If you represent product clients and aren’t pitching updates editors, it’s time to understand this new category of editors and add working with them to your PR strategy.

This month on Pitchcraft, our members enjoyed a power session with Karen Tietjen, senior updates editor with Forbes Vetted. A veteran e-commerce editor, Karen shared insights about her job, why and how often she and her team update stories, and how PR can best pitch her to drive results for their clients.

What do updates editors do?

The updates editor role exists to improve a publication’s library of commerce stories by helping them to 1) rank higher in search and 2) increase conversions (i.e., get more readers to click through to buy products, which earns the publication commissions through affiliate links).

In considering a product pitch, updates editors evaluate its commission potential as well as its search potential.

PR takeaway: Building relationships with updates editors can lead to expanded opportunities for pitching product clients for commerce stories.

How often are updates editors updating stories?

It depends, but generally, updates are made according to seasonality (i.e., spring break, back to school), holidays (Mother’s Day, 4th of July), and social trends (a viral product or theme on TikTok).

PR takeaway: Consider timeliness of your product tied to a season, then think back at least two months. For example, patio furniture roundups in time for spring/Memorial Day, and swimsuit pieces ahead of summer.

How do updates editors decide what to update?

Updates editors remove products from commerce stories based on how well the items are resonating with readers. Sometimes, the item itself may not be the reason for its removal, but the buying experience at its listed retailer.

Editors will promote smaller retailers and DTC brands as well as mass retailers such as Amazon, Target and Wayfair, which are generally easier for users to navigate. Some stories may include multi-buy options to give readers choices (see example).

PR takeaway: List and hyperlink out to the top retailers at which the product you’re pitching is available, as well as the DTC site if it’s a small business, so the editor has options.

How can I pitch an updates editor?

In your initial pitch, share product details, images, links and affiliate information such as retailers and commission rate. As with any product-based editor, updates editors want to experience products to be able to provide authentic recommendations to readers.

Data around seasonality or peak sales times boosts a pitch, and thinking ahead is smart — but be careful not to pitch too early or it will get lost in the shuffle, Karen says. Even though commerce stories can feel transactional, focusing on building relationships will help you stand out.

PR takeaway: Reach out with a friendly introduction, share what makes your product different, and offer samples.