suzanne bearne 11/25/21 suzanne bearne 11/25/21

When A Brilliant Pitch Lands...

Hi everyone

I hope everyone is well and has avoided THE COLD (I've been hit by three colds and a chest infection over the past two months...woe me!) and Covid so far this autumn.

Earlier this month I received an interesting, unique pitch from a PR which caught my attention. I can't always respond to emails very quickly due to the sheer number that fly in, but I'd met this PR at one of my workshops a couple of years back from which we'd always had a friendly email correspondence. Her email was sat in my flagged emails for a couple of weeks at least but when I had a quiet moment last week I was able to respond.

Due to being a newsletter subscriber too she was able to inject a personal and friendly slant to the email. But the pitch itself caught my eye as it was unique and different (and not directly about her client's business) - I personally hadn't seen a piece about the subject matter in the titles I write for. Straight away I could see myself pitching a few publications on the back of it. There was a strong headline accompanying it, which was in the subject line too. Catching my attention I told the PR I really liked the idea and that I'd try pitching a certain title, which I did shortly afterwards - using a similar headline to the PR and adding my own take on the angle too. And then moments later the editor commissioned me. Voila!

I just wanted to highlight how a strong headline and a personalised and a distinctive pitch (which I know a lot of you do already) rather than press releases (which form the bulk of my inbox) can land to coverage. I'll flag up the pitch in my workshops.

Enjoy the rest of the week.

Thanks
Susie

suzanne bearne 11/11/21 suzanne bearne 11/11/21

Avoid Doing This To A Journalist...

Hi everyone

Hope you're all doing really well. I'm feeling inspired and invigorated after spending a week up in Glasgow for COP26.

I talk about relationship building heavily in my workshops (one coming up in London on December 16 – details below) and my course, but I was just reminded to bring it up after I chased and chased an external PR over the past month. And then again this week. While 'ghosting' is a term often flung around in more dating circles, it's happening more and more in the professional sphere too (I'm sure you're always on the receiving end of it from journalists too). It took several emails to grab the attention of the press team, then once they told me they'd look into the enquiry and come back to me, they ignored the rest of my emails. It wasn't at all a critical story where they might have thought the ignoring tactic might make the journalist disappear, but I was mystified as to why the PR did not respond (I did also try to call). It was only when I cc'd in two of her colleagues that she finally came back to me (blaming the client, of course). I know we're all busy but ignoring a handful of emails doesn't make for good relationships.

Thanks
Susie

suzanne bearne 10/28/21 suzanne bearne 10/28/21

Remember To Include This In Your Emails To Journalists

Hi everyone

Hope you're well.

Remember when you're pitching or answering a ResponseSource to explain what your or the company you represent actually does. I often receive emails eagerly replying to a call out with things like 'CableRA' can comment on this and then detailing the ways they can get involved. Or similarly just people introducing their companies to me by email and yes with a handy hyperlink but not providing any description as to what the business is. A description is such a simple (and necessary) point to add and can mean the difference between a time-poor journalist just deleting your email (as you know some of us are receiving hundreds a day) and choosing to respond to another email which has explained what kind of company it is you're talking about.

Some good news: I'm back on the road again! Well, I've just booked to hold my first physical PR workshop in London in almost two years on December 16. I hope some of you can make it. Please do share with your teams or contacts. I'm holding it in north London as it's a much bigger space than my previous London venue.

Also, if you can't make it, fear not. There's LOADS of tips throughout my online course, Lessons from a Journalist: How to Secure Press Coverage, which is packed with detail on everything from how to write a successful press release to interesting ways to build relationships with journalists. There's now 10% off the course. Just enter the code Winter10 at the checkout*.

Also, head below to check out the AMAZING email I received (without any prompt!) hours after a PR enjoyed a successful Power Hour with one of the brilliant journalists in my network.

Have a lovely rest of the week.

Thanks

Susie

ps If you have attended the same-name workshop or webinars, you're entitled to 50% off my course. Just drop me an email and I'll sort it out for you.

suzanne bearne 9/30/21 suzanne bearne 9/30/21

Hold Off The Caps Lock

Hi everyone

Hope you're well.

A very small simple tip this week: please use lower case letters when referring to job titles in press releases and in comments sent over to the press. Maybe your clients cap it up, maybe you have a personal preference, but anyway, it's another bugbear for journalists (yes, you know there's a big list out there). It just makes our lives easier when we're cutting and pasting from press releases and so on. Also, look out for other terms that don't need to be capped. For example, I often see the seasons unnecessarily in capital letters.

I'm looking into roaming the country again with my physical workshops and I wanted to sound out if attending workshops in person is something people feel comfortable with or would you prefer to learn online? Also, if anyone wants a session for their group, team, community, please let me know. And, if you know of any affordable spaces do let me know as I feel Covid-19 means I need bigger spaces than some of the ones I have booked previously and they tend to be £££.

Have a great rest of the week.

Thanks

Susie

suzanne bearne 9/15/21 suzanne bearne 9/15/21

How Not To Handle Phone Calls

Hi everyone

Hope you're well.

