"The rise of the creator-centered platform Substack has opened a new avenue for PR teams aiming to reach audiences through voices they already trust. Creator-journalists on the platform build loyal communities and enjoy strong editorial independence, so pitching a story to a Substack writer demands a more personal and collaborative approach than a traditional media pitch. Here, members of Forbes Agency Council share insights on how to meaningfully connect with Substack writers, support their work and craft story ideas that naturally fit a creator's niche."
"Substack is more than a media platform-it's a bridge for authentic connection. PR pros can use it to engage journalists personally by subscribing, commenting and offering thoughtful insights that add value to their work. These consistent, genuine interactions foster trust, collaboration and lasting story opportunities, reminding us that true relationship-building is always a two-way street. - Elise Riley, My Global Presence"
Substack enables PR teams to reach audiences through trusted creator-journalists who build loyal communities and maintain strong editorial independence. Pitching to Substack writers requires a personal, collaborative approach that respects creators' niches and autonomy. Effective tactics include subscribing to newsletters, commenting constructively, and offering thoughtful insights to foster rapport and long-term relationships. Brands can co-create data-driven 'media drops' with niche writers to signal subject-matter authority and reach decision-makers beyond traditional channels. Supporting newly independent journalists by following and promoting their work strengthens partnerships. Authentic engagement and alignment with creators' audiences produce public relations content that resonates for both partners.
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