From Contender to Champion: A PR Guide to 'The Lists'
It's much easier than you think. Plus an important life lesson from the Haida Nation.
Hi tribe!
I am back from Canada and my visit to Haida Gwaii was eye opening. Among many important lessons I learned from one of the oldest living civilizations in the world, was this one...
In a world often defined by the accumulation of personal wealth, the Haida Nation of Haida Gwaii (an archipelago off the northern coast of British Columbia dating 17,000 years) holds a deeply rooted philosophy that turns modern capitalism on its head: true prestige is not gained by what you have, but by what you give away.
Yes, the Haida chiefs believed that the more they have away, the more they received in prestige. Their tradition of potlatch created a dynamic and cyclical economy based on reciprocity. The act of giving away wealth created social bonds and obligations, ensuring that resources were constantly flowing throughout the community, rather than being concentrated in the hands of a few. It was the ultimate expression of the Haida principle of Yahguudang, or respect for all living things and the interconnectedness of life. It champions the idea that true wealth lies in strong, resilient communities where leadership is synonymous with generosity and a deep sense of responsibility for the collective good.
In today’s world, information is wealth. And I feel that by sharing valuable information (such as in this and other Substacks), we (writers) are also creating a sense of shared prosperity.
Do you agree?
So, let’s continue to share valuable insights, contacts, and open doors for each other. Tell me your goals, hopes and dreams, and I will tell you mine.
I truly value you being a part of my community, and for all that you do to lift each other!
Big thanks to Suzanne Girard of SGTC, Jordan Lambe of Maple Leaf Adventures, Hallie Sipma from Fairmont Vancouver Airport, and Destination BC for hosting me on this unique adventure.
Follow me on Instagram as I travel through Peru over the next few weeks.
My summer intern created this fun graphic to share my philosophy of travel. Check out my nonprofit, Go Eat Give to read my blog, book a trip, or make a donation.
How To Get Your Client on the “Lists”?
Many of you aspire to place your clients on the “World’s Best, Top places, Best hotels” lists. And each publication has one now. I am seeking pitches for many of them below. But before you hit SEND on that pitch, it may be helpful to know more about the back-end process from an insider.
If you read this, you will most definitely increase your chances of getting into the lists!
How does the process work?
Honestly, it is cumbersome and complicated.
Editors send us, journalists, pitch calls. We, in turn, send out a pitch call to our PR contacts (such as here). When you email us, we read through them, filter the ones we like, research further, and repackage it for the editors.
As a result, the editors receive hundreds and hundreds of pitches - some ask to fill out forms, so we do it one at a time.
Then a selection committee from the magazine reads through the pitches and narrows down by geography, interest, topic, etc.
The editor may reach back out to journalists for further clarity, and then us to PR with questions, and the chain of command goes down.
It may take another few weeks before we hear if the pitch was selected for inclusion, and a story is assigned to us.
Whew!
So what can you do on your part?
Do your homework
Make sure you first read the publication you are pitching for and familiarize yourself with the kind of stories they cover. Do some research to see who has been covered before, and what language did they use in the story.
Always, make sure to check if the place you are pitching about has not already been covered, at least not in the past 5 years. Doesn’t matter if they have a new airport, restaurant or a minor update.
Include this in your pitch
Folks, a press release is not a pitch. A one sentence: “Here’s my client. Would you like additional information?” is a waste of my time. If your destination has an “exploding hospitality sector, new flights, one iconic event, best family destination” that’s great, but not merely a lead on their own for a best destination story.
Fortunately, writing a good pitch as easy as answering the questions. Just respond to the asks - why now, what’s unique, new this year, makes it different, etc.
Also know the different between a place vs destination, as different publications have identifies (again, familiarize yourself first).
Including a catchy title other than “xyz for your consideration” is also helpful.
Basically, I should not have to shift through all the information in your email to find my lead.
And photos are unnecessary unless asked. Instead, you can offer quotes, references, stats, and newsy connections to strengthen your case.
Who should you pitch to?