Firstly, thank you so much for your kind messages and support after my last email. Many of you shared your own personal experiences of brain fog and fatigue, showing clearly that there's definitely a kind of pandemic burnout hanging over us. Or indeed, long Covid.

I've wanted to talk about phone calls for a while. I was prompted to cover the subject earlier in the week after a PR left me a voice message. Now I know cold pitching is god damn hard, never mind when you're trying to sell in a story over the phone and I note it's often the younger PRs encouraged to do this. Now in the most recent voicemail left by a PR I couldn't even tell you what she said, who she was, or where she was calling from. She clearly wanted to get the call over and done as soon as possible, but it just left her message completely incomprehensible.

Another thing to be beware of is the length of the voicemail. Often I have messages from PRs that are three minutes long. THREE MINUTES. No one should leave a voice message that long. And often what I'm hearing is a whole press release being read out to me. "Hi Susie, I'm calling from x. Our client is launching a new solutions tool to create the perfect hybrid office." I know many experienced PRs don't do this, but just to say, please don't come across as robotic or as if you're reading from a press release. If you need to leave a voice message pitching in a story, and to be honest, no one really does for me (I don't work on a news desk), make it brief, interesting, and get to the point quickly: why should I be writing about it?

Have a great rest of the week.

Thanks

Susie

suzanne bearne 7/21/21 suzanne bearne 7/21/21

An opportunity to hear from City journalist Alex Lawson

Hi everyone

Hope you're keeping cool in this sweltering weather.

Just a small newsletter this week before I head off to Latitude festival (shout if you're going too!).

If you're interested in finding out what kind of stories City journalists are after, I have a very useful pre-recorded webinar with the lovely Alex Lawson, senior City correspondent at the Mail on Sunday, available for you to watch.

Costing just £9.99, over the duration of the webinar Alex discusses:

* How and when best to pitch him

* What kind of stories he's interested in

* Other parts of the business section companies and individuals should target

* And much much more

I've known Alex for about eight years and I really think it is worth watching if you're a PR.

You can sign up for the webinar here.

The good news is that if you're a subscriber to my paid newsletter, the webinar will be completely free and you'll have access to it next week. You can join my paid-for newsletter for as little as £5 a month. You'll receive 10% off my course and a free ebook when you sign up.

Thanks

Susie

suzanne bearne 6/25/21 suzanne bearne 6/25/21

What Not To Do In A Media Interview

Hi everyone,

I hope you're having a great week.

A while back I was interviewing a CEO for a profile interview slot. Let's say the person was the boss of a savings app. Towards the end of the interview, I asked her what her ultimate savings goal was. A very simple question. "Erm, erm,” she stuttered. “Well, nothing really. Maybe a holiday.” I pressed further but she was stumped. It was a dry answer to what overall had been quite a dry interview. There was no excitement at all.

Tip: It might be difficult to inject a sparkling personality into your clients, but please try and ask them to sound enthusiastic.

I'm bringing this up as I'm pleased to say that next month media trainer, podcaster and speaker Guy Clapperton will be joining me for a webinar on media training. During the session on July 16, Guy will explore:

how to deliver clear and engaging messages whether you're on TV, radio, a podcast or being interviewed for a print article
what kind of preparation you should do before an interview
how to talk about statistics in an interesting way

You'll also have the opportunity to ask Guy any burning questions (feel free to email me any questions below and we can include it in the session).

The webinar is aimed at both those who are new to speaking to the media, and those wanting to brush up on their interview techniques, whilst hearing first-hand about what works for a journalist. It's open to founders and PRs (and your clients) so feel free to swing them the link.

Those attending will also receive a special discount when booking any future media training workshops with Guy.

The webinar will be recorded so even if you can't make it live, you'll be able to watch it again at your own leisure whenever you like.

Tickets are just £19.99 – which is an absolute steal for media training.

For more info and to book, head here (do send on the link to anyone you think might be interested). The session is just £15 for paid newsletter subscribers (simply email me if you'd like to jump on board).

I'd be grateful if you could mention it on any social media sites groups you're on!

Thanks

Susie

suzanne bearne 6/3/21 suzanne bearne 6/3/21

Come Join Me For A Webinar With Digiday

Hi everyone,

First off, what a lovely reaction to my paid newsletter which I announced earlier this month. Thank you. The paid newsletter will land every other Thursday, which means subscribers receive a newsletter from moi every week. I've also added an annual subscriber fee which works out cheaper than paying every month.

Whether you're based in the UK, US or Kenya, if you or your client are an expert, then you don't want to miss next week's paid newsletter where I'll be discussing a brilliant opportunity to be involved with the Guardian and The Times.

This isn't a #journorequest or anything like that. It's an opportunity to give you or your client more exposure and gravitas both nationally and globally. I've also provided contacts so you can jump on these opportunities straight away. Here's how you can subscribe to find out more next week.

When you sign up to the newsletter you'll also receive details of a really exciting new national small business section with press opportunities for you or your client, plus a free ebook and 10% off my course.

