The Colab Brief - 151: The New Rules of Engagement

Welcome to The Colab Brief

Author

Ash + Lizzy
January 18, 2025

In partnership with

Remember when pitching media meant working your way through a newsroom hierarchy? Those days aren't exactly over, but they're evolving fast. Today's most influential writers aren't sitting in downtown offices – they're building independent empires through newsletters, podcasts, and personal brands.

Let's talk about how to adapt your pitch game for this new world.

Read Time: 3 minutes

The New Rules of Engagement 🎯

First, forget everything you know about mass pitching. That spray-and-pray approach that occasionally worked with traditional media? It's PR suicide with independent creators.

New Media is Personal Media 🤝

Independent writers have something traditional outlets don't: complete freedom to ignore you. They've built their audiences through authentic, personal connections, and they're not about to risk that trust for your generic pitch.

Think about it: These creators left established media jobs to build something of their own. They're not looking for press releases – they're looking for stories that make their subscribers think, "This is exactly why I pay for this newsletter."

How to Actually Get Their Attention 💡

Before you even think about reaching out:

  • Read at least 10 recent posts

  • Understand their specific angle and audience

  • Note their writing style and format

  • Track which topics get the most engagement

  • See how they handle sponsored content (if at all)

Make It Personal (Like, Actually Personal)

  • Reference specific themes (not their last article - the “I just read your piece on X” language is so overdone)

  • Connect your pitch to their ongoing narratives

  • Explain why their specific audience would care

  • Offer exclusive angles or data

  • Be upfront about what's in it for them

The Relationship Game Has Changed 🎲

Here's what successful pitching new media looks like in 2025:

  • Start Early - Build relationships before you need them. Comment thoughtfully on posts, share their work, engage in their community.

  • Think Partnership, Not Placement - Independent writers aren't looking for quick hits – they want ongoing relationships that add value to their platform.

  • Respect the Business Model - Some newsletters are free, others charge subscribers. Understand how they make money and pitch accordingly.

  • Offer Real Value - That might mean:

    • Exclusive data or insights

    • Access to hard-to-reach sources

    • Fresh angles on trending topics

    • Behind-the-scenes looks

    • Original research

The Bottom Line 💫

The rise of independent media isn't a trend – it's a fundamental shift in how influence works. Your success in this new landscape depends on your ability to:

  • Build genuine relationships

  • Provide unique value

  • Think long-term

  • Respect the creator's independence

  • Understand their business model

Remember: You're not just pitching a story anymore – you're proposing a partnership with someone who's built their whole brand on trust and authenticity. Act accordingly.

Until next week -

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