The smartest brands, though, aren’t necessarily trying to get inside the tournament. They’re figuring out how to bring the tournament outside.

The Seaport, for example, is once again teaming up with Racquet Magazine for the Seaport Racquet Club, transforming Seaport Square into a full-on tennis destination with a regulation-size court, free play and programming throughout the tournament. Pier 17 is getting in on it, too, with everything from a tennis wellness event with Naomi Osaka to a community event with Vicky Mboko and a screening of Coco Gauff’s upcoming documentary. World of Hyatt is taking a slightly different approach with an Unmatched Watch Party at Sadie’s Garden Bar, complete with a DJ set by Kyle Cooke (okay, Summer House!!) and special Clubhouse access for World of Hyatt credit card holders.

And this is the part I find particularly smart. You don’t need to be an official sponsor to capitalize on the fever. In fact, I’d argue there’s something more interesting about the brands finding their own lane within the cultural moment. Because let’s be real… most people aren’t casually dropping hundreds of dollars on a ticket to Arthur Ashe Stadium. We’re the people watching from a bar, booking a tennis-themed workout, walking past a pop-up in the Seaport or convincing our friends that this is finally the year we learn how to play the sport.

That’s where brands have a huge opportunity. Meet people where they already are. Give consumers a way to participate in the cultural moment instead of simply asking them to watch it from afar.

As a consumer, those are the activations that actually catch my attention because I can do them. And as a writer, they’re infinitely more interesting because I can experience them, write about them and—most importantly—tell my readers how they can get in on it, too.

So, yes, the US Open has officially become bigger than tennis. It’s a city-wide excuse to dress up, go out, try something new, spot a celebrity, drink something expensive and pretend you understand the difference between a break point and a match point. Brands that understand that aren’t just sponsoring the moment—they’re becoming part of it.

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On My Radar

Beyond Yoga On Par Active Dress

If there’s ever a time to fully commit to the tennis aesthetic, it’s during the US Open. I’m talking pleated skirts, crisp whites, tiny sneakers, and in this case, an actually functional tennis dress. The Beyond Yoga On Par Active Dress has that effortless I totally play tennis look while still being practical enough to, you know, actually move in. It has a built-in shelf bra with PowerMesh for support, plus a little back zip pocket for your keys or whatever other tiny necessities you’re carrying around. Even if your idea of tennis is watching from a bar in NYC with a cocktail in hand, this is a very cute way to participate in the moment.

OFFLINE By Aerie Oxford Oversized Long Sleeve Button Up Shirt

Every good tennis outfit needs a layer, because New York weather apparently enjoys keeping us on our toes. This oversized Oxford from Aerie is exactly the kind of throw-on piece I want for an afternoon pretending I just walked off the court when I absolutely did not. It’s lightweight, soft, oversized and has that perfectly undone I just threw this on energy. Pair it with a tennis dress, bike shorts or basically anything else in your closet and suddenly you’re giving country club chic without actually having to belong to a country club.

RPZL Tennis Acetate Claw Clip

I am nothing if not a claw-clip girl, so naturally I need my accessories to participate in the tennis mania, too. This RPZL clip is basically my favorite lazy-girl hairstyle with a tiny sports-world upgrade. It’s made from Italian acetate with reinforced hardware and is designed to hold a full head of hair, which means you can throw your hair up before heading to a match, walking around the city or grabbing a post-tennis cocktail and call it a day. And honestly, even if I never pick up a racket, I can get behind a little tennis energy in my hair.

Story SOS

Here’s the current lineup of open opportunities, as of today.

Quick reminder: when pitching, email me at alyssa.rotunno@gmail.com. Please don’t just hit reply to this newsletter, or your message might get lost. And follow the subject line requests below—it’ll save you (and me) time!

• Parade: 7 Best Haircuts That ‘Instantly Modernize’ Gray Hair, According to a Celebrity Stylist

  • Subject line: MODERNIZED GRAY HAIR: [insert expert here]

  • What I need: Looking for expert commentary from celebrity hairstylists; will share questions via email if a fit

  • Deadline: ASAP

• Parade: 7 Best Hairstyles That Hold Up in Humidity for Women Over 50, According to a Celebrity Stylist

  • Subject line: HUMIDITY HAIRSTYLES: [insert expert here]

  • What I need: Looking for expert commentary from celebrity hairstylists; will share questions via email if a fit

  • Deadline: ASAP

Catch a Byline

Your go-to update for everything I’ve got out in the world. I’m just as in-the-dark as you on publish dates, so check out this week’s latest and see if the story has officially gone live:

• The Everygirl: I’ve Tried More Than 100 Facials—These Are the Only 5 I’d Actually Get Again

• The Everygirl: People Are Done Trying to Optimize Themselves—The Wellness Industry Is Entering Its Anti-Optimization Era

• Real Simple: I Realized “I’m Fine” Had Become My Default Answer—Until I Asked Myself What I Was Actually Feeling

• Parade: Does Rice Water Actually Help Hair Growth? I Tried It for 30 Days

Want a Consultation?

Want real, no-fluff advice on how to make your brand actually stand out? Or, are you a writer trying to break through in the industry? Either way, I got you.

I can hop on Zoom, a call or swing by in person for a Q&A to answer all your pressing questions about pitching, events, mailers, trips, follow-ups and more—basically, anything you’ve been wondering about, all from a blended PR + media POV that actually makes sense.

We can switch it up however your team wants. Most calls are virtual, but I am always happy to chat over a cappuccino—because why not?

Hit me up at alyssa.rotunno@gmail.com and let’s make it happen.

Leave a comment

But one thing remains consistent: I never need a marketing lead.

Most of my publications require experts who actually work in the field I’m writing about. That could be a practicing interior designer, high-profile dermatologist, or, sure, even a beauty brand founder if they have legitimate expertise relevant to the story. So if I ask for a specific type of expert, please listen. If I need a celebrity nail artist, sending me the CEO of a beauty company isn’t a creative workaround. I can’t use them. There are editorial requirements behind these requests, and I’m trying to get your client into a story for real.

And please don’t make your expert spend 30 minutes answering questions if you already know they aren’t the right fit. I hate wasting people’s time. It’s even worse when you follow up later asking why the commentary wasn’t used — I promise I wanted to use it, it just didn’t meet the editorial need.

Which brings me to my other plea: let the expert sound like an actual human being.

Please don’t hand me three paragraphs of perfectly polished, completely interchangeable commentary that sounds like it was assembled in a corporate conference room. And definitely don’t let AI write the entire thing. I don’t care if you use it to clean up a sentence or make someone’s rambling thoughts more cohesive, but I can absolutely tell when an expert’s personality has been replaced by ChatGPT.

There are tells. So. Many. Tells. The overly perfect structure, the generic phrases I’ve read 900 times, the complete lack of a specific opinion or anecdote. And personally, I think the word “think” has been permanently ruined for me.

What I actually want is the thing that makes your expert that expert. Tell me what everyone gets wrong. Give me a real example from their experience. Have them disagree with conventional wisdom. Give me something I haven’t already read five times.

Because that’s what makes commentary worth including. My readers don’t need another perfectly packaged explanation they could find with one Google search. They need the person who has spent 15 years doing the thing to tell them something they couldn’t have figured out themselves.

So, here’s to better commentary. The right expert, the right story, an actual point of view, and a little personality. That’s the stuff I can work with.

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On My Radar

Youth To The People Superberry Hydrate + Glow Dream Mask

This is one of those products where I wake up and genuinely wonder, wait, did I get a facial while I was sleeping? My skin looks noticeably plumper, brighter, smoother and just... healthier by morning. The rich, creamy mask basically does all the heavy lifting overnight, leaving me with that dewy, fresh-from-a-facial glow without the appointment, the price tag, or, you know, actually leaving my apartment. It’s become my secret weapon for those mornings when I want my skin to look like I have my life together.

Wash Wise The Reset Duo

I have so many clothes that live in the weird in-between category of “not dirty enough to wash, but definitely not going back in the closet.” Working from home makes this especially true. If I put on a cute outfit for dinner, I might wear it for three hours, come home, and immediately think, okay, this doesn’t need a full wash cycle... but I also don’t want to hang it back up with my clean clothes. That’s where this Reset Spray has become a total lifesaver. It helps neutralize odors, lift away sweat and body oils and release wrinkles in seconds, so I can give an outfit a quick refresh and get another wear out of it. Basically, it’s helping me wash less, wear more and stop creating a pile of “technically clean?” clothes on my bedroom chair.

LANEIGE Lip Glowy Balm

I am a lip balm girl through and through, so I pretty much always have one (or five) rolling around in the bottom of every purse I own. This one from Laneige has quickly become a favorite because it gives me that juicy, glossy lip look without feeling sticky or like I’m wearing a full-on gloss. It’s packed with shea butter for lasting hydration, has the easiest sheer tint and is small enough to toss into a pocket for constant reapplication. Basically, it’s the daytime version of the cult-favorite Lip Sleeping Mask — and my lips are very happy about it.

Story SOS

Here’s the current lineup of open opportunities, as of today.

Quick reminder: when pitching, email me at alyssa.rotunno@gmail.com. Please don’t just hit reply to this newsletter, or your message might get lost. And follow the subject line requests below—it’ll save you (and me) time!

• The Everygirl: I Tried The Japanese Manicure Trend and Finally Understood the Hype

  • Subject line: JAPENESE MANICURE: [product, expert]

  • What I need: Products that help a Japanese manicure look its best, extend its longevity or give it that extra glossy finish. Also open to expert commentary on the trend, technique or why everyone is suddenly obsessed with it

  • Deadline: EOD Tues, Aug 25

• Parade: 7 Best Haircuts That ‘Instantly Modernize’ Gray Hair, According to a Celebrity Stylist

  • Subject line: MODERNIZED GRAY HAIR: [insert expert here]

  • What I need: Looking for expert commentary from celebrity hairstylists; will share questions via email if a fit

  • Deadline: ASAP

• Parade: 7 Best Hairstyles That Hold Up in Humidity for Women Over 50, According to a Celebrity Stylist

  • Subject line: HUMIDITY HAIRSTYLES: [insert expert here]

  • What I need: Looking for expert commentary from celebrity hairstylists; will share questions via email if a fit

  • Deadline: ASAP

Catch a Byline

Your go-to update for everything I’ve got out in the world. I’m just as in-the-dark as you on publish dates, so check out this week’s latest and see if the story has officially gone live:

• Real Simple: Wanting More Doesn’t Make You Ungrateful—It Might Be the Most Honest Thing About You

• The Everygirl: People Are Done Trying to Optimize Themselves—The Wellness Industry Is Entering Its Anti-Optimization Era

• The Everygirl: The ’90s Blowout Is Trending Again—Here’s How I’m Actually Getting the Look at Home

• The Everygirl: Butter Blonde Is the Soft, Expensive-Looking Hair Color You’ll Want to Save for Inspo

• Real Simple: I Realized “I’m Fine” Had Become My Default Answer—Until I Asked Myself What I Was Actually Feeling

• Parade: Does Rice Water Actually Help Hair Growth? I Tried It for 30 Days

Want a Consultation?

Want real, no-fluff advice on how to make your brand actually stand out? Or, are you a writer trying to break through in the industry? Either way, I got you.

I can hop on Zoom, a call or swing by in person for a Q&A to answer all your pressing questions about pitching, events, mailers, trips, follow-ups and more—basically, anything you’ve been wondering about, all from a blended PR + media POV that actually makes sense.

We can switch it up however your team wants. Most calls are virtual, but I am always happy to chat over a cappuccino—because why not?

Hit me up at alyssa.rotunno@gmail.com and let’s make it happen.

Leave a comment

BUT! I am still very much looking for pitches. In fact, now is a great time to get ideas in front of me, especially if you have something timely, specific, fresh and actually interesting. Here’s what I’m actively looking for right now:

For career and money: Timely explainers around buzzy workplace, job market and economic terms or trends; deep dives into unique productivity, budgeting, saving, shopping, career advancement or job-search hacks; and new reports or trending routines that can help women thrive at work.

For fashion and beauty: Celebrity-tied beauty reviews, genuinely unique takes on beauty routines and trends, single-product fashion reviews, low- or no-spend fashion stories, early fall trends, and fun “X is replacing Y” fashion angles. Basically, don’t just tell me what’s trending — tell me why it’s interesting.

For home and living: Listicles built around a specific vibe, aesthetic or trend; Trader Joe’s meal plans and taste tests; organization ideas for the busiest months of the year; and, most importantly, FALL AND HOLIDAY CONTENT. If you’ve got a great fall, holiday, or winter idea, don’t wait until October to send it to me. Get it in now.

For wellness: Decision-making stories that help readers choose between two popular options, challenges and weekly systems that give people an actual plan to follow, identity-driven wellness stories and trends that have a bigger cultural conversation behind them. High-protein content is still doing numbers, too, so don’t be afraid to keep those ideas coming.

For sex and relationships: Explainers or first-person reviews of sex topics, methods, and theories; dating strategies and trends; viral relationship debates; and relationship “rules.”

Basically, if you’ve got a weirdly specific idea, a timely cultural observation, a fresh take on something we’ve already seen 100 times or a story that makes you go “wait, I need to know more about this,” send it my way. My inbox may be a disaster, but the pitch door is still very much open.

Subscribe now

On My Radar

The INKEY List Oat Cleansing Balm

My skin has been going through it this summer. Between the NYC humidity, sweaty morning runs and approximately 400 layers of sunscreen, my face has been begging for a break. Enter this cleansing balm, which has made a serious difference in my routine. The buttery formula melts right into skin and removes makeup, SPF and all the day’s grime in about 30 seconds without leaving me feeling stripped or dry. It’s packed with 5% oat kernel oil to support the skin barrier and sea buckthorn oil to help soothe and protect, and it’s clinically proven to keep skin hydrated for up to 12 hours. I also love that it comes in an easy-squeeze tube, because scooping balm out of a jar with my fingernails? Absolutely not.