In other news, I'll be hosting a webinar with Digiday Future of Work editor Jessica Davies on June 17. Costing just £10, the session will last for around an hour and there'll be plenty of time for your questions. It's also recorded so if you can't make that time, you'll still be sent the webinar afterwards. Paid newsletter subscribers will be able to attend for free (and will be sent details in a future newsletter). You can sign up here.

Thanks

Susie

suzanne bearne 5/27/21 suzanne bearne 5/27/21

I'd Love Your Help To Keep My Newsletter Going

Hi everyone,

More than a year has passed since I started writing this newsletter a couple of months after outbreak of Covid-19 here in the UK. Created at a time when I lost a lovely regular Guardian slot and saw much of my work disappear including my in-person workshops, the newsletter has continued to give me a sense of ownership during what's been a rollercoaster period.

The newsletter has evolved over the past year - in content and subscribers - but with that comes commitment. Kudos to anyone reading who has a newsletter; you'll knows how much time can be spent on each edition (not forgetting the backend work, which I pay someone to help me with). Recently I've had to think about its future and I've come to the decision that I need to make the newsletter financially viable and part of a sustainable business model.

I know from the stats and the messages and support you've shown me, whether that's on social media or direct to me, that most of you read the newsletter (phew!), and importantly, enjoy the newsletter and find it useful.

This has led me to the decision to launch a paid-for newsletter. Don't worry, though, the free newsletter will continue to be published every two weeks but will be a slightly trimmed down version of what you've been receiving. At the same time, paid subscribers will not only receive the newsletter but much more content from me and other journalists on how to secure press coverage and build relationships with journalists land in their inbox (including two forthcoming FREE webinars with The Drum and Digiday), plus 10% off my Lessons from a Journalist course (saving £19.99), and a free copy of my 17 Insider Tips on Pitching to Journalists During Coronavirus ebook, and discounts on any further events.

I hope many of who are able to and in a position to will be able to pay to receive extra useful content from me, which will help make the whole of the newsletter more viable. In doing so, you are also supporting me and my journalism. As you know, the industry is taking a battering, but your support means I can also spend more time creating purposeful journalism.

How you can help the newsletter continue:

Subscribe to the paid newsletter. For the price of a couple of coffees/green teas (or whatever your tipple is) or a cinema ticket per month, you will receive:

Access to more exclusive and insider PR tips, opportunities and need-t0-know news and content from me - including how I source my case studies - to help you understand what journalists want and how to land the best press coverage for you or your client
Interesting and informative guest posts from other journalists to help widen your perspective on securing media coverage and understand how to pitch them
Two FREE webinars with The Drum and Digiday editors
Discounts on future events and 10% off my course
Heartfelt gratitude that you're helping the newsletter continue and you're supporting journalism
(PS don't forget that you should be able to claim it as a business expense.)

How you can help me for free:

Share this newsletter with others. Could you forward the sign-up link to your team, your friends, and post about it on social media? It might seem small and it doesn’t cost a thing, but it’s a HUGE help for me.
Tell me how this newsletter has helped you. If this newsletter has ever helped you in some way, please let me know about it either by replying directly to me or adding a testimonial to my social media channels.

Thank you for your support.

Have a great rest of the week.

Susie

suzanne bearne 4/29/21 suzanne bearne 4/29/21

When You Shouldn't Email A Journalist

It can happen at 9pm on a Friday night. 12pm on a Sunday. 4pm on a Saturday. What's happening at these leisurely and sociable hours, you might ask? Yoga? Drinking with pals? That might indeed be the case, but what I'm specifically referring to are emails from (some) PRs and founders landing in my inbox. A press release about a new flavour of popcorn. A campaign that's about to launch. Perhaps a guest post pitch. These aren't stories for the national news desks who need solid news trickling through on a weekend. These are emails that can definitely wait until working hours. (They're also mainly irrelevant for me, but that's another newsletter.)

Now, I'm not going to pretend that I haven't done this. I used to send emails at unsociable hours. I didn't have a 'send later' function on my email account, and I'm not sure I still do. With a slew of deadlines, I would work over weekends, contacting PRs and founders, firing over requests for interviews or more information. At the time, I didn't even question my behaviour. I thought it was completely fine.

But over the past couple of years, I've reined this in. I realised I was feeding into a system we've created where we're 'on' all the time and never stop. Chained to our emails, when one pops up in your inbox you want to respond (or at least read). And that's what my former self and many others are doing: feeding into a workaholic culture when it's completely unnecessary. And so now I prepare and save emails in drafts, ready for the next working day.

I know it feels hypocritical to talk about this when journalists contact businesses at all kind of hours. Although when you're on a news desk, this is what you do. Obviously if you're already engaged in a dialogue with a journalist, fire your email off to them. Or set your own boundaries early with them. But for anyone sending out enquiries on a Saturday or a pitching a freelance journalist at 10pm, maybe think twice before you press send.

Have a lovely rest of the week.

Susie

suzanne bearne 4/15/21 suzanne bearne 4/15/21

A Green Opportunity For Press Coverage

Hi everyone,

Although my newsletter fails to sync with Earth Day next Thursday, I thought I'd still seize the opportunity to look at how the media has finally started to step up its attention on the climate crisis.

