The TLDR On Expert Commentary
Give me the unfiltered truth
Expert commentary is the fuel that keeps the freelance writing machine running. Seriously. I can have the trend, the angle, the headline and the pitch approved by my editor, but without expert insights? The story doesn’t get greenlit. My job is to explain why something is happening, whether it’s actually worth trying, how to do it correctly and whether TikTok is once again lying to us all. And while I know a fair amount about beauty, fashion and lifestyle from covering these spaces for years, I’m still just a girl with a laptop and a journalism degree. Readers trust me to find the right sources—but it’s the dermatologists, hairstylists, cosmetic chemists, trainers, designers and other experts who help bring credibility to the story.
But the thing is, not all commentary is created equal.
First off, I am genuinely grateful whenever someone takes the time to contribute to one of my stories. I know how many follow-ups it can take to wrangle a quote from a client—I’ve been on the PR side, I get it. But if I send over six questions and receive one sentence back for each, you’re making my job infinitely harder. The best commentary doesn’t just answer the question, it expands on it. It gives context. It offers a perspective I haven’t heard before. It tells me something surprising.
Plus, my editors love when I can weave expert insights naturally throughout a story instead of dropping in a giant block quote and calling it a day. But if I only have 15 words to work with, that’s nearly impossible. The more thoughtful and detailed the response, the more opportunities I have to incorporate it throughout the piece.
And yes, I can absolutely tell when AI got involved.
Look, I’m not saying nobody should use it. But when every answer sounds like it came from the same robot-generated thought cloud, it becomes painfully obvious. If there’s no personality, no specificity, no unique perspective—or, God help me, random emojis sprinkled throughout a response—I’m probably not using it. Not because I don’t like the expert, but because there’s no journalistic value there. I’ve already read that exact quote in six other articles. My editors have, too. What gets included are the answers that make me stop scrolling and think, “Oh, that’s interesting.” Give me a hot take, give me a contrarian opinion, give me a weird fact. You know what? Just give me the thing you’d actually say if we were having coffee together instead of filling out a questionnaire.
And finally, let’s talk timing.
I always include deadlines because I want to be fair to everyone. But if I’m being completely transparent, the earlier I get strong commentary, the better your chances are. If a handful of experts send thoughtful responses two or three days ahead of schedule and I suddenly have a free afternoon to start drafting, I’m probably going to take advantage of it. As a freelancer and PR pro, I am constantly trying to get ahead of deadlines, clear my weekends and stay sane. So while I absolutely review responses that come in by the stated deadline, there’s a reason the phrase “the early bird gets the worm” has survived all these years. In freelance writing, it happens to be pretty accurate.
On My Radar
T3 Aire 360 Ceramic Dual Voltage Air Styler
I was getting really tired of packing what felt like my entire beauty cabinet every time I went home to visit my parents on Long Island. A curling iron, a straightener, a blow dryer… suddenly my weekend bag was 90% hair tools. And while I wanted to streamline my routine, I wasn’t exactly looking to spend Dyson money. Enter this T3 styler, which has completely simplified my routine. It gives me the flexibility to smooth, curl and create a bouncy blowout with just one tool, making it perfect for travel and everyday use alike. Plus it’s lightweight, easy to pack and the dual-voltage, which means it’ll be coming with me on future trips abroad, too. Most importantly, it actually works. The airflow automatically wraps sections of hair to create soft, lasting curls, while the advanced heat technology leaves my hair shiny, smooth and noticeably less frizzy. Basically, it’s the kind of multitasker I aspire to be.
Life Is Good Box of Cherries Short Sleeve Tee
Tomato Girl Summer had a great run, but personally? I’m declaring it Cherry Girl Summer. Am I single-handedly inventing this trend? Maybe. Am I committed to it anyway? Absolutely.
I’ve always had a soft spot for Life Is Good. If you grew up in the early 2000s, chances are you did too. But unlike a lot of nostalgic brands that stay stuck in the past, this one somehow grew up right alongside us. This cherry tee feels playful, a little retro and perfectly suited for all the wholesome summer activities I’ve suddenly become obsessed with—farmers markets, park picnics, iced matcha walks, the whole thing. The cropped fit hits at just the right spot (AKA, no constant adjusting required), and the washed-in softness makes it feel like you’ve owned it forever. Cute, comfortable and very much the unofficial uniform of my self-proclaimed Cherry Girl Summer.
Tower 28 ShineOn Plumping Lip Jelly
I am a certified lip gloss addict. Every purse I own has at least three or four glosses rolling around at the bottom—and considering the number of purses I own, that’s a deeply concerning amount of lip products. But if we’re talking about the one I’ve been reaching for nonstop lately, Tower 28 takes the crown. As someone who loves the look of fuller lips but absolutely hates those painful, spicy formulas that make it feel like I’ve rubbed jalapeños on my mouth, this is a dream. The innovative VibePlump technology gives lips a plumper, smoother look without the burning, stinging or irritation, while still delivering that juicy, glossy finish I’m always chasing. It’s comfortable, hydrating and makes my lips look fantastic. Honestly, that’s all I really want from a gloss.
Story SOS
Here’s the current lineup of open opportunities, as of today.
Quick reminder: when pitching, email me at alyssa.rotunno@gmail.com. Please don’t just hit reply to this newsletter, or your message might get lost. And follow the subject line requests below—it’ll save you (and me) time!
The Everygirl: Fashion Is Breaking Up With Matching Sets in Favor of Controlled Chaos—Here’s How To Get The Look
Subject line: MATCHING SETS: [Insert Brand/Product Here]
What I need: Inspiration for the new trend embracing the anti-matching set (ex: track pants with ballet flats, logo tees paired with silky skirts). Products may be called in for feature consideration
Deadline: ASAP
The Everygirl: The ’90s Blowout Is Trending Again—Here’s How I’m Actually Getting the Look at Home
Subject line: 90S BLOWOUT: [Insert Pro Hairstylist Here]
What I need: Hairstylist commentary on the best methods to achieve the ‘90s blowout trend; exact questions will be sent via email if a fit
Deadline: June 26 EOD
Catch a Byline
Your go-to update for everything I’ve got out in the world. I’m just as in-the-dark as you on publish dates, so check out this week’s latest and see if the story has officially gone live:
Real Simple: I Stopped Canceling Plans—and It Did More for My Mental Health Than I Expected
Parade: My 60-Year-Old Mom Looks Nothing Like Her Age—These 4 Under-$25 Skincare Staples Are Her Secret
Parade: My 60-Year-Old Mom Struggled With Dry, Crepey Skin—This Body Cream Completely Changed It
Real Simple: This 20-Minute, Phone-Free Ritual Resets My Entire Day
Want a Consultation?
Want real, no-fluff advice on how to make your brand actually stand out? Or, are you a writer trying to break through in the industry? Either way, I got you.
I can hop on Zoom, a call or swing by in person for a Q&A to answer all your pressing questions about pitching, events, mailers, trips, follow-ups and more—basically, anything you’ve been wondering about, all from a blended PR + media POV that actually makes sense.
We can switch it up however your team wants. Most calls are virtual, but I am always happy to chat over a cappuccino—because why not?
Hit me up at alyssa.rotunno@gmail.com and let’s make it happen.