Recipe for Press

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Recipe for Press

The original authority on DIY PR. Shop our exclusive Media List, Recipe for Press books by and Pitch Wheel. What are they really looking for?

Written by a longtime editor and freelance writer, Recipe for Press is THE DIY guide to being your own publicist and shows you how to engage today’s influencers and inspire them to write about your brand. Amy’s insight as a contributor to magazines and online publications including Lucky, InStyle, O @ Home, Country Living, Condé Nast Traveler, Better Homes & Gardens, House Beautiful, Budget Living

and Refinery 29, demystifies the process of getting your story and product featured on the pages of magazines and blogs and make it possible to generate ongoing media exposure. How do you find the right editor to approach? How far in advance should you pitch a magazine? How long should you wait before following up? What one word is an editor looking to find in every pitch? How long should a pitch be? Do you need a press kit? Can you pitch an idea to multiple editors at the same time? Should images be sent with a pitch? How often can you pitch a blogger? Should you give away tons of products? What is the best way to thank an editor? What do editors need to find on your website? How many editors should you approach at one publication? What kind of approach gets results? Recipe for Press answers these questions and more and includes chapters featuring textile designer Amy Butler, chef Hugh Acheson, indie market juggernaut, Sonja Rasula and other remarkable artisans and business owners who have used the power of press to build their brands, on their own!

04/27/2026

It’s been an active press season for our clients! Lucky to work with such talented designers and editorial teams!

03/03/2026

What does supporting a designer client and Martha Stewart have to do with the Recipe for Press Media Directory?

Last week I attended the opening of the 2026 Kips Bay Palm Beach showhouse in support of interior designer Lucy O’Brien, principal designer of Tartan & Toile in Philadelphia. My team has supported Lucy in marketing and PR efforts for three years. One of the 23 designers chosen by a specialized committee to participate in transforming a home into a showcase of high design, this event serves as a major fundraiser for the Kips Bay Boys & Girls Club, with editions in New York, Palm Beach and Dallas.

And what an education. The behind-the-scenes of any showhouse formation is a team of architects, builders, electricians, painters, organizers, brands that are expected to make magic happen in a very short amount of time. Sound familiar? What is the designer’s chance to fully express their vision for their room (without client’s input) is done so under tight deadlines, availability to materials and often designing from a distance with only few chances to visit the site. The final days of design would make great reality TV! But when the doors open to the Press and then the public, the thrill is palpable. Having Martha Stewart pass through Lucy’s room and stop for a picture: Kips Bay made!

So how does this inform the Recipe for Press Directory of editors and writers?

In preparation for the Press Day at the showhouse, we also researched the names of editors given to us who would be in attendance to make sure they were also on our own Media Directory. This is one way that our day-to-day work as a communications team keeps building the list in meaningful ways.

This month we also worked with publicists in NYC and in the Midwest; getting the eyes of longstanding and active publicists on our directory makes it even more dynamic and effective. As of March 3, we had added four editors from main titles in Utah and Montana, five new editors from Florida, and five to major national magazines. We also removed 15 names from the list. It’s an incredible support tool for pitching and we appreciate all of those to help make this service better.
Link Media Direct in bio

01/26/2026

If you’re on the fence about the benefits of our Media List, consider this: last year we updated our list significantly, responded to bouncebacks and made changes within two days to subscriber requests, and sent twelve supporting newsletters to help improve pitch efforts. The most affordable Media List for entrepreneurs also happens to be the best! See bio for link.

11/25/2025

It’s been an exciting press season for the talented teams we have the privilege to work with.

10/04/2025

Come one, come all! Giving a talk in Athens, GA this Tuesday!

08/10/2025

More like a Rolodex of important editors and freelancers than an overwhelming database, our Media List is used by small businesses, independent lines, and boutique publicists across the country to stay in touch with key editorial contacts in their field. Only $150/annually, a subscription to the list is PR gold 🏆Link to our list in the bio.

07/15/2025

The Recipe for Press Pitch Bundle is everything you need to create buzz for your business, including a one-year subscription to our exclusive Media List (publicists across the country use this!). Learn to pitch like a pro, connect with the media and get publicity for your brand and products!

03/30/2025

Designers, are you headed to in April? Pencil this convo in on your market calendar now!

03/06/2025

We take pride in the Recipe for Press Media List, curated for entrepreneurs and interior designers, publicists and shopkeepers. It’s a labor of love, maintained and updated constantly by a trained team, not by AI. And still an affordable $150/annual subscription.

01/19/2025

The candid conversations that interiors photographer Keyanna Bowen of hosts with experts in a variety of areas of interest to interior designers have been super popular. I am happy to be her guest on the first live Zoom of the year and you are invited. Link in bio ⬆️

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St. Marys, GA

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https://amyflurry.com/products/

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