New pitch calls, job changes, tools of the trade...
Hello friends! I hope everyone had a lovely Thanksgiving. I cherished my underscheduled weekend full of rest, all-day pajamas, and endless hours of NFL football. The good life — and a nice counterpoint to next weekend’s plans for a whirlwind 36-hour Vegas jaunt.
Before we all “circle back in the new year,” I’m seeking sources for a couple of new stories — plus lots of job changes, tools of the trade, and tons of newly published stories below!
Recording: Ultimate HGG pitching workshop 2025
Thank you SO much to everyone who joined us on Zoom for our ultimate holiday gift guide pitching workshop! A capacity crowd representing the best in the business — all ready to hit the ground running this season.
We organized the session into six chunky, easy-to-digest sections on:
Timing/when to pitch
All things affiliate
Pitch formatting and subject lines
Product selection and positioning
Trends and editorial direction
Relationships and outreach etiquette
There’s just a ton of info here, organized (we hope) as efficiently as possible to answer all your questions and make your job easier. We went over our allocated hour, so this recording reflects our thoroughly deep dive in 71+ minutes, covering all things you need to know for HGG placement success in 2025. Click here to watch the recording. Enjoy — and happy pitching!
Tools of the trade
You already know my own press opportunities live right here in this Substack— but I’m also a media member of Press Hook. It’s built to fix what every publicist deals with: low open rates, ghosted pitches, and wasting hours chasing the wrong contacts. Instead, it gives us an efficient, trust-based system to find sources and products by topic or category— and now even by opportunity type (earned, affiliate, or paid), so you know exactly what you’re opting into. PR pros pitching through Press Hook are seeing an average media response rate of 15% or higher (compared to the industry average of ~3%) because it’s built for genuine connection, not cold outreach. There’s also a growing network of newsletters and podcasts using it to source content, including folks like me! If you’re not on Press Hook yet, it’s for sure worth checking out. It’s not PR the old way, it’s a new model for media in this hybrid era. Explore Press Hook here.
FreshBooks is the bookkeeping tool I use exclusively for my invoicing, expenses, and reporting. It’s the best, IMHO, so I evangelize. My business exploded this year and I have no idea how I would have managed everything without this software (which I’ve personally been using for many years, since my freelance business was a wee babe). Also, I shudder at what tax time would look like without this reporting. Want to see for yourself how it can support your business? Check out FreshBooks — and get your money back if you’re not sold on it within 30 days.
Are you a publicist who needs help leveling up in the affiliate game? Affiliate expert Sara Karger has soft-launched her new course, Affiliate Marketing & Performance-Based PR for Publicists. It’s built specifically to help PR pros and agencies add affiliate management as a core capability. It’s an in-depth training that equips publicists with the exact strategies to set up affiliate programs for clients, pitch commerce editors with confidence, and deliver measurable ROI through performance-based PR. Check it out here.
And THIS Friday, December 5, Sarah Karger is hosting a live workshop, where she’ll pull back the curtain on why media prioritize Amazon over DTC affiliate links and how to launch a creator connections campaign that amplifies coverage and drives measurable sales tied directly to your PR efforts. Inside this LIVE training, complete with a Q&A at the end, you’ll learn:
Why Amazon links dominate Q4
How to sell your clients on Amazon being a win over DTC links. (Yes, even to your most skeptical clients)
How Google’s AI Overviews + SEO signals make Amazon a placement multiplier
How Creator Connections actually works (and how publicists should use it)
Open press opportunities
For Southern Living, I’m working on a story with this working headline: “In Home-Purge Mode? This Is the One Question That Actually Helps You Decide What to Keep and What to Toss.” Looking for organizing experts to weigh in on this one! What do you think is the key question? (I.e. “Ask yourself ‘would I buy this right now?’ versus ‘Will I ever wear this again?’”)
Also for Southern Living, I’m working on a story with this working headline: “The Closet Trick That Makes Old Clothes Feel New Again.” Looking for stylists, organizing experts, etc. to share smart, actionable tips!