Lola Blankets Caramel N’ Cream

It may be the dog days of summer, but my AC is permanently set to the coldest setting, so a cozy blanket is still very much a necessity in my apartment. Add in a murder documentary marathon and I’m basically living my best life. This Lola blanket is ridiculously soft thanks to its signature faux fur, and it has quickly become my go-to for couch time, movie nights and cuddles with my pup. With more than 35,000 five-star reviews, an Oprah’s Favorite Things nod and a reputation as one of America’s best-selling blankets, I’m clearly not the only person who thinks this thing is magic. Summer heat outside, faux-fur cocoon inside — I see no problem here.

en route Gold Textured Bangle

I’m not the kind of girl who takes off her jewelry. Working out? It’s staying on. Sleeping? Staying on. Showering? You guessed it. So I need pieces that can keep up with me, and this bangle absolutely does. It’s waterproof, sweat-proof and durable enough for my very active lifestyle, but still cute enough that I actually want to wear it with everything. The textured gold finish gives it that cool, handcrafted look, while the minimalist shape keeps it from feeling too fussy. Basically, it’s one of those pieces you put on once and promptly forget you’re ever supposed to take it off — which, for me, is exactly the point.

Story SOS

Here’s the current lineup of open opportunities, as of today.

Quick reminder: when pitching, email me at alyssa.rotunno@gmail.com. Please don’t just hit reply to this newsletter, or your message might get lost. And follow the subject line requests below—it’ll save you (and me) time!

• Parade: 7 Best Short Hairstyles for Women Over 60 With Glasses, According to a Celebrity Stylist

  • Subject line: SHORT HAIRSTYLES: [insert expert here]

  • What I need: Looking for expert commentary from celebrity hairstylists; will share questions via email if a fit

  • Deadline: ASAP

• Parade: 9 Best Youthful Hairstyles for Women Over 60, According to a Celebrity Stylist

  • Subject line: YOUTHFUL HAIRSTYLES: [insert expert here]

  • What I need: Looking for expert commentary from celebrity hairstylists; will share questions via email if a fit

  • Deadline: ASAP

• Parade: 7 Best Hairstyles for Thin Hair Over 60, According to a Celebrity Stylist

  • Subject line: THIN HAIR OVER 60: [insert expert here]

  • What I need: Looking for expert commentary from celebrity hairstylists; will share questions via email if a fit

  • Deadline: ASAP

• Parade: 7 Best Haircuts That ‘Instantly Modernize’ Gray Hair, According to a Celebrity Stylist

  • Subject line: MODERNIZED GRAY HAIR: [insert expert here]

  • What I need: Looking for expert commentary from celebrity hairstylists; will share questions via email if a fit

  • Deadline: ASAP

• Parade: 7 Best Hairstyles That Hold Up in Humidity for Women Over 50, According to a Celebrity Stylist

  • Subject line: HUMIDITY HAIRSTYLES: [insert expert here]

  • What I need: Looking for expert commentary from celebrity hairstylists; will share questions via email if a fit

  • Deadline: ASAP

Catch a Byline

Your go-to update for everything I’ve got out in the world. I’m just as in-the-dark as you on publish dates, so check out this week’s latest and see if the story has officially gone live:

• HuffPost: The Career Ladder Was Never Built With Women In Mind — So We’re Building Something Else

• Real Simple: I Realized “I’m Fine” Had Become My Default Answer—Until I Asked Myself What I Was Actually Feeling

• Real Simple: I’ve Been Using the Therapy Term “Trigger” Too Casually—Here’s What It Really Means

• Parade: 7 Best Hair Colors After 50 To Brighten and Rejuvenate Your Face, According to a Celebrity Stylist

• The Everygirl: Removing “Visual Noise” Transformed My Home More Than Decluttering Ever Did

Want a Consultation?

Want real, no-fluff advice on how to make your brand actually stand out? Or, are you a writer trying to break through in the industry? Either way, I got you.

I can hop on Zoom, a call or swing by in person for a Q&A to answer all your pressing questions about pitching, events, mailers, trips, follow-ups and more—basically, anything you’ve been wondering about, all from a blended PR + media POV that actually makes sense.

We can switch it up however your team wants. Most calls are virtual, but I am always happy to chat over a cappuccino—because why not?

Hit me up at alyssa.rotunno@gmail.com and let’s make it happen.

Leave a comment

Every year, without fail, it happens. Brands go relatively quiet in July and August because everyone assumes that media have mentally checked out and are sipping Aperol Spritzes somewhere in Europe (I wish). Meanwhile... we’re still here. We’re writing. We’re pitching. We’re taking meetings. Sure, I may answer an email from a beach chair every now and then, but I’m still filing stories, interviewing experts and trying to stay ahead.

And then September hits. Suddenly it’s New York Fashion Week, U.S. Open, fall beauty launches, holiday previews, new restaurant openings… you name it. And every brand wants to host an event. Every editor wants fall beauty trend stories. Every publicist is trying to squeeze in one last big launch before the holidays. Plus, on the personal front, I’ve got a calendar full of weddings, marathon training and approximately 47 people throwing a big 30th birthday bash — it’s like a game of Tetris gone horribly wrong.

Which brings me to my PSA: don’t sleep on summer.

I know the instinct is to wait until everyone’s “back,” but honestly, most of us never really left. The work doesn’t stop just because it’s 85 degrees outside. If anything, summer is one of the few times my calendar has breathing room. I have time to actually sit with a founder, test a product, ask thoughtful questions and enjoy an event without immediately sprinting to the next one. Come September, that luxury disappears.

So if you’re planning events, here’s my unsolicited wish list:

• If you’re hosting an event during the workday, just know it’s a much bigger ask than I think brands realize. Between commuting, attending and getting back to my desk, that’s easily half my day gone — and half a day I’m not writing, pitching, invoicing or answering emails.

• For me, mornings are pretty much off the table while I’m marathon training, and midday is usually packed with deadlines. After work? That’s the sweet spot.

• Please keep it quick if you can. Give me a polished 30-minute preview where I can pop in, meet the team, see the product, grab assets and head out. I know that isn’t every brand’s dream scenario, but when you’ve got three invites in one night, efficiency wins.

• If you’re asking me to commit to a two- or three-hour dinner, the bar is simply higher. Sorry to say, but it’s true! When I have 3 invites in my inbox and trying to decide which to go to, I’m going with the one that offers me something unique — a celebrity appearance, an incredible restaurant I’ve been dying to try, an activity that’s genuinely tied to the product, or an expert I’ll actually quote in a story.

Truth is, you’re not just competing with other PR events anymore, especially in the fall. You’re competing with Fashion Week, my long run, my editor moving up a deadline, my friends’ birthday dinners, and, most importantly, one precious night where I don’t have to put on real pants. That’s why I think brands should stop treating summer like a pause button. Spread the love throughout the year, and I promise you’ll have a much easier time getting people to say yes.

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On My Radar

Lush Sticky Dates Hair Primer

If you like being stopped every five minutes with, “wait... what perfume are you wearing?” then allow me to introduce your new favorite hair product. I genuinely cannot stop smelling my own hair when I use this. The sweet blend of almond, coconut and oat milks is somehow creamy without being overpowering, while date syrup adds the most delicious gourmand twist that lingers all day long. But it’s not just a pretty scent, either. This multitasking primer detangles, hydrates, revives curls, smooths flyaways, and leaves my hair feeling ridiculously soft thanks to nourishing extra virgin olive oil and organic jojoba oil. Basically, it’s equal parts haircare and fragrance — and I’m absolutely obsessed.

Sage + Sound Sculpt Lymphatic Contouring Ritual

If I’ve got a wedding, vacation or big event on the calendar, this is one of my favorite little pre-event rituals. Is it magic? No. But does it make me look noticeably less puffy, more sculpted and like I actually drank enough water that week? Absolutely. This targeted treatment combines contouring techniques with manual lymphatic massage to help reduce fluid retention, support circulation and naturally define your features. I always leave feeling lighter, refreshed and just a little more snatched — which, let’s be honest, is exactly the kind of confidence boost you want before slipping into a dress and posing for approximately 500 photos.

Pacsun Kaia Ultimate Low Rise Baggy Jeans Light Blue Wash

I’ve officially made peace with the fact that low-rise jeans are back. And truthfully, I’m not mad about it. This pair from PacSun has been on constant rotation because they strike that perfect balance between laid-back and cool without looking like I’m trying too hard. The ultra-slouchy fit and light wash make them feel effortlessly ‘90s in the best way, and they’re ridiculously easy to throw on with everything from a baby tee to an oversized button-down. They’re the kind of jeans that somehow make every outfit look cooler with minimal effort... which is exactly what I want out of my denim.

Story SOS

Here’s the current lineup of open opportunities, as of today.

Quick reminder: when pitching, email me at alyssa.rotunno@gmail.com. Please don’t just hit reply to this newsletter, or your message might get lost. And follow the subject line requests below—it’ll save you (and me) time!

• Real Simple: I’ve Been Using the Therapy Term “Trigger” Too Casually—Here’s What It Really Means

  • Subject line: THERAPISTS: [insert expert here]

  • What I need: Looking for expert commentary from therapists; will share questions via email if a fit

  • Deadline: ASAP

• Real Simple: I Realized “I’m Fine” Had Become My Default Answer—Until I Asked Myself What I Was Actually Feeling

  • Subject line: DEFAULT ANSWER: [insert expert here]

  • What I need: Looking for expert commentary from mental health experts; will share questions via email if a fit

  • Deadline: ASAP

• Real Simple: Wanting More Doesn’t Make You Ungrateful—It Might Be the Most Honest Thing About You

  • Subject line: WANTING MORE: [insert here]

  • What I need: Looking for expert commentary from therapists; will share questions via email if a fit

  • Deadline: EOD Aug 7

• Parade: 7 Best Short Hairstyles for Women Over 60 With Glasses, According to a Celebrity Stylist

  • Subject line: SHORT HAIRSTYLES: [insert expert here]

  • What I need: Looking for expert commentary from celebrity hairstylists; will share questions via email if a fit

  • Deadline: EOD Aug 7 (can be flex)

• Parade: 9 Best Youthful Hairstyles for Women Over 60, According to a Celebrity Stylist

  • Subject line: YOUTHFUL HAIRSTYLES: [insert expert here]

  • What I need: Looking for expert commentary from celebrity hairstylists; will share questions via email if a fit

  • Deadline: EOD Aug 7 (can be flex)

• Parade: 7 Best Hairstyles for Thin Hair Over 60, According to a Celebrity Stylist

  • Subject line: THIN HAIR OVER 60: [insert expert here]

  • What I need: Looking for expert commentary from celebrity hairstylists; will share questions via email if a fit

  • Deadline: EOD Aug 7 (can be flex)

• Parade: 7 Best Haircuts That ‘Instantly Modernize’ Gray Hair, According to a Celebrity Stylist

  • Subject line: MODERNIZED GRAY HAIR: [insert expert here]

  • What I need: Looking for expert commentary from celebrity hairstylists; will share questions via email if a fit

  • Deadline: EOD Aug 7 (can be flex)

• Parade: 7 Best Hairstyles That Hold Up in Humidity for Women Over 50, According to a Celebrity Stylist

  • Subject line: HUMIDITY HAIRSTYLES: [insert expert here]

  • What I need: Looking for expert commentary from celebrity hairstylists; will share questions via email if a fit

  • Deadline: EOD Aug 7 (can be flex)

Catch a Byline

Your go-to update for everything I’ve got out in the world. I’m just as in-the-dark as you on publish dates, so check out this week’s latest and see if the story has officially gone live:

• Parade: 7 Best Hair Colors After 50 To Brighten and Rejuvenate Your Face, According to a Celebrity Stylist

• Real Simple: I Tried Scream Therapy to Ease Stress and Anxiety—and It Was Exactly What My Nervous System Needed

• Real Simple: I Stopped Canceling Plans—and It Did More for My Mental Health Than I Expected

• The Everygirl: Removing “Visual Noise” Transformed My Home More Than Decluttering Ever Did

• The Everygirl: Are Beauty Routines Ruining Your Summer? Inside the ‘Spontaneity Gap’ (and How to Fix It)

Want a Consultation?

Want real, no-fluff advice on how to make your brand actually stand out? Or, are you a writer trying to break through in the industry? Either way, I got you.

I can hop on Zoom, a call or swing by in person for a Q&A to answer all your pressing questions about pitching, events, mailers, trips, follow-ups and more—basically, anything you’ve been wondering about, all from a blended PR + media POV that actually makes sense.

We can switch it up however your team wants. Most calls are virtual, but I am always happy to chat over a cappuccino—because why not?

Hit me up at alyssa.rotunno@gmail.com and let’s make it happen.

Leave a comment

My first cardinal pitching sin? The excessive follow-up. I know you’re excited. I know your client is excited. I know everyone wants to know if the story is happening. But following up 24 hours after your initial pitch (or worse, multiple times before I’ve even had a chance to respond) is one of the fastest ways to make your email disappear into the abyss. Freelance writing has a lot of moving parts — I have to find the right angle, pitch my editor, wait for approval, figure out timing and then actually write the thing. That process does not happen overnight. So… please, trust the process. A quiet inbox does not mean I hate your idea. It usually means I am buried under 500 other emails and trying to keep my head above water.

Another big pet-peeve is pitching me something completely outside my wheelhouse. I promise, I don’t expect PR teams to memorize every story I’ve ever written, but there is a reason I have specific beats. If you’re pitching me a finance app when 90% of my work is beauty, fashion, home and lifestyle, I’m probably not the person who can help you. And while we’re on the topic, please don’t promise expert commentary and then never send it. If I tell my editor, “I have a dermatologist weighing in,” I need that dermatologist to actually weigh in. The worst-case scenario is not just that your brand misses out on coverage — it’s that I’m now scrambling to fill a hole in a story. That makes me much less likely to come back to you the next time.

