Wolf Craft - Your PR questions answered

Welcome to the first edition of PR Questions with Nora.

This new monthly newsletter feature was inspired by you! If you've attended one of our recent PR workshops, you likely noticed there were A LOT of great questions during the Q&A's. We've collated all the questions and once a month we'll send you two in-depth answers to your most common PR questions. 
Q: The main thing I struggle with is finding the actual email addresses and contact information for editors and art directors at magazines.
A: What I recommend is becoming an expert Googler. 

If it's for an established publication that's part of a publishing house, like Conde Nast and narrative, for example, it's usually going to be some sort of
"first name . last name @ publishing house . com".

So, if you can find anyone at the publication, you can usually extrapolate from that to the contact that you want to reach out to.

A publications masthead won't often have the editorial e-mail addresses, but they often have the publishing and sales e-mail addresses. The structure of the email addresses are almost always the same.

Another good place to look are in editors' Twitter, Instagram, and LinkedIn bios. 

You can also try to find their personal websites and reach out via contact form and just say hey I'd like to send you a pitch what's the best email address and sometimes they'll respond to that. This is an especially good tactic for freelancers who often have personal websites for their work.

So getting comfortable with exploring all the Internet places they might live on, is a really good way to find that contact information.

As a professional PR firm, we happen to subscribe to one of those fancy editor contact databases, but we still have to use these tricks because sometimes those fancy data bases are still incorrect.
Q: What are the best practices for making an initial pitch to a publication- email vs. sending samples vs. a snail mail pitch?
A: One of the things that Kirsten and I built our business on was this design thinking methodology and one of the main pillars is empathy.

So if we think about this editor who is getting a zillion emails a day AND is probably working from home AND home is likely a small NYC apartment since a lot of the media live in NYC-- they don't want unsolicited samples right now. If everyone sent them a sample they would run out of space in their home almost immediately.

For that first email, there are a couple of things to keep in mind.

You can't ask an editor to write about you.

You're offering them information that will make their job easier so that they can give that information to their readers. Use language like, "I think you might be interested in this story because I noticed like your readers are interested in (insert relevant topic)." 

This is such a better email than, "I would really love for you to write about me", or "it would really help me out." Honestly, it's not an editor's job to help you out.

Ultimately, just remember that empathy piece. Keep it brief, make it an interesting pitch, provide them value, and give them images that they can use.

A lot of PR advice online says "just have a relationship with editors". I think that totally useless advice because it doesn't explain *how* to do that. 

A good way to start thinking about how to start that relationship goes something like this-- "I would like to have a relationship with you, my business does this, I know you generally write about this, I'm going to have something coming up that I like to update you on."

In this type of intro email, you just want to say hello so you're not just pitching the whole time. This is a really great pre-pitch approach.

I hope that helps! Also generally don't send snail mail unless they've already written something about you and then you can send a thank you card.
A few useful tools to help you get started:
Thanks for giving us some time in your inbox! If you have any PR questions be sure to send them our way. We'll always respond and you may even see the answer in our newsletter!

Nora & Kirsten

PS - If you liked the newsletter, we’d be so happy if you shared it with others who might find it useful. Anyone new can subscribe here.

Copyright © 2020 Wolf Craft, All rights reserved.

You can reach us at:

If you don't want to receive these emails anymore, you can unsubscribe here.

Email Marketing Powered by Mailchimp

Older messages

16 Tips to Improve Your Website Design

Tuesday, May 3, 2022

Inside: Wolf Craft newsletter update... more PR tips for you Since we started our PR-focused newsletter almost two years ago (boy time flys!) it has followed a very similar format: 1 in-depth blog post

What you missed...

Wednesday, March 16, 2022

Inside: Nora's first podcast, some truly excellent copywriting examples, and a major client win! Looks like either... you're brand new to our newsletter (welcome!) We started publishing it in

A How To Pitch Guide for Your Biz

Thursday, March 10, 2022

Inside: Nora's first podcast, some truly excellent copywriting examples, and a major client win! A lot of new faces here since we sent out our last newsletter, welcome! Our newsletter is usually

Gift Guide Wins + TWO BIG CHANGES!

Monday, January 31, 2022

Inside: strategies to get into holiday gift guides TWO BIG CHANGES! You're going to notice our emails slow down for the next couple of months, probably only coming out once a month instead of every

Get your finances in order, and another big PR Win!

Tuesday, November 30, 2021

Inside: how to optimize your Insta profile, email strategy tips, and how to launch on social media If you're anything like us, you're grinding away, wrapping up all there is to do in 2021 (

How Much Has the Real Estate Boom Changed Interiors?

Tuesday, June 28, 2022

Plus, this group is working to keep queer landmarks in plain sight View in your browser | Update your preferences Architectural Digest AD PRO Logo Man hanging the Stonewall street sign at Christopher

#359: A Mixed Bag of Goodies

Tuesday, June 28, 2022

From book covers and machine learning to accessibility and moodboards. A mix of goodies for everyone! Issue #359• June 28, 2022 • View in the browser 💨 Smashing Newsletter Hyvää päivää Smashing Friends

2022 Logo Trend Report

Tuesday, June 28, 2022

Hi Reader, these are my design and frontend picks this week. Highlights of the week Get the most of built-in interactivity of coded UI components - Design with fully interactive elements that make

Browser Choice, Defensive CSS, Keksdose, Email Workflow, Career Advice

Tuesday, June 28, 2022

The 5 best design links, every day. Curated by a selection of great editors. Email not displaying properly? View browser version. Sidebar June 28 2022 Apple Is Not Defending Browser Engine Choice

A Marcel Breuer–Designed Home Hits the Market + More Real Estate News

Monday, June 27, 2022

Plus, armchair-travel to the Netherlands with these TEFAF Maastricht standouts View in your browser | Update your preferences Architectural Digest AD PRO Logo Image may contain: Furniture, Chair, Wood,

✨ Nifty NFT Landing Page Designs + 🏆 Challenge Updates

Monday, June 27, 2022

Find Out What's New In The UpLabs Design Realm This Week 🧐 Firstly, we're congratulating Itai Bracha, the winner of our latest 🖥 Design Agency Website Challenge! Lastly, here's a friendly

Accessibility Weekly #298: Using Accessibility Literacy to Counter Accessibility Ignorance

Monday, June 27, 2022

Sponsored by Automattic. They're hiring. June 27, 2022 • Issue #298 View this issue online or browse the full issue archive. Featured: Using accessibility literacy to counter accessibility

Not a Robot, UI Interactions, Single Element Loaders, Linaria, Component Library

Monday, June 27, 2022

The 5 best design links, every day. Curated by a selection of great editors. Email not displaying properly? View browser version. Sidebar June 27 2022 I'm not a robot (but, are you?) uxdesign.cc

✏ How to Create a Simple CSS Grid System, and more…

Sunday, June 26, 2022

How to Create Simple CSS Grid System WDRFREE.COM COMMENTS SVG Loading Animations 1STWEBDESIGNER.COM COMMENTS 7 UX Laws You're Probably Getting Wrong WEBDESIGNERDEPOT.COM COMMENTS Bunny Fonts –

Becoming the Duncan Idaho of design

Sunday, June 26, 2022

Issue 098: The need to foster purpose in the individual contributor's path ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