘰𝘯𝘵𝘦𝘯𝘵 𝘸𝘳𝘪𝘵𝘦𝘳 𝘸𝘰𝘳𝘬𝘪𝘯𝘨 𝘸𝘪𝘵𝘩 𝘴𝘰𝘮𝘦𝘰𝘯𝘦 𝘪𝘯 𝘵𝘩𝘦 [𝘪𝘯𝘥𝘶𝘴𝘵𝘳𝘺] 𝘴𝘱𝘢𝘤𝘦. 𝘐’𝘮 𝘸𝘳𝘪𝘵𝘪𝘯𝘨 𝘢𝘯 𝘢𝘳𝘵𝘪𝘤𝘭𝘦 𝘧𝘰𝘳 𝘵𝘩𝘦𝘪𝘳 𝘸𝘦𝘣𝘴𝘪𝘵𝘦 𝘢𝘣𝘰𝘶𝘵 [𝘵𝘰𝘱𝘪𝘤].” It’s professional. It’s honest. And it works. And you know what else I’ve learned? It doesn’t matter if you’re talking to • a farmer, • a scientist, • a TV host, • or a billionaire who once saved an entire town. 𝐄𝐱𝐩𝐞𝐫𝐭𝐬 𝐚𝐫𝐞 𝐩𝐞𝐨𝐩𝐥𝐞. Just like you. Just like me. 👇 I’d love to hear your thoughts: What’s your go-to line when you’re reaching out to someone for an interview? Any tips that have worked for you?

In my role as an editor working with #freelance writers at Business Insider, I receive dozens of emails a day and oftentimes 100+ pitches a week across form submissions and emails. I'm sure I'm not the only one! I don't share this to discourage anyone from pitching, but to hopefully provide some clarity on why we're not always able to respond to every pitch. It's also a reminder of just how important it is to make a #pitch stand out. A few of my go-to tips: ✏️ Make sure you're pitching the correct editor Do a quick scan of socials/author profiles to ensure your pitch aligns with topics this person regularly covers or requests stories about. ✏️ Craft a compelling headline that fits the vibe of the site Take a few seconds to scroll through the site or sample stories provided. Try to write something eye-catching that also fits in with the typical style and voice of the site you're pitching. It makes it easier to envision the story on the site and shows that you did some research. ✏️ Provide key details and answers to important questions up front Tell me the hook and list out the surprising things! Reveal the twist! Share which types of experts or sources you'll use, if any. Bulleted lists can be a great way to do this simply and quickly. The less back-and-forth required, the quicker a story can be assigned (and the less risk of this pitch getting buried among others). ✏️ Skip the "Are you accepting pitches?" Though not all editors may agree with this one, if you're already sending a message, make it as strong and informative as possible. Introduce yourself! Tell me a bit about your expertise, background, and usual coverage areas. I'd always prefer to get: "I'm an ABC who specializes in XYZ. Here are a few of my clips and some initial pitches based on stories I've seen on the site/your recent callouts." If you'd really like to ask, try this stronger question instead: "What sort of pitches are you looking for right now?"

I analyzed 20 successful pitches that have gotten our clients into publications such as The New York Times, WIRED, TechCrunch, and Forbes. Here’s what I found: Landing top-tier coverage is about ruthless efficiency in answering three core questions upfront: 1. Nail the Value Proposition (Answer: "What's in it for their audience?") Crystal Clear Offer: interview, data, exclusive, op-ed. Examples: "May I forward [NAME]’s exclusive article on how overlooked bathroom accessibility is quietly impacting restaurant profitability?” (Modern Restaurant Management). Audience-Centric Angle: Frame the story around the publication's readers, not your client's news. Examples: “How employers like Coca-Cola and CVS are using credit-building tools to support underserved workers—and why it’s the new frontier in employee benefits” (Employee Benefits News). 2. Establish Immediate Credibility (Answer: "Why listen to this source?") Signal Authority: Clearly state the source's relevant expertise, title, or company. Example: “[CLIENT NAME] was the youngest [INDUSTRY] founder to raise VC at 18, a Thiel Fellow, and a Forbes 30U30 honoree” (CNN, Forbes). Show, Don't Tell: Use specific proof points–funding amounts, user numbers, notable clients/investors, past awards. Examples: “Over 50,000 users and $41M in payments processed” (Business Insider). Leverage Validation: Mentioning previous high-profile media hits or partners adds weight. Example: “He’s previously been quoted in Reuters, Bloomberg, and CNBC on high-profile trademark cases” (TechCrunch). 3. Demonstrate Urgent Relevance (Answer: "Why now and why me?") Timeliness Hooks: Connect to breaking news, current events, trends, data releases, or awareness weeks. Example: “Neuralink filed a trademark for ‘TELEPATHY’ yesterday—here’s what it could mean for brain-computer interfaces” (WIRED). Laser-Focused Targeting: Show you understand the journalist's beat and the publication's focus. Example: “I know you’re all over the EU startup scene, so I wanted to offer you an exclusive on [CLIENT NAME] atom-by-atom printer” (TechCrunch). Brevity & Clarity: Deliver the core message quickly and make the call-to-action easy. Short paragraphs, clear language, direct asks, etc. Example: Ending with a simple question like “May I forward the article?” or “Interested in speaking?” Here’s a checklist that puts it all together: ✅ Value Proposition Clear? (Offer + Audience Focus + Assets?) ✅ Credibility Established? (Authority + Proof + Validation?) ✅ Relevance Obvious? (Timeliness + Targeting + Clarity?) Questions? Ask me in the comments section 👇

