Episode #37: Sorry to the PR's Who Haven't Heard Back from Rachel Moss
“I don’t just want to be repeating words out of a horse’s mouth from a brand. I always want to go to someone independent to make sure we aren’t doing a story that isn’t just free advertising. It’s a piece that readers can really trust and learn something from.
-Rachel Moss, on sourcing experts for health stories
Health reporters, especially in the time of COVID, need to make sure they get it right. This goes into the stories they choose to tell, how they frame it, and whom they enlist to help tell the story. With the standards so high, this is likely to scare some publicists away. Never fear, listeners, because our guest today breaks down a story that stemmed from a health product pitch (pre-launch!) from a startup founder. From it, you’ll walk away confidently able to pitch your own health stories, should the need arrive in your career.
In this episode you’ll learn…
How a health reporter qualifies experts, products and story ideas
What a reporter who’s pressed for time needs in a story pitch
Why generosity, boldness, and confidence will take you far as a publicist
Our guest is:
Rachel Moss is a reporter at HuffPost UK, heading up women's health, covering topics such as the NHS IVF postcode lottery, the provision of abortion care and the impact of Covid-19 on maternity and postnatal services. She runs HuffPost's Covid-Free Zone, a new section offering respite during the pandemic, and is also the co-host of Am I Making You Uncomfortable? a weekly podcast on women's health, bodies and private lives.
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Show Notes:
:00 — Britt announces the end of season 3.
:35 — Britt introduces our guest.
1:15 — Rachel gives a summary of a story that stemmed from a PR pitch.
2:26 — Britt asks what stood out about the pitch.
5:39 — Britt asks what the collaboration process was like.
6:56 — Jackie asks about timeline.
8:50 — Britt asks if photos are helpful.
10:13 — Britt asks how Rachel qualifies experts for her stories.
12:34 — Jackie asks how startups should approach working with Rachel.
16:00 — Jackie asks what Rachel needs from a publicist regarding expert information.
18:30 — Jackie asks if Rachel gets a lot of pitches about COVID-19.
20:56 — Britt asks how Rachel sources her story ideas.
27:10 — Britt asks Rachel to give a PR shoutout. Rachel gives a shoutout to PR’s—Olivia Marshall, Carrie Edens, Ruth Barrett, Serena Chandre; and organizations— Mind and Samaritans.
31:30 — Jackie asks Rachel for final tips for publicists looking to become better collaborators.
Stories We Talked About:
Connect with Rachel Moss
Connect with Jackie & Britt