LAST-CALL TRAVEL COVERAGE OPP: Finalizing plans in the next day or two, but tossing it out there one last time in case anyone’s client has a last-minute cancellation that would be an ideal fit…
The thing about covering luxury family travel is that I have to schedule around my kids’ school breaks. (Though, some might say I don’t — but that’s another matter for another story.) That being said, I’m looking to schedule family travel for the week of December 20. If these dates aren’t a nonstarter and you’d like to chat about hosting, let’s talk! Ideally, South Pacific/Caribbean/Mexico/Central America, ideally non- or one-stop from LAX.
Media job moves
Share your job change news with me to be included! Send to info@alicedubin.com.
Big news from Melissa Rappaport at RappAround PR! “After 19 incredible years building the fashion division at RappAround, I am officially passing the torch, and I couldn’t be handing it to anyone more perfect. Annie Zeina — who so many of you have worked with over the last decade as my right hand — has acquired the division. On December 1, she’ll be relaunching it as AZPR, and we’re both beyond excited for this new chapter…. The transition will be completely seamless for you: same team (Heather is joining as Annie’s mighty #2), same location, same clients, and the same relationships you already know and love… just with a new name. AZPR will honor the legacy built by RappAround while charging forward with fresh energy and vision.”
Melissa Rappaport will continue supporting Annie and Heather as a consultant while also expanding into broader PR consulting for e-commerce consumer brands and new creative projects under the RappAround name.
Sophie Levine officially made the move from Atlanta to New York City and is based out of J/PR’s NYC office effective December 1. “I’ll be settling into Williamsburg, so if you’re nearby, consider this my open invitation for coffee, cocktails, or whatever gets you through the day.”
Olivia Masullo has been promoted to account coordinator at Kristen Long Communications. “I have been an intern at KLC for a year now, and following my graduation from Pace University in December of 2025, I will begin my full-time role… I am excited to be working with you and cannot wait to see what the new year brings!” She’ll be working on brands including Peripera, Goodal, Clio Cosmetics, KUSSHIm Purdori Skincare, SWAIR, and Centellian24.
Luis Braga has joined Weber Shandwick as vice president of client experience. He’ll be leading earned and integrated programs for Unilever Beauty (TRESemmé & Nexxus) and Nestlé’s Nespresso.
Allison Vajda has recently joined the team at Explora Journeys, the luxury lifestyle ocean travel brand of the MSC Group, as director of PR and communications for North America.
Taylor Knox moved on from KWT Global, which integrated with Hunter PR earlier this year. She joins Bacchus Agency as an account director, overseeing travel and hospitality, F&B and design clients. Clients include Dorsia, The Woodward (Auberge), Zuma Restaurants (US only), The Bastion Collection, Hedley Studios, and The Free Spirits Company.
Gina Maruschak has moved on from Zeno Group. She is now the vice president of media strategy at MSL Group with a client roster that includes Emirates, Southwest Airlines, Hershey Brands, Inspire Brands, Campbell’s, and more.
Taryn Rosenbaum has a new role with J/PR where she’s an account director in the agency’s Los Angeles office. “It’s such a privilege to be joining a team that represents some of the world’s most inspiring hotels, destinations, and lifestyle brands,” she says. PR efforts focus on brands including Banyan Group, W Los Angeles, and Waldorf Astoria Las Vegas.
Caitlin Corbin has recently joined the PR team for Visit Santa Barbara, and “I couldn’t be more excited to work with such an idyllic and storied destination in my home state,” she says.
After working for various PR agencies, Lauren Simo and Matt Ritter have launched their own firm: Hera Group. Hera Group focuses on generating earned media for franchise and multi-location brands.
Lauren is partner and managing director. She has two decades of experience in PR and brings a deep understanding of media strategy and storytelling to the agency. Prior to Hera Group, she served as Chief Communications Officer at a leading integrated marketing firm specializing in franchise brands.
Matt, CEO and founder, has 12 years experience in PR working with franchise, fitness, restaurant, home services, hotel, and cruise brands. Most recently, he served as Chief Client Officer at a leading franchise integrated marketing firm, overseeing integrated campaigns that incorporated PR, digital, content, creative and web components.
