March 6, 2025 • 31 mins
Join us in this episode as we talk with Sucheta Rawal, an award-winning South Asian travel writer who has journeyed through over 120 countries! Her compelling story begins in the world of investment banking, where she realized her passion for travel could lead to a fulfilling career in writing. She shares her surprising transition, emphasizing the balance of working hard to carve out a niche in the travel journalism world while still savoring the joy of exploration.
In our engaging conversation, we dive deep into Sucheta’s experiences with notable publications like Time Magazine and National Geographic, exploring how she captures the stories of diverse cultures and sustainable tourism. She offers pivotal advice for aspiring writers and PR professionals on the nuances of the pitching process and the importance of personalizing your approach.
Beyond writing, Sucheta opens up about her nonprofit initiative, Go Eat Give, which champions sustainable practices in travel while giving back to local communities. She shares heartwarming stories that demonstrate the positive impact of mindful tourism and volunteer efforts often overlooked in conventional travel narratives.
As she discusses her children's book series and recent TEDx talks, you’ll discover how Sucheta is not just providing riveting tales of her travels but also paving the way for future generations to embrace cultural diversity.
Connect with Sucheta on Instagram: @SuchetaRawal and her website: https://suchetarawal.com;
Sign up for her substack.
Learn more about Beato Goes To children books: https://beatogoesto.com
Check out her nonprofit, Go Eat Give: https://goeatgive.com
Thank you for listening! Please take a moment to rate, review and subscribe to the Media in Minutes podcast here or anywhere you get your podcasts: https://podcasts.apple.com/us/podcast/media-in-minutes/id1555710662
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Angela Tuell (00:05):
Welcome to Media in Minutes.
This is your host, Angela Tuell.
This podcast features in-depthinterviews with those who report
on the world around us.
They share everything fromtheir favorite stories to what
happened behind the lens andgive us a glimpse into their
world From our studio here atCommunications Redefined.
This is Media in Minutes.
On today's episode, we'retalking with award-winning South
(00:32):
Asian travel writer, columnist,author and speaker.
Sucheta has contributed to overtwo dozen publications,
including CNN, time Magazine,nat Geo, travel and Leisure,
condé Nast, voters and HuffPost.
She is a three-time TEDxspeaker and author of five
(00:55):
children's books that educatekids about the diversity of the
world.
She has personally traveled toover 120 countries across seven
continents and speaks about herexperiences from her firsthand
perspective.
Sucheta also founded thenonprofit Go Eat Give to raise
awareness of different culturesthrough travel, food and
(01:16):
community service.
Hello Sucheta, how are youtoday?
I'm doing great.
Angela.
How are you?
I'm doing well also.
Thanks for joining us.
I'm looking forward to ourconversation, especially after
meeting you in person in NewYork a few weeks ago.
Yeah, me too, and I'd love ifyou could share your story of
how you became a travel writer.
(01:38):
I thought that was fascinating.
Sucheta Rawal (01:40):
Oh, thank you.
So I used to work in investmentbanking, which is so different
from what I just know it's likeleft brain, right brain and I
just felt like my passion wastravel.
I would use all my bonuses totake big trips four times a year
and came to be known as thetravel desk at work.
(02:00):
So colleagues would call me andask me where are you going, can
you help us plan our trip?
And then I started a blog whichis Go Eat Give.
The blog still exists today, 15years later.
Wow, yeah.
And then I started contributingfor some local publications.
Just on the weekends was meantto be a hobby.
(02:21):
I had my full-time job.
But as that blog took off, as Istarted getting more magazines
and publications to ask me tocontribute, I felt like there
was something there where Icould really follow my passion
and not just be sitting at mydesk dreaming about where I'm
going to go next.
(02:41):
So that was my short journey.
It took me about five years totransition from going full-time
corporate person to doingconsulting, then contracting and
then coming to a point where,yes, I can just solely focus on
food and travel writing.
Angela Tuell (03:01):
Wow, that's fantastic, and I'm assuming you
haven't looked back.
Sucheta Rawal (03:04):
Not at all.
It's a single moment of that.
Angela Tuell (03:09):
That's great.
What outlets are you currentlywriting for and what are some of
your favorite types of storiesto write?
Sucheta Rawal (03:16):
Yeah, so I currently have two columns here
in Atlanta.
One is for Georgia Trendmagazine and one is for Cover
Magazine, which are both printmagazines circulated mostly in
the Southeast United States.
But I also contribute to TimeMagazine, national Geographic,
travel and Leisure, fodor's,huffpost, marriott, bonvoy, aaa
(03:42):
and a few others.
I just had two stories come outfor the first time in Good Grit
magazine.
Oh great, amazing.
I love that magazine.
It's also, yes, so because itreally speaks to what I like to
write about, which is tends tobe more on sustainable tourism,
human interest stories and firstperspectives.
(04:05):
So I feel like travel hasbecome so mainstream that and
there are so many influencersand travel right, so it's just
my own voice and being able totell the story from my
perspective is really importantto me.
Angela Tuell (04:21):
Yes, what are some of your recent stories that
stick out in your mind or thatyou're the most proud of?
