Hi there,

Let’s talk about one of my least favorite little corners of the internet:

People selling “access” to media coverage they do not actually control.

You know the pitch.

“Want to be featured in Business Insider?”
“We only get paid if you get published.”
“We have a strong chance of getting you placed.”

Sounds tempting, right?

Of course it does. It feels like ordering PR off a menu.

Unfortunately, earned media does not work like DoorDash.

A real editorial feature is not an ad spot.

A journalist still has to decide whether your story is useful, timely, interesting, or relevant to their audience.

And no matter how charming your pitch is, nobody owns that decision except the journalist and their manager.

That’s where these “pay only if you get published” offers can get weird.

Because the outlet did not sign up to be part of somebody’s sales funnel.

The reporter probably has no idea their inbox is being treated like a vending machine.

And the person paying may not realize they are being sold a shortcut that might not exist.

That is the part that makes me want to pull up a folding chair and make an announcement.

Before you pay anyone for a “strong chance” at mainstream media coverage, ask a few questions:

1. Who is the reporter?
2. What is your actual relationship with them?
3. Is this editorial, sponsored, or paid?
4. Have you disclosed your financial arrangement?
5. Does the reporter know you are charging people based on whether they say yes?

Because there is a canyon-sized difference between a PR person saying, “I know how to pitch this story,” and someone saying, “I can basically get you into Business Insider.”

One is a service. The other is a red flag.

And when something feels off, you are allowed to walk away.

Now, here is the good news: You do not need to pay someone sketchy to start thinking like a PR person.

You also do not need to block off your entire Tuesday, light a candle, open 47 browser tabs, and write the world’s most tortured media pitch.

Tomorrow, I’m going to send you the simple version of how to start doing this yourself.

Yes, tomorrow!

Christina

P.S. Have you ever read a book everyone raved about and thought it sucked? Yeah, me too. Like, every book on the internet. I made a video about it here.​