PR for lifestyle brands
Lifestyle PR: getting consumer brands into the stories readers trust
Lifestyle PR places products and people in the features, round-ups and gift guides that shape what readers buy. It runs on long lead times, strong imagery and editors who see thousands of products a month. The brands that win make an editor's job easy: a clear trend angle, the price, the stockists and great photos in a single email.
Story angles that work for lifestyle brands
Journalists do not cover companies, they cover stories. These are the angles that most often earn lifestyle brands coverage:
- A trend your product fits into, backed by search or sales data
- Seasonal gift-guide inclusion, pitched three to six months ahead
- A founder story with a genuine personal reason for starting the brand
- A collaboration or limited edition with a recognisable partner
How to run lifestyle brands PR yourself
- Pick one story. Choose the strongest angle above and write it in one sentence. If you cannot, the story is not ready.
- Build a short list. Find the 20 to 50 reporters who have covered lifestyle brands recently. A short list that fits beats a long list that does not.
- Write a personal pitch. Three short paragraphs: the news, why it matters to their readers, and what you can offer such as data, interviews or images.
- Follow up once. Three to five working days later, add something new rather than "just checking in".
- Track what lands. Note who replied and what they wrote about, so your next pitch is warmer.
What reporters on this beat want
- Lifestyle desks plan gift guides and seasonal features months ahead. Pitch early.
- Include price, stockists and high-resolution images in the first email.
Mistakes to avoid
- Pitching gift guides in November. Most are locked by September.
- Sending low-resolution images, or none. A product page link is not enough.
Who covers lifestyle brands
InsightFuse lists 2,316 journalists, editors and producers whose role or outlet points to lifestyle brands coverage, across 74 countries. Here is where they work and what they do.
Where they work: top outlets and employers
- My Home
- The Home Depot
- Work From Home
- Home Office
- At Home
- Livingston Research
- Home Based Office
- Work at Home
- From Home
- Home Studio
- Home Depot
- Bauer Media
| Country | Journalists |
|---|---|
| United States | 1,170 |
| United Kingdom | 269 |
| Canada | 140 |
| India | 119 |
| Australia | 58 |
| Philippines | 47 |
| South Africa | 45 |
| Nigeria | 21 |
| Role | Journalists |
|---|---|
| Editors | 723 |
| Writers | 681 |
| Features editors | 343 |
| Producers | 209 |
| Journalists | 75 |
| Reporters | 59 |
Counts come from the InsightFuse database and include only people with editorial job titles. Names and contact details are available inside the app.
Browse journalists on these beats
Related guides
Frequently asked questions
What does a lifestyle PR agency do?
A lifestyle PR agency pitches consumer brands to fashion, beauty, home, food and wellness editors, sends samples, organises events and secures placement in features and gift guides.
How far ahead should lifestyle PR be planned?
Monthly print magazines work three to six months ahead and online features two to six weeks ahead. Plan seasonal campaigns at least a quarter in advance.
Get started
Find the reporters who’ll cover you — free.
Search 799,000+ journalists by beat, outlet and country, then let the PR agent write and send the pitches. No credit card.