We all know the media industry is in the middle of a major transition, yet I see many PR professionals turning to an outdated playbook, relying solely on traditional media outlets while while failing to develop a strong PR for Substack authors strategy—a huge missed opportunity.
Over the past few years, Substack has emerged as a powerhouse for independent journalism, with storytellers (some esteemed journalists who’ve departed or been laid off from major publishing brands) cultivating dedicated, highly engaged followings.
In traditional media, stories can get buried under strict editorial guidelines or stringent SEO and traffic goals. On the other hand, Substack newsletters provide a direct line to niche audiences who are actively seeking out and trusting their favorite writers’ recommendations.
Virginia Chamlee, author of What’s Left, recently shared her perspective on why PR pros should be leveraging Substack as part of their media strategy in a live Pitchcraft discussion.
She highlighted how these platforms offer evergreen content (that often resurges in views even a few years after it was originally published), a direct line to a specific readership, and increased visibility through Substack’s discovery features. And yet, PR pros largely overlook them — or worse, reach out to her only wanting coverage in a national magazine for which she’s also still a staff writer.
What Substack Authors Want from PR Pros
Substack writers aren’t traditional reporters bound by newsroom rules. They have the freedom to write what truly resonates with their readers, which means PR pros need to rethink how they pitch.
Virginia, for example, is particularly open to:
- Pitches for her recurring column on What’s Left, The Best Thing I Ever Thrifted (recent features include Phoebe Gates and Christene Barberich)
- Expert sources for service-focused content (think pros in woodworking, furniture manufacturing, vintage rugs, etc.)
- Travel-related pitches for destination guides she produces that cater to her audience of thrifters
Something to keep in mind: Many Substack authors do not have journalist backgrounds and may not immediately recognize the benefits to working with PR on content ideas. Be prepared to play a longer game with these writers, prioritizing a relationship over your own agenda.
The Power of Partnerships
Partnerships are an often overlooked opportunity with Substack authors, too. Increasingly, we’re seeing marketing and media relations overlap: PR pros tasked with earned media for a client are also overseeing some budget for paid opportunities that help to put their client in front of the right audiences.
Substack authors, particularly those in their “microinfluencer” stage of growth, can be a strategic partner for connecting your client to a niche audience.
For instance, Virginia shared an unconventional example of a successful pitch: A PR pro representing a debit card client that offered cashback on thrift store purchases reached out with a generic email, and Virginia overlooked it. Then, the same PR pro came back and presented several ways to partner on exclusive thrifting perks for the What’s Left audience with the card. This caught her attention — and the partnership will go live this spring.
While this pitch didn’t initially seem relevant to Virginia’s content, the pitch follow-up was creatively framed in a way that aligned with her audience’s values and made good sense for both.
This is the kind of strategic thinking PR pros need to adopt. Instead of pushing broad press releases or copying and pasting the same pitch they’d use for a traditional journalist, tailor pitches to fit the Substack author’s niche and engage in meaningful collaborations that add value to the readership.
Even with nontraditional storytellers, it always comes down to relationships.
The Benefits of Pitching Substack Authors
- More Engaged Audiences – Unlike mass media, where readers may skim headlines, Substack subscribers (especially those who are paying to read) tend to actively engage with content. These audiences trust the author’s recommendations, making PR placements more impactful.
- Evergreen Storytelling – Many Substack newsletters focus on content that remains relevant over time, meaning PR wins here can have a much longer shelf life than traditional news coverage.
- Higher Visibility – Substack has built-in discovery features (the app is fantastic; be sure to download it), making it easier for quality stories to reach beyond the author’s existing subscriber base.
- Stronger Journalist Relationships – Substack authors may also be freelance journalists or industry experts who contribute to major publications. A successful collaboration on a newsletter could lead to additional coverage elsewhere; however, you shouldn’t reach out to a Substack author about their newsletter while expecting coverage in a different outlet.
How PR Pros Can Successfully Pitch Substack Writers
- Do Your Homework – Read the newsletter before pitching (yes, you should set a monthly budget for Substack subscriptions). Understand the tone, themes, the regular columns they publish, and what kind of stories resonate with their audience.
- Personalize Your Outreach – Craft thoughtful, well-researched pitches that explain why your idea fits their specific niche.
- Think Like a Collaborator – Approach Substack authors with ideas that genuinely add value to their content and audience, rather than treating them as another person on your media list.
- Be Open to Creative Angles – The most effective pitches align with the writer’s audience and mission, no matter the outlet. Think beyond the obvious to find unique, unexpected ways to fit your brand into their storytelling.
Substack isn’t just another media platform; it’s an ecosystem of engaged, loyal readers looking for meaningful content. PR pros who are ignoring it or looking at newsletters as secondary to major lifestyle publications are missing out on one of the most valuable and fastest growing media opportunities of the moment.