And finally, let’s please retire “Request For Coverage” as a subject line. I am begging. I don’t work for your brand. I am not waiting around for assignments. If your product or story is a fit, it’s a fit. If we have a good relationship and you approach me thoughtfully, I am always happy to see where I can work something in or keep your brand in mind for future stories. But I cannot guarantee coverage just because you asked for it. The best PR relationships are partnerships — not transactions. Pitch me like a human, respect my time and understand that I’m rooting for good brands to succeed. I promise I want to write about great things. I just need you to make it easy for me to do that.

Annnnnd with all that being said, I have a BUNCH of stories needing expert commentary. Read on for what I’ve got coming down the pike!

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On My Radar

Dermalogica Phyto Nature E² Exosome + Exfoliation Leave-On Treatment Serum

Exosomes are having a major moment right now — and if you’ve spent any time scrolling TikTok or falling down a late-night ingredient rabbit hole (guilty), you’ve probably seen them everywhere. But here’s the thing… not all exosomes are created equal. It’s unfair, I know. But this regenerative exosome and enzyme formula is top-tier, helping to resurface the skin while supporting its natural surface-renewal process, encouraging a smoother, fresher-looking complexion. Basically, it’s helping your skin do what it already wants to do (refresh and renew) without the harsh, over-exfoliated feeling that can come with some powerhouse ingredients. Highly recommend.

Athena Club Banana Sunmilk Hair & Body Mist

Banana is the new it-girl ingredient — and yes, I’m talking about the fruit you probably have sitting on your kitchen counter. It may sound wrong, but trust me on this one. It’s actually a gourmand trend I can get behind. And Banana Sunmilk is basically that on-cloud-nine, just-got-back-from-vacation feeling bottled. The tropical aroma blend combines creamy banana milk and Tahitian monoi with coconut cream and jasmine, before drying down into warm sugarcane and vanilla for a scent that feels sunny, indulgent and ridiculously good. Plus, it lasts way beyond the first spritz and can be layered to create your own little fragrance wardrobe. Basically, if smelling like a tropical vacation was a personality trait, this would be it.

Neuropeptide Corrective Brightening Under-Eye Cream

I’m a sucker for the peptide trend, I’ll admit it. There’s something about a buzzy skincare ingredient that promises to make me look a little more awake (especially after a late night of writing, scrolling, or pretending I’m going to “just watch one more episode” of The Ultimatum) that immediately gets my attention. This silky, brightening eye cream uses advanced neuropeptide technology and next-generation biotech ingredients to target the biggest under-eye complaints (AKA, dark circles, puffiness, and those fine lines that seem to appear overnight). It also helps visibly brighten the eye area, smooth the look of crow’s feet and deep lines, and create a firmer, more radiant appearance. Basically, it’s giving tired eyes the “I got eight hours of sleep” energy—even when that’s very much not the case.

Story SOS

Here’s the current lineup of open opportunities, as of today.

Quick reminder: when pitching, email me at alyssa.rotunno@gmail.com. Please don’t just hit reply to this newsletter, or your message might get lost. And follow the subject line requests below—it’ll save you (and me) time!

• House Beautiful: Psychologists and Design Experts Reveal The Best Tips for Making a Dorm Room Feel Like a Real Home

  • Subject line: DORM ROOM: [insert expert here]

  • What I need: Commentary from psychologists and design experts; will share exact Qs via email

  • Deadline: ASAP (EOD Thurs 7/23 the latest!)

• Parade: 7 Best Short Hairstyles for Women Over 60 With Glasses, According to a Celebrity Stylist

Read more

The exact same story can be pitched five completely different ways depending on the publication. “Zendaya’s favorite body oil” might be the perfect hook for a younger audience that’s plugged into celebrity culture, while “the dermatologist-approved ingredients behind Zendaya’s glow” is a much stronger angle for an older reader who’s shopping with efficacy in mind. Same product, same story… totally different framing.

So before you hit send on a pitch — to me or honestly any freelancer — ask yourself one question: where do I actually want this story to live? If you’re open to multiple publications, amazing. Give me a few different ways in. Let me decide which audience is the best fit.

Here’s my cheat sheet:

• The Everygirl: Think Gen Z and younger Millennials. They’re tapped into trends, celebrity culture, beauty, fashion, wellness, money, careers, home decor and navigating adulthood. They love timely, internet-driven conversations, but they’re equally interested in deeper stories about work, relationships and building a life.

• HuffPost: My audience skews a little older (mostly 30s, 40s, and beyond) and wants stories with substance. I write for Women’s Voices, so I’m speaking primarily to women who want to stay informed about what’s happening in the world — but through the lens of how it affects them. Bigger conversations, thoughtful trend pieces and cultural deep-dives all work well here.

• Real Simple: Practical meets aspirational. The readership is largely women between 35 and 64, though there’s plenty of younger digital readers, too. They want products that genuinely improve their lives, smart organization tips, wellness advice that isn’t gimmicky, financial guidance and purchases actually worth investing in.

• Parade: Think women around 50 and up. This audience wants to stay current, but not at the expense of feeling relatable. Beauty, fashion, wellness and lifestyle stories should answer questions like: How do I wear this trend? Is this actually worth trying? Will this work for me?

• Apartment Therapy: Millennials and Gen Z renters, first-time homeowners and design lovers who want beautiful spaces without spending a fortune. They’re obsessed with clever storage, nostalgic trends, renter-friendly upgrades and affordable design ideas that feel personal (hello, DIY).

• House Beautiful: Design lovers through and through. The audience skews female, generally in their 40s and 50s, and they’re looking for elevated homes, trend forecasting, expert advice and ideas that feel aspirational but still attainable.

And this isn’t just true for me — it’s true for every writer.

I know PR teams are stretched impossibly thin. I know why mail merges exist (I’ve sent plenty myself). But if you’re blasting the exact same pitch to everyone, you’re making it harder for me to picture the story in front of my specific reader. Spend the extra five minutes breaking your lists into audience buckets and tweak your angle accordingly. You don’t have to rewrite the entire email — sometimes changing the headline and first paragraph is enough.

It seems like a small thing, but it’s one of those little details that separates a good pitch from one that immediately gets my wheels turning. And in an inbox with hundreds of emails, that’s exactly what you want.

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On My Radar

Bombshell Sportswear Sweetheart Sports Bra

I’ll be honest — I didn’t have high hopes for this one. In my experience, the cuter the sports bra, the less likely it is to survive a long run without me regretting my outfit choices. But this adorable top completely proved me wrong. I wore it for a run through Brooklyn expecting to be adjusting it every few blocks, and... I never had to think about it again, which is pretty much the highest compliment I can give a sports bra. It’s supportive without feeling restrictive, the adjustable racerback straps make it easy to get the fit just right and I love the little details like the sweetheart neckline and subtle scrunched front. It’s one of those rare workout pieces that makes you feel cute and can actually keep up — that’s a combination I’ll never stop chasing.

Clutch Glue

Speaking of working out... this summer has been absolutely humbling. Between the heat, the humidity and feeling like I’m sweating out an entire gallon of water before mile two, marathon training has been no joke. But one thing I wasn’t prepared for? My workout clothes refusing to stay put. Enter Clutch — quite literally living up to its name. A little goes a long way in keeping my bike shorts exactly where they’re supposed to be, which means no awkward adjusting mid-run and, more importantly, no painful chafing by the time I get home. Unlike fashion tape, it adheres directly to your skin, stays put through sweat and washes right out of your clothes afterward. It’s hypoallergenic, vegan, cruelty-free and one of those products you don’t realize you need until you try it. Now I won’t run without it.

Joico Hold Hero High Hold + Shine Boosting Finishing Spray

And while we’re on the topic of surviving summer... can we talk about hair? Between the 100 degree days, surprise rainstorms and approximately 97% humidity on any given day in New York, I’ve accepted that my hair will spend most of the season in a slick bun or claw clip. But that doesn’t mean I want it looking like I just rolled out of bed. This hairspray has become my secret weapon for keeping every strand exactly where I want it — without making my hair feel crunchy or helmet-like. It locks everything in place, stands up to wind and humidity (a true miracle), tames frizz for days and somehow adds a gorgeous shine while it’s at it. Basically, it’s the only reason my slick buns still look slick by the end of the day.

Story SOS

Here’s the current lineup of open opportunities, as of today.

Quick reminder: when pitching, email me at alyssa.rotunno@gmail.com. Please don’t just hit reply to this newsletter, or your message might get lost. And follow the subject line requests below—it’ll save you (and me) time!

• Parade: 7 Best Hair Colors After 50 to Brighten and Rejuvenate Your Face, According to a Celebrity Stylist

  • Subject line: HAIR COLORS AFTER 50: [insert expert name here]

  • What I need: Expert commentary from a celeb hair stylist / colorist

  • Deadline: EOD Friday, July 24

Catch a Byline

Your go-to update for everything I’ve got out in the world. I’m just as in-the-dark as you on publish dates, so check out this week’s latest and see if the story has officially gone live:

• The Everygirl: Are Beauty Routines Ruining Your Summer? Inside the ‘Spontaneity Gap’ (and How to Fix It)

• The Everygirl: I’m Ditching My Matching Sets for These Unexpected Summer Outfit Formulas

• The Everygirl: 10 Dermatologist-Approved Ways to Prevent Sun Damage That Go Beyond SPF

• Real Simple: I Tried Scream Therapy to Ease Stress and Anxiety—and It Was Exactly What My Nervous System Needed

Want a Consultation?

Want real, no-fluff advice on how to make your brand actually stand out? Or, are you a writer trying to break through in the industry? Either way, I got you.

I can hop on Zoom, a call or swing by in person for a Q&A to answer all your pressing questions about pitching, events, mailers, trips, follow-ups and more—basically, anything you’ve been wondering about, all from a blended PR + media POV that actually makes sense.

We can switch it up however your team wants. Most calls are virtual, but I am always happy to chat over a cappuccino—because why not?

Hit me up at alyssa.rotunno@gmail.com and let’s make it happen.

Leave a comment

As for me? I spent mine hosting my annual Fourth of July party, which involved a concerning number of smash burgers, enough beer to keep the cooler permanently stocked and some of my favorite people all packed into one backyard. It was one of those weekends that leaves your social battery full... and your physical battery completely drained. So if this edition feels slightly more caffeinated than usual, it’s because I’m currently operating on my second (okay, third…) cup of coffee.

Between marathon training, Love Island consuming every free brain cell I have left and somehow finding the time to become emotionally invested in the FIFA World Cup (go Norway!!), sleep has become more of a suggestion than a reality. But enough about me—let’s talk stories.

I’m officially in pitch-me-your-weirdest-smartest-timeliest-idea mode. If it’s making people stop scrolling, arguing in the comments or texting their group chat, I want to hear about it. Here’s what’s I’m especially looking for right now:

• Beauty: Celebrity-inspired how-to’s, buzzy treatments, viral products worth putting to the test, “I Tried It” opportunities, emerging ingredients, trends people can’t stop talking about, etc.

• Fashion: Nostalgic trend cycles, unexpected styling ideas, color trends, accessories, seasonal must-haves and fresh takes on pieces everyone suddenly owns.

• Home & Design: DIY projects, organizing hacks, nostalgic trends making a comeback, viral home products, clever design solutions, little details that make a home feel elevated (or accidentally dated), etc.

• Wellness: Career advice, work-life balance, friendship dynamics, burnout, unique mental wellness techniques, major life transitions and fresh perspectives on navigating adulthood.

• Sex & Relationships: Timely relationship conversations, dating trends, sex and intimacy stories, friendship shifts and expert-backed advice with a unique angle.

• Travel: Women-centered trips, multigenerational travel, solo adventures, destinations tied to cultural moments, sports tourism and travel ideas for the 50+ crowd.

As always, the more timely and culturally relevant, the better. If you’ve got fresh data, an expert with a genuinely interesting take, or a story idea that makes you think, “wait... I haven’t seen anyone cover that yet,” send it my way.

My inbox is open. My coffee is hot. Let’s make something fun.

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On My Radar

Trot Elevated Complete Set with Mat & Stand

Turns out, adopting a dog also means adopting a part-time job as a professional cleaner. My pup, Aster, somehow manages to turn every meal into a full-blown event, leaving kibble, water and who-knows-what all over my kitchen floor. And as a single dog mom, I was over it pretty quickly. Thankfully, this feeding set solved just about every problem I had. The elevated stand keeps everything in one place, the silicone mat catches all of Aster’s chaos (bless) and cleanup is as easy as giving it a quick rinse. My favorite feature, though, is the puzzle slow feeder. Aster has a tendency to inhale his food like he’s training for a competitive eating contest, so it’s been a game-changer for slowing him down and making me a little less stressed at mealtime. Plus... it’s actually cute enough that I don’t mind looking at it every day.

Melissa & Doug x Van Leeuwen Wooden Ice Cream Counter

If you invite me to a press event where I get to eat ice cream and leave with a gift for my nephew, the answer is almost always going to be yes. That’s exactly what happened at the Melissa & Doug x Van Leeuwen launch, and honestly, it was one of the cutest events I’ve been to all summer. The wooden ice cream counter lets kids scoop, stack, top and “sell” eight Van Leeuwen-inspired flavors using a realistic scooper, complete with cups, cones, toppings, play money and a reusable menu for the full ice cream shop experience. It’s the kind of toy that sparks imaginative play while also helping build fine motor skills—and as an added bonus, it comes with coins for two free kids’ scoops at Van Leeuwen. Safe to say, I may have won favorite aunt status for the foreseeable future.

Beyond Yoga Spacedye Layered Long Line Bra

I’ve been fully embracing the layered tank trend lately, and this sports bra has become the MVP of the look. It’s one of those rare pieces that’s just as cute peeking out from under a tank as it is actually performing on a run. The double-layer neckline and dual straps give it that elevated, studio-to-brunch vibe, while the medium support keeps everything comfortably in place whether I’m logging marathon training miles, heading to Pilates or grabbing an iced matcha afterward. Functional and fashionable? That’s the kind of multitasking I can get behind.

