Free Substack subscription w/ LA Fire Donation!

Plus, last-minute tips for IMM

Jan 16, 2025

Happy Thursday!

Well, happy for some. I went hiking in a new-to-me State Park in New York this weekend and just landed my third National Geographic article this month. I’m doing great. Meanwhile, there is absolute devastation in Los Angeles and so many of us are lucky to be blissfully unaffected (and unaware, if you don’t turn on the TV). What a luxury.

To help raise money for those affected by the fires, I’m offering a free annual subscription to my Substack to anyone who donates at least $70 to the Los Angeles Fire Department Foundation or to World Central Kitchen TODAY AND TOMORROW! If you’ve been on the fence about whether or not you want to upgrade to paid, a tax-deductable donation is icing on the cake.

Once you donate, forward me the email receipt and I’ll adjust your subscription status in Substack.

Stay safe, and have as good of a weekend as you can!

Cassandra

IMM Pro Tip

Are you heading to the International Media Marketplace (IMM) next week? As soon as I accepted the invitation, 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.

Once meeting matches were announced on Tuesday, I deleted some appointments and was then flooded with dozens of appointment requests. Pro Tip: To stand out from everyone else requesting that same appointment slot, don’t just send an appointment request. Also send a quick note convincing the writer why they should meet with you. For instance:

Are you open to sponsored posts in addition to earned media?
Do you have a particular press trip coming up you think they’re a fit for?
Does your destination specialize in one of the writer’s niche topics?
Is there a brand new opening or launch in your destination that is relevant to the writers’ beat?

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. This also applies to anyone who donates to the fire effort today!

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

Upgrade to Paid

VARIOUS RECENT ARTICLES

Recent Articles

Thanks to those of you who helped me source products and quotes for these pieces. I’ve had a lot of roundups and reviews published recently and I don’t have the capacity to send personal updates but your brand or destination may be included below:

Thrillist: Spilling the Tea on This Indian Ocean Paradise

CNN: The Best Bike Lights of 2024, Tried and Tested

Range Best (gorgeous print mag): Scotland Slowly - Why the Best Way to Explore this Rugged Country is by Water

Yahoo: FeatherSnap Scout Smart Bird Feeder Camera Review: An Intelligent, Addictive Addition to Your Backyard

Midwest Living: 11 Must-Visit State Parks According to Locals and Pros

AFAR: This Canadian Island is a Dream Destination Best Explored By Sea

Yahoo: 8 of Canada’s Best National Parks (which got 185,000 views!)

Hilton: Embrace the Season in These Worldwide Winter Wonderlands

Hilton: Paradise is Calling: Elevated Experiences in Waikiki

AARP: Four Pumpkin Patches to Celebrate Fall

AARP: Adaptive Equipment to Make Mealtime Easier for Caregivers

Sierra Club: Leaf-Peeping for Hikers