[Editor's Note: Ariane Lovell, Senior Vice President, Media Relations, NY Health and Multicultural Earned Media Lead at Weber Shandwick, is taking the lead for our reinvigorated "Ask a Journalist" series. First up? A conversation with Tanya Christian, multimedia content manager at Consumer Reports and former news & politics editor at ESSENCE.]
Ever wonder what really makes a journalist hit ‘reply’ to your pitch? As publicists, we understand that strong relationships with journalists are essential, but how well do we understand their process? Over the years, I’ve had the chance to build connections with some of the top names in journalism, and now I’ll be sharing insights along the way⎯no gatekeeping here!
In this column, you’ll hear firsthand from journalists about how they plan stories, what they need from publicists and how we can become better collaborators. The goal is to bridge the gap between the PR and media worlds to help create stronger, more impactful partnerships in the ever-evolving media landscape.
Ariane Lovell for PRNEWS: Tanya, I’d love to learn more about how you got started in journalism.
Tanya Christian, Consumer Reports: I began my journalism journey at around 13, writing for the "Teen Voice" section of the Burlington County Times in southern New Jersey. "Teen Voice" was where I had my first experience with real deadlines and editors.
At Hampton University, I interned with the New Journal and Guide, one of the oldest Black publications in the country. In 2011, my big break came when Jacklyn Monk, one of the first Black beauty editors, helped me land an editorial assistant position at Real Simple.
Lovell: Can you walk me through working on a story, particularly with your experience at Consumer Reports?
Christian: My approach to stories varies depending on the type of piece I'm working on. I usually have a clear idea of the angle for quicker stories. But, for more in-depth or investigative pieces, I let the facts and sources guide the story.
For product stories at Consumer Reports, I often receive a lot of technical data or testing results; my job is to distill that into clear, actionable insights for readers. My goal is always to serve the reader, so I tailor my approach to the story.
Lovell: How do you find and vet sources for your stories, and can you share an example of when a publicist successfully positioned their client as a key source? What made their approach stand out?
Christian: Since I cover the home improvement category, I sometimes connect with DIY creators on TikTok if their projects align with my topics. My key criteria are confidence in the subject matter and expertise—whether someone is seasoned in their field, able to provide reliable insights, or has direct experience relevant to the topic.
For example, recently, a publicist pitched their client as a DIY and color expert just as we updated some paint stories. We were looking into SEO-driven topics like "trendy colors for small bathrooms," so the timing was perfect. I reached out, and the expert provided actionable advice on color choices for small spaces and popular color trends, making our story more relevant and helpful for readers. Coincidentally, this expert was also an ambassador for one of our top-rated paint brands, which made the information even more valuable.
Once a publicist connects me with a well-vetted source, they become part of my trusted network. And having a publicist who can facilitate timely responses is invaluable.
Lovell: In what ways has the relationship between journalists and publicists changed over the years?
Christian: When I first started, publicists were incredibly intentional about building relationships with journalists. But I see less of that now. I’ve been fortunate to stay in touch with some contacts since my days at Real Simple, and no matter where I go, we find ways to work together. But that continuity is rare now. Given the nature of our work, we don’t do as much with publicists. I miss my publicist friends who truly knew my work and could anticipate what I might need.
I think about Carrie Bradshaw and her relationship with Stanford Blatch in "Sex and the City." Their friendship grew from her being a writer and him a publicist. My friend Jared is a perfect example; we met early in my career and worked together so closely that it became a friendship. Publicists today could learn a lot by revisiting those old "Sex and the City" episodes.
Lovell: What do you value most in a pitch from a publicist, and what can they do to make them more appealing to you?
Christian: Timeliness is important—quick responses are a huge help. But, above all, relevancy is key. We receive countless pitches daily, yet only about two percent are relevant. Often, pitches seem generic, aiming to appeal to everyone rather than addressing what I cover. What stands out is when a publicist has done their homework. If they know my beat and tailor their pitch accordingly, it’s incredibly valuable.
Lovell: What strategies have you developed to engage a diverse audience, and how has your journey shaped your commitment to prioritizing inclusive storytelling?
Christian: When I started at Real Simple, I remember a presentation where the editor mentioned they didn’t have many Black women readers. They showed a picture of a Black model for editorial purposes and expected that alone would attract us. I was stunned—representation isn’t just about photos. It’s about connecting with the content and seeing yourself in the stories.
Whether working at ESSENCE or Real Simple, reaching younger, more diverse audiences has always been challenging. For ESSENCE, it was about maintaining relevancy as the core audience ages, and for Consumer Reports, it's about refreshing our approach to stay connected with all communities. The mission and testing standards haven’t changed, but we’re constantly thinking about how to tell stories in a way that resonates with those who don’t know us yet.
A few years back, I authored an article on five Caribbean dishes you can make in a toaster oven, inspired by my Antiguan heritage. This year, instead of updating it, we added a video component, taste-testing Jamaican patties in our kitchen lab. Now, we’re sharing recipes, stories of well-known chefs, and bringing it to life on video. Exploring different storytelling avenues, like broadcasts and podcasts, keeps the work exciting and rewarding.
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Tanya Christian's insights remind communicators of the importance of building authentic relationships, staying relevant and creating inclusive, impactful stories. Want to connect with Tanya and stay inspired by her work? Follow her at Consumer Reports where she merges her love of policy and home projects.
Ariane Lovell is Senior Vice President, Media Relations, NY Health + Multicultural Earned Media Lead at Weber Shandwick.