Are you ready for IMM?

You only have five more days to pre-select your appointments!

Jan 07, 2025

Hi friends,

Greetings from New York City, where I’m attending the Skift Megatrends 2025 conference today.

Just two days into the new year, and I had already confirmed TWO travel features for National Geographic (a guide to hiking in Slovenia, and a long layover vacation piece), a commerce piece for Travel + Leisure, and a branded content piece for RiteAid pharmacy. Given how dire 2024 was (and 2025 appears to be), I am thrilled to be starting the year off with a bang.

I need to get back to work but I’m popping in with a quick reminder about IMM.

Cassandra

P.S. The pic above is from a New Year’s Day hike I did with my niece in Wisconsin last week. My plan to get her excited about hiking is to furnish her with pink gloves and purple hiking shoes.

IMM Scheduling Ends Sunday

Are you heading to the International Media Marketplace (IMM) in New York this month? I was on the fence but decided just before Christmas to attend again. And, OMG, as soon as I confirmed, both my personal email and my TravMedia inbox were FLOODED with messages from publicists who want to meet during the conference or at a pre- or post-event they’re organizing.

Well, appointment preferencing ends this Sunday, Jan 12. After that point, it’s up to the algorithm and the powers that be to match people up.

Have you heard back from top-tier journalists you want to meet with? Do you feel confident that you’ll be able to make the most of the event?

Well, my friend and colleague, Joni Sweet, and I held a special webinar last month to prepare you for the big event. Did you miss it? No problem, we recorded it! If you’re a paid subscriber to my newsletter, just respond to this email (or upgrade to paid then shoot me an email), and I can send you the video.

Upgrade to Paid

Wondering if it’s worth paying a measly $9 for one-month of access to my Substack (or a discounted annual rate)? Mind you, a paid subscription also gets you full access to my archives, including viral newsletters that wound up being quoted in the Verge.

Here’s a testimonial from Erin Murphy, Senior Account Executive with Lou Hammond Group:

Joni Sweet’s Substack and Cassandra Brooklyn’s Substack are must-reads for PR pros—especially if media relations is your bread and butter. Their advice on what journalists really want (and don’t want) is practical, insightful and immediately actionable.

Attending their recent IMM Power Hour was a no-brainer for me. I left feeling validated in my original approach, while also gaining fresh perspectives on how to tailor my strategies to truly stand out as a PR pro who just "gets it."

I’d highly encourage agencies to invest in these resources for their team, or for industry newcomers to invest in them personally—it’s a game-changer for advancing your craft and career!

Here’s what we covered:

How to get appointments with top-tier journalists
Best ways to prepare for and structure your appointments
What to do if you don't get scheduled to meet with writers on your A-list
How to handle a canceled appointment
Ideas for creating an exhibition table that stands out from the crowd
Do's and don'ts of swag and handouts
Practical tips to making it through the big day
Tips for hosting a pre- or post-IMM media event
Streamlining your follow-ups

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