Reading · Sucheta’s Media Substack

It has been a busy past few days taking care of a sick cat, Beato, and myself while trying to meet deadlines. If I haven’t responded to all your emails, it’s not because of a lack of interest; it’s because there is a bit of stress and uncertainty in my life right now. The good thing is that my lovely neighbor has offered to give my cat IVs, and I may have found a reliable sitter after all. Still, it’s hard to plan trips knowing his situation changes from day to day.

Now on to getting work done…

I love a good hunt when I travel. Wandering through a backstreet market in Marrakech, tracking down a grandmother making the best mezcal in Oaxaca, or following the scent of fresh bread in a Maltese village—that’s the kind of goose chase I signed up for.

But lately, I’ve found myself on a different kind of chase. The kind that starts in my inbox.

Like the time a destination asked me to call every restaurant in the city to find out their Halloween specials. Or when I was sent a link to a tourism website and told to “browse and see what interests you.” Or—my personal favorite—a PR firm representing an entire country that suggested I research new hotel openings on my own and reach out to each property individually… while I was already on a hosted press trip.

At that point, I’m not sure who is hosting whom.

Let me be clear: this isn’t a rant. It’s a reminder—from someone who deeply values the role of PR in our industry.

Because when PR works well, it is magic.

Hiking in Cabo with my husband earlier this month.

⸻

The real value of PR (and why we need you)

As travel writers, we don’t just need information—we need insight. We need context, nuance, and access. We rely on PR professionals to:

Know what’s happening before it hits the website
Connect us with people, not just places
Surface stories that haven’t already been told ten times over
Open doors we didn’t even know existed

Anyone can Google “things to do in [destination].” That’s not where meaningful stories come from.

The best stories come from conversations like:

“Hey, there’s a chef quietly reviving a 200-year-old recipe—you should meet her.”

Or, “This hotel hasn’t announced it yet, but they’re launching a sustainability program next month.”

Or even, “Everyone goes here—but this is where the locals actually eat.”

That’s the difference between a generic roundup and a story that sticks.

I knew nothing about this chef in Lexington, but an original pitch from Macey Davis at Quinn PR led me to the destination and to write many stories.

⸻

Stories need characters, not just checklists

Here’s what’s changed—and what matters more than ever.

Editors aren’t just looking for “where to go” anymore. They want who to meet. They want stories anchored in people's voices with perspective, tension, humor, and even contradiction.

Character-driven storytelling is what separates a piece that gets skimmed from one that gets remembered.

And this is where PR can truly elevate a story.

Instead of sending a list of names and titles, go one step further:

Who is the person behind the place?
What do they believe in?
What are they opinionated about?
What are they building, preserving, or challenging?

Talk to them first. Ask better questions. Listen for the details that don’t make it to the website—the quirks, the convictions, the stories they don’t tell everyone.

Then bring that to the journalist.

Not just: “Here’s the chef.”

But: “She walked away from a corporate career to revive her grandmother’s recipes—and she has strong opinions about how tourism is changing her town.”

Now I’m interested.

Because now I’m not just visiting a destination. I’m stepping into a narrative.

Here’s another example of how I wrote a narrative about visiting Zuni Pueblo in New Mexico with the help of publicist Boone Clemmons at Bandwagon. Boone arranged a private visit to the pueblo when it was closed to the public and met with key entrepreneurs who had never been written about.

⸻

A gentle reality check

When journalists are asked to do foundational research that PR already has access to, something gets lost. Not just time—but opportunity.

Because instead of digging deeper into a story, we’re stuck building it from scratch.

Instead of interviewing a compelling source, we’re chasing down contact details.

Instead of crafting something original, we’re piecing together what’s already publicly available.

And by the time we get there? Chances are, the story has already been told.

⸻

How to actually spark a journalist’s interest

This is the part I wish more people talked about.

If you want a journalist to lean in, don’t start with logistics. Start with intrigue.

Lead with:

A surprising angle (“No one talks about this neighborhood—but it’s where the real cultural shift is happening.”)
A compelling character (see above 👆)
A timely hook (What’s changing right now?)
A sense of access (“We can get you into…” / “We can introduce you to…”)

Make it feel like a story waiting to unfold—not an assignment waiting to be filled.

Because the truth is, most of us are juggling dozens of pitches at any given time. The ones that stand out are the ones that feel alive from the very first email.

⸻

What great PR looks like today

The PR professionals I keep going back to—the ones I trust and enjoy working with—do a few things exceptionally well:

They stay curious about their own destination.

They regularly talk to locals, chefs, guides, and entrepreneurs.

They anticipate what might become a story before it does.

They connect the dots for us—so we can go further, not just faster.

Most importantly, they collaborate.

Because the best outcomes don’t come from handing over a list of links. They come from a shared goal: telling a story that matters.

Here’s the exact story that PR Analia Brasche from Ketchum pitched me for a press trip invitation, where we experienced exactly what was promised, and I turned it around for a publication within a month.

⸻

Let’s build better stories, together

Travel writing is not a solo sport. It’s a partnership.

When PR and media are aligned, we create stories that feel alive—stories that inspire travel, shift perceptions, and support local communities.

When we’re disconnected, we end up… well, chasing geese.

So here’s my ask:

Before you hit send on that next email, ask yourself—what’s the story behind this? And how can I help a writer tell it better?

⸻

❤️ I’d love to hear from you:

What’s the furthest you’ve gone to land an exclusive story? Did you track down a source no one else could find? Follow a tip into something unexpected? Or, if you’re in PR—when did you go above and beyond to create access? Reply and share—I might feature a few of your stories in the next issue.

⸻

If this resonated, hit the ❤️ button or share it with a colleague. It helps more than you know—and keeps this conversation going.

Trip Assistance:

I am looking for hotels and resorts willing to host media in Sardinia and India.

Sorry, no confirmed coverage can be guaranteed. Please review my portfolio and make a call if this is partnerhsip you would like to invest in.

Call for Pitches:

Always open to pitches as long as they are relevant. Please take a moment to read my Substack post about what I cover and the kinds of stories I would like to be pitched. Please don’t follow up asking for deadlines, outlets, etc. I will reach out with details if your pitch is a good fit.

Most award-winning wineries in GA. What’s their connection to the terroir?
Food, travel, and lifestyle product reviews. Especially if they are revolutionary or have a strong narrative of the founder or purpose. Send me samples!
South-Asian inspired snack foods. Must be available for sale in the US, online or in-stores.
Best Indian cookbooks. New Indian cookbooks from around the world. Must have an original concept and the author must be willing to contribute a recipe.
Women owned coffee shops in the South. Give me the full scoop about their purpose and mission.
For Georgia Trend Magazine: GA-based culinary trends, new restaurant/ business openings, festivals, products, and human interest stories in the food and drink space. Rolling deadlines

Safari, Southern Style: A Wildly Luxurious Escape Outside Atlanta - Social Atlanta

Is ‘Pasture-Raised’ Chicken Worth The Price? Here’s The Truth - HuffPost

Where Kaapi Meets Community - Khabar Magazine (Print)

Trailblazing Indy - AAA The Extra Mile (Print)

Greenland Travel Guide: What Has Changed in 12 Years - Go Eat Give

Huajiang Grand Canyon Bridge in Guizhou, China - TIME Magazine

Tinajani, Peru - TIME Magazine

Sorting the Chicken Aisle - Georgia Trend Magazine

10 Airport Perks That Will Make You Wish for a Longer Layover - Fodor’s Travel

Stop Sending Me on a Goose Chase 🪿

Comments