Thought Leadership Trends to Know
Why experts need to leverage earned media now more than ever. Plus Martha Stewart, Real Simple, Apartment Therapy, HuffPost, & more need sources!
Annnndddd… we’re back. That was a much longer holiday break than anticipated, so my many apologies. BUT the good news is I’m feeling reinspired to bring you TWO posts a week going forward.
I recently started a YouTube channel as a space to create home content and document my new suburban lifestyle (subscribe if you’re so inclined!). And since Hyde Park PR services home brands, experts, and creators, I had an idea to make The Hyde Out substack a place where the two can meet up on a weekly basis. Here’s the plan…
Every Tuesday you can expect:
Educational PR content curated for home lifestyle brands, experts & creators
Important news items & trends I think you should know about
Timely media opportunities (& direction on how to submit for them)
Every Thursday you can expect:
What I’m loving lately in the home lifestyle space, including brands that should be on your radar, industry trends, creators to know, etc.
Homebody weekend itineraries - what to stream, cook, home workouts, decor projects, and more
Hot headlines and topics to discuss over the weekend
More media opportunities
It’s possible these will be split into two separate newsletters in the future, but I’m hoping they can coexist for now and mirror the phases of the week we’re in together.
As this new cadence starts to roll out, let a girl know your thoughts and if you enjoy one over the other!
Ok, onto today’s conversation…
Hyde Park PR just officially launched our media matchmaking service on the website (yay!) as a more accessible and affordable way for subject matter experts to stay in the news (scroll for more on that below). In the meantime, I wanted to touch on a few thought leadership trends I’m noticing and why it’s more important than ever to share your unique expertise with the media:
By now, we know earned media placements that feature expert quotes (from someone at your company or you as the business owner) help to promote credibility, supercharge organic SEO, and drive traffic to a brand’s website. But did you know Edelman and LinkedIn recently studied it as a powerful marketing tool that converts?
Here are some trends and firsthand client experiences that signal to me that thought leadership PR is just getting started.
SHARE OF VOICE
Lots of companies secure media. Not everyone is leading the conversation. My discussions with clients have evolved from “How do we get quoted in the media?” to “How do we command the conversation on a particular niche topic?” I currently lead PR for a client that’s been featured hundreds of times in national outlets (on a consistent basis, no less), but most of their commentary is largely trending celebrity news (which has its time and place) but is unrelated to their key messaging.
UNTAPPED ARENA
Are you an entrepreneur in a popular field? I guarantee only a handful of people in your industry are actively seeking out and prioritizing SME media opportunities. If you’re consistently quoted as an expert on relevant industry topics, you’ve automatically been vetted as credible by journalists who inherently have to research their sources. This is a great way to differentiate yourself from the pack and highlight your social proof (not to mention excellent social media content).
AI INCREASES DEMAND
Journalists need experts to cut through rising consumer skepticism due to AI-generated content. Writers are in desperate need of fresh and unique perspectives that don’t already exist on the internet. And you’re already ahead of the curve if you actually submit original responses and don’t use ChatGPT to craft expert commentary submissions. These are always run through a plagiarism detector by the journalist and not only will you not be in consideration for the article but you can be blacklisted for doing so.
INFLUENCER DISTRUST
Influencers are slowly losing consumer trust. With the pressure to create more content than ever before, influencers are also attempting to create viral content. The more influencers create videos about complex topics (often via paid sponsorships), the more often they need reexamining. Journalists will again look to subject matter experts to set the record straight in follow-up articles on viral trends.
That’s it for now. Scroll down for this week’s media opportunities. Happy pitching!
Have a question about this Substack? Interested in collaborating? Email: justine@hydeparkpr.com
🤓Currently Reading
Your apartment building is made of steel — and Trump's trade plans could mean higher rent (AOL)
Gen Z is Unwavering About Inclusion. Cutting Back Will Cost You. (Forbes)
Is the Future of the Creator Economy Direct-to-Consumer? (Inc Magazine)
Poppi vs. Olipop: Influencer Marketers Break Down the Healthier Soda Brands' Strategies (Adweek)
The U.S. Economy Depends More Than Ever on Rich People (WSJ)
Bundle of Disney+, Hulu and Max Has a Strong Hold on Viewers. It’s Even Stickier Than Netflix. (WSJ)
What the Celsius-Alani Nu deal means for beverage marketing (AdAge)
🏡CALLING ALL HOME EXPERTS!
Want curated media opportunities sent straight to your inbox & pitched by yours truly?
Now LIVE on our website! Consider joining our media matchmaking service (for a fraction of a traditional PR retainer). 📰🤝
Past media matchmaking wins include Forbes, Fortune, Bloomberg, Business Insider, USA Today, Bustle, The Zoe Report, Newsweek and more
What's included:
Weekly media opportunities tailored to your expertise
1:1 coaching meeting for media sourcing success
Social media best practices for leveraging your placements online
Some of the most in-demand source types include:
Interior Designers, Stylists, Realtors, Sleep Experts, Home Organizers, Registered Dieticians/Nutritionists, Cleaning Experts, Shopping Experts, & more.
Visit the Hyde Park PR website or email justine@hydeparkpr.com to learn more!
