You Landed a Story for Your Client, What Next?
Harness the established relationships to build a successful long-term PR career.
Last week I enjoyed the success of my recently published stories on TIME, worked on my columns, and spent some time with friends and colleagues at The Atlanta Press Club. It was also fun being a tourist in my own city, taking a Seoul of the South Food Tour of Korean restaurants and a relaxing evening at a Korean sauna in Gwinnett County (ATL suburbs)!
I have done a lot of writing for Explore Gwinnett magazine and they made me feel so special on this day, pampering me with gifts (one of them being beautiful chopsticks), private tour, and massages for both me and husband (they even included tips).
I know that freelance travel writing is a thankless job. We exurb our creative minds to concept ideas, chase stories and sources, craft pitches, land assignments, deliver, publish - and it’s all over! Proudly, we share links to our work on our social media and send an email to those mentioned.
But do we get the same love back?
Believe it or not, I have had PR folks that never bothered to respond, let alone thank me after a story comes out. Some say “Thats nice, but where else will you be pitching this?” Other’s thank and pitch me another story in the same breath. And when I ask to visit just after publishing in a major international publication, they want confirmed coverage!
Once the story is out, PR folks start sending out press releases announcing to the world that their destination landed on such and such publication. They want more write-ups, more publicity, more new writers to come on press trips. They celebrate their success with their clients, perhaps even renegotiating contracts. But no one is talking about the writer who did most of the work :(
Here’s what some of my peers have to say…
How To Appreciate Writers Once They Publish a Story About Your Business or Client
“As we often get PR emails requesting coverage, or at times pointing out errors or fixes needed, it really makes my day when someone takes the time to thank me for my work.” – Michele Herrmann
“So many PRs don't even bother to say thanks. Sharing a link to the article on Linked In or other social media and tagging me would be great too!” - Malika Bowling
“I usually just get a nice note full of exclamation points about how much they love it and that’s enough for me! I have a folder called “good emails” where I save them if I need a pick me up” - Tamara Elliott
“Usually it’s a thankless job. I would say a nice THANK YOU, and to share the story around. And also to keep us in mind for future stories and refer us to others who need strong journalists.” - Kristen Gill
“Lauren Frye send me a really sweet water color she painted as a thank you. And the host of an event sent a personalized thank you card.” - Annita Stokes Tomas
“I love a short, personalized email just saying thanks. Bonus points if it doesn’t include a new pitch or client list—it feels way more genuine when it’s just an expression of gratitude. I also appreciate when you share my story on social media and tag me, although I never expect it.” - Joni Sweet
As you see, a little appreciation goes a long way. Here are some things you must do after your a journalist publishes your story…
Send a nice Thank You email. Not a text, not a thumbs-up emoji, a personalized good old fashioned heartfelt email or a handwritten card.
Take time to call them out. Tag the writer, not just the publication, when sharing the story on your own and on your client’s social media channels.
Write a testimonial on their LinkedIn page or website, especially if you have worked together for a long time.
Send a thank you gift, preferably something representing the destination, but a gift card works well too. Visit Portland sent me a lovely goodie bag with Oregon wine and local snacks when I mentioned them in TIME. Some folks have sent Starbucks gift vouchers by email.
If you are local, take the writer out for a nice meal. Mandi Stefanak from MMGY took me out for a dinner to a MICHELIN Indian restaurant of my choice when we met in New York, right after I had published a few stories about my trip to Rwanda.
Extend an invitation to visit or re-visit the destination, hotel, restaurant or business without any publishing expectations. I wrote about the opening of The Four Seasons New Orleans and they invited me to come stay as soon as they opened, and offered me to return anytime.
Keep the relationship going. Check in at least once a year with new story ideas, press invites and fun reminders. New Mexico Tourism Board frequently sends me goodie bags with announcement of a new festival or event. As a result, I publish a story about them at least once a year! (No plastic cups, key chains, tote bags, branded items)
If a writer has frequently delivered impactful results to help your business forward, mention them on your website, newsletter, podcast, or a “success story” page. I recently did interviews with Cris Duschek for her website, and Angela Tull for her podcast.
Recommend the writer to your peers. Share the success in team meetings and suggest why others should also work with this writer.
If you are pitching to or directly working with editors, recommend the writer for coverage of your destination.
Do not question the abilities of the writer the next time you have an opportunity to work together on another account. Instead, offer them the first right to new information and first digs on media trips.
And most of all, upgrade your Substack subscription, share my Substack, and gift a subscription to a friend who could benefit from it!
Working with journalists should not be a one-time transaction; it should be a long term relationship. That means, you frequently share ideas, recommend each other for work, and be a trusted resource.
Let’s promote each other!
Know of an aspiring writer, influencer or community leader? I am hiring a Marketing and Communications intern!
See job post and apply on LinkedIn
I’ll be speaking in Las Vegas in May!
Know of any schools, libraries, bookstores, conferences or workshops I could also speak at while I am in the city? I would love a referral!
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Recently Published:
Empowering All - Georgia Trend Magazine
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 next week, West Africa in April, Las Vegas in May, The Philippines in Dec, and open to media hosted stays, meals, tours, etc.
Travel 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.
These are great tips! I've had really lovely experiences with PR reps so far. A thank you email and/or social media post is a great way to show appreciation and share the win together. And obviously, goodies and gifts are an amazing bonus!