Coming up with strong pitches is one of the hardest parts of freelancing. Fellow freelancers often ask me for pitching advice, and while I do attribute a lot of successful pitches to intuition (annoying, I know), here are some questions I ask myself before I send a story idea to an editor. 〰️ Do I actually care about the story? Pitching is just the beginning. Do you care about the topic enough to dive into research and dedicate your time to finding the right sources and information? 〰️ Will other people care about the story? I like to test drive the story idea and throw it around with my non-journalist friends and family to see if they think it's interesting. It's a great way to brainstorm different angles, too. 〰️ Has the story already been written? If it has, is there a fresh angle I can focus on or new information I can highlight? 〰️ Do I have solid sources lined up? A compelling angle isn't enough. You have to have trustworthy, credible sources who can back up your point and add dimension to the story. 〰️ Why does this story matter right now? Is it tied to current events? New research? A trend? Timing can make all the difference when it comes to an editor saying yes. 〰️ Is this outlet the right fit? Even fantastic pitches fail when they land in the wrong inbox. Do your research and make sure you're contacting the right editor. Finding the right home for your story is crucial. This framework has helped me land some of my favorite stories.

There are 3 questions every freelance pitch needs to answer: 1️⃣ Why this? 2️⃣ Why now? 3️⃣ Why me? The first one is the main part of the pitch and should come before any details about the writer. It’s the most captivating part of your story. It’s the big question you’ll answer. It’s the shocking stat you’ve uncovered. It’s NOT a topic sentence. Here are some examples: ❌ “This story will explore the different species of rainforest frogs.” ✅ “Did you know that there are 45% fewer species of rainforest frogs today than there were a decade ago? My article will explain how this happened, and why it impacts not just biodiversity but the entire pharmaceutical industry.” ❌ “My essay is about my family’s history in Ireland.” ✅ “The shock and disappointment on my cousin’s face when I told her I had no idea where my anscestors were from aside from ‘Western Ireland’ was enough impetus to buy the ticket. I had no idea that trip would end with me immersed in a centuries-old mystery on a tiny island in County Cork that changed my perception of my family history forever.” ❌ “I drove from New Jersey to Kansas, and I want to write a road trip story about it.” ✅ “The route from Elizabeth, NJ, to Abilene, KS, is not a popular one. And I wasn’t taking it for a popular reason. But when your company tells you it’s Kansas or bust, you pack up your Pinto and hit the road. The one good thing? My relocation budget. I decided to use it to visit 5 of the strangest places I could find between the two states. I wasn’t disappointed.” 🕰️ Timeliness is the next factor. Even if you think your story is evergreen, there needs to be some urgency to it. That could be as broad as a season (natural, like fall, and social, like back-to-school) or as specific as a national day/week or anniversary of an event. It can also just be tied to newness. 🍂 “This fall, the National Parks Service predicts it will see the highest number of visitors ever recorded. Here are 10 ways to ensure your visit runs smoothly in this busy season.” Finally — why you? If you’re an expert in the topic, or have a particular skill set or access that will make the story unique, this is where you mention it. But it can be as simple as the fact that you uncovered something interesting and you’re confident you can deliver a great piece. (Some people might add a 4th question: why this publication? In my opinion, that doesn’t need to be stated overtly; it should be evident throughout the pitch that you understand the publication you’re pitching. As an editor, I never need a writer to tell me why a story would be good for my publication. I can figure that part out myself.) If you disagree, tear me asunder! I’d love to hear how others structure pitches.