At this point, you are subscribing to a few Substacks. You may have seen the same call for pitches come from different freelancers. Should you send in your pitch to all of them to maximize your chances? Umm, no!
Instead, send your super solid pitch to the journalist you have previously worked with and have a good relationship with.
And definitely do not pitch directly to an editor.
Timing your pitch
As I said in my last Substack, timing is very important, especially in this case. Pitching for a list that is not in process of being formulated will lead you nowhere. Coming too late to the game (see deadline below) and asking for extensions is beyond my control.
Invest early
That being said, there are things you can do year-round to better qualify for the BEST lists. Invite journalists you want to work with (you can see who has worked on a list you want to get into in the past) to your destination. I generally prioritize the places I am familiar with already when pitching.
You can always state new angles or soon to open places that the visiting journalist may not have seen yet. And you can invite them to come visit again once they open. But dangling a confirmed coverage stick is a turn off.
Build relationships
In many instances, I have pitched places I haven’t yet been to or familiar with, because I have good relationships with the PR and trust their sourcing. I know they will come through with my requests and that they will play fair. I have also worked with PR folks who gave me the finger (I mean figuratively) after being placed on World’s Best lists :(
Following up
Follow up on a pitch with a new update or angle, but not “Did you get my email? Have you had a chance to consider? Is there any other info you need?” We will let you know 100% if we do!
Also, don’t be pestering about when/ where will the story be published, as we cannot control much of it.
PR folks keep asking me to send them links and PDF’s of the story when it comes out. Most of us do that anyway, you don’t need to send another email reminder about it.
Instead, be a trusted resource. Be ready with quotes, photos, additional information, and fact checking. And know that even a consideration is not guaranteed coverage.
Post coverage etiquette
I talked about this extensively in my interview with Roland Alonzi as we had several of his clients included in TIME Best Places lists.
Make sure to send a thank you email to the journalist, a shout out in your newsletter, a social media mention, and their name included in your press releases.
Invite the journalist back on a no-expectations visit and have a long-term relationship for future stories.
It is important to remember that your clients may change, my outlets may change, but our relationship can stay intact :)
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Call for Pitches
If there is not a deadline mentioned, that means I am taking pitches ongoing. Do not email me to ask if I am still accepting (you will see the call outs here on Substack). Do not follow up on pitches either.
If you want to get your pitch considered, please take a moment to read my Substack on pitching tips before sending me your email.
Please always make sure that the publication has not already covered this story/ destination before.
Best Places To Go in 2026
CN Traveler is looking for pitches for their Best Places to Go in 2026 list. Can be any place size, from a neighborhood to a country, international or domestic.
Pitch should include the place name and 2 to 3 bullet points that include specific 2026 news pegs (openings, new flight routes, pop culture moments, visa changes, anniversaries, places disappearing/changing, an overwhelming sense of buzz, etc.). News pegs are essential. Should not be previously covered. Deadline June 27
Fodor's Go and No Lists 2026
This can be a town, park, site, lands, city, region, state or country. Why should this place be nominated? Must have a why now urgent or topical for 2025-2026. Deadline June 27
AAA print and digital
Broad range of travel inspiration, travel trends, road trips, money saving travel tips and destinations. Deadline July 7
Indian culinary products
The stories about founders of chai, spices and kulfi products have fared well in my monthly print dining column in Khabar Magazine. I am always looking for more stories of chefs, cookbook authors, product entrepreneurs in the South Asian (Indian) demography but only US based. No “authentic, elevated, inspired by grandma” cooking please!
New York/ New Jersey Events/ Openings
Not a call for pitch. I have a summer marketing and communications intern who would like to attend media events, create influencer campaigns, and learn more about the travel media industry. If you have any opportunities for budding writers, please let me know.
Buy a Book From an Author You Know!
I started writing ‘Beato Goes To’ children’s books to share stories about the kids I met in different countries who led unique lives. As seen through the eyes of my curious cat Beato these colorful picture books inspire kids to be curious, open minded and dream of traveling. They make great gifts at baby showers, birthdays and summer reading programs.