Given the climate emergency we're facing and the fact the UK is hosting UN Climate Change Conference (COP26) in November, there's set to be A LOT of coverage around this year's event. (This CN Traveller article by its sustainability editor Juliet Kinsman is just one example; it's also well worth a read.)

You might have already pitched a story to magazines to coincide with Earth Day, founded in 1970 to help protect and conserve the planet. But fear not, it's not too late to fire off story pitches and opinion pieces to newspapers and online titles.

Of course you don't need a date like Earth Day to pitch your climate-related stories. With climate change already here in the form of intense weather patterns, the media has stepped up their climate and environmental coverage significantly in recent times, meaning there's a stronger appetite for your green pitches.

We're seeing publishers establish dedicated climate hubs. In February The Independent created a climate section covering news, views and sustainable lifestyle features. (I checked and there's no devoted desk but if you ever have a straight climate pitch, I was told climate correspondent Daisy Dunne is your contact.) The title has also created a climate channel within its TV platform.

The FT has set up Climate Capital, a dedicated area on its website bringing all of its climate coverage under one roof, and appointed Emiliya Mychasuk as climate editor. Over at The Sun, political correspondent Natasha Clark is now reporting on environment and climate news ahead of COP26 in November.

Although by no means a climate reporter, over the years I've stepped up my focus on more positive and impactful journalism, with the environment becoming a stronger part of my (very varied) portfolio. In recent years I've whipped up a report on quantifying sustainability for WGSN (for subscribers only), reported on the rise of carbon trackers for the BBC, interviewed people cutting back on flying for the Guardian, explored the impact of business travel on the environment for the Guardian, honed in on rental fashion for the i, and interviewed an XR activist for the Guardian.

With being COP26 set to be held in Glasgow in November, there'll be an even stronger demand for climate-related stories. Get pitching.

Enjoy the rest of your week.
Susie

suzanne bearne 4/8/21 suzanne bearne 4/8/21

It's celebration time

Hi everyone,

I hope you're all very well.

Celebration time is in order as this newsletter turns one next week! What started as a last-minute decision to throw into the void a newsletter demystifying the journalism industry and helping businesses and PRs understand the media more in the midst of the pandemic in April 2020 has led to a regular newsletter with thousands of readers and heartwarming engagement stats to boot.

Over the course of the past year, I've covered subjects such as how to build stronger relationships with journalists, the devastating impact of the pandemic on the industry, pitching, racism in the media, my advice to a budding young journalist, an exclusive interview with former female prisoners in Myanmar, and so on. I hope it's proved a useful resource.

So what's next? I'm bouncing around a few ideas on where I'd like to take the newsletter which of course I'll keep you up to date with. What I would love to know is what subjects would you like covered in the next year?

Also, fingers crossed, I'm hoping to restart my face-to-face workshops in the autumn. I'd love to return to gallivanting around the UK (and further afield when the time feels right) and meeting some of you. Please let me know if you're part of a group in an area that would like me to hold a workshop. What would you love a webinar or workshop in? What are your press coverage struggles right now?

Finally, I wouldn't have continued this newsletter without you. Thank you so much for your support over the past year. Thank you for sharing the newsletter with others so it can reach a bigger audience (you can do that by sending people this link), for writing testimonials on my social media pages, and for your lovely emails. It is all so so much appreciated.

Thank you for reading and your continued support.

Enjoy the long Bank Holiday,

Susie

suzanne bearne 3/19/21 suzanne bearne 3/19/21

Is the British press racist?

Hi everyone

It's been a heavy couple of weeks since the last newsletter. I hope you're all holding up ok.

During an interview with Oprah earlier this month, Meghan Markel and Prince Harry made their views of the media pretty clear, telling viewers that the press were “so attacking and incited so much racism”.

This sparked quite the debate, with media industry body the Society of Editors executive director Ian Murray arguing that Meghan’s claims that parts of the media were racist were “not acceptable”. Following this more than 160 journalists and editors from the likes of the Guardian, the Financial Times and HuffPost wrote a letter objecting to the statement.

I'm in agreement with the journalists who put their names to the letter. Unfortunately there is an undeniable issue with the British press when it comes to both the reporting of ethnic minorities and diversity in the newsroom.

The letter signposted clear evidence such as a study by the European Commission against Racism and Intolerance which accused two English newspapers of ‘fuelling prejudice’ in a report on rising racist violence and hate speech in the UK (check out page 18), and research from the MCB in 2018 which highlighted startling facts such as over a third of all articles misrepresented or generalised about Muslims.

“There have been numerous examples of complaints upheld against newspapers for inaccurate reporting against Muslims, often including false accusations of extremism,” the letter said.

Since then, Murray has resigned and a further statement from the Society of Editors said its initial comments "did not reflect what we all know: that there is a lot of work to be done in the media to improve diversity and inclusion".

