Journalist Interview

Hollie Bond

Senior Digital Journalist at MadeForMums

Interviewed by Lila · February 2026

Hollie leads content on Apple News and commissions and writes across fertility, pregnancy, parenting, child health, education, women's health and family travel. With over 12 years in digital publishing (including stints at Family History Monthly, You & Your Wedding and Muddy Stilettos) she knows a good pitch when she sees one.

MadeForMums LinkedIn

PressReacher

FertilityPregnancyParentingChild HealthEducationWomen's HealthFamily Travel

Key takeaways

Best send time

9am or end of day

Ideal length

2–3 paragraphs

Format tip

Bullet points & bold

Subject line

Short + publication name

Follow-up rule

Never say "follow up"

Green flag

Data, research & experts

Introduction

Getting media coverage for a client isn't just about having a good story. It's about understanding the person on the other side of the inbox. Hollie Bond has spent over 12 years in digital publishing, most recently as Senior Digital Journalist at MadeForMums, where she leads content on Apple News and writes across the full breadth of family life topics.

We sat down with Hollie to find out what makes her open a pitch email, what makes her close it immediately, and how PRs can build a genuinely useful relationship with journalists like her. Her answers are direct, practical and worth reading carefully if you pitch to lifestyle or parenting titles.

This is the kind of insight that used to be reserved for expensive media training or industry events. We're putting it here, for free, because better pitches make everyone's job easier.

Crafting the Pitch

Lila, PressReacher

What do you look for in a strong pitch?

Hollie Bond

I look for pitches that show they have been targeted specifically to the publication I'm writing for and that the PR has an understanding of the sort of content we cover. It's always obvious when a PR has read some of my features.

I love scientific research or data to support a story or product, or a newsy hook. A new angle helps me consider how that product, expert or service would fit into a wider feature. Any insight into how the pitch may solve a problem or need for our specific readers is great.

“It's always obvious when a PR has read some of my features.”

Lila, PressReacher

How long should a pitch ideally be?

Hollie Bond

Concise pitches are best as I have to skim my emails, but if there's lots of data or suggestions of experts, I don't mind them a little longer. Two or three paragraphs is fine.

Dos and Don'ts

Lila, PressReacher

What are the biggest pitching red flags (and green flags)?

Hollie Bond

I really don't like it when a PR hypes up a product or service with nothing to back it up or uses over the top language. It's also a red flag when they try and shoehorn a product into a feature or angle it's not suitable for. Endless running copy is a red flag too.

Bullet points or bold type help me to see the important bits and grabs my interest. Brownie points from me for PRs who include great images or suggest relevant experts that I can contact.

“Bullet points or bold type help me to see the important bits.”

Lila, PressReacher

Do you prefer exclusives, or are you happy with widely sent releases?

Hollie Bond

I'm happy with both as long as the release is relevant to my publication — exclusives are obviously always welcome!

The Subject Line

Lila, PressReacher

What catches your attention in a subject line?

Hollie Bond

Short and simple subject lines please. If they use my publication title in the subject line that makes me feel like they're pitching directly at me. I'd try and nail the message in the first three or four words as that's the most I can see initially before opening the full email.

“Nail the message in the first three or four words.”

Lila, PressReacher

What makes you ignore a subject line completely?

Hollie Bond

If I don't understand what they're trying to get across in the first few words I lose interest. I don't mind the first few words in caps but a whole subject line in caps is a red flag. Vague subject lines that have no sense of urgency or don't offer something new or timely often get lost in my inbox.

Timing & Follow-Ups

Lila, PressReacher

How important is timing when it comes to receiving a pitch?

Hollie Bond

I check my emails first thing (9am) and then dive in to feature writing and meetings, so the earlier the better for me. Or very last thing in the day as then it'll be in my inbox for my morning check.

“The earlier the better, or very last thing in the day.”

Lila, PressReacher

What follow-up approach works best (if any)?

Hollie Bond

Don't use the word "follow-up" in the subject line but try and make the subject line more concise or targeted to the publication. I'm happy for you to remind me in the first sentence of your email that I haven't replied to you yet but that you're following up because what you're pitching is perfect for my publication.

“Don't use the word "follow-up" in the subject line.”

About the journalist

Hollie Bond

Senior Digital Journalist at MadeForMums

Hollie Bond is Senior Digital Journalist at MadeForMums. She leads the brand's content on Apple News and commissions and writes news articles and features about fertility, pregnancy and birth, parenting, child health, education, women's health and family travel. She has written for a number of national lifestyle magazines and websites over the past 12 years including Family History Monthly, You & Your Wedding and Muddy Stilettos.

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