When Kellie Walton, founder of Modern South, was uninvited from a press trip because her media brand wasn’t “established enough,” it sparked a much bigger conversation about how PR professionals evaluate media value and often overlook emerging voices doing meaningful work.
In this episode of Digital PR Explained, Kellie shares the full story behind that experience and what PRs should consider when pitching smaller, fast-growing outlets. We also dive into how she approaches pitches, what stands out in her inbox, and why some of the most powerful coverage comes from unexpected places.
Whether you’re pitching freelance writers or planning a press trip, this episode is packed with real talk and practical advice.
In this episode, we discuss:
- What happened when Kellie was uninvited from a press trip—and how she responded
- The difference between audience size and actual influence
- How Modern South has grown and why its mission resonates
- The right (and wrong) way to pitch writers at niche outlets
- A creative PR campaign involving a senior living facility that turned into one of Kellie’s favorite stories
- Why PR pros should think long-term when working with freelancers and regional publications
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