The press needs to be challenged on the way it covers news about ethnic minorities. Like many women, I have been deeply upset by the murder of Sarah Everard. I don't want to take away from the fact a young woman has been killed but we need to assess why there is extensive media coverage when it involves white, middle class women or girls. I was at the Sisters Uncut protests at Scotland Yard and Parliament Square on Sunday and heard from speakers from Black Lives Matter UK, Jewish Solidarity Action, and All Black Lives UK. I stood there and listened as one woman questioned why there had been millions spent on the Madeleine McCann case, when there are missing or murdered black or brown people, and they receive little press attention in comparison? Blessing Olusegun, 21, was found dead on a Bexhill beach on September 18 2020. Her death failed to garner anywhere near as much media coverage despite the suspicious circumstances - she text her boyfriend and friend to stay on the phone. I only heard about Blessing last week. Where is her justice? Here's a petition to for a proper investigation into Blessing's death.

Unfortunately the media industry won't change overnight but we can make a move to ensure that the voices of ethnic minorities are heard in the press. More than ever it's important we all use our privilege to challenge injustices even when they don't impact us.

Thanks for reading.

Susie

suzanne bearne 3/12/21 suzanne bearne 3/12/21

Please don't pitch us this way...

Hi everyone,

There it goes. Another DM flying into my Twitter inbox. And then hours later, another. Unfortunately, these aren't messages about prospective work gigs or DMs from past lovers. Instead, they're pitches from PRs and businesses. I look back at my Twitter profile to see where I mention that I'm open for pitches on the platform. I rewatch my webinars to try and find where I highlight this as a tip. I look at my website and see if a hacker has removed my email address.

I'm being facetious and I know many brilliant PRs and founders would never dream of pitching through Twitter. But for some reason, my Twitter inbox is being increasingly deluged with pitches. As I write this, a Twitter DM comes in following up on a pitch sent to me on Twitter the evening before. I've also noted that increasingly PRs are responding to ResponseSource not through the media platform but via Twitter.

Unless a journalist has flagged up on their Twitter that they are open to tips/pitches through the platform, you know them, or you've heard through the grapevine that they're open to DMs, please refrain from jumping in Twitter inbox. I know we can be difficult to get hold of, but for me it's doesn't bode well for a strong relationship. Our email addresses tend to be easy to find. So please, stick to good old fashioned email.

Have a lovely rest of the week.
Thanks

Susie

My resources for helping you improve your press coverage:

You can watch my FREE Twitter webinar How to Tweet Your Way to Media Coverage (if you enjoyed it, I'd love it if you could share it on social media and any groups you're on).

Read my (free) How to Pitch to Journalists During Coronavirus and 17 Insider Tips On How to Pitch to Journalists During Coronavirus (just £5) ebooks.

Take my in-depth course Lessons from a Journalist: How to Secure Press Coverage - This is half price for anyone who has taken my workshop or webinar - just email me for the code.

Check out my pre-recorded webinars.

Organise a brainstorming session with a journalist, an overhaul of the copy on your website with a copywriter, or any other content such as blog posts or an award entry, through my network of professional writers.

Reserve a Power Hour with myself or another journalist.

Explore booking a PR for a short or long-term project. I have many I can recommend.

suzanne bearne 2/16/21 suzanne bearne 2/16/21

'I was tortured and sexually harassed' - former Myanmar political prisoners speak out about life in jail

With 275 political prisoners including the two Reuters journalists accused of obtaining state secrets still behind bars in Myanmar, in 2018 I spoke to several women who were locked away for their activism in the former military-controlled state

“I was handcuffed and blindfolded with a hood over me and made to sit on my knees for 10 days,” recalls San San Ma, rewinding the clock back to March 2008 when the activist was arrested by the then military-ruled government for political crimes such as housing revolutionary soldiers and students.

“As soon as I was arrested I was sent to a military intelligence office that was famous for brutality,” she says. San San Ma, now 45, was interrogated for more than a month, each time in complete darkness.

“They sexually harassed me. I had to kneel for many hours and crawl on little rocks – if they were angry they would beat me. They were trying to make me confess but I never did.”

The beatings only stopped when she started to fall ill. “I was vomiting blood so then they called a doctor. He realised how tortured I was and requested that they stop it - and to give me food.”

The harrowing torture ended but she was sent to a special military court, known for its harsher sentences, than a standard civil court. There she was sentenced to 65 years in jail; the same as her husband.

“There were a lot of unfair charges,” she tells me in a humid small office of a human rights organisation in Yangon. “But when I was younger my grandmother always used to say, 'politics is about time. Next time it is someone else's time. Now you win, tomorrow you will lose'. I totally believed that, that's why I managed to stay calm in prison.”

The sentence devastated her family. She quietly explains that when her mother found out she was being sent to the infamous Insein Prison in Yangon, “she passed out”, and died shortly afterwards.

San San Ma saw her husband, living on other side of the prison, for 20 minutes every two weeks. They were both released after six years as part of a prisoner amnesty.

