How Substack is Changing the Game for Publicists and Writers

You're literally reading one right now!

Could Substack be the key to more placements? Photo by Aneta Pawlik on Unsplash

Happy Tuesday!

I usually post media opps first, but I’m trying something a little different today. So, scroll down if you’re looking for my Real Simple opps.

If you’re new here, my name is Amanda Lauren, and I write about interior design, lifestyle, and parenting/kids for Forbes, Real Simple, and Today’s Parent among other publications. My newsletter is a mix of industry insights presented in a fun (and often humorous) way, plus updates on what I’m working on—so you can get your clients featured. Also, follow me on Instagram because I’m thirsty.

Lastly, I will be hosting a Zoom AMA for Paid Subscribers on March 31st. I will share more details next week because I am going to try and get a guest to join me (another Forbes writer) but I still have to figure this out.

How Substack is Changing the Game for Publicists and Writers

If there’s one platform truly revolutionizing the relationship between publicists and writers, it’s Substack. Yes, the very platform you’re reading right now. (So meta, I know) While much has been written about its funding and role as a publishing tool, I want to highlight how invaluable it has become for those looking to secure PR for themselves or their clients.

I used to feel this way about HARO (Help a Reporter Out). While Substack and HARO are very different, perhaps it’s fair to say that HARO walked so Substack could fly. (Except that HARO imploded on itself, but more on that in a minute.)

Substack Can Turn Parasocial Relationships Into Real Relationships

While there are many types of Substacks, I’m referring specifically to journalist and lifestyle writer Substacks here. The platform allows publicists—or anyone pitching—can get to know us and our interests beyond our beats. I promise you there is more to us than 12 Interior Design Trends No One Will Shut Up About This Year or 47 Cocktails Worth An Excruciating Hangover.

Lifestyle writers, in particular, are providing publicists with unprecedented access to their thought processes. Unlike HARO, which became a chaotic shitshow, Substack allows writers to be transparent while giving publicists the opportunity to engage more meaningfully.

Reading a journalist’s newsletter regularly provides a level of understanding about their niche and interests that no press list or database could match. This insight creates opportunities for publicists to craft pitches that actually align with what a writer is looking for—increasing the likelihood of securing coverage, all while getting to know who they are as people.

Why HARO Failed and What Substack Does Differently

At one point, HARO was the go-to resource, but it ultimately became unsustainable due to a flood of unqualified pitches. I shouldn’t shit on Cision, but they mismanaged the whole thing. Instead of ending it, they should have just implemented actual rules. The lack of control over submissions made it a frustrating experience for journalists. Do I sound bitter? Perhaps. Am I over it? Yes. Is this also a good reason to rant? Of course, it is!

And yes, I know they created Connectively, but I had an issue logging in. If I can’t do the most basic thing—like logging in—I’m not really interested in learning more. Is anyone actually using this platform? Please let me know in the comments.

Substack is different because it fosters real connections through long-term engagement, not just quick hits.

$$$

Another game-changing aspect of Substack is its ability to provide writers with cold hard cash. It’s no secret that journalists are often underpaid. I’m not personally complaining (I’m very lucky!), but it’s fair to say that no one in this industry will turn down more money. Substack changes this by allowing journalists to earn directly from their work.

Why Publicists Should Invest in Substack Subscriptions

For publicists, subscribing to Substack newsletters is an investment that pays off. The industry insights alone are invaluable, providing a real-time understanding of media trends and journalist preferences.

Additionally, some writers offer coaching sessions or Zoom calls, giving publicists opportunities to form relationships they wouldn’t otherwise have. Whether it’s AMAs on Zoom or simply getting the green light to pitch in person—it’s a huge advantage.

I also personally try to read every email from paid subscribers. I can’t promise placement (that wouldn’t be ethical), but I can promise to consider it. So, let me know in the subject line if you’re a paid subscriber when you pitch me.

And here’s an added bonus—Substack subscriptions are tax-deductible for publicists, making them an even smarter investment. If you’re not allocating that money toward advancing your career, it’s just going to the government anyway.

A quick note: If you’re studying communications or PR in college, or you’re an intern, I’m more than happy to give you free access to my premium posts and Zoom sessions. Just email me!

The Advantage of Early Adoption

Right now, not every publicist is on Substack, which means those who engage with the platform have a competitive edge. Those who regularly read and interact with newsletters are securing placements at top-tier publications—while others are missing out simply because they aren’t utilizing this resource.

For freelance writers, starting a Substack is equally game-changing. It provides a way to monetize their work while streamlining the pitching process. Instead of individually reaching out to multiple publicists for a story (which can be a time-sucking part of the job), a journalist can post opportunities on their Substack and receive targeted and relevant responses.

Final Thoughts

Substack has transformed how writers and publicists connect, offering a more efficient, transparent, and mutually beneficial relationship.

• If you’re a writer, starting a Substack could be a game-changer for your career.

• If you’re a publicist, subscribing to the right newsletters could unlock media opportunities you wouldn’t otherwise know about.

A subscription truly pays for itself.

Real Simple Opps

Can I have all of these by 3/25 at 8:00 AM PST?

Use "Substack + [Article Title]" as the subject line. PLEASE DON’T PITCH YOUR CLIENTS—JUST HAVE THEM SHARE THEIR ANSWERS, PLEASE.

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