Episode #12: How to be a Helpful Human with Susan Johnston Taylor
“I might get 40 or 50 responses and I obviously can’t use all of them in one story. So, if I’m writing on a related topic [...] I’ll often go back into the responses I got into the previous query and look for other experts.”
- Susan Johnston Taylor on how she uses HARO
In this episode, we talk with freelance journalist, Susan Johnston Taylor about some real-life examples of when PR’s have exceeded her expectations and, well.. when they haven’t! We discuss what it takes to maintain a relationship with a freelance journalist (vs. a staff writer), but there are takeaways that may be implemented across the board, no matter whom you're reaching out to.
In this episode, you’ll learn...
How a real-life cold pitch resulted in coverage
How to take your HARO pitching to the next level
What keeps a journalist going back to the same sources
Our guest is:
Susan Johnston Taylor, a freelance journalist and children’s book author with bylines in Startup Nation, US News, Fast Company and so many more, great publications.
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Timestamps
:20 -- Britt introduces our guest.
1:00 -- Susan Johnston Taylor shares a story she wrote for Startup Nation that started with a PR pitch.
3:05 -- Susan shares the exact subject line that drew in her attention. Jackie asks how many paragraphs are in the pitch.
4:36 -- She mentioned other elements of the pitch as well as whether or not she reads the books that book publicists pitch.
5:26 -- Britt asks what amount of Susan’s work stems from PR’s she has pre-existing relationships vs. PR’s who send cold pitches.
6:05 -- Jackie asks if she welcomes cold pitch “intro’s” where a PR simply intros the experts they represent.
6:42 -- Jackie asks what other ways PR’s can build relationships with Susan. (Spoiler: She uses the #journorequest hashtag!)
8:00 -- Britt asks Susan if she uses HARO-- she does! She sheds light on the unique way she gathers sources for future stories as well as some useful tips PR’s can start implementing now.
9:20 -- Susan gives some very specific advice regarding sending files (like press kits and photos).
12:26 -- Britt asks if she likes PR’s to offer an interview first, or does she prefer to be the person to ask first. Susan mentions the importance of including preferred pronouns in the pitch.
14:00 -- Jackie asks Susan what the PR’s should consider in working with a freelance writer versus a staff writer.
15:00 -- Susan talks about how she usually doesn’t know when a story will run.
16:00 -- Susan says she prefers PR's to be willing to be a source for both large and small publications. (Plug: listen to Rand’s episode to learn the value of working with smaller publications!)
18:33 -- Britt asks if Susan categorizes the outlet as “anonymous.” The answer is yes, and Susan shares why.
19:34 -- Britt asks Susan what the impact of COVID-19 has been on Susan’s day-to-day.
21:30 -- Britt asks if most of her stories have tie-ins to COVID-19.
22:22 -- Britt asks Susan to share tips for PR’s pitching COVID-19 stories. Susan says the bar has been set higher-- no generic pitches, please!
23:38 -- Britt asks Susan to share what a real collaborative PR-journalist relationship looks like.
Things we mention
Connect with Susan
Connect with Jackie & Britt