Myanmar has a long history of jailing political activists. Even now, two years after Aung San Suu Kyi and the National League for Democracy (NLD) took control, the government has continued to arrest and imprison people who speak out against the regime. Reuters journalists Wa Lone and Kyaw Soe Oo were imprisoned for seven years in September after reporting on the Rohingya crisis.

When military intelligence officers turned up to arrest Kyi Kyi Htay in 2000 for aiding opposition political groups, she swore to her husband that she wouldn't confess anything. As a result, the then 34-year-old endured days of brutal torture. “I couldn't even pee,” she says. “They hit that part of the body, it was so brutal. Each officer would get half an hour each to ask me questions and then beat me. Once their session was finished, they would go back to sleep. I was so tired and would fall asleep sometimes but whenever I feel asleep, they would beat me to wake me up and throw water at me.”

She lost count of how many days she was tortured for but her silence saved lives.

“I didn't confess anything. That way it meant I could save 12 people from going to prison for 10 to 15 years,” she says. “I was beaten up a lot as I didn't share any information. Another guy I knew who had also been arrested gave away some information so they knew I was lying but I made it.”

By the time she was imprisoned – for 15 years for crimes such as communicating with blacklisted organisations – her body was swollen from the continual beatings. But life in the notorious Insein prison, known for its unsanitary and inhumane living conditions, on the outskirts of Yangon was unbearable.

“I cried a lot when I arrived at prison,” recalls Kyi Kyi Htay, who at 12 helped send secret letters between people in opposition groups throughout her village. “It was so dirty. The sheets were so dirty and smelly. You were not allowed to read. You couldn't communicate with your family.” There were no dedicated toilets for in-mates. “You had to use a container and throw it [in a bag] every time. I couldn't bear it anymore. I was depressed there. But I didn't have any regrets because I was doing the right thing.”

After leaving, many former political prisoners face long-term impact such as difficulties finding work and mental health issues.

Galuh Wandita, director of Asia Justice and Rights (AJAR), a human rights organisation which published a report earlier this year on the lives of women survivors of conflict and oppression including political prisoners in Yangon, says the experience of arrest and detention deeply disrupted the education and livelihoods of women. “Many women were arrested as students in the 1980s and 1990s. With many universities closed in the 1990s, these women often had no schools to return to after their release. Most had to abandon their educations.

Imprisonment also had devastating impacts on the economic situation of female political prisoners and their families. Detainees’ families have faced constant surveillance and were often forced to close their businesses. This pushed many political prisoners and their families into poverty. Following their release family members often exerted great pressure on women to give up their political activities and focus on supporting the families economic survival. Some women faced marital difficulties while others were forced to rely on relatives for their survival.”

Kyi Kyi Htay who lived in the notorious prison for nine years until she was released in 2009, says life on the outside has been challenging. “I had no clothes to wear. I didn't have any place to stay. I stayed with my cousin's family. Financially I've not been ok – I've not been able to get a job. I cannot even apply for a job. No companies or organisations want to employ me because I was a political prisoner.”

Unfortunately she was unable to slide back into family life.

“I went back to my home town but my little daughter didn't remember me.” She says, sadly, that she is no longer with her husband. “My husband's family didn't want him to be with me. They feel their son was in prison because of me - he follows what his family says.” Her daughter lives with her ex husband in Yangon.

San San Ma says that once she and her husband were released they encountered multiple issues. They could no longer return home because the authorities had seized it. While they set to be initially housed by her brother-in-law, he received a call from friends telling him it was unsafe to house former political prisoners. “So even after a few hours we were on the road again, luckily one of our friends brought us to their house outside of Yangon.”

She says mental and physical health issues have made it even more difficult to find work. Her husband found a job as an editor as a local newspaper but problems arising from being beaten up meant he needed to lie down in bed for as much as 20 hours a day for several months. “His right eye was beaten up so much, he couldn't work on his writing so much.”

San San Ma decided to open a small grocery store. “But when my husband got sick, I got depressed, and was in bed for eight months. My little daughter working at a garment factory was dependent on me.” She now relies on her husband who earns 200,000 kwat (£101) a month from his job researching and writing articles.

Seeking justice, the women urge the government to recognise their suffering and that the perpetrators apologise, says Wandita.

“There is unfortunately still a lack of governmental recognition or support for former political prisoners,” says Wandita. “The government has not yet accepted a definition of political prisoner, and has quashed efforts to put the topic on the agenda for parliamentary debate.”

She believes that women political prisoners need specialised services that deal with health, trauma, and economic empowerment. “They need assistance, access to basic services, and psychosocial support to address the consequences of violence, and to help them get back on their feet. There needs to be schemes for job creation, vocational training, and micro-finance assistance in order to increase survivors' access to livelihood and capital.”

Kyi Kyi Htay wishes she could slot the missing jigsaw pieces of her life back together again. “I feel so sad. I lost everything. I have given everything and lost everything for what I'm passionate about. I am jobless, but I have friends and I travel around. But I never regret it as I was doing it for the people.”

Looking ahead, she wants systematic change. “We have a situation where people and families have split up and sacrificed their lives and opportunities. Now the government is open and the NLD has gained power...they should take responsibility, admit what they’ve done and apologise for it. It's assumed to be a transparent time in Myanmar but it's not happening. I don't want anything for myself, I just want my country to change.”

