How I bypassed PR To Land This Story in TIME Magazine
Questioning why we do what we do + Need pitches for fun stories I am working on.
Sucheta Rawal is a South Asian travel writer, columnist, author and speaker. She is a 3 time TEDx speaker and author of 5 'Beato Goes To' children's books. She has personally traveled to over 120 countries across 7 continents and speaks about her experiences from her firsthand perspective. She also founded the non-profit, Go Eat Give, to raise awareness of different cultures through travel, food and community service.
Hi there! February was a fun month. I took a lot of time off from work and treated myself to a wellness retreat at SoHum in Asheville, a head spa at my favorite salon in Tokyo, and an anniversary trip to Italy. I am trying to work less, be more strategic, build better relationships, and give back.
As I was combatting jet lag while pressuring myself to respond to editor’s request for pitches, I took a moment to remind myself that the checklist will always be there, and I don’t need to prove anything to anyone, including myself. There will always be more work, but you take the time to give yourself a pat on the back and celebrate your accomplishments?
So, I did not email my NatGeo editor. Instead, I took pride in my two TIME Magazine stories, which took a lot of time and effort to publish. This is my 9th contribution to the magazine and this time around, I had a completely new experience with how this pitch came to publish.
I did not work with any PR
Now thats not by choice. This particular hotel owner, Dr. Mati (as her staff addresses her) from Zimbabwe was introduced to me by a mutual friend when she was visiting Atlanta. I took her out for lunch and we chatted for almost three hours! This lady had so much enthusiasm about what she was doing and a strong drive to be successful. She had experienced discrimination, sexism, ageism, and she was outspoken about it. I was very impressed by her story of how, after retiring from a corporate leadership position in tourism, she got a PhD degree, and she took a big loan and started her own boutique hotel in Victoria Falls, Zimbabwe. But she could not afford to hire a PR company, so she herself was going around the U.S. to meet travel agents. At the point, there were no travel stories published about her.
I knew I wanted to visit the property and experience it first hand, but because of her tight budget, she really hesitated to host me. And it was beautiful! Very artistically decorated, sustainable constructed, surrounded by nature, and backing up to the forest and the famous Victoria Falls. I had a comfortable stay in one of the suites that truly represented the African art and hospitality.
After my visit, I pitches the story to a few places, but did not land a commission. I also introduced her to other editors and journalists, who did write about her. Then I submitted her for TIME World’s Greatest Places of 2025 and they accepted my pitch! I don’t think Dr. Mati believed me when I mentioned to her that they were considering. I called her almost daily, at odd times of the day, to get additional quotes and sources, fact checking four and five times as the TIME editorial team demanded. One of her sources got so annoyed by me, she asked me to take her off the story!
In my experience of working with African businesses, it is not easy to reach them, let alone get timely information. Some of the government officials never responded to my inquiries. But Dr. Mati took it on herself to get my queries answered with urgency, so that her chance of being included in this esteemed list are not jeopardized. This was certainly not the easiest piece I have worked on as a required a lot more time commitment, but it is one of the pieces I am most proud of. And that is because I am able to make a direct impact on someone business. Someone I know personally, who is championing Black African women to rise up as entrepreneurs and support each other.
Congratulations to Mbano Manor for being included featured in the TIME Best Places 2025 list!
What PR folks can learn from this is the ability of business owners to be able to tell their own story, which is often more meaningful and impactful than the press releases that I often receive. I encourage you all to spend half a day with your clients, maybe stay overnight at a hotel you represent, talk to all the staff members, ask the chefs why they cook the way they cook. And then come up with heartfelt and never-been-told story ideas.
Making an impact with everything you do
The mid-life birthday made me question why I do what I do, why I work so hard for little money, and what is the big story of my life? And I realized the ONLY reason of my existence as journalist, speaker, author or even a friend, is making a positive impact.
In the last one week, I was told by my neighbor that he followed my advise and got to see the best northern lights in Alaska; a mom said her daughter watched a documentary about me and was so impacted, she is going to be a travel writer; a parent said their kid is more curious about the world after reading my book and is asking for all “Beato Goes To” books; a friend who has been inspired by my career transition from finance to travel herself took a virtual teaching job and is traveling on her own around the world; and the first African female luxury boutique hotel owner in Victoria Falls is known by the world.
It’s time for a drink :)
I spoke to Paradise Advertising and Consulting about current media landscapes and predictions for journalism. Read it here…
On her podcast - Media in Minutes, Angela Tuell and I talked about how I became a travel writer and what I love to write about. Read or listen here…
If you are interested in organizing such informative panels, learning sessions, and masterclasses for your organization, please contact me.
Book an In-Person or Virtual Masterclass For Your Team
Recently Published:
World’s Greatest Place of 2025 - Mbano Manor - TIME Magazine
World’s Greatest Place of 2025 - Georgia Safari Conservatory Park - TIME Magazine
American Classics in Desi Flavors - Khabar Magazine (Print)
Accepting Reservations at Atlanta Airport - Georgia Trend Magazine
Entrepreneurs That Give a Damn - Good Grit Magazine (Print)
A Space to Eat and Heal - Good Grit Magazine (Print)
Osteria Olio Takes You To Italy - Georgia Trend Magazine (Print)
Is Your Turmeric Actually Benefitting Your Health? - HuffPost
Georgia’s Best Trips of 2025 - Explore Georgia (Print)
The World’s Best River Cruises - AAA
Call for Pitches
I am looking for unique and new story ideas on the following topics. Most of these are already assigned by my editors, and if you have a strong relevant pitch, I can likely use it.
Please take a moment to read my Substack on pitching tips before sending me your email.
Unspoken rules to dressing the part in business class. Got any tips, products, etiquettes or personal stories you want to share? Deadline: ASAP
What’s new in South Africa in 2025 and tips for first time visitors.
What should you pack in your carry-on? Travel tips, products, etc. would love to hear about new and innovative strategies that help save space, reduce stress.
Fodor’s world’s finest hotels for 2026. PR folks who have hosted me for a stay can also nominate themselves by clicking here.
For my monthly column in Khabar Magazine - South Asian (Indian) food trends, culinary products, recipe books, and human centric stories (in US only). No “authentic, elevated, inspired by grandma” cooking please!
For my monthly column in Georgia Trend Magazine, I am always looking for stellar restaurants (must be able to host), culinary festivals, products, trends, and human interest stories from around the state. Please read my past stories to get an idea.
Travel Assistance Needed. I am heading to Hawaii (Maui and Kauai) in March, Cape Town in April, Las Vegas in May, The Philippines in Dec, and open to media hosted stays, meals, tours, etc.
Happy Holi! Learn About Different Cultures of The World With Beato
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.