fter a marathon middle-of-the-night reading session of Jesse Q. Sutanto’s book Vera Wong’s Unsolicited Advice for Murderers, I was in love. In fangirl mode, I visited her website to sleuth out any other titles to add to my TBR list. While I was snooping around, I noticed her contact page included her publicist’s email and the words, “For media inquiries and interviews…”

I should interview her! 

I even had the perfect market—the book’s main character owns a tea shop, and I write for a magazine called Tea Journey. It was a sign! Except I was, well...nobody. Would someone with a dozen books to their name agree to an interview with me? Ignoring my self-doubt, I got the okay from my Tea Journey editor, crafted an email, and sent it off. To my utter amazement, her publicist agreed to the interview, the article was written, and I started wondering, “How can writers improve their chances of landing that dream interview?”

I reached out to several publicists* for celebrities, politicians, scientists, CEOs, academics, and other industry leaders for tips on how writers can gain access to their dream subject!

“Show us why this story matters, why you’re reaching out to this celebrity, and what they’ll get out of it.” —Sarah Schmidt, president, Interdependence

What’s the Plan?

Never forget that celebrities and experts want to share their stories. But they don’t want just any interview. A specific angle or topic is more attractive than a vague request to chat. Do you want to talk about a new development in their field? Their charitable foundation? Their love of gardening? Sarah Schmidt, president of the PR and strategic communications firm Interdependence, advises writers to “show us why this story matters, why you’re reaching out to this celebrity, and what they’ll get out of it.”

Another factor is where the interview will be published. Share information about the market’s reach. Even if your market doesn’t have name recognition or UVMs (unique views per month), some clients are willing to work with markets that have active social media. If your market isn’t well known or is not the subject’s usual audience, connect the dots to why the subject should be in this market. For instance, a publicist might think a Pennsylvania regional magazine isn’t a good fit for a Hollywood star who grew up in New Jersey—until you point out that a Pennsylvania town hosts a festival celebrating one of their movies.

Be sure to give specific, but achievable, deadlines as well as formats for the interview. It helps to be flexible to a subject’s preference for in person, telephone, virtual, or email. 

“Transparency builds trust. And trust makes us far more likely to advocate for our client’s participation.” —Taylor Murray, account manager, Interdependence

Tell the Truth

It’s tempting to make your offer seem irresistible by promising publication in a well-known market, plumping up audience numbers, or making yourself seem more experienced. Resist the temptation. It helps to think of this as a job interview (which it is). Publicists will check you out before letting you anywhere near their clients. Lies or exaggerations guarantee that you won’t secure the interview. If you’re writing on spec or are still in the planning stages, tell the publicist. You’ll get points for honesty and possibly access to the person. “Transparency builds trust,” says Taylor Murray, account manager at Interdependence. “And trust makes us far more likely to advocate for our client’s participation.”

Also keep in mind that they expect you to stick to your promises. You can’t ask for a fifteen-minute interview and then try to expand it to two hours. You can’t promise to talk about the star’s latest movie and then switch to their latest romantic disaster. Publicists are like a guard for their clients and most likely will be at the interview, ready to jump in if you steer the discussion away from the agreed upon parameters.

Promote Yourself

First, a publicist wants to know about the type of article you’re planning. Second, they want to know about you! After all, they’re trusting you with their client’s reputation. 

A connection can push you into the category of trusted journalist. Connections can take many forms: an interview with another one of their clients, a recommendation from a fellow publicist, or a track record of writing about the client’s field. Freelancers should include links to an online portfolio, social media, or website to familiarize the gatekeepers with their work.

Once you finalize that first interview and publish it, take steps to cultivate your relationship with the publicist. Follow up with links to the published work and if possible, a pitch for another client on their roster.

“Short and sweet. Get your point across fast.” —Kathleen Aldworth Foster Media

Tips for your first contact with a publicist:

• Remember the hundreds of pitches piling up in the publicist’s inbox, and show you value their time. Kathleen Aldworth Foster, who heads her own PR firm Kathleen Aldworth Foster Media, wants an initial email that is “Short and sweet. Get your point across fast.”
• Make sure to include specific details: hook, market, and deadline, and be prepared to offer more (like interview questions) immediately if asked.
• Instead of a formal business-like pitch, let your personality and enthusiasm for the topic shine. Publicists want a personal pitch written by you, not AI.
• Make it easy to say yes. Fifteen minutes or a written quote on a specific topic or question are easier to arrange than a request for a 45- minute interview.
• Find the correct contact person and the correct format. Preferences can be email, WhatsApp, or Signal. 

Personally, the thing that always held me back from pitching “big names” was the infamous imposter syndrome. I’m trying to change my mindset after several publicists told me that even celebrities have some degree of imposter syndrome. 

It’s time to stop thinking of celebrities and experts as doing us a favor and summon the confidence to recognize that writers also bring something to the table. “We’re not just looking for press. We’re looking for the right stories that help our clients build a meaningful narrative,” says Sarah Schmidt. “When you make it clear you’re thinking that way too, it’s no longer just a request. It’s a partnership.”

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Jodi M. Webb writes from her home in the Pennsylvania mountains. She has bylines in Bob Vila, Pennsylvania Magazine, Tea Journey, Mental Floss, NPR, Business Insider, and a WIP about her plant obsession. She's also a blog tour manager for WOW! Women on Writing. Visit her website at www.jodiwebbwriter.com.