Inside the Pitch: A Journalist and a PR Expert Tell You What It Takes

Most health and wellness brands are doing PR wrong. They wait until they have “news.” They blast generic pitches to 200 journalists at once. They hire an agency, spend $100k a year, and get one trade publication to show for it. Then they decide press doesn’t work for them. Press works. Most brands just don’t know how to earn it. Getting covered is much more than having a great product. You actually have to have a great story, knowing exactly who needs to hear it, and pitching it in a way that respects a journalist’s time and inbox. That’s a skill that nobody taught you. Fun fact: Most PR agencies won’t teach you either, because their incentive is to keep you on a retainer. On June 11, we’re pulling back the curtain. Forbes journalist Esha Chhabra, who covers health, wellness, and sustainability, and decides every week which brands are worth a story, and PR strategist Hilary Morse, who works with many health and wellness brands to get ‘earned press’ are joining Citruslabs CEO Susanne Mitschke for one unfiltered hour on what it actually takes to land press in health and wellness.Walk away knowing what makes a journalist decide wether to open a pitch. No theory. No agency speak. No vague ‘build relationships’ advice. Who this is forFounders, marketing leads, and brand teams at supplement, skincare, functional food, pet health, and biotech companies who are tired of guessing what journalists want, and ready to stop paying agencies to guess for them.What we'll coverWhat makes a story newsworthy to a journalist, and what gets deleted in seconds. What a pitch worth opening actually looks like, line by line.When to reach out, who to reach out to, and how to find them.How to turn one placement into marketing fuel that compounds across email, social, paid, and salesThe mistakes that cost most brands their shot before they even pitchYour speakersEsha Chhabra, Journalist at Forbes: Esha covers consumer health, sustainability, and purpose-driven brands. She brings the editorial perspective: what makes her open a pitch, what makes her delete it, and what a health brand's story needs to look like before it's worth covering.Hilary Morse, Founder of Hilary Morse PR: Hilary has spent years placing health and wellness brands in the publications that matter. She brings the strategy: how to build a pitch, who to send it to, and how to make your research story impossible to ignore.Hosted by Susanne Mitschke, CEO and co-founder of Citruslabs Forbes 30 Under 30. Harvard MPH. Susanne works every day with brands that have strong clinical stories and no idea how to get them placed. She's seen what works and what doesn't.Free to attend. Live Q&A included.