Friday Q and A with Susan D'Arcy


Susan has been writing for the Sunday Times for over 20 years, about luxurious spas and travel. As a spa expert, she enjoys sharing her tips and insights about the best therapists, spas and treatments on her very informative, yet entertaining blog, Spa Confidential.

1. What makes you open an email from a PR?

If I know them, or if the subject matter says something intriguing.

2. Would you open emails from PR’s you don’t know?

Yes, but there has to be something in the subject matter that whets my appetite.

3. Do you answer your landline during a working day?

Yes, because even scammers need to speak to someone sometimes.

4. Do you like images within a PR pitch?

Yes please, it really helps, BUT I want them in fairly low res.

5. When is the best time for you to meet a PR?

Well inside I’m thinking NEVER, because honestly it so often is a complete waste of time. But I know that would make me sound like a complete b*tch, so let’s say once I have established a working relationship with them.

Occasionally, I will meet a PR I don’t know and I am always amazed that they come to the table without any pitches, and often very little knowledge of their clients.

6. And which day suits the most?

Well, inside I’m screaming NO DAY, but the reality is I live outside London and don’t work in an office, so one day is as good as the next.

7. What are your top 2 tips for a PR trying to secure coverage?

Call me a raving egomaniac, but it would be good if they had a vague idea of the kind of areas I cover and recent features, although it’s commendable (sort of) how many are totally unembarrassed when they suggest a story and I say I wrote about that last week.

8. Are you happy to be contacted via social media / what are the boundaries?

Not really, especially not when the person says follow me so I can DM you. It’s not rocket science to work out my Sunday Times email account, is it? Look on Roxhill Media…

9. Spirulina or Sauvignon?

Please don’t be such a cheapskate and get me some champagne - I do luxury after all.

10. Stylist or The Spectator?

Stylist - it’s a great publication.

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