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Happy first Monday of August. If you’ve noticed your inbox has been feeling kinda different, I promise you’re actually not imagining it.

Based on all the OOOs in my inbox (and my group texts with friends), a lot of people are on vacation right now. And of the people not on vacation, a lot are working remotely from a beach or pool or summer rental with questionable internet. Basically, it feels like no one is around.

August for sure has its own operating system, and I’m honestly pretty OK with that. I don’t think we should pretend everyone is operating at full capacity this month. They aren’t. I kind of love that living in NYC, this is the month no one is around and there’s no traffic or difficulty getting reservations.

It’s truly an amazing time, despite the oppressive heat and humidity and streets that smell like a mix of sweat, urine, and festering garbage. But life is happening, and people are trying to squeeze in the last little bit of summer before pumpkin spice takes over the world, whether we asked it to or not.

I always try to give people grace. But with the caveat that grace doesn’t replace planning.

Case in point: On Friday, a giant box full of cheese showed up at my apartment. Yay? Well, normally, yay. But wait a second, there’s more. It arrived at my home. To my apartment where I live in a tiny walkup studio with a pretty small freezer. Do I love cheese? Yes. Was this box expected in any way? Kind of barely but not really.

I eventually traced it back to an email conversation from three weeks earlier, where I had been told a few samples would be coming—and that tracking information would follow. I assumed said tracking number would pre-date said cheese’s arrival (since that’s why we track, no?) and said cheese would arrive…when I was still working on the story I was working on three weeks ago. (In the life of a journalist, three weeks is essentially measured in dog years.)

The tracking never came. The story was long finished. But the cheese is now here!

😂😂😂

Luckily, I happened to be home. But it’s August. Again, a lot of people aren’t. I often am not on a Friday morning. Or the weekends at all. That cheese ran a strong chance of hanging out in the street or a building lobby for days. It wouldn’t have survived. And when my neighbors got wind (literally) of said cheese, I may not have either.

You can’t assume someone is sitting at home waiting for a box of dairy products. For three weeks. With no tracking number or even ballpark day or week or month it’s arriving.

Especially not when it’s 92 degrees and as humid as a rainforest outside.

August is its own beast, and we should give it grace, but we should also plan for it. Planning looks like giving extra lead time, actually sending tracking numbers, confirming someone is around before shipping perishables, recognizing response times may be slower, and following up thoughtfully instead of assuming disinterest.

But it also means recognizing when timing is non-negotiable.

It’s a time when people are starting to work on holiday gift guides, and we all have embargoes to honor and story deadlines. I’m writing this week about three different restaurant openings, covering a few fun seasonal food products, wrapping up back-to-school, and also starting to dip my toes into holiday content (first Halloween, and then holiday-holiday!).

Those clocks don’t pause because it’s beach season. Summer explains delays. It doesn’t erase calendars.

Summer changes people’s schedules, but doesn’t change physics. Not that I’m a scientist or anything, but ice cream still melts, cheese still gets warm. Holiday deadlines still arrive. Thanksgiving somehow still manages to happen in November every single year.

August is the month where flexibility matters most. Ironically, it’s also the month where planning matters most.

So if you’re sending pitches this month, build in a little more grace. Expect a few more out-of-office replies. Give people a little breathing room. But if you’re sending samples, especially perishable ones? Tell people they’re coming. Send the tracking number you promised. Give them a fighting chance to actually receive them while they are still safe to eat and edible. We have enough problems with lettuce right now. Don’t take away our cheese.

Because while August brain is absolutely real: Melted cheese is forever.

Great intentions still need great logistics. That doesn’t just apply to cheese, but everything from pitches to exclusives to invitations and press trips and mailers.

Sometimes the biggest communication improvements don’t come from writing a better pitch. They come from making fewer assumptions.

The idea was good. The execution needed one more email.

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Upcoming travel: I’ll be in Dallas for a few days in October. If you want to try to meet up for a drink or coffee or have a client you are hoping I can check out (or general recommendations) - drop me a line! (Note: Thanks so much but where I’m staying is all set!) I’ll also BRIEFLY be in Fort Lauderdale in November (just for about 24 hours!), KYP when I know more!

My fab friends at KLG PR are looking ofr a Senior Account Executive who is truly passionate about PR and the world of spirits. View job details here and be sure to tell them you heard about the job lead in Aly Walansky’s newsletter!

Work with some of my dearest of dear friends! BrandBomb PR is hiring a full-time PR Coordinator to join their award-winning agency. If you’re ready to gain hands-on experience pitching local and national media, supporting red carpet events and working with an exciting mix of clients across hospitality, entertainment, healthcare, lifestyle and more, they’d love to hear from you. Candidates must have 1-2 years of PR experience and either live in Las Vegas or be willing to relocate. (Side note: I love these ladies so much and anyone who work with them will have a THRILLING experience.)

I still have some space available the remainder of 2026!

I can join your team on Zoom, a phone call, or in-person and do a team Q&A and answer any of your questions about planning events, mailers, trips, pitching, followups, etc — giving you a very necessary media perspective. Email me at alywalansky@gmail.com if you are interested in chatting more and setting something up :)

We can switch it up in any way you or your team needs. While most of my calls do end up being virtual, I just did one where we did our session over a martini lunch! I’m available for whatever your team prefers. Lets chat.