Story SOS

Here’s the current lineup of open opportunities, as of today.

Quick reminder: when pitching, email me at alyssa.rotunno@gmail.com. Please don’t just hit reply to this newsletter, or your message might get lost. And follow the subject line requests below—it’ll save you (and me) time!

• The Everygirl: Career Wellness Is the New Self-Care—And It Has Nothing to Do With Hustle

  • Subject line: CAREER WELLNESS: [Insert Expert Name Here]

  • What I need: Expert commentary on “career wellness” and how the conversation is shifting away from burnout prevention and toward building a work life that supports your values, relationships and overall happiness.

  • Deadline: Friday July, 10 EOD

Catch a Byline

Your go-to update for everything I’ve got out in the world. I’m just as in-the-dark as you on publish dates, so check out this week’s latest and see if the story has officially gone live:

• The Everygirl: Move Over Butter Yellow—This Is the Unexpected Color Fashion Girls Are Wearing This Summer

• The Everygirl: The Subtle Summer Nail Trend You Can Actually Achieve at Home

• Parade: My 60-Year-Old Mom Looks Nothing Like Her Age—These 4 Under-$25 Skincare Staples Are Her Secret

• Real Simple: I Tried Scream Therapy to Ease Stress and Anxiety—and It Was Exactly What My Nervous System Needed

• Real Simple: I Stopped Canceling Plans—and It Did More for My Mental Health Than I Expected

Want a Consultation?

Want real, no-fluff advice on how to make your brand actually stand out? Or, are you a writer trying to break through in the industry? Either way, I got you.

I can hop on Zoom, a call or swing by in person for a Q&A to answer all your pressing questions about pitching, events, mailers, trips, follow-ups and more—basically, anything you’ve been wondering about, all from a blended PR + media POV that actually makes sense.

We can switch it up however your team wants. Most calls are virtual, but I am always happy to chat over a cappuccino—because why not?

Hit me up at alyssa.rotunno@gmail.com and let’s make it happen.

Leave a comment

But sue me—it’s summer!!

I spent the weekend in Nantucket with my friends, eating approximately one million sandwiches, an irresponsible amount of ice cream and soaking up every second of beach weather I could. And honestly? I wouldn’t trade that for the world. Yes, even for my own little Carrie Bradshaw-esque corner of the internet you’re reading right now (I know, shocking).

Now that the holiday weekend is here, I’m planning on doing much of the same—spending as much time outside as humanly possible with my dog, my parents, a hamburger in one hand and hopefully a spritz in the other. So instead of making you read a novel before you sign off for the long weekend, I figured we’d keep this edition short, sweet and centered around something that’s on just about every PR person’s mind right now...

Sales.

I don’t cover deal stories nearly as often as I used to, but there was a period where it felt like every other article I wrote was about the internet’s best discounts. And after writing a lot of them, I realized pretty quickly that not every sale deserves a story. Harsh? Maybe. True? Absolutely.

Before I ever pitched a sale to my editor, I always ran through the same mental checklist:

• Is the discount actually exciting? (10% off usually isn’t moving the needle.)

• Are the products available through our affiliate partners?

• Can I find authentic customer reviews or real human experiences to weave into the story?

• Will the sale still be live by the time I pitch it, get approval, write it, edit it, and readers actually click?

• Is inventory healthy? (Nothing’s worse than recommending a dress when every size except XXS is already sold out.)

• Have we already covered this exact sale—or these exact products—recently?

• Is there lifestyle imagery I can readily use?

It sounds simple, but asking yourself these questions before hitting send will save you (and your editor friends) a lot of time.

Now go enjoy the long weekend. Touch some grass. Eat the hot dog. Buy the sunscreen. And if you’re celebrating, have a beer for me. We’ll get back to inbox zero on Tuesday.

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On My Radar

Hawaiian Tropic Hair & Scalp Sunscreen Mist

Nothing ruins the post-beach glow quite like realizing your scalp got absolutely fried. Trust me, it’s happened to me before, and I refuse to let it happen again. This little mist has officially earned a permanent spot in my beach bag. It’s lightweight, non-greasy and takes all of five seconds to spray along my part before heading out into the sun. Bonus points for the tropical scent, which somehow makes my hair smell like I just stepped off a vacation instead of the subway. It’s also perfectly travel-sized, so whether I’m heading to Long Island, Nantucket or just spending the afternoon in Prospect Park, it’s coming with me every single time.

Birkenstock Mayari

The second the weather hits 75 degrees, these basically become my entire personality. I live in them all summer long—from beach days and farmers’ markets to coffee runs and aimlessly wandering around town with an iced matcha in hand. They’re one of the few sandals I trust to keep my feet happy after walking what somehow always turns into 20,000 steps a day. The crisscross straps give them a slightly elevated look that goes with just about everything, while the signature contoured footbed and adjustable buckles deliver the kind of comfort Birkenstock is famous for. They’re equal parts practical and cute—which, if you ask me, is the ultimate summer shoe.

Vacation Classic Whip SPF 30

I’m convinced sunscreen works better when it’s fun to use, because let’s be honest—if I actually look forward to applying it, I’m way less likely to skip it. That’s exactly why this has become my go-to SPF this summer. The whipped, cloud-like texture comes out in the cutest little star-shaped swirl (yes, it’s as satisfying as it sounds), making it incredibly easy to spread evenly and spot any areas I accidentally missed. Best of all, it absorbs beautifully without leaving behind that sticky, greasy feeling that makes you want to shower immediately. SPF has never felt—or looked—this fun.

Story SOS

Here’s the current lineup of open opportunities, as of today.

Quick reminder: when pitching, email me at alyssa.rotunno@gmail.com. Please don’t just hit reply to this newsletter, or your message might get lost. And follow the subject line requests below—it’ll save you (and me) time!

• The Everygirl: TK Books to Read If You’re Rethinking Your Career

  • Subject line: CAREET BOOKS: [Insert Title Here]

  • What I need: Looking for 10-15 books that will help my readers navigate a potential career pivot

  • Deadline: EOD July 10

Catch a Byline

Your go-to update for everything I’ve got out in the world. I’m just as in-the-dark as you on publish dates, so check out this week’s latest and see if the story has officially gone live:

• The Everygirl: Move Over Butter Yellow—This Is the Unexpected Color Fashion Girls Are Wearing This Summer

• The Everygirl: The Subtle Summer Nail Trend You Can Actually Achieve at Home

• Parade: My 60-Year-Old Mom Looks Nothing Like Her Age—These 4 Under-$25 Skincare Staples Are Her Secret

Want a Consultation?

Want real, no-fluff advice on how to make your brand actually stand out? Or, are you a writer trying to break through in the industry? Either way, I got you.

I can hop on Zoom, a call or swing by in person for a Q&A to answer all your pressing questions about pitching, events, mailers, trips, follow-ups and more—basically, anything you’ve been wondering about, all from a blended PR + media POV that actually makes sense.

We can switch it up however your team wants. Most calls are virtual, but I am always happy to chat over a cappuccino—because why not?

Hit me up at alyssa.rotunno@gmail.com and let’s make it happen.

Leave a comment

But the thing is, not all commentary is created equal.

First off, I am genuinely grateful whenever someone takes the time to contribute to one of my stories. I know how many follow-ups it can take to wrangle a quote from a client—I’ve been on the PR side, I get it. But if I send over six questions and receive one sentence back for each, you’re making my job infinitely harder. The best commentary doesn’t just answer the question, it expands on it. It gives context. It offers a perspective I haven’t heard before. It tells me something surprising.

Plus, my editors love when I can weave expert insights naturally throughout a story instead of dropping in a giant block quote and calling it a day. But if I only have 15 words to work with, that’s nearly impossible. The more thoughtful and detailed the response, the more opportunities I have to incorporate it throughout the piece.

And yes, I can absolutely tell when AI got involved.

Look, I’m not saying nobody should use it. But when every answer sounds like it came from the same robot-generated thought cloud, it becomes painfully obvious. If there’s no personality, no specificity, no unique perspective—or, God help me, random emojis sprinkled throughout a response—I’m probably not using it. Not because I don’t like the expert, but because there’s no journalistic value there. I’ve already read that exact quote in six other articles. My editors have, too. What gets included are the answers that make me stop scrolling and think, “Oh, that’s interesting.” Give me a hot take, give me a contrarian opinion, give me a weird fact. You know what? Just give me the thing you’d actually say if we were having coffee together instead of filling out a questionnaire.

And finally, let’s talk timing.

I always include deadlines because I want to be fair to everyone. But if I’m being completely transparent, the earlier I get strong commentary, the better your chances are. If a handful of experts send thoughtful responses two or three days ahead of schedule and I suddenly have a free afternoon to start drafting, I’m probably going to take advantage of it. As a freelancer and PR pro, I am constantly trying to get ahead of deadlines, clear my weekends and stay sane. So while I absolutely review responses that come in by the stated deadline, there’s a reason the phrase “the early bird gets the worm” has survived all these years. In freelance writing, it happens to be pretty accurate.

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On My Radar

T3 Aire 360 Ceramic Dual Voltage Air Styler

I was getting really tired of packing what felt like my entire beauty cabinet every time I went home to visit my parents on Long Island. A curling iron, a straightener, a blow dryer… suddenly my weekend bag was 90% hair tools. And while I wanted to streamline my routine, I wasn’t exactly looking to spend Dyson money. Enter this T3 styler, which has completely simplified my routine. It gives me the flexibility to smooth, curl and create a bouncy blowout with just one tool, making it perfect for travel and everyday use alike. Plus it’s lightweight, easy to pack and the dual-voltage, which means it’ll be coming with me on future trips abroad, too. Most importantly, it actually works. The airflow automatically wraps sections of hair to create soft, lasting curls, while the advanced heat technology leaves my hair shiny, smooth and noticeably less frizzy. Basically, it’s the kind of multitasker I aspire to be.

Life Is Good Box of Cherries Short Sleeve Tee

Tomato Girl Summer had a great run, but personally? I’m declaring it Cherry Girl Summer. Am I single-handedly inventing this trend? Maybe. Am I committed to it anyway? Absolutely.

I’ve always had a soft spot for Life Is Good. If you grew up in the early 2000s, chances are you did too. But unlike a lot of nostalgic brands that stay stuck in the past, this one somehow grew up right alongside us. This cherry tee feels playful, a little retro and perfectly suited for all the wholesome summer activities I’ve suddenly become obsessed with—farmers markets, park picnics, iced matcha walks, the whole thing. The cropped fit hits at just the right spot (AKA, no constant adjusting required), and the washed-in softness makes it feel like you’ve owned it forever. Cute, comfortable and very much the unofficial uniform of my self-proclaimed Cherry Girl Summer.

Tower 28 ShineOn Plumping Lip Jelly

I am a certified lip gloss addict. Every purse I own has at least three or four glosses rolling around at the bottom—and considering the number of purses I own, that’s a deeply concerning amount of lip products. But if we’re talking about the one I’ve been reaching for nonstop lately, Tower 28 takes the crown. As someone who loves the look of fuller lips but absolutely hates those painful, spicy formulas that make it feel like I’ve rubbed jalapeños on my mouth, this is a dream. The innovative VibePlump technology gives lips a plumper, smoother look without the burning, stinging or irritation, while still delivering that juicy, glossy finish I’m always chasing. It’s comfortable, hydrating and makes my lips look fantastic. Honestly, that’s all I really want from a gloss.

Story SOS

Here’s the current lineup of open opportunities, as of today.

Quick reminder: when pitching, email me at alyssa.rotunno@gmail.com. Please don’t just hit reply to this newsletter, or your message might get lost. And follow the subject line requests below—it’ll save you (and me) time!

• The Everygirl: Fashion Is Breaking Up With Matching Sets in Favor of Controlled Chaos—Here’s How To Get The Look

  • Subject line: MATCHING SETS: [Insert Brand/Product Here]

  • What I need: Inspiration for the new trend embracing the anti-matching set (ex: track pants with ballet flats, logo tees paired with silky skirts). Products may be called in for feature consideration

  • Deadline: ASAP

• The Everygirl: The ’90s Blowout Is Trending Again—Here’s How I’m Actually Getting the Look at Home

  • Subject line: 90S BLOWOUT: [Insert Pro Hairstylist Here]

  • What I need: Hairstylist commentary on the best methods to achieve the ‘90s blowout trend; exact questions will be sent via email if a fit

  • Deadline: June 26 EOD

Catch a Byline

Your go-to update for everything I’ve got out in the world. I’m just as in-the-dark as you on publish dates, so check out this week’s latest and see if the story has officially gone live:

• Real Simple: I Stopped Canceling Plans—and It Did More for My Mental Health Than I Expected

• Parade: My 60-Year-Old Mom Looks Nothing Like Her Age—These 4 Under-$25 Skincare Staples Are Her Secret

• Parade: My 60-Year-Old Mom Struggled With Dry, Crepey Skin—This Body Cream Completely Changed It

• Real Simple: This 20-Minute, Phone-Free Ritual Resets My Entire Day

Want a Consultation?

Want real, no-fluff advice on how to make your brand actually stand out? Or, are you a writer trying to break through in the industry? Either way, I got you.

I can hop on Zoom, a call or swing by in person for a Q&A to answer all your pressing questions about pitching, events, mailers, trips, follow-ups and more—basically, anything you’ve been wondering about, all from a blended PR + media POV that actually makes sense.

We can switch it up however your team wants. Most calls are virtual, but I am always happy to chat over a cappuccino—because why not?

Hit me up at alyssa.rotunno@gmail.com and let’s make it happen.