Article written in 2018.

suzanne bearne 2/15/21 suzanne bearne 2/15/21

Is This The Right Way To Keep Journalism Alive?

Hi everyone

There was much derision at Rolling Stone magazine's announcement offering people the chance to write for the magazine – for $2,000.

The magazine has set up Culture Council, "an exclusive community for visionary leaders" who, after passing a vetting process and stumping up an annual fee of $1,500 plus $500 upfront, will have the “opportunity to publish original content” to its website and become “thought leaders”.

Its website goes on to whip up interest by adding that such “thought leaders” would “join a vetted network of innovators in the multi-faceted entertainment industry who are doing inspiring work”, adding that “each member adds a unique vibe and perspective to the community”.

Each person will be able to set up a member profile, featuring their bio, company description, and areas of expertise.

Rolling (pun intended) my eyes at the nauseating copy, it goes on to say that these so-called thought leaders will “get direct access to a living, breathing think tank – a crucible for the visionaries of our time”.

With a feeling that now anyone can claim to write for Rolling Stone, critics are outraged. However Rolling Stone has insisted that people are vetted and it's created a dedicated editorial team to help polish the words that pass through its gates.

Does it weaken the Rolling Stone brand? Pimping out a slice of the well-regarded title to those with the biggest pockets probably may devalue it slightly in the eyes of its loyal readers, who may feel stung that only the rich amongst them can contribute to their favourite magazine. But from what I understand, it sits separately on the website and it should be clear that the articles haven't been penned by its in-house journalists or freelancers. This style of publishing is similar to Forbes’ membership councils where you have to pay to join.

While thought leadership posts are generally unpaid, paid-for content has been propping up publishing for years. Whether we pick up the Guardian or The Telegraph, chances are we'll see (clearly marked) branded content.

In an ideal world our most valued newspapers and magazines would be free of advertising, and we'd listen to radio without hearing an annoying ad. But unfortunately journalism is underpaid and underfunded, and many publishers are on the cusp of going under. We saw popular music title Q magazine fold last year after 34 years. NME stopped printing after 66 years. Shortlist was axed.

Do we want our magazines to find new ways of survival if not enough people are willing to pay for journalism and advertising revenue isn't stacking up?

Have a lovely rest of the week,

Susie

suzanne bearne 1/25/21 suzanne bearne 1/25/21

Stop Before You Set Up This Kind Of Call With A Journalist

Hi everyone

How are you all muddling through January?

So another week, another Zoom invite. I'm rather fortunate that I've pretty fallen through the online video call cracks and unless I'm running a Power Hour, there's really no need for me to be jumping on Zoom. Phew. I can carry on conducting interviews by phone. Like we did pre-coronavirus.

However, I'm noticing that instead of just organising a phone interview, many PRs and business owners want to dive straight in for a Zoom call, often flinging it in the diary before confirming with the journalist.

One word: don't. (Ok, maybe that was two.)

Unless perhaps it's a celebrity interview, or the journalist would usually conduct the interview in person, it feels rather unnecessary to set up a Zoom call. Just because Zoom is now kind of ubiquitous with the pandemic, doesn't mean we need to be turning on the camera for every chat we have. Even for very short interviews, where I'm interviewing say one person for an article featuring seven others, I'll have founders and PRs throwing a Zoom invite in the calendar.

I'm not the only journalist aghast when this happens; many other hacks have recoiled in horror when they see the meeting code spring up in their email. A phone call means we don't need to worry about scrubbing up or our underwear being on display in the background; we can focus on the interview instead.

When interviewing a founder recently, she started the call saying that she was so relieved I'd switched the proposed Zoom interview to a phone call. "It meant I didn't need to get out of this hammock," she laughed, speaking to me from somewhere far more tropical than the UK.

So set up a phone call if that's what you would have done pre-pandemic. But otherwise stick to calls or just ask the journalist for their preferred format.

Have a lovely rest of the week.

Thanks

Susie

suzanne bearne 1/7/21 suzanne bearne 1/7/21

What Would You Like To See From Me In 2021?

Hi everyone,

Happy New Year. I hope you were all able to find some joy over the festive season despite youknowwhat.

Have you set yourself any goals for 2021? Although I'm sure 2020 taught us that sometimes even just basic survival is a good enough intention, I've set myself a few – from the ambitious (book editing and trying to create a physical space for a Library of Things in Margate) to the more achievable (hello adventures in the campervan and scouting out new wild swimming spots).

As you might be thinking about your press coverage goals for yourself or your client, I'd love to know what you'd like to see more of from me in 2021. Are there any subjects you'd like me to cover in the newsletter? Would you like a workshop on a particular subject? Please do drop me a line.