Take a second to follow me on the Yahoo Creators platform. I’m writing a wide range of lifestyles topics: check out my author profile to see some of my most recent pieces! (This is updated daily - usually multiple times daily - so you’ll want to keep checking it out for new content!) — and there’s lots of gift guides published there, too!

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The Recipe for Press Media Directory is an essential and affordable database that targets the right magazine editors and freelance writers for pitching products and projects in food, fashion, interiors, travel, business and lifestyle. Created by former editor, Amy Flurry, the directory features emails, titles, active social media addresses, and a notes section with submission guidelines for each contact. This is why leading publicists, editors, and entrepreneurs across the country, including me, widely use and recommend it! Annual subscription price is just $195 and absolutely packed with value. Another perk of the subscription: you receive a Pitch Tip newsletter once a month highlighting the updates and newly added editors and serves as a reminder of the movement and shifts happening in the industry. This is PR gold for publicists!

I partnered with Pitchcraft to be able to share a special offer just for my readers: Use code ALY200: new users will get $200 off their first month of the monthly PR Membership or code ALY400: This one offers new users $400 off their first year of the annual PR Membership. This is a great network to join because it’s a community of both PR professionals and journalists working together to find better ways to work together and share opportunities, and you know how much I believe in all of that

Exciting news from our friend Sarah Karger (who you’ve seen as the star expert panelist for several of our gift guide pitching workshops!) - she launched her new course, Affiliate Marketing & Performance-Based PR for Publicists - It’s built specifically to help PR pros and agencies add affiliate management as a core capability, something we all know is completely essential in today’s media landscape.

Since people are often asking about the status of stories from a while ago, and I only share stories in this newsletter that were published or updated in the current week, I have created a list of my author pages at various publications to which I contribute. Bookmark it and make your life a bit easier.

Yahoo Creators: Check out my author profile (I have several new stories a day across the lifestyles umbrella, so that’s the best way to stay updated!)
Yahoo: These 23 summer essentials help me to keep cool and comfortable during seasonal heat waves
Yahoo: Headed to college this year? The 20 most crucial back-to-school dorm essentials
Southern Living: I Tried Trader Joe’s New $2 Seasoning—And Now I’m Putting It On Everything
Forbes.com: 25 Delicious Ways To Enjoy Oysters While Celebrating National Oyster Day
Yahoo: A legendary Nashville hotel just opened up the city’s first music-inspired spa, and I’m obsessed.
Forbes.com: 11 Delicious Ways To Enjoy Chicken Wings
Forbes.com: 30 Delectable Ways To Appreciate Caviar
Southern Living: 5 Store-Bought Salad Dressings Chefs Always Keep In Their Kitchens
Travel & Leisure: I’m a Frequent Business Traveler, and I Found 6 Comfy Airplane Outfits That Still Look Put Together—From $8
Apartment Therapy:The 18 Best Prime Day Travel Deals, Vetted by Pro Travelers (Starting at $8!)
Travel & Leisure: This Plane Seat Cushion Is My Secret to Arriving at Destinations Pain-free
Food Network: 25 Little Treats You Can Score for Free on Your Birthday
Travel & Leisure: I Travel for Work, and These Are the 5 Genius Hacks That Save Me From Luggage Messes and Spills—From $4
Travel & Leisure: I’ve Been Solo Traveling for 25 Years—12 Mistakes That Cause the Biggest Headaches, and How to Prevent Them
Forbes.com: 20 Great Variations On The Classic Martini
Southern Living: I Tried Trader Joe’s New Marinated Mozzarella Balls—Now I’m Using Them In Nearly Every Meal
Southern Living: I’m A Travel Writer, And This Cruise Hack Gets Me An Empty Pool, No Buffet Lines, And A Better Vacation
Southern Living: I’ve Tried Every Way To Bake A Potato—This 1 Wins Every Time
Travel & Leisure: Frequent Fliers Say This Genius Hack Makes It Feel Like They’ve Upgraded Their Seat—and It’s Only $35
Travel & Leisure: I’m a Frequent Solo Traveler, and This Genius Safety Device Gives Me Peace of Mind in Every Airbnb
Yahoo: The best cooling fans of 2026, tested and reviewed
Southern Living: I’m A Travel Writer, And My Friends And I Are Obsessed With This App For Tracking Each Other’s Flights
Travel & Leisure: I Fly Around the Country for Work, and This Roomy Tote Is My No. 1 Airport Essential for Looking Put Together.
Travel & Leisure: I’m a Solo Traveler of 25 Years, and These Are the 18 Products I Swear By for Personal Safety in 2026
Travel & Leisure: Traveling Alone Can Be Expensive—Here Are 15 Budget-friendly Hacks That Save Me Money
Southern Living: The One-Pan Cheesy Meal I Make Whenever I'm Too Tired To Cook

If you or your client are featured in any of these stories, I super appreciate any social media shares! Please remember to tag @alywalansky and the outlet.

Monday: Your August strategy needs an August calendar

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