Leave a comment

Suddenly, orange sneakers are selling out. Blue trousers feel oddly relevant. Knicks-adjacent color palettes are everywhere, with people reaching for orange sunglasses, blue handbags, vintage varsity jackets and anything that lets them participate in the cultural conversation without necessarily knowing all that much about the sport (guilty!). That’s the power of sports fandom at its best—it spills far beyond the game itself and becomes a cultural moment. The brands that recognize this and move quickly are the ones winning. You don’t need an official league partnership to capitalize on cultural relevance. Sometimes all you need is an understanding of what people are excited about right now.

And the Knicks are just one example. The FIFA World Cup is officially underway, and the energy is already impossible to ignore. Every sports bar is packed, every television seems to have a match on, soccer jerseys have become the outfit of the summer and sports-inspired fashion is popping up everywhere from street style to red carpets. People want to feel connected to something bigger than themselves, and sports are an easy way to do that, especially now. It’s community. It’s identity. It’s belonging. And increasingly, it’s influencing what we wear, buy, post and talk about.

Honestly, I don’t see this slowing down anytime soon. If anything, I’m seeing more demand for sports-adjacent content than ever before. My editors are hungry for stories that sit at the intersection of sports, fashion, beauty, travel, culture and consumer behavior. So if you’re sitting on interesting data, trend insights, unique spokespersons or story ideas that connect sports fandom to broader lifestyle trends, send them my way. Because right now, sports aren’t just entertainment—they’re one of the biggest cultural forces shaping consumer behavior.

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On My Radar

CeraVe Daily Moisturizing Lotion

Every summer, my skincare routine becomes a game of survival. It’s humid, I’m sweating more, spending more time outside and the last thing I want is a heavy moisturizer sitting on my face or body like a sticky blanket. That’s why I always find myself reaching for CeraVe Daily Moisturizing Lotion. It’s one of those rare products that just works—no irritation, no fuss. The texture is lightweight and absorbs almost instantly, leaving my skin feeling hydrated and comfortable without that greasy feeling I absolutely cannot tolerate in July. Plus, it’s packed with hyaluronic acid to help lock in moisture and CeraVe’s MVE technology for long-lasting hydration, so my skin stays happy even through heat waves, park days and all the other chaos summer likes to throw my way.

Sweed Miracle Powder

When I tell you I would defend this product with my life, I’m not exaggerating. If I could only keep one complexion product in my makeup bag, this would be it. The finish is what I imagine my skin would look like if I drank enough water, got eight hours of sleep every night and lived a stress-free life in the south of France. It has this beautiful blurred effect that softens everything while still looking like actual skin—not just makeup sitting on top of skin. The lightweight mineral powder gives just enough coverage to even things out, but never feels heavy or cakey and somehow manages to leave behind the prettiest natural glow. As someone with sensitive, acne-prone skin, I love that it’s free of talc and bismuth oxychloride as well as packed with antioxidants and vitamin C so it never clogs my pores. Some days I wear it on its own, other days I dust it over foundation, but either way, it makes me look like the best version of myself—and that’s why I’ll keep repurchasing it forever.

Maison Madison Mafalda Dinner Plate Set

I’m currently in my “trying to be financially responsible” era, which unfortunately means cooking at home a lot more often (I miss you, Taco Bell). The problem? I’m not exactly whipping up Michelin-star-worthy meals over here. But I’ve learned that a beautiful plate can do a lot of heavy lifting. Somehow, pasta I threw together in 12 minutes feels significantly more impressive when it’s served on the right dish. I’ve been loving these Mafalda Dinner Plates because they make even my most questionable weeknight dinners look intentional. The wide rim gives them that elevated, restaurant-like feel, while still being practical enough for everyday use. Honestly, if I can’t cook like a chef, I can at least plate like one.

Story SOS

Here’s the current lineup of open opportunities, as of today.

Quick reminder: when pitching, email me at alyssa.rotunno@gmail.com. Please don’t just hit reply to this newsletter, or your message might get lost. And follow the subject line requests below—it’ll save you (and me) time!

• Real Simple: I Tried “Scream Therapy” (Even If It Sounds Ridiculous)—Here’s Why It Works

  • Subject line: SCREAM THERAPY: [Insert Expert Here]

  • What I need: Mental health professional to answer commentary on the benefits of scream therapy; exact questions will be sent via email if a fit

  • Deadline: June 19 EOD

• The Everygirl: Why Summer Isn’t Feeling as Spontaneous as It Used To—And It Might Come Down to Beauty Routines

  • Subject line: SPONTANEITY GAP: [Insert Expert/Product Here]

  • What I need: Beauty experts to provide commentary on the “spontaneity gap” within beauty routines + products that help cut down prep time; exact questions will be sent via email if a fit

  • Deadline: June 19 EOD

• The Everygirl: Fashion Is Breaking Up With Matching Sets in Favor of Controlled Chaos—Here’s How To Get The Look

  • Subject line: CONTROLLED CHAOS: [Insert Brand/Product Here]

  • What I need: Inspiration for the new trend embracing the anti-matching set (ex: track pants with ballet flats, logo tees paired with silky skirts). Products may be called in for feature consideration

  • Deadline: June 23 EOD

• The Everygirl: 10 Derm-Approved Ways to Prevent Sun Damage This Summer (That Go Beyond SPF)

  • Subject line: SUN DAMAGE: [Insert Derm Here]

  • What I need: Derm commentary on the best ways to prevent sun damage; exact questions will be sent via email if a fit

  • Deadline: June 26 EOD

• The Everygirl: The ’90s Blowout Is Trending Again—Here’s How I’m Actually Getting the Look at Home

  • Subject line: 90S BLOWOUT: [Insert Pro Hairstylist Here]

  • What I need: Hairstylist commentary on the best methods to achieve the ‘90s blowout trend; exact questions will be sent via email if a fit

  • Deadline: June 26 EOD

Catch a Byline

Your go-to update for everything I’ve got out in the world. I’m just as in-the-dark as you on publish dates, so check out this week’s latest and see if the story has officially gone live:

• Parade: I Recreated 5 Viral Y2K Makeup Looks—Here’s What Still Works in 2026

• Parade: I Tried 10 ‘Ballet Slipper’ Lip Products—Only 3 Gave That Soft-Focus Finish

• House Beautiful: The “Two-Foot Rule” Is the Simple Decluttering Method Pro Organizers Swear By

• The Everygirl: The Subtle Summer Nail Trend You Can Actually Achieve at Home

• Parade: 12 Hairstyles That ‘Fake Fullness’ on Fine Hair for Women Over 50, from Bold Curls to a Pixie

• Parade: I Tried 8 Redness-Relief Products for 2 Weeks—Only a Few Actually Worked

Want a Consultation?

Want real, no-fluff advice on how to make your brand actually stand out? Or, are you a writer trying to break through in the industry? Either way, I got you.

I can hop on Zoom, a call or swing by in person for a Q&A to answer all your pressing questions about pitching, events, mailers, trips, follow-ups and more—basically, anything you’ve been wondering about, all from a blended PR + media POV that actually makes sense.

We can switch it up however your team wants. Most calls are virtual, but I am always happy to chat over a cappuccino—because why not?

Hit me up at alyssa.rotunno@gmail.com and let’s make it happen.

Leave a comment

Because here’s the thing — between my full-time job, freelance deadlines, interviews, inbox management, marathon training, trying to maintain a social life and occasionally remembering to do my laundry, my calendar is packed. So if you’re asking me to trek into Manhattan on a random Tuesday night, it has to be worth it. An Uber code is a great start, but let’s be honest, a $50 credit in NYC is basically a cute suggestion (especially for those of us that live in Brooklyn). If you want people to show up, make getting there easy. Then, once they’re there, give them something they can’t get from a PDF attachment or a virtual briefing.

The events that stick with me are the ones that fold seamlessly into things I already want to do. A workout class where I can test a new beauty product? Amazing. A blowout before a big event? Sign me up. A facial, a cooking class, a custom fragrance experience, a color analysis appointment? Now we’re talking. If I leave thinking, “that was actually fun,” you’ve already won.

And while we’re clearing the air, talking to a founder is rarely the selling point PR people think it is. I know that’s controversial, but it’s true. Every founder believes their product is the best thing since sliced bread — that’s kind of their job. What gets me excited is access to someone I can actually use later. Give me a dermatologist. A cosmetic chemist. A celebrity hairstylist. A trend forecaster. An interior designer. Someone whose expertise can help me write five future stories, not just understand one product launch. That’s infinitely more valuable.

And one final thing… if you’re inviting me to a sit-down dinner or anything that requires more than a quick pop-in, I absolutely want to know who’s going. Do I know the PR? Are there writers I love? Friends I haven’t seen in months? People whose company I genuinely enjoy? Because at that point, the event becomes just as much about the people as it is about the product. The best events don’t feel like work. They feel like something I would’ve wanted to do anyway — and those are the ones I’m still talking about six months later.

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On My Radar

Trot Elevated Complete Set

I recently adopted a dog (everyone say hi to Aster!), and in the weeks leading up to adoption day, I went into a full-blown online shopping spiral. Leash? Check. Toys? Check. Approximately 47 items I definitely didn’t need? Also check. But one of my biggest priorities was finding a dog bowl that didn’t scream “pet aisle” and could actually coexist with the rest of my apartment. Call it the Libra in me, but if I’m looking at something every single day, I want it to be cute. This set checked every box. It’s functional, elevated and blends seamlessly into my space — which, as someone adjusting to life with a new furry roommate, brought me an unexpected amount of peace.

Halara UltraSculpt Capri Training Leggings

Getting invited to yoga in Bryant Park is one of my favorite signs that summer has officially arrived. Sunshine, movement, a great workout in the middle of Manhattan… it never gets old. And as an added bonus, I got to test-drive these Halara capri leggings while I was there. These bad boys have that ultra-sculpting, held-in feeling without being restrictive, stay put throughout an entire workout, and somehow make every sweat sesh look a little more chic. Basically, they’re the kind of leggings that make you catch your reflection on the way out of class and think, “Okay, not bad.”

Polaroid Go Instant Camera Generation 3

It’s officially an analog summer, baby! Give me blurry beach photos, park hangs captured on film and memories that live somewhere other than my camera roll. I’ve been bringing the Polaroid Go everywhere lately because there’s something so fun about snapping a photo you can’t endlessly edit or retake. The upgraded flash makes it perfect for everything from rooftop nights to sunset picnics, the selfie mirror saves me from taking 47 attempts to get a decent shot, and the tiny prints are small enough to tuck into a phone case or hand to a friend before the night is over. In a world where everything is digital, it feels refreshing to have something you can actually hold onto.

Story SOS

I’m still in my pitch me your best ideas era and am very much open for business. Right now, I’m especially looking for…

• First-person beauty stories (the weirder, trendier, or more intriguing, the better)

• Home content around design mistakes, organizing hacks, decluttering rules and nostalgic trends making a comeback

• Fashion stories tied to emerging trends, colors, and silhouettes (Think capri pants, chocolate brown everything, unexpected accessories and the internet’s latest obsessions)

• Anything else you got! If it’s a fresh angle that makes people say, “Wait, tell me more,” send it my way.

Quick reminder: when pitching, email me at alyssa.rotunno@gmail.com. Please don’t just hit reply to this newsletter, or your message might get lost.

Catch a Byline

Your go-to update for everything I’ve got out in the world. I’m just as in-the-dark as you on publish dates, so check out this week’s latest and see if the story has officially gone live:

• Parade: The 9 Most Flattering Bob Haircuts for Women Over 60 With Thinning Hair

• Parade: I Tried 8 Redness-Relief Products for 2 Weeks—Only a Few Actually Worked

• The Everygirl: The Subtle Summer Nail Trend You Can Actually Achieve at Home

• Parade: My 60-Year-Old Mom and I Have Both Been Using This Tallow Body Cream for Over 30 Days—Is It Worth Trying?

• Parade: Stylist Says This ‘Invisible Layers’ Haircut Makes Fine Hair Look Twice as Thick

• The Everygirl: Don’t Freak Out, But Capris are Trending—Here’s How to Style Them in 2026

Want a Consultation?

Want real, no-fluff advice on how to make your brand actually stand out? Or, are you a writer trying to break through in the industry? Either way, I got you.

I can hop on Zoom, a call or swing by in person for a Q&A to answer all your pressing questions about pitching, events, mailers, trips, follow-ups and more—basically, anything you’ve been wondering about, all from a blended PR + media POV that actually makes sense.

We can switch it up however your team wants. Most calls are virtual, but I am always happy to chat over a cappuccino—because why not?

Hit me up at alyssa.rotunno@gmail.com and let’s make it happen.

Leave a comment

Instead, they end up in spam. Which, in PR terms, is basically a burial ground.

The worst part? I don’t even know they’re there. I check my spam folder occasionally, but realistically, it’s maybe once a month if I’m being generous. By the time I stumble upon your perfectly-crafted pitch, the trend is over, the event already happened, the product launched three weeks ago and every other outlet has beaten me to the story.

Nobody wins.

After years of dealing with this, I’ve noticed a common denominator: attachments. Press releases. Media alerts. Invitations. Fact sheets. PDFs. More often than not, the emails sitting in spam have something attached. And while those materials can be incredibly helpful, my inbox often decides they’re suspicious before I ever get the chance.

Even when attachments do make it through, there’s the issue of storage. My Gmail is constantly hanging on by a thread. Between PR pitches, interview transcripts, editorial drafts, contracts, invoice and the thousands of emails I probably should have deleted months ago, space is limited. Sometimes I end up deleting emails simply because I need the room. Is it ideal? Not at all. Is it reality? Unfortunately, yes.

So here’s my suggestion… don’t make the attachment do the heavy lifting.

If you have compelling data, put the key findings in bullets right in the email. If you’re launching a new fashion collection, link me to the lookbook. If you have a press release, pull out the most interesting details and paste them into the pitch itself. Give me the story without making me open another document.

Because at the end of the day, your email has one job — to convince me to care enough to take the next step. If the most important information is trapped inside an attachment I never open (or worse, never receive) you’ve made the process harder than it needs to be.