Today’s Media Opps 📰✨
Submission deadlines are listed below. If you need pitching tips, refer to this post and/or email justine@hydeparkpr.com with the subject line “PITCHING HELP”
Follow us on Instagram for the most up-to-date media opportunities @hydeparkpr
If you’re a journalist with a media request to share with our community of home lifestyle brands and experts, please add justine@hydeparkpr.com to your sources list.
PLEASE NOTE:
These opportunities are time-sensitive, and sources may have already been filled. Enable Substack push notifications so you don’t miss a thing.
Look out for my pitching mini-course coming summer 2025.
BRANDS
Martha Stewart
Deadline: 2/28 @ 12pm ET
Wendy Rose Gould is working on an image-heavy roundup on potting bench ideas. Please send original images with commentary.
Email wendyrosegould@gmail.com
EXPERTS
Real Simple
Deadline: ASAP
Wendy Rose Gould is seeking the following experts for upcoming articles:
Gardening Pros - Annual Seeds You Should Start Now for Pretty Spring Blooms
Organizational Pros – How to Organize and Declutter Books & Seasonal Closet Swaps
Fashion Stylists – the return of bell bottoms (are they really back?); Spring dress trends, Spring accessory trends, Spring shoe trends
Hairstylists – the return of marquise layers; old money hairstyles; short hairstyles for thin hair
Makeup Artists, Skincare Pros, and Plastic Surgeons – Beauty Moves You May Regret Years Later; Spring Makeup Trends
Email wendyrosegould@gmail.com
Martha Stewart
Deadline: ASAP
Wendy Rose Gould needs bridal experts for a roundup article of 2025 bridal party trends.
Email wendyrosegould@gmail.com
Martha Stewart
Deadline: ASAP
Wendy Rose Gould is working on a series focused on secondhand shopping and needs shopping + interior design + fashion/style experts, especially those who specialize in thrifting/vintage/secondhand to help with: Must-Have Items to Buy Secondhand This Spring; Thrift Store Finds That Will Help You Stay Organized; and How to Refresh Your Wardrobe with Thrift Store Finds
Email wendyrosegould@gmail.com
Verywell Mind
Deadline: ASAP
Wendy Rose Gould is seeking a therapist and/or body language expert to share some common body language mistakes a lot of us make. It’ll be similar to my “eye contact mistakes” story.
Email wendyrosegould@gmail.com
The Knot
Deadline: ASAP
Wendy Rose Gould is seeking a licensed mental health expert to provide some wisdom and guidance on how to handle a situation where you don’t like your spouse’s last name.
Email wendyrosegould@gmail.com
Saatva
Deadline: ASAP
Aly Walansky is working on a story on NASA Naps: What Are They, and What’s the Best Amount of Time to Nap? — daytime naps can help you get better sleep at night, and there's one type of nap, the NASA nap, that is specifically trending right now. I’m looking for a credible unaffiliated-with-a-mattress brand expert to chat about the most common types of naps (including NASA naps), the benefits of napping, the best amount of time to nap, and how to take a daytime nap without ruining your sleep at night.
Requirements: Source must be unaffiliated with a mattress brand
Email alywalansky@gmail.com
PBS
Deadline: 2/25 @ 8pm ET
Melanie Warner is the executive producer of a new TV show that is airing nationwide on PBS and public television outlets. It’s called Recipe for Wellness. We are casting experts in the wellness space. This includes medical experts, doctors, health, nutrition, chef, food, alternative medicine, mental health, lifestyle, travel, fitness as an example.
Email melanie@mydefiningmoments.com
Apartment Therapy
Deadline: 2/26 @ 10am ET
Brittany Anas is looking to hear from a few interior designers on the luxe bathroom trends that buyers end up having regrets over. What’s the trend? Why does it look great/why is it attractive to buyers or renovators? And, most importantly, what problems/hiccups does it cause in real life?
Requirements: Please include a link to your website and let me know where you're based.
Email brittanyanas@gmail.com
HuffPost
Deadline: 3/06 @ 9am ET
Taylor Tobin is seeking professional cleaners and food safety experts to explain why it's important for home cooks to regularly clean their stove/range hoods.
If you'd like to participate, please send the following:
Your name, location, and your professional qualifications where this subject is concerned
Why is it important to clean your range hood?
How often should you clean your range hood?
What's the best way to effectively clean your range hood?
If you don't clean your range hood regularly, what risks can that present (either for health/food safety or for home safety re: fire or fumes)?
Email taylor.m.tobin@gmail.com
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You can also catch us on Instagram and LinkedIn. Have a great rest of your week! <3
About
With a decade of PR and Marketing experience, Justine D'Addio has executed PR campaigns for indie beauty brands, tech startups, influencer-backed fashion labels, consumer packaged goods products, film festivals, art galleries, and more.
Since 2021, Hyde Park PR has built a reputation for securing top-tier national placements that deliver massive visibility and business growth opportunities for its roster. Hyde Park PR operates remotely and represents clients globally with experience in the Tampa Bay, San Francisco, New York City, London, and Hong Kong markets.
Justine is an avid lifestyle YouTube consumer, amateur content creator, Substack author, and a bona fide homebody.