In this episode, I’m pulling back the curtain on what it’s actually like being on the receiving end of PR pitches in the retail media industry, and why most of them completely miss the mark. Inspired by a standout interaction with LoyaltyLion and PR pro Francesca Baker Brooker, I unpack what separates relationship-building from transactional pitching, and why “spilling some tea” is often the difference between getting ignored and becoming a trusted source.

I also dive into how influence in media is shifting away from traditional gatekeepers toward niche newsletters, podcasts, LinkedIn creators, and independent analysts. From fragmented authority and psychographic tribes, to what vendors, retailers, and PR teams should actually be doing to build narratives that land, this episode is a candid look at the new communications playbook for retail media.

This episode is sponsored by Mirakl Ads

Timeline

[00:00] – The LoyaltyLion pitch that actually worked, and why patience from PR pros matters more than persistence

[02:30] – Why I’m sharing my honest perspective on being pitched by brands, retailers, and tech vendors

[03:45] – How the media landscape is fragmenting, and why newsletters, podcasts, and LinkedIn creators are gaining influence

[08:30] – My first rule for PR outreach: know your audience before you pitch

[10:15] – “Spill some tea”: why executives who stick to talking points waste everyone’s time

[13:00] – Why retailer store tours, media breakfasts, and thoughtful event experiences create lasting coverage opportunities

[17:00] – My plea to research teams: stop commissioning generic retail media surveys and start using your actual platform data

Links & Resources

• The Agentic AI Revolution is here. The competitive edge belongs to those who move faster than disruption itself. Join Mirakl Ads and myself in New York City on June 10, 2026 for strategies, insights, and connections built for the era of agentic commerce. Save your spot.
• Follow Francesca Baker-Brooker, PR @ And So She Thinks, on LinkedIn
• My LoyaltyLion piece that Francesca helped facilitate: Loyalty as the Retail Media Backbone
• Semrush piece about LinkedIn content: We Analyzed 89K LinkedIn URLs Cited in AI Search: Here's What Drives Visibility
• Read my related articles:
  • Standing Room Only: What Shoptalk Attendees Wanted Most Wasn’t on the Main Stage
  • Writing From the Middle of the Room
  • Apply For The Damn Award
• In Atlanta? Join the Commerce Media Happy Hour on Wednesday June 17! RSVP here
• I'm sharing comedy skits on Instagram about retail media! Follow along: @retailmediabreakfastclub
• Subscribe to Retail Media Breakfast Club's daily newsletter
• Follow Kiri Masters on LinkedIn