After interviewing hundreds of journalists about how they like to be pitched by PRs, here's what I found actually works: 1. Build genuine relationships first. Journalists can spot mass pitches from a mile away. Follow their work, engage with their newsletters, understand their beat. The best coverage comes from genuine connections. 2. Think like a newsroom. Every story needs a clear angle and immediate relevance. If you wouldn't read it, neither will they. 3. Make it easy to say yes. Provide clear quotes, verified credentials, and quick access to experts. The faster journalists can verify and use your source, the more likely they'll include it. 4. Target strategically. Sometimes the niche trade publication reaches your ideal audience better than a top-tier outlet. Focus on impact, not just name recognition. The most effective digital PR doesn't feel like PR; it is a valuable contribution to an ongoing conversation. What's been your experience with digital PR? Have you found certain approaches work better than others?

Pitching doesn’t have to be a shot in the dark. That’s exactly how someone described story pitching to me in a DM. “A shot in the dark!” With a system in place, your odds of landing assignments are so much higher. How do I know? 7 out of the 9 stories I pitched last month were accepted! Here’s my approach (the very same one I’ve relied on since I’ve been at this freelance writing thing): 𝟭. 𝗗𝗿𝗮𝘄 𝘁𝗵𝗲𝗺 𝗶𝗻: Start with a short relatable story or trend 𝟮. 𝗪𝗵𝘆 𝗻𝗼𝘄?: Show why this story matters now 𝟯. 𝗜𝗻𝘁𝗿𝗼𝗱𝘂𝗰𝗲 𝘆𝗼𝘂𝗿 𝗶𝗱𝗲𝗮: Present your angle 𝟰. 𝗠𝗮𝗽 𝗶𝘁 𝗼𝘂𝘁: Explain how you'll tell the story 𝟱. 𝗪𝗵𝗮𝘁’𝘀 𝗶𝗻 𝗶𝘁 𝗳𝗼𝗿 𝘁𝗵𝗲 𝗿𝗲𝗮𝗱𝗲𝗿𝘀? Explain why readers will care (*This is critical. Editors are busy. Make it easy for them to see how the story fits, or you risk losing them) 𝟲. 𝗪𝗵𝗼 𝘆𝗼𝘂 𝗮𝗿𝗲 & 𝘄𝗵𝘆 𝘆𝗼𝘂’𝗿𝗲 𝘁𝗵𝗲 𝗿𝗶𝗴𝗵𝘁 𝘄𝗿𝗶𝘁𝗲𝗿: A short bio + relevant clips Here’s an example of a recently accepted pitch: 𝗗𝗿𝗮𝘄 𝘁𝗵𝗲𝗺 𝗶𝗻 & 𝗪𝗵𝘆 𝗻𝗼𝘄? → "Remember when ice baths were just for pro athletes? Not anymore. An increasing number of people 50 and up are taking the plunge into cold water to ease achy joints and sore muscles, with some getting hooked on the energy boost that follows." 𝗜𝗻𝘁𝗿𝗼𝗱𝘂𝗰𝗲 𝘆𝗼𝘂𝗿 𝗶𝗱𝗲𝗮 & 𝗠𝗮𝗽 𝗶𝘁 𝗼𝘂𝘁 → "This piece will look at why ice baths are catching on with the 50+ crowd. I'll talk with experts about what makes cold water immersion so effective (if at all) for aging bodies and hear from people who’ve taken the plunge. Plus, readers will learn how to try it safely, whether they're just testing the waters or ready to go all in." 𝗪𝗵𝗮𝘁’𝘀 𝗶𝗻 𝗶𝘁 𝗳𝗼𝗿 𝘁𝗵𝗲 𝗿𝗲𝗮𝗱𝗲𝗿𝘀 → "Many [PUBLICATION] readers are looking for natural ways to stay active and manage pain. This article will show them how cold water therapy might fit into their wellness routine, with tips on getting started safely." 𝗪𝗵𝗼 𝘆𝗼𝘂 𝗮𝗿𝗲 & 𝘄𝗵𝘆 𝘆𝗼𝘂’𝗿𝗲 𝘁𝗵𝗲 𝗿𝗶𝗴𝗵𝘁 𝘄𝗿𝗶𝘁𝗲𝗿 → A short but strong closer with credentials and relevant clips. Pique the editors’ curiosity and show them why 𝘵𝘩𝘪𝘴 story is exactly what their readers have been looking for. Keep it clear, interesting, and something they'll want to say "yes" to. Don’t write a book, and don’t overthink it. (I know — easier said than done!) Would love to know what works for you. ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~ I'm Maggie, a registered nurse who helps brands like yours share health and medical personal finance information that readers can actually use. ✅ I make health content less confusing.  ✅ I make medical personal finance easy to understand.  ✅ I make words connect for your brand. Ready to become a trusted health voice? DM me!