In the meantime, I've rounded up a handful of ways that I can possibly help you in 2021. You could:

Watch my FREE Twitter webinar How to Tweet Your Way to Media Coverage (if you enjoyed it, I'd love it if you could share it on social media - please note I'm in the process of adding captions)

Read my (free) How to Pitch to Journalists During Coronavirus and 17 Insider Tips On How to Pitch to Journalists During Coronavirus (now just £5)

Take my in-depth course Lessons from a Journalist: How to Secure Press Coverage – with a festive 10% off now extended to the end of January. This is half price for anyone who has taken my workshop or webinar - just email me for the code.

Check out my February 6 and 13 webinars and my pre-recorded webinars

Organise a brainstorming session with a journalist, an overhaul of the copy on your website with a copywriter, or any other content such as blog posts or an award entry, through my n etwork of professional writers.

Reserve a Power Hour with myself or another journalist.

Explore booking a PR for a short or long-term project. I have many I can recommend.

Here's to a calmer 2021*

Thanks

Susie

* although after watching the storming of the US Capitol yesterday even that may be too strong to ask for.

suzanne bearne 12/17/20 suzanne bearne 12/17/20

How To Tweet Your Way To Media Coverage Webinar

Hi everyone

I don't know about you but I absolutely adore the build up to Christmas. My diary is usually packed with Christmassy events from watching the choir at St Paul's Cathedral to organising a festive lunch for freelancers in Margate. While most of that is obviously off the cards, I'm still trying my damn hardest to make the most of the season with mulled wine by the beach with friends and mince pies by the fire.

Talking about Christmas, I also have a little gift to give to you, my lovely readers. When I first began this newsletter back in the spring, I'll readily admit I didn't have a plan. But I've found I love having this corner of writing that belongs to me (free of what an editor wants) and your emails and messages each week responding to what I've said in the newsletter or professing how much you've enjoyed it or found it helpful have really meant a lot. Thank you.

As you might have guessed, the Christmas treat isn't a box of chocolates or a bottle of wine. Instead, it's a webinar on Twitter. I know some of you might not be on Twitter while some of you might be quite prolific on the platform. Wherever you stand, I'm hoping How to Tweet Your Way to Media Coverage will help you come away with a better understanding of how journalists used the platform and you'll pick up a few tips on how to bag more press for your or your client. The 30-minute webinar is yours to view over the next month.

As you know this year has been tough for journalists with many publications going under and budgets slashed. The next line doesn't come naturally to me (and probably most of us) deep breath...if you like the webinar and it helps you, any contributions to my PayPal would be kindly appreciated.

In the future, I'm considering an advertising and/or subscription model for the newsletter, which would help me pursue more investigative journalism, which can be time-consuming and as with most things media-related, not of huge monetary value.

Of course, if this year has been tough for you too – I know many on my newsletter are hunting for jobs – please don't worry about donating.

So here it is. You can click the link here to watch it.

If you do enjoy it, I'd love it if you could mention it on social media. It really does help.

Despite all the uncertainty, I really hope you have a lovely Christmas.

Susie

suzanne bearne 12/8/20 suzanne bearne 12/8/20

Don't ignore this segment of journalists

Hi everyone,

While not exactly The Devil Wears Prada standards of glam, working as a staff journalist can certainly bring its benefits: I can happily recall deliveries of Fortnum & Masons hampers, Krispy Kremes dropping every week from agencies, and packages of chocolate, books, clothes, and various other gifts landing on our desks.

I was about 24 when I entered journalism, starting my career as an editorial assistant on a salary of £18,000. I might have been living on a budget but when it came to work, I was in a privileged position of choosing which restaurants I wanted to meet a PR or founder at. And so began a chapter of breakfasts at The Wolseley or Charlotte Street Hotel, lunch at Yautcha or Andrew Edmunds, and partying on an evening at private members clubs or in a box at the O2. That wasn't my average day – we did have a magazine to get to press and we worked bloody hard – but the glitz, the glamour, and the fun were certainly there in rich abundance.

However, something happens when you go freelance. The lunch offers dwindle. The gifts stop rolling in. It's like you fall off everyone's radars in that sense (but not when it comes to pitching). It's a funny world as even if you're working for a variety of titles including the nationals, PRs and founders stop trying to build relationships with as much vigor. Now I'm certainly not asking anyone to start playing the violin or suddenly shower me in gifts; I understand, peering back with a new lens a decade or so later, that the level of consumerism was probably all a bit too much.

But I bring this up as we're in the height of the Christmas season and perhaps you're sending the odd card and gift to in-house journalists and editors. But also have a think about the freelance journalists you've worked with this year. Many self-employed journalists are struggling even more this year as a result of budget cuts. So could you send a little treat to a freelancer in your sector that you've worked with a few times this year on a campaign? Or a freelancer who continues to quote you? You could email them asking them if you could send them a little gift of your or your client's product (if that doesn't work you being some kind of tech solutions tool, perhaps some chocolate, a mulled wine kit, or a donation to their food bank?). The journalist might say no (many are cutting back on things they don't need), or they might just say yes – and you might put a smile on their face. What you will also do is put you on their radar. It doesn't mean they're going to write about you necessarily, but spreading a little kindness is all part of nurturing relationships.

Enjoy the rest of the week,
Susie