Ep.5 - How PR pros should pitch to luxury media like Tatler Asia

Pitching to top-tier luxury media is no easy task in today’s noisy media landscape. Landing coverage in an outlet like Tatler Asia requires that a comms pro truly understand an editor’s target audience and tailor pitches accordingly. Getting straight to the point, demonstrating you've done your research, showcasing the brand's unique story and societal impact, and offering an immersive experience to the editor are all worthwhile plays.

Successful approaches may make use of exclusive photography to show more and talk less. In some cases, PR operators may simply leverage a built-in relationship with the editor to understand what will hit in terms of a succinct pitch with a strong hook.

To pull back the curtain on how to pitch well to luxury and lifestyle media in Asia, our next guest is very much an authority. Jacqueline Tsang is the Tatler Asia Regional Head of Content & Editor-in-Chief, Hong Kong. Prior to Tatler, she served as Chief Editor at SCMP Style. Today, she speaks with Leighton Cosseboom of C2 Media about how the publication has evolved from focusing on socialites to taking a more thoughtful stance on "power and purpose" in Asia. 

C2 Media is the parent company of ContentGrow, a managed talent network for brands and publishers seeking high-quality freelance writers and journalists worldwide (book a discovery call). It also runs Content Collision, a leading PR firm for tech companies and changemakers in Southeast Asia.