And in an inbox as crowded as mine, easier almost always wins.

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On My Radar

eyebobs Square Off

If you know me, you know my glasses are basically part of my personality. I’m almost always wearing the same trusty wire frames, so when I decided to switch things up, it felt like a pretty big deal. Enter the eyebobs Square Off frames, which instantly changed my look without feeling too far outside my comfort zone. They’re bold in the best way, somehow making me feel equal parts editor, businesswoman and person-who-has-her-life-together (whether that’s actually true is another story). The compliments have been nonstop, and at this point, I find myself reaching for them over my old favorites more often than not.

Dr. Jart Cicapair Soothing Color Correcting Treatment

This little jar is pure magic, and I say that as someone who has tried more complexion products than I can count. If my apartment were on fire, this might be the beauty product I’d grab on the way out. I deal with a lot of redness and post-breakout marks, and this is the one product I always come back to. The green formula transforms into a beige tint as you blend it in, instantly neutralizing redness and evens everything out without the cake-y look of layered makeup. On days when my skin is acting up, this is the difference between me wanting to hide and me confidently walking out the door.

Silver Jeans Co. High Rise Slim Barrel Leg Jeans

I am incredibly picky about jeans. They’re either too stiff, too tight, too short (5’10” problems), too uncomfortable or somehow all of the above. But these? These earned a permanent spot in my closet almost immediately. They have that perfect relaxed barrel-leg shape that feels current without veering into trend-overload territory, and the high-rise fit is incredibly flattering. They’re structured enough to make me feel put-together, but comfortable enough that I can actually wear them all day without counting down the minutes until I change into sweatpants. I’ve been throwing them on with everything from simple tanks to oversized button-downs, and somehow they always work.

Story SOS

I’m officially in my pitch me your best ideas era and am very much open for business. Right now, I’m especially looking for…

• First-person beauty stories (the weirder, trendier, or more intriguing, the better)

• Home content around design mistakes, organizing hacks, decluttering rules and nostalgic trends making a comeback

• Fashion stories tied to emerging trends, colors, and silhouettes (Think capri pants, chocolate brown everything, unexpected accessories and the internet’s latest obsessions)

• Anything else you got! If it’s a fresh angle that makes people say, “Wait, tell me more,” send it my way.

Quick reminder: when pitching, email me at alyssa.rotunno@gmail.com. Please don’t just hit reply to this newsletter, or your message might get lost.

Catch a Byline

Your go-to update for everything I’ve got out in the world. I’m just as in-the-dark as you on publish dates, so check out this week’s latest and see if the story has officially gone live:

• Parade: My 60-Year-Old Mom and I Have Both Been Using This Tallow Body Cream for Over 30 Days—Is It Worth Trying?

• Parade: Stylist Says This ‘Invisible Layers’ Haircut Makes Fine Hair Look Twice as Thick

• The Everygirl: Don’t Freak Out, But Capris are Trending—Here’s How to Style Them in 2026

• The Everygirl: ‘Matcha Nails’ Are Trending—And It’s About to Be the Shade of Summer

• The Everygirl: 15 Whimsy Date Ideas That Feel Effortlessly Fun and Romantic

• HuffPost: Women Haven’t Given Up On Love — But They Are Rejecting This Old Expectation

Want a Consultation?

Want real, no-fluff advice on how to make your brand actually stand out? Or, are you a writer trying to break through in the industry? Either way, I got you.

I can hop on Zoom, a call or swing by in person for a Q&A to answer all your pressing questions about pitching, events, mailers, trips, follow-ups and more—basically, anything you’ve been wondering about, all from a blended PR + media POV that actually makes sense.

We can switch it up however your team wants. Most calls are virtual, but I am always happy to chat over a cappuccino—because why not?

Hit me up at alyssa.rotunno@gmail.com and let’s make it happen.

Leave a comment

And honestly? I kind of love that.

Maybe it’s because I work in PR full-time and spend all day thinking about timelines, performance metrics, click-through rates, social amplification, SEO terms, audience strategy—you name it. So when it comes to freelancing, I like handing the story off and letting it go live whenever the editorial gods decide it’s time. I simply do not get paid enough per article to stress over optimal publishing windows.

That’s why I always laugh a little when people ask me for timing updates. I truly wish I had them! But I don’t. Editors rarely tell freelancers exactly when something is publishing unless it’s tied to a very specific embargo or event. Half the time, I find out my own story is live because someone texts me congratulations before I’ve even had coffee.

I literally Google my own name constantly like a tiny narcissistic FBI agent. I have Google Alerts on. I stalk publication homepages. I do my best to flag coverage to my sources once it’s up, but even then, stories slip through the cracks all the time. Google misses things. Editors change headlines. URLs update. It’s chaos over here.

And timelines vary wildly. Sometimes I’ll turn in a story and it’s live the next morning—which is ideal, especially when I’ve pitched something super timely. Other times? It takes weeks. Months, even. Editors are juggling a million stories, tiny teams, brutal workloads and constantly shifting priorities. Sometimes they’re waiting for the right news moment. Sometimes the story just sits in a queue while the internet collectively decides to care about something else for a minute.

So, a gentle plea from your friendly neighborhood freelancer: please don’t ask me when something is publishing. Not because I’m gatekeeping—but because I genuinely do not know. And trust me, the second I do know, I’m probably already posting it on Instagram.

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On My Radar

Not Your Mother’s Clean Freak Dry Shampoo

It’s 90 degrees in New York, which can only mean one thing: dry shampoo season is officially upon us. Between the heat, humidity and the fact that I’m constantly running these days, I simply cannot be doing a full hair wash every other day. My scalp deserves a break. That’s where this bad boy comes in. It actually absorbs oil without making my hair feel crunchy, chalky or weirdly heavier somehow. The barley and rice starch formula keeps everything looking fresh and clean, but still soft and touchable—which is the dream. Also, no white cast. Ever. And the fresh citrus scent makes it smell like I did wash my hair, even when I absolutely did not.

JanSport Mini Break

Who doesn’t have childhood emotional ties to a JanSport backpack? I’ve personally loved the brand since forever, so the second I saw this ultra-mini version, I was obsessed… especially now that my bag charm fixation has reached dangerously high levels. I clip it onto my totes and use it to hold my AirPods, which would otherwise disappear into the black hole that is my purse. And somehow this tiny backpack gets more compliments than some of my actual outfits. It’s cute and nostalgic—what more do you want?

Coola Hydrating Sunscreen Lotion

Yesterday felt like my official start to summer. I spent it laying in McCarren Park, eating strawberries, sipping matchas, catching up with friends and finally getting some sun after what felt like the longest winter ever. But as a beauty writer, no matter how much I love being outside, sunscreen is always the first thing on my mind. And I always reach for Coola. It’s lightweight enough for everyday wear, but still gives serious SPF 50 protection, plus it’s packed with 70%+ organic ingredients and actually holds up during long, sweaty park days. No greasy feeling, no weird sunscreen smell—just reliable protection while I pretend I’m on a European summer vacation instead of in Brooklyn.

Hear It First: This Week In Sales

• Tatcha (May 16-25): Use code FRIEND26 for 20% off sitewide

• Caitlyn Minimalist (May 15-21): Offering BOGO 50% off sitewide jewelry

• Pottery Barn (May 15-26): Offering an extra 20% off clearance items, plus new deals up to 60% off

• RDX Sports (May 19-26): Use code MEMORIAL20 for 20% off sitewide

• ESW Beauty (May 20-25): 15% off sitewide including their NEW Infused Water Facial Mists that’s like a “Spa Vacation in a Bottle”

• Vacation (May 20-25): Offering up to 35% off sitewide

• 12th Tribe (May 21-26): Shop up to 70% off sitewide

• Dedcool (May 22-26): 20% off sitewide and get a Xtra Milk Room + Linen Spray Mini as a GWP on orders $85+ on 5/26 only while supplies last

• PHYTO (May 25 only): Ship 40% off on all orders over $75 (no code necessary)

Story SOS

Here’s the current lineup of open opportunities, as of today.

Quick reminder: when pitching, email me at alyssa.rotunno@gmail.com. Please don’t just hit reply to this newsletter, or your message might get lost. And follow the subject line requests below—it’ll save you (and me) time!

• Parade: 12 Hairstyles That ‘Fake Fullness’ on Fine Hair for Women Over 50

  • Subject line: PARADE FINE HAIR: [Insert Expert Here]

  • What I need: Commentary from hairstylists who can speak to the best styles to create the illusion of fullness in thinning hair. Products can be mentioned.

  • Deadline: EOM

Catch a Byline

Your go-to update for everything I’ve got out in the world. I’m just as in-the-dark as you on publish dates, so check out this week’s latest and see if the story has officially gone live:

• The Everygirl: ‘Matcha Nails’ Are Trending—And It’s About to Be the Shade of Summer

• HuffPost: Women Haven’t Given Up On Love — But They Are Rejecting This Old Expectation

• Parade: 7 Best Hairstyles for Long Hair, According to a Celebrity Stylist

• Parade: ‘I Tried 7 Tankinis—These Are the Only 4 Styles I’d Actually Wear Out’

• The Everygirl: I Cut Back on Drinking Without Quitting—This Rule Made It Easy

Want a Consultation?

Want real, no-fluff advice on how to make your brand actually stand out? Or, are you a writer trying to break through in the industry? Either way, I got you.

I can hop on Zoom, a call or swing by in person for a Q&A to answer all your pressing questions about pitching, events, mailers, trips, follow-ups and more—basically, anything you’ve been wondering about, all from a blended PR + media POV that actually makes sense.

We can switch it up however your team wants. Most calls are virtual, but I am always happy to chat over a cappuccino—because why not?

Hit me up at alyssa.rotunno@gmail.com and let’s make it happen.

Leave a comment

Which is exactly why I will forever defend the virtual deskside.

Do I love a coffee meeting? Of course. Am I always realistically able to leave my apartment at 2 p.m. on a Tuesday to come into Manhattan for one? Absolutely not. And I think a lot of people are in the same boat right now. Everyone’s busy, everyone’s stretched thin. We’re all trying to squeeze 14 hours of work into an 8-hour day.

But that doesn’t mean I don’t want to meet you.

I love desksides. Truly. They help me understand brands better, put faces to names, learn about launches in a more natural way and spark story ideas I probably wouldn’t have come up with over email alone. Some of my best editorial angles have come from casual conversations on a quick Zoom.

And honestly? Virtual meetings work. They just do. I can learn about a product launch while sitting at my desk in sweatpants, still answer urgent emails if needed, and jump right back into writing afterward. Efficient. Beautiful. All with no subway delays.

That being said—please come prepared.

If you’re setting up a deskside, have a direction. Walk me through the new launch. Give me the brand backstory. Demo the product. Tell me why this matters right now. Don’t hop on a call and immediately ask, “So… what questions do you have for us?”

I’ll absolutely have questions once the conversation gets going, but if you requested the meeting, I’m expecting you to lead it. Otherwise, it gets awkward fast—and honestly feels like a waste of everyone’s time.

The best desksides feel collaborative, conversational and intentional. Not like two people staring at each other on Zoom waiting for someone to speak first. And bonus points if I get to try the product alongside you (AKA, send me the goodies before we meet, so I can come prepared, too!).

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On My Radar

Burga Celestial Phone Case

In my opinion, your phone case says just as much about you as your outfit does. It’s literally attached to you 24/7, sitting on every dinner table, mirror selfie and coffee shop counter you touch. I was recently gifted this one (thank you, Burga!) and the compliments have not stopped since. The cow print taps into the whole animal print wave without feeling over-the-top, and somehow it goes with everything. Cute, fun and makes my phone way easier to find in my bag—which honestly matters, too.

Archies Arch Support Flip Flops

I hate wearing real shoes in the summer. The second it hits 70 degrees, I’m reaching for flip flops for everything—grocery runs, beach bars, iced coffee walks, all of it. But I’m also a New Yorker, which means I’m walking everywhere, so flimsy sandals that destroy my feet are not an option. These are the rare flip flops that actually feel supportive thanks to the arch support, but still look cute and effortless. Plus, they’re super comfortable right away, yet even better once they’re broken in. AKA, my official summer uniform.

Elite Eleven Airey Shorts

As you know, I’ve fully entered my running era. But staying motivated—especially when the alarm is going off painfully early so I can beat the heat—is another story. One thing that does help? A cute workout set. These shorts have been getting me out the door lately. They’re super lightweight, ridiculously soft and stretchy enough that they basically feel like nothing in the best way possible. I wear them for runs, yoga, long walks… honestly, anything that requires me pretending I have my life together before 9 a.m. Plus, they’re actually flattering, which is all the motivation I need.

Hear It First: This Week In Sales

• Tatcha (May 16-25): Use code FRIEND26 for 20% off sitewide

• Bocce’s Bakery (May 11-15): Offering 20% off best-selling natural dog treats as part of the Amazon Pet Day Sale

• Caitlyn Minimalist (May 15-21): Offering BOGO 50% off sitewide jewelry

Story SOS

Here’s the current lineup of open opportunities, as of today.

Quick reminder: when pitching, email me at alyssa.rotunno@gmail.com. Please don’t just hit reply to this newsletter, or your message might get lost. And follow the subject line requests below—it’ll save you (and me) time!

• House Beautiful: The “Micro-Makeover” Era Is Replacing Full Home Renovations

  • Subject line: MICRO MAKEOVER: [Insert Expert Name]

  • What I need: Commentary from design pros on how big remodels are taking a backseat as smaller, more intentional updates gain traction. Will provide questions upon receipt.

