What Does the Perfect PR Response Look Like? This Real Example Landed a Forbes Quote

Happy Wednesday!

I’m writing this, and then I’m pretty much off for the rest of the week. We’re heading to East Hampton for two months on Friday, and tomorrow I am absolutely devoting way too much time to getting my hair done. (Red hair is a lifestyle choice.)

If you didn’t know, I’m based in LA for the other ten months of the year. This is the seventh summer my husband and I have had a quasi-bicoastal lifestyle, and I feel very lucky. I grew up on the Upper East Side of Manhattan, as did he (literally just a few blocks away from me). I always wonder what my life would have been like if I’d stayed in New York, and getting back every summer for such a long stay lets me live the life I might have had. It’s very magical.

Best of all, my daughter gets to go to day camp, have a pool in the backyard (she’ll have one in LA at some point, but not now), and live just a three-minute drive from the beach.

All of that said, taking a long flight with a child and a puppy (even with a supportive husband) is nowhere near as fun as it sounds.

Thoughts and prayers, please.

Hello! I’m Amanda Lauren, and I write mostly about interior design, lifestyle, and parenting/kids for Forbes, Real Simple, and Yahoo, among other publications. But my opinions are mine. This Substack is a mix of industry insights and media opps.

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Can you please let me know ASAP if you will be getting answers to these questions? The deadline is tight, and I was assigned this morning. These are for such specific experts; there’s no need to pitch me your client. Just send over an email with a quick note.

Please use Substack + Article Title as your subject line.

Places Ticks Love to Hide in Your Yard, According to Pest Experts
Deadline: 6/29 at 9:00 am EST

Questions:

Where are ticks most likely to hide in a yard?

What yard conditions attract ticks?

How shade, moisture, overgrowth, and yard edges attract ticks?

How can you prevent ticks from being attracted to your yard?

Any other thoughts?

It’s Too Hot to Deep Clean—TK Things Cleaning Pros Always Prioritize Instead

Deadline: 6/29 at 9:00 am EST

Questions:

What do cleaning pros focus on when deep cleaning feels unrealistic in hot weather?

If it’s too hot for a full reset, what should you do instead?

What tasks make the biggest difference first?

How do you decide what to clean immediately versus what you should wait on?

Any other thoughts?

One of the biggest challenges in PR is formulating the perfect answer. Hot take: The perfect answer not only responds to a writer’s question but also showcases your expertise. This isn’t always easy to do.

So, when I received the perfect answer from a source for an article I wrote for Forbes, I asked if it was okay to write about it. She said yes.

I also want to note this person does not have a publicist, but rather she is friends with one I am very close to. I am not saying this to devalue publicists (NOT AT ALL, OBVIOUSLY I LOVE YOU), I’m saying this because if a publicist isn’t currently in your budget (I know there are founders who subscribe), that doens’t preclude you from getting publicity. said, a publicist makes it a million billion times easier, and PR is a service worth the money.

The article is called Why The Rich Are Choosing To Rent.

For your reference, this is a link to the article. https://www.forbes.com/sites/amandalauren/2026/06/18/why-the-rich-are-choosing-to-rent/

Here’s the TLDR according to Forbes’ AI: The traditional path to homeownership is evolving, with affluent Americans increasingly choosing to rent their primary residences. This shift is driven by several factors: the high cost of living in major cities makes homeownership less financially appealing, prompting high earners to invest their capital in income-generating properties instead. Flexibility is another key draw, as renting allows for easier relocation and adaptation in an uncertain world. The rise of luxury, condo-quality rentals also provides attractive options for those seeking premium amenities without the commitment of ownership. Ultimately, wealthy individuals are prioritizing liquidity and strategic investments, separating their living arrangements from their investment portfolios to maximize returns elsewhere.

Here’s my initial conversation with Anj Catalano of The Agency, which took place over text. To be candid, the publicist who introduced us is a close friend, and we text all day long most days.

Also, this is really the text, and it’s sort of disjointed because I was doing 100 things when I sent it.

Me: Hi. I’m working on an article for Forbes about why the rich are renting. In other words, there has been a trend towards renting your primary residence but owning investment properties that you wouldn’t necessarily live in. This could be due to the flexibility of renting, but really I’m looking for someone who has a high income but perhaps lives in a market like LA, SF, or NY where the cost of a home they’d want to live in is just so high, it makes more sense to rent. But perhaps they own a smaller home or condo that they rent out. Do you know someone who fits this description who can answer some questions over email?

Are you working with a lot of people like this?

Anj: Amanda, so great to meet you!

I don’t have a specific client I could connect you with right now, but this is honestly something I see all the time. A lot of the high earners I work with in LA are having exactly this conversation, especially when the home they actually want to live in is in the $2-5M range. At that point, the math gets complicated fast. Rates are so high that sometimes mortgages are over $20,000 a month!

Would it be useful to have me speak to it from the agent side? Happy to share what I’m seeing on the ground in LA.

So her initial response was honest (she didn’t have a client). But her knowledge and honesty made me realize she would be a great source. So at that point, I didn’t even care that she didn’t fit my description.

So, I asked to answer the following questions over email.

Can you elaborate a little bit about what you said in the text?

Also, are these clients who rent their primary homes also buying investment properties? Even just like a one-bedroom condo to rent out or Airbnb?

Any other thoughts?