Good morning!
Fair warning, I’m going to get a little technical today.
I’ve often chatted about a PR mailer tactic I absolutely love: Using opt-in forms before sending samples. As far as I’m concerned, it’s the most civilized thing to happen to media mailers since someone discovered tracking numbers.
If you haven’t seen this yet, here’s how it works:
Instead of saying, “We’re sending this out!” (or saying nothing at all) and surprise-dropping a box of mystery protein powder at my door while I’m on a press trip, you send a link.
I click it.
I confirm I want the sample.
I enter my current mailing info.
I select my shade/flavor/size.
I list dietary restrictions.
I reconfirm when I’ll actually be home.
Everyone wins!
It Eliminates The Guessing Game. Longterm PR friends know I started my career as a beauty writer, so for the first decade or so I was doing this thang, I was mostly getting beauty samples. There were no opt-in forms back then, and often brands would just send like EVERY SINGLE foundation shade when they had a launch — that’s obviously wasteful. But when they’d not do that, it’d often be the simply wrong foundation shade.
It’s not just the beauty game though. If it’s clothes, random mailings will often include a size medium when I am not, in fact, a size medium, spicy pork snacks when I do not actually eat pork, and so forth.
Here’s why an opt-in form would have worked great here: when you let media self-select flavors, shades, sizes, and restrictions, you’re not just being organized — you’re being respectful to them, your budget, your product supply, and so much more.
Lets help each other avoid waste, as well as awkward emails.
We all have sent and received these emails: “Hi! I received this surprise unexpected sample but unfortunately I can’t use this.”
Multiply that by dozens of journalists and suddenly you’ve burned through budget, shipping, product, and good will.
Opt-in forms confirm interest, confirm address, confirm availability, and confirm relevance. That’s not just efficient, it’s also strategic. Lets talk about that for a second.
Save your budget.
Shipping isn’t cheap. Product isn’t cheap. Messenger fees/Uber courier/however you are delivering, also not cheap.
Why send 100 samples blindly when 47 people actually want them or will be there to receive them? Opt-in forms turn “spray and pray” into “precise and purposeful.” Your bottom line will thank you.
It solves the “I Was Traveling” issue
You all know this about me: I travel often. If you send perishables and I’m not home, that’s not great for anyone involved.
An opt-in form allows media to say: “I’ll be away next week.” or “Please send after March 10.” or “Use this alternate address instead.”
You eliminate melted chocolate trauma, spoiled seafood guilt or that one panicked text that starts with, “Hi, quick question…”
Clean data
From a systems standpoint, this is such gold for you. Instead of pulling outdated addresses from a spreadsheet from 2022, you’re collecting fresh shipping info, confirmed preferences, updated roles/titles/beats/outlets,, actual interest. This is first-party data with consent. (We love that.)
How to get started
I’m not remotely tech-savvy. Trust me, this is easy. You can start with, Google Forms, Typeform, Jotform or Airtable forms.
They are so user friendly and will guide you the whole way. Be sure to include forms for name, outlet, shipping address, phone (for delivery issues), flavor/shade/size dropdowns, dietary restrictions, travel blackout dates, a confirmation checkbox (“Yes, I would like to receive this sample.”)
This is also good for if you have an array of samples available you want them to choose from.
Bonus points for a clear shipping window, tracking shared once sent, a deadline to opt in.
Super clean and simple!
Opt-in forms signal something bigger than logistics. In an industry that sometimes defaults to “more, louder, faster,” this is a quiet move toward smarter, more intentional media relations.
It makes you look polished. It feels like the difference between: “We’re sending this!” and “Would you like this?”
If you’re already doing this, great. Nothing says “we’re evolving” like asking first. And if we can all eliminate just one box of melted cheese from this world, I consider that progress.
Reminder: I’m hosting a completely free virtual town webinar for subscribers this Thursday July 23 at 2 PM ET/11 AM PT. If you’re interested in attending, reserve your spot right now by emailing me at alywalansky@gmail.com with subject line ALY’S SUBSCRIBER TOWN HALL WEBINAR EVENT— and reminder, paid subscribers get first in line so let me know if you are one when you respond, but after all interested are accommodated, I’ll open it up to everyone else (Hope to see many of you soon!)
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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!)
Job Leads
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.)
Book your consulting session!
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.
Be sure 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!)
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Limited-time deal on ad placement!