  • Deadline: ASAP

• The Everygirl: Capri Pants Are Officially Trending Again—Here’s How to Wear Them in 2026

  • Subject line: CAPRI PANTS: [Expert Name, Product, etc]

  • What I need: Looking to speak with stylists on why capri pants are trending as well as how to style the look. Also searching for capri pants to showcase within the article as go-to favs

  • Deadline: ASAP

Catch a Byline

Your go-to update for everything I’ve got out in the world. I’m just as in-the-dark as you on publish dates, so check out this week’s latest and see if the story has officially gone live:

• The Everygirl: This Body Gloss Is the Secret to Zendaya’s Red Carpet Glow—I Put It to the Test

• Real Simple: I Skipped Spring Cleaning for a “Mental Declutter”—Here’s What Worked (and What Didn’t)

• Parade: ‘I Tried 7 Tankinis—These Are the Only 4 Styles I’d Actually Wear Out’

• Parade: 11 Gorgeous ’70s Makeup Looks, Updated for 2026

• Parade: Chocolate Brown Is a Trending Neutral for Spring—Here’s How I’ve Styled It 5 Different Ways

• Parade: These 5 ’70s Haircuts Will Quietly Become Summer’s Most Sought-After Styles

Want a Consultation?

Want real, no-fluff advice on how to make your brand actually stand out? Or, are you a writer trying to break through in the industry? Either way, I got you.

I can hop on Zoom, a call or swing by in person for a Q&A to answer all your pressing questions about pitching, events, mailers, trips, follow-ups and more—basically, anything you’ve been wondering about, all from a blended PR + media POV that actually makes sense.

We can switch it up however your team wants. Most calls are virtual, but I am always happy to chat over a cappuccino—because why not?

Hit me up at alyssa.rotunno@gmail.com and let’s make it happen.

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Because yes, we still care about the gowns and the gorgeous glam. We always will. But the Met has evolved into a full-blown cultural moment—and the smartest brands are finding ways to be part of it without forcing it.

Take non-fashion brands as a prime example. They’re not trying to compete with couture, but rather, they’re sliding into the experience of the night. Transportation, food, logistics… the things everyone actually needs. That’s where brands can get clever. Case in point: Uber Eats teaming up with Vogue and Goop Kitchen for a curated watch party meal (which arrives in a custom co-branded box). It’s so simple, but so smart—because of course people are ordering in and watching from home in our pajamas. It meets the moment exactly where the audience is in a way that’s accessible and simple to understand.

Essentially, it all comes down to one thing: relevance. There has to be a reason you’re showing up. A clear throughline. Otherwise, it’s just noise.

And if we zoom out a bit, the Met isn’t just one night anymore, it’s a whole weekend. What used to be a more insular, insider event has turned into a city-wide takeover, with everyone watching (and participating) from afar. The Gala itself may be phone-free, but everything leading up to it? Fully online. Red carpet arrivals, after-parties, side events—it’s constant content.

And yes, those bigger activations come with big budgets. But you don’t need an invite to participate. That’s the golden rule of PR and brand awareness.

Real-time commentary, memes, “get the look for less,” hot takes—this is how the majority of people are experiencing the Met Gala. Online, via social media. It’s creators breaking down looks within minutes of someone stepping onto the carpet, side-by-sides comparing outfits to past themes, “who understood the assignment” rankings and immediate call-outs when someone didn’t. It’s also GRWM creators recreating glam before the carpet even starts, and fashion accounts pulling affordable dupes that same night.

Gen Z isn’t waiting for next-day recaps—sorry, traditional magazines—they’re in the comments, debating, ranking and resharing as it all happens. The brands that win are the ones that can plug into that exact moment, whether it be partnering with creators already covering the carpet, turning around content in hours (not days) or adding a smart take or well-timed reaction to the conversation. If it feels even slightly delayed or overly produced, it’s already missed the window.

Because at the end of the day, the Met Gala isn’t just about fashion anymore. It’s about attention. And attention lives online.

So whether you’re hosting a celebrity, dropping a last-minute campaign or just posting a perfectly-timed meme—there’s room to show up. You just have to actually get the moment.

One Last Thing…

P.S.—I’m running the New York City Marathon this November (still processing that…) with Team Planned Parenthood of Greater New York. I’m aiming to raise $5,000 to support their work, including everything from reproductive health care and cancer screenings to STI testing, education and truly judgment-free support for communities that are too often overlooked.

If you, your brand, or your company want to get involved, you can donate HERE. And seriously—thank you in advance. It means a lot!!

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On My Radar

Hero Cosmetics Mighty Patch

Ever since I ran the Brooklyn Half, my skin has been… not thrilled with me. We’re in a bit of a fight. So I’ve had these pimple patches on heavy rotation—day, night, whenever needed—trying to calm things down and speed up the healing process. The second I spot a whitehead, I throw on a Mighty Patch and let it handle the rest. It’s got that medical-grade hydrocolloid magic, so it just does its thing while I go about my life. A few hours later (or overnight), I peel it off and—no, it’s not completely gone—but it’s flatter, less angry and way less noticeable. And right now? That’s more than enough of a win.

Longchamp Sunglasses

Spring is finally doing its thing, and I’m outside as much as humanly possible… which means sunglasses are non-negotiable. I keep reaching for this pair in the Honey shade because they go with everything and instantly pull a look together. The oval shape feels current without being too trendy, and they work just as well running around the city as they do on a quick beachside getaway. Easy, flattering and fits in my purse? It’s a no-brainer.

Granado Carioca Hand Cream

Even though it’s warmer out, my hands are still dry and cracked. It’s a year-round struggle (sigh). Thankfully, this hand cream is doing the heavy lifting. It’s rich but sinks in fast and actually leaves my hands soft instead of temporarily pretending to. The scent is that perfect citrus-meets-floral combo, and the formula is stacked with vitamin E plus almond, grape seed and açaí oils, so it really hydrates and softens instead of just sitting on top of your skin. I have one in every bag. Non-negotiable.

Story SOS

Here’s the current lineup of open opportunities, as of today.

Quick reminder: when pitching: email me at alyssa.rotunno@gmail.com. Please don’t just hit reply to this newsletter, or your message might get lost. And follow the subject line requests below—it’ll save you (and me) time!

• The Everygirl: “Matcha Nails” Are Trending—And It’s About to Be the Shade of Summer

  • Subject line: MATCHA NAILS: [Expert Name, Product, etc]

  • What I need: Looking to speak with nail pros on how to get the look as well as products to purchase and inspo images

  • Deadline: ASAP

• Real Simple: I Stopped Multitasking for a Week—And It Changed How I Handle My Time

  • Subject line: REAL SIMPLE MULTITASKING: [Expert Name]

  • What I need: Looking to speak with a neuroscientist or brain health expert for commentary throughout! Looking for reasons why we multitask, what multitasking does to the brain, how to focus on one task at a time, etc

  • Deadline: EOD Wednesday, May 6

• The Everygirl: Capri Pants Are Officially Trending Again—Here’s How to Wear Them in 2026

  • Subject line: CAPRI PANTS: [Expert Name, Product, etc]

  • What I need: Looking to speak with stylists on why capri pants are trending as well as how to style the look. Also searching for capri pants to showcase within the article as go-to favs

  • Deadline: EOD Wednesday, May 6

• Parade: Stylist Says This ‘Invisible Layer’ Haircut Makes Fine Hair Look Twice as Thick

  • Subject line: INVISIBLE LAYER COMMENTARY: [Expert Name]

  • What I need: Commentary from hairstylists (celeb stylists preferred). Will share exact questions upon email receipt

  • Deadline: EOD Friday, May 8

• Parade: The 9 Most Flattering Bob Haircuts for Women Over 60 With Thinning Hair

  • Subject line: BOB HAIRCUTS: [Expert Name]

  • What I need: Commentary from hairstylists (celeb stylists preferred). Will share exact questions upon email receipt

  • Deadline: EOD Friday, May 8

Catch a Byline

Your go-to update for everything I’ve got out in the world. I’m just as in-the-dark as you on publish dates, so check out this week’s latest and see if the story has officially gone live:

• Parade: Chocolate Brown Is a Trending Neutral for Spring—Here’s How I’ve Styled It 5 Different Ways

• Parade: These 5 ’70s Haircuts Will Quietly Become Summer’s Most Sought-After Styles

• Runner’s World: Training for a Marathon Is Exhausting in Ways I Didn’t Expect. Here’s How I Learned to Deal With It.

• The Everygirl: Eyeshadow Hadn’t Been in My Makeup Routine for Years—Then This Palette Changed My Mind

• HuffPost: If You’re A Women’s Sports Fan, This Is Where You Need To Take Your Next Vacation

• Parade: 9 Best Crew Cut Styles for Your Man To Transform His Look, Stylist Reveals

Want a Consultation?

Want real, no-fluff advice on how to make your brand actually stand out? Or, are you a writer trying to break through in the industry? Either way, I got you.

I can hop on Zoom, a call or swing by in person for a Q&A to answer all your pressing questions about pitching, events, mailers, trips, follow-ups and more—basically, anything you’ve been wondering about, all from a blended PR + media POV that actually makes sense.

We can switch it up however your team wants. Most calls are virtual, but I am always happy to chat over a cappuccino—because why not?

Hit me up at alyssa.rotunno@gmail.com and let’s make it happen.

Leave a comment

Post-run reality, though, is a different story. I’ll come back from a training session and be greeted by a mountain of PR packages in my building. And listen, it is a blessing—I know how much work goes into every package. I’ve packed those boxes myself. But as a single girl in a third-floor walkup in Brooklyn… it’s a lot. I’m hauling everything upstairs, breaking down boxes, then hauling it all back down again to take out the trash. It’s a full workout after the workout.

So, a small (but real) ask: if you’re sending a larger or heavier mailer, and budget allows, please require a signature so it actually gets brought to my door. It makes a huge difference. A lot of writers are in the same boat—no elevators, no doormen, just grit and sore arms. It’s one of those little things that really sticks with me when I’m sorting through what came in.

On the flip side, standout mailers don’t have to be massive to be memorable. Case in point: CeraVe sent my mom her own PR package for a story I was working on. Same product, but they made it feel personal—mini mailer, handwritten note, the whole thing. She was thrilled. And I’ll absolutely remember that. That’s good PR. Thoughtful, intentional, relationship-first.

And one more thing—I wish I could post every single mailer on my IG Story. I really do. I know how much it means to brands and PR teams, and I genuinely feel bad when I don’t. But between deadlines, constant emails, actual life things and, frankly, just trying to stay on top of everything, it’s not always realistic. It’s one of those parts of the job that quietly falls to the bottom of the to-do list… and I know I’m not the only writer who feels that way.

All that to say: I see the effort. I appreciate it. And it doesn’t go unnoticed—even if it doesn’t always make it to Instagram.

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On My Radar (Half Marathon Edition)

Saucony Endorphin Azura

These bad boys carried me through all 13.1 miles—and every training run that got me there. I’m not saying they did the work for me, but they definitely helped. They’re super soft and bouncy with that smooth, roll-you-forward feeling that makes faster miles feel a little less painful. Grip is solid, fit is secure and overall they just make running feel easier. Which, during half marathon training, is exactly what you need.

Joico Hold Hero

It was cold, it was windy, it was on the water—so I knew my hair needed backup. A hat wasn’t the move, so I went for a super-slick pony and locked it in with Joico’s Hold Hero. And when I say it did not budge for all 13.1 miles, I mean it. Major hold, no crunch, plus that extra shine moment. It handles wind, humidity, frizz—everything—and even has heat protection up to 450°F. Exactly the kind of reliability you want on race day.

H20 Audio Tri Run Headphones

I wanted to be fully in it—hear the crowd, hear my friends screaming my name, all of it. But also… music matters. A good song can pull you forward, keep your pace and get you over that absolutely brutal mile 11 hill. That’s why I went with bone conduction headphones. The Tri Run uses open-ear bone conduction tech so you still get clear, motivating audio, but your ears stay open to everything happening around you. Cars, cheers, chaos—you don’t miss any of it. It’s the perfect balance. Both locked in on your playlist, but still fully present in the world around you.

Story SOS

Here’s the current lineup of open opportunities, as of today.

Quick reminder: when pitching: email me at alyssa.rotunno@gmail.com. Please don’t just hit reply to this newsletter, or your message might get lost. And follow the subject line requests below—it’ll save you (and me) time!

• Real Simple: I Tried “Mental Decluttering” Instead of Spring Cleaning—Here’s What Worked

  • Subject line: MENTAL DECLUTTERING: [Expert Name]

  • What I need: Looking to speak to mental health clinicians for this! I’ll want them to explain what mental decluttering is, how to achieve, why mental clutter can build up, etc

  • Deadline: EOD Friday, May 1

• The Everygirl: “Matcha Nails” Are Trending—And It’s About to Be the Shade of Summer

  • Subject line: MATCHA NAILS: [Expert Name, Product, etc]

  • What I need: Looking to speak with nail pros on how to get the look as well as products to purchase and inspo images

  • Deadline: EOD Friday, May 1

• Real Simple: I Stopped Multitasking for a Week—And It Changed How I Handle My Time

  • Subject line: REAL SIMPLE MULTITASKING: [Expert Name]

  • What I need: Looking to speak with a neuroscientist or brain health expert for commentary throughout! Looking for reasons why we multitask, what multitasking does to the brain, how to focus on one task at a time, etc

  • Deadline: EOD Wednesday, May 6

• The Everygirl: Capri Pants Are Officially Trending Again—Here’s How to Wear Them in 2026

  • Subject line: CAPRI PANTS: [Expert Name, Product, etc]

  • What I need: Looking to speak with stylists on why capri pants are trending as well as how to style the look. Also searching for capri pants to showcase within the article as go-to favs

  • Deadline: EOD Wednesday, May 6

• Parade: Stylist Says This ‘Invisible Layer’ Haircut Makes Fine Hair Look Twice as Thick

  • Subject line: INVISIBLE LAYER COMMENTARY: [Expert Name]

  • What I need: Commentary from hairstylists (celeb stylists preferred). Will share exact questions upon email receipt

  • Deadline: EOD Friday, May 8

• Parade: The 9 Most Flattering Bob Haircuts for Women Over 60 With Thinning Hair

  • Subject line: BOB HAIRCUTS: [Expert Name]

  • What I need: Commentary from hairstylists (celeb stylists preferred). Will share exact questions upon email receipt

  • Deadline: EOD Friday, May 8

Catch a Byline

Your go-to update for everything I’ve got out in the world. I’m just as in-the-dark as you on publish dates, so check out this week’s latest and see if the story has officially gone live:

• Runner’s World: Training for a Marathon Is Exhausting in Ways I Didn’t Expect. Here’s How I Learned to Deal With It.