After nearly a decade in-house with IHG, Jessica Lee has started a new role as Vice President at bread & Butter PR. “From boutique art-deco stunners in Nashville, to resorts in the snow-capped mountains in Colorado, to a Caribbean portfolio and beyond, I’ll be working with some of the best names in the hotel and restaurant business,” she wrote in an announcement.
Morgan Blanner is now an Account Supervisor at BON Communications. She leads key accounts, namely nationally recognized and award-winning independent restaurants.
Emily Maldonado has joined The Door / DISRPT as a Senior Account Supervisor, working across all culture accounts. Accounts include Adidas, CultureCon, and The Gathering Spot.
Olivia Pero is the new PR assistant at Spencer Lauren PR, with clients including Stakt, Aora, Marini SkinSolutions, Vollie, and Slate Flosser.
After a short break, Alyssa Rotunno is “excited to share” that she’s back with the IHG team, supporting its news bureau functions across all 19 brands globally.
Peyton Adzema has recently joined the team at Karla Otto as an account manager on the lifestyle team, working across lifestyle clients.
Boutique travel PR firm GO PR has appointed Mara Bitton as vice president. Bitton will service a large portfolio of the agency’s client roster including clients like Generator x Freehand and NATUROPATHICA Spas, in addition to new clients EYOS Expeditions and BARK Air.
Daylyn Weppner has moved to a new role as director at Small Girls PR. Clients in the lifestyle space include Hover (property visualization and design app), Gen Phoenix (recycled leather manufacturer supplying recycled leather to over 250 airline partners), Cleo (AI-driven money tech tool), and Stitch Fix (online personalized shopping platform).
Carla Tomillo has left Purple PR and joined PRC as associate director, fashion/culture. “In this role, I’ll be working on brand strategy, PR and communications for adidas Originals, GapStudio, and Banana Republic.”
I’m really looking forward to continuing to collaborate with all of you in this new chapter,” she says.
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Recently published or updated
The Ultimate Hawaii Packing Checklist (Travel + Leisure)
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Wow-worthy fine-jewelry gifts for any budget — starting under $100 (Yahoo)
10 self-care gifts that bring calm, joy, and balance to the ones you love (Yahoo)
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I Found a $45 Cashmere Tee That’s Perfect for Travel—and I’m Buying More Colors Before It Sells Out Again (Travel + Leisure)
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This is the best U.S. airline, according to real flyers — so posh, it feels like flying private (Yahoo)
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10 best affordable all-inclusive resorts for every type of traveler (The Points Guy)
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Open jobs
Job posts in this newsletter are now a free perk for paying subscribers. Do you have an open opportunity you want me to promote? First, upgrade here if you need to. Then email me at info@alicedubin.com.
Loved this job lead I saw on Czars this morning, so sharing here too: “Anyone have leads on an entry-level or junior publicist who is absolutely insane? I’m looking for the one whose B2B clients keep asking, “Why won’t the weird one stop talking?” The one who submits a client call agenda five hours late because they got distracted quietly scheming delightfully deranged campaign ideas. If you know that creative menace, please send them my way (Lise@LikeGoblins.com). I’d love to bring someone on for a few hours a week.”
Moxie Communications Group is a strategic, industry-agnostic communications agency known for launching and scaling brands like Liquid Death, Oura, Hydrow, Goodles, Coterie, Industrious, and Owl Labs. Moxie is expanding its PR team, with roles available in New York or Los Angeles.
The PR Account Coordinator will support day-to-day client work, including scheduling, media monitoring, and campaign logistics.
The PR Account Executive will help drive media outreach, storytelling, and client servicing across B2B and consumer accounts.
Interested candidates can submit resumes at the links above.
Work with me
I am available for project-based consulting. Please reach out to discuss your needs: info@alicedubin.com.
Feedback from a recent agency after a consulting session: “That was amazing!!! Thank you SO much, you really gave us so many valuable insights to think about, and I could tell what you were saying was really resonating with the team. Really appreciate your thoughtful answers to all our questions and feedback on our pitches.”
Here’s how to pitch: Simply respond to this email with a new subject line or pitch me at pitch@alicedubin.com.
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