I’m offering a seasonal special on advertising in this newsletter. I’d love to place your sponsored posts and advertising in this Substack, which goes out to well over 10,000 media professionals every single day.
Note: I do limit advertising to only what would be of interest to my readers, but am open to both short paragraph blurbs and dedicated posts - if you are interested in chatting details and scheduling something, please email me at alywalansky@gmail.com today!
Tools of the Trade
July is holiday gift guide "high season,” and that makes right now the time to share new products and services with editors and writers of national publications for consideration of their popular December lists. The Recipe for Press Media Directory is a one-stop resource for everything you need to do just that. It's an essential and affordable database of relevant market editors and more in food, fashion, travel, business and lifestyle. Founded by former editor, Amy Flurry, the directory features emails, titles, active social media addresses, and a notes section with submission guidelines. It's created for people in the trenches by someone who knows how editors want to be pitched. 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.
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.
Newly published or freshly updated
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!)
Southern Living: I Tried Trader Joe’s New $2 Seasoning—And Now I’m Putting It On Everything
Forbes.com: 10 Delicious Cocktails To Enjoy On National Tequila Day
Forbes.com: 14 Delicious Ways To Enjoy Mac And Cheese
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
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.
Here’s what I’m working on:
Be sure to read the below list carefully. Many are stories I posted about yesterday, but some of yesterday's stories are no longer listed and a few new ones have been added since yesterday. This (below) is everything that is still a currently open opportunity as of today.
Please remember when pitching me: Email me at alywalansky@gmail.com - do NOT just hit reply on this newsletter, or there’s a good shot your email will be lost in the heap. Give your email a subject line that makes it clear which story you are pitching me for — it’ll help you in the long run.
Please consult my industry insights guides on submitting expert commentary, sending emails that will catch a journalist’s attention, how to craft pitches journalists will say ‘yes’ to, and the right and wrong way to submit photos, if you need any extra guidance before sending your pitches.
Before pitching: Please be sure to refer to my photo submission guidelines for help with photo submission best practices!
Yahoo Creators
I’m looking to round up gifts for Knicks fans who are all about the Knicks commemorative memorabilia. If you have anything you think may work, please pitch me!
I’m also loving for great ways to stay cool this summer - think cooling items for your apartment, cooling sheets, lightweight summer dresses/shoes, and so forth.
Believe it or not, I’m working on back-to-school (leaning more toward college/young adulthood than kids) gift roundups. Think return to dorm more than return to recess. Email if you have anything that may be a fit!
Dining Out NYC
I’m a contributor to Dining Out NYC (see a recent story I did for them on the Las Vegas influence on NYC’s culinary scene), and always open to pitches related to NYC dining trends, and openings, news, and so forth.
Apartment Therapy
I’m sourcing for product pitches and expert commentary related to thrifting wisdom, hosting and etiquette tips, methods/tips to save money at the grocery store, cozy, shoppable finds or things that can upgrade life in some way, reusable/greener swaps for your everyday home finds, low-tech heating/cooling tricks. If you have any pitches, send them my way!
Newsweek Readers’ Choice Awards
I have a few updates for the Newsweek’s Readers’ Choice Awards, of which (as a reminder!), I am on the expert panel of journalists who create nominations in a variety of lifestyle categories.
Currently, I’m working on nominees for a Where To Stay contest section The contests in this theme will be: Best Hotel Brand for Couples, Best Hotel Brand for Families, Best Hotel Brand for Business Travelers, Best Boutique Hotel Brand, Best Vacation Rental Site (i.e. online booking sites like AirBNB, Trivago, kayak, etc…). Rather than specific locations, we’re looking for the most trusted hotel brands you’ll always circle back to. As always, you don’t have to do any sort of submission guidelines or specifics, just make sure your client is on my radar and I’ll take it from there when submitting my nominations to the team. (Wrapping this one up this week!0
Forbes.com
It’s almost National Chicken Wing Day, National Oyster Day, and Hot & Spicy food day, and I’m looking for creative, interesting, delicious dishes and cocktails.
To pitch, please include:
Name of drink/dish
Restaurant/bar where it can be ordered (as well as city, state, URL)
description
quote from chef/bartender about dish (and name and title of person being quoted)
and LINK to image, with an identifying file name, and any appropriate photo credits included
(I know I give these guidelines over and over, but every day I get dozens of pitches that disregard them, so it bears repeating! <3)!
Email me at alywalansky@gmail.com asap please! All the same parameters will apply when emailing.
Thanks!
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