• The Everygirl: Eyeshadow Hadn’t Been in My Makeup Routine for Years—Then This Palette Changed My Mind

• HuffPost: If You’re A Women’s Sports Fan, This Is Where You Need To Take Your Next Vacation

• Parade: 9 Best Crew Cut Styles for Your Man To Transform His Look, Stylist Reveals

• Parade: Celebrity Stylists Say This ‘Low-Maintenance’ Hair Color Is Actually Making You Look Older

Want a Consultation?

Want real, no-fluff advice on how to make your brand actually stand out? Or, are you a writer trying to break through in the industry? Either way, I got you.

I can hop on Zoom, a call or swing by in person for a Q&A to answer all your pressing questions about pitching, events, mailers, trips, follow-ups and more—basically, anything you’ve been wondering about, all from a blended PR + media POV that actually makes sense.

We can switch it up however your team wants. Most calls are virtual, but I am always happy to chat over a cappuccino—because why not?

Hit me up at alyssa.rotunno@gmail.com and let’s make it happen.

Leave a comment

Traditional magazines, radio, newspapers—those aren’t their go-tos. And as a proud “Zillennial” (hi, 1996 babies), I get it. If it wasn’t for my job, I probably wouldn’t be reading them either. When your feed is packed with influencers sharing beauty recs, your friends are posting what they’re eating on the daily and TikTok is delivering news in between GRWMs and random chaos… why would you pay for a magazine? The internet is free. Paywalls aren’t exactly enticing.

And yeah, traditional media knows it. Everyone’s trying to figure it out in real time. Take, for example, W Magazine launching WYouth—a youth-focused extension meant to bring in the next generation. As a writer, I love to see it (viva the print magazine!). More platforms = more opportunity. But as a publicist and a consumer, I had to wonder—would it actually do the trick?

Targeting Gen Z is one thing, but what makes a new magazine more appealing than legacy titles like J-14 or Cosmopolitan? Are they really going to read it? Are they spending their babysitting money or Etsy side-hustle cash on a print subscription? I’m skeptical. Gen Z loves physical media—vinyl, digital cameras—but that’s exactly why it works. It feels vintage, it feels cool. That’s the appeal. A brand-new print magazine doesn’t quite hit the same.

So… how do you actually reach them?

Hate to break it to you, but the influencer era isn’t going anywhere. This is where inspiration comes from now—what to wear, what to buy, what to eat, what workout to try. It’s real people (or at least people who feel real) sharing real things. And no, I’m not talking about overly polished, obviously #sponsored content. If it feels like an ad, it’s already lost.

This generation wants authenticity. They want personality. They want someone they trust—even if that person has 5K followers instead of 500K. That’s why platforms like Substack, Reddit and Instagram hit. That’s why micro-influencers matter. It feels closer. More honest. More worth paying attention to. Trustworthy.

Also—convenience wins. A newsletter waiting in your inbox? Easy. A story popping up on your IG scroll? Even easier. Everything is frictionless. That’s the bar.

So yes, it’s a little chaotic. But if you’re not thinking beyond traditional media—if Substacks, niche IG accounts, podcasts and creators aren’t part of your strategy—you’re already behind.

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On My Radar

Clearstem Glass Effect Face + Neck Sheet Masks

I’m literally wearing one of these bad boys as I write this. Monday mornings = coffee, laptop and a face mask while I dump my thoughts onto the internet. This one’s been in heavy rotation for weeks. NYC is in that weird not-quite-spring phase, and my skin needs all the help it can get—these are instantly hydrating and just make me look more alive. Packed with multiple weights of hyaluronic acid, plus bakuchiol and allantoin, they leave my skin plump, calm and very happy.

Struesli Organic Granola

I have a yogurt bowl basically every morning—no notes—but I was missing that crunchy, makes-it-feel-like-a-real-meal moment. Enter this grain-free granola (no oats!), made with things like tiger nuts, nuts, seeds and coconut, that somehow has zero added sugar or sweeteners but still tastes good. The texture is unreal—a little crumbly yet super satisfying—and it actually keeps me full. And yes, I’m on my third bag.

Pinspark Wide Leg Sweatpants

I work from home full time, so being cozy is basically my #1 priority every day. No exceptions. I recently got gifted these chocolate brown sweatpants and I’ve barely taken them off since. They’re made with this ultra-soft blend (94% polyester, 6% spandex), so they’re stretchy, breathable and dangerously comfortable in that “I might live in these forever” way. And honestly, they still look put-together enough to wear for quick errands, laundry runs or just fully committing to a day on the couch.

Story SOS

Here’s the current lineup of open opportunities, as of today.

Quick reminder: when pitching, email me at alyssa.rotunno@gmail.com. Please don’t just hit reply to this newsletter, or your message might get lost. And follow the subject line requests below—it’ll save you (and me) time!

• Parade: 11 Groovy ’70s Makeup Looks, Updated for 2026

  • Subject line: MUA 70S MAKEUP

  • What I need: Commentary from an MUA (celeb MUA preferred, but not needed)

  • Deadline: ASAP

• Parade: I Tried 10 ‘Ballet Slipper’ Lip Products—Only 3 Gave That Soft-Focus Finish

  • Subject line: BALLET SLIPPER LIP: [Insert Brand Here]

  • What I need: Beauty products that help me to achieve the viral Ballet Slipper lip trend. If I love it, it’ll be featured in first-person images with direct buy links in the story. Also could use some MUA commentary!

  • Deadline: Need samples + commentary by Monday, May 4

• Parade: I Tried 8 Redness-Relief Products—Only a Few Actually Worked

  • Subject line: REDNESS RELIEF: [Insert Brand Here]

  • What I need: Products geared to reduce signs of redness in the face. I will be taking before + after images, so please send me items that you swear by! If it works, it’ll be featured in first-person images with direct buy links in the story. Also could use some derm commentary!

  • Deadline: Need samples + commentary by Monday, May 4

• Publication: I Recreated 5 Viral Y2K Makeup Looks—Here’s What Still Works in 2026

  • Subject line: VIRAL Y2K LOOKS

  • What I need: Commentary from an MUA (celeb MUA preferred, but not necessary), to share insights on Y2K makeup trends and tips on how to recreate at-home in 2026. Will share exact questions via email.

  • Deadline: Need commentary by Monday, May 4

Catch a Byline

Your go-to update for everything I’ve got out in the world. I’m just as in-the-dark as you on publish dates, so check out this week’s latest and see if the story has officially gone live:

• The Everygirl: The Spring Blush Trend That’s About to Take Over Your Makeup Bag

• The Everygirl: I Didn’t Expect to Love Tankinis Again—But These Styles Changed My Mind

• Apartment Therapy: This Is the Easiest Way to Make Your Outdoor Space Look Instantly Styled

• Dorm Therapy: Your New Favorite Dorm Trend Is Nostalgic, Sporty, and Magical All at Once

Want a Consultation?

Want real, no-fluff advice on how to make your brand actually stand out? Or, are you a writer trying to break through in the industry? Either way, I got you.

I can hop on Zoom, a call or swing by in person for a Q&A to answer all your pressing questions about pitching, events, mailers, trips, follow-ups and more—basically, anything you’ve been wondering about, all from a blended PR + media POV that actually makes sense.

We can switch it up however your team wants. Most calls are virtual, but I am always happy to chat over a cappuccino—because why not?

Hit me up at alyssa.rotunno@gmail.com and let’s make it happen.

Leave a comment

I’m also very much a hands-on person. I want to experience what I’m writing about. Reading about a buzzy new ingredient is one thing (and yes, I will happily go down that rabbit hole), but I also want you to show me how it’s made. Put it on my skin, let me see it work in real time. That’s what sticks.

A nice dinner is great, and I always value face time with PRs and brand teams. It absolutely helps me remember you in a sea of pitches… but the events that really land are the ones that give me something to do.

And “interactive” doesn’t have to mean over-the-top or expensive, like bringing a group of writers to your lab to mix ingredients in a test tube (though that is super cool). It just has to make sense, like a workout class to put a no-budge hairspray to the test, a candle-making event that mirrors the notes of a new fragrance or a trampoline class tied to a skin elasticity launch. It’s about creating a connection between the product and the experience—something I’ll actually remember when I’m pulling brands for a story later on.

Because that’s the reality: when I’m writing, I’m sifting through hundreds (thousands) of options. The brands that stand out are the ones I’ve experienced in a real way.

And while we’re here, let’s talk about last-minute invites. Look, I’ve been on the other side. I know the budgets, the pressure, the constant “any updates?” from clients. I get it (far too well, even).

If I’m invited the week of—or worse, the day before—I’m probably not coming. And more importantly, it doesn’t leave a great impression. In fact, it really grinds my gears. I understand that as a freelancer and PR-pro, I’m not always first-tier on a list. Totally fair. I build those lists too. But a rushed invite feels exactly like what it is.

If you’re in a pinch, just be real about it. A quick, honest note goes so much further than a forced “we’re so excited to invite you!” We both know the situation. Instead, something simple and authentic works, like: I know this is last-minute, no pressure at all, but would love to see if you’re around. If not, let’s grab coffee soon.

That’s good PR. Relationship-first—always. Not the client’s expectations.

Sometimes you have to throw a Hail Mary. It happens. But don’t let a scramble moment define how someone experiences your brand. It’s not worth it.

Subscribe now

On My Radar

Tatcha The Dewy Skin Cream

Besides my morning coffee, this is what’s getting me out of bed lately. It’s rich, it’s indulgent and it makes my skin look so much better—smoother, more hydrated, just overall happier. Yes, it’s doing the heavy lifting (fine lines, barrier support, all of that), but honestly? It just feels incredible. Like silky, expensive, melt-into-your-skin goodness. My face eats it up every time.

Soma Balconette Unlined Bra

I recently went to an event with Soma (see—events work) where I got a full walkthrough of their latest collection and a custom bra fitting. And let me tell you… my Amazon bralettes have been lying to me. I left fully converted. This unlined bra is so good—super flattering, a little bit sexy and actually supportive without digging into my skin or feeling restrictive. It just fits the way it’s supposed to. Safe to say, it’s officially in heavy rotation.

Sachajuan Clarifying Shampoo

I write about hair a lot, which means I get a lot of shampoo and conditioner—more than one head of hair can handle—so I usually pass things along to friends and family for help testing. I gave this one to my mom… and then fully stole it back the next time I visited because I was that obsessed. It clears out buildup, oil, all of it. And my hair looked so good the next day. Sorry, mom!

Story SOS

Here’s the current lineup of open opportunities, as of today.

Quick reminder: when pitching: email me at alyssa.rotunno@gmail.com. Please don’t just hit reply to this newsletter, or your message might get lost. And follow the subject line requests below—it’ll save you (and me) time!

• Parade: Chocolate Brown Is a Trending Neutral for Spring—Here’s How I’ve Styled It 5 Different Ways

  • Subject line: CHOCOLATE BROWN: [INSERT BRAND HERE]

  • What I need: Chocolate brown everything—dresses, tops, bottoms, accessories, all of it—that can be styled for spring. If I love it, it’ll be featured in first-person images with direct buy links in the story

  • Deadline: Need samples by Friday, April 17

• Parade: I Tried 7 Tankinis—These Are The Only Styles I’d Actually Wear Out

  • Subject line: PARADE TANKINIS: [INSERT BRAND HERE]

  • What I need: Tankinis to try on and style for summer. If I love it, it’ll be featured in first-person images with direct buy links in the story

  • Deadline: Need samples by Friday, April 17

• Parade: 11 Groovy ’70s Makeup Looks, Updated for 2026

  • Subject line: MUA 70S MAKEUP

  • What I need: Commentary from a celebrity MUA

  • Deadline: Friday, April 17 (but can be flex on this one!)

Catch a Byline

Your go-to update for everything I’ve got out in the world. I’m just as in-the-dark as you on publish dates, so check out this week’s latest and see if the story has officially gone live:

• Apartment Therapy: This Is the Easiest Way to Make Your Outdoor Space Look Instantly Styled

• The Everygirl: The “Chaos Method” Is the Fastest (and Most Unhinged) Way to Declutter—Here’s How to Try It

• House Beautiful: Organizing Experts Swear By the “Two-Foot Rule” for a Clutter-Free Home Every Day

• Parade: The Iconic ’60s Hairstyle That’s Making a Massive Comeback This Spring

• Parade: Celebrity Stylist Says This Hair Styling Habit ‘Instantly’ Makes Women Look Older

• The Everygirl: I Tried the Concealer the Dallas Cowboys Cheerleaders Use—Here’s How It Went

• The Everygirl: The “French Sunday” Might Cure Your Sunday Scaries

• Apartment Therapy: I Asked a Designer to Shop for Decor at Macy’s with Just $40, and Here’s What She Bought

Want a Consultation?

Want real, no-fluff advice on how to make your brand actually stand out? Or, are you a writer trying to break through in the industry? Either way, I got you.

I can hop on Zoom, a call or swing by in person for a Q&A to answer all your pressing questions about pitching, events, mailers, trips, follow-ups and more—basically, anything you’ve been wondering about, all from a blended PR + media POV that actually makes sense.

We can switch it up however your team wants. Most calls are virtual, but I am always happy to chat over a cappuccino—because why not?

Hit me up at alyssa.rotunno@gmail.com and let’s make it happen.

Leave a comment