Sucheta Rawal (04:27):
Yeah, so I just did the story I was talking to
you about in Good Grit.
It was about a new coffee shophere in Atlanta that is the
first of its kind where it'sluxurious but it's also fully
ADA accessible.
And this lady who started itshe was also similar, you know,
(04:49):
a corporate executive kind offinding her own path and then
all of a sudden she had a healthissue and became disabled.
So, you know, instead offeeling like sorry about herself
, she was able to rise up out ofit and create something that
other people with disabilitiescan also come out and enjoy a
(05:13):
beautiful place to eat but thenalso provide employment
opportunities for them.
So I ended up doing two storiesabout her in two different
publications, which was reallyinspiring to me, yeah.
Angela Tuell (05:26):
What a great story .
What else was it in what otherone?
Georgia?
Sucheta Rawal (05:30):
Trend Magazine Okay, and in Good.
Angela Tuell (05:32):
Grit.
Okay, great, I know.
I also know that you arewonderful about giving advice to
PR professionals, and much ofour audience is PR professionals
.
Could you share some of yourbest tips with us?
Sucheta Rawal (05:47):
Yeah, I mean there are so many.
I try to focus on a differenttheme each week on my sub stack,
which is also catered to PRprofessionals, because I feel
like everybody is coming from adifferent experience.
You know, and it's nice to knowwhat each writer is looking for
and how you pitch to me may notbe the same as pitching to
(06:10):
another writer, but at least tomake it more streamlined.
So I provide tips for how topitch.
You know, don't send it onsocial media, send an email.
Make sure you know exactly whatI write about.
Look at my past 10 or 20stories.
You know my website has it.
(06:31):
It's a quick google search tosee if I've already covered that
story before and then you knowalso to tailor it to what is the
big picture here, why is itimportant to tell the story
right now and why is it that youfeel that I'm the best person
to tell the story?
So those three tips, like in apitch, really catches my
(06:55):
attention.
Having it personalized, not justsending generic press releases.
I tend to just delete them.
It's very rarely I would read apress release or follow up
after that if it's not tailoredto me.
And then the second thing wouldbe also around press trips.
You know a lot of people arejust kind of fishing around,
(07:17):
would you be interested in thisplace?
But not providing any detailsabout what the trip is going to
look like.
What are the themes oractivities or properties that
are going to be included.
So it's more about.
Here are the dates and theplace.
So that would also not interesta lot of writers who are very
(07:37):
busy writing stories, becausethat keeps away from your time,
away from your desk.
Angela Tuell (07:43):
Yeah, exactly.
So what are you looking for ina hosted trip?
Sucheta Rawal (07:47):
In a hosted trip.
I generally only acceptindividual trips right now,
unless it is a place or an eventthat there's no other way.
You have to go in a group.
That is fine.
But when I do get a pressinvite, I expect to have some
information, a rough itineraryof what it would look like, what
(08:10):
the theme of the trip is, whatkind of properties would be
included and then also what iscovered.
You know, if it's airfarecovered, hotels, hotels I
sometimes bring an assistantwhen I go on individual trips to
help me take pictures andsocial media.
(08:31):
Or even if we're driving longdistance, you know it helps to
have a second person with you.
So if their expenses arecovered, what kind of meals and
activities and all those things,it's better to know that
upfront rather than going backand forth.
And also, I like, if it's agroup trip, I like to extend my
trip for another day or two anddo some personal exploration.
(08:54):
You know the story may becentered around the trip that
they offered, but then sometimesI find interesting stories on
my own or I may want to divedeeper into an aspect that I
found during the group trip.
Angela Tuell (09:10):
Yeah, I know something we've talked about a
lot is guaranteed coverage,which is not something that
freelancers can do.
What are your thoughts on thatand how?
You know it's hard as apublicist, obviously, when
clients want to see that becausethey're putting a major
investment in the cost ofhosting, and you know that sort
of thing.
What are your thoughts on that?
(09:31):
Absolutely.
Sucheta Rawal (09:33):
I definitely understand where the publicists
are coming from and I feel likeas a publicist, your job is also
to be like a mediator kind ofbetween your client and the
journalist and the best thingwould be to understand both of
them and their needs and whatthey can produce.
So with the journalist part, Isay do your research, find out
(09:57):
what outlets they're right for,how often do they write, what
kind of stories do they produceand what?
What's the track record?
And it's more about if youtrust them, they to get you know
.
You have to be open and honestwith your client about that and
(10:29):
make them understand that whythey should invest in a certain
journalist or have a diversekind of journalist.
You know, maybe somebody who'sfrom different publications or
different ethnicities or maybeable to tell the story in
different ways.
So I think the most importantthing is to having that trust,
(10:49):
with the client trusting you andyou trusting the journalist.
Angela Tuell (10:54):
Yes, that's great advice.
I also wanted to ask youmentioned your sub stack.
Can you tell us a little bitmore and how you can sign up for
it?
Sucheta Rawal (11:02):
Yeah, so it's suchetaravelsubstackcom and it's
entirely focused on PR folksand people in working in the
travel media.
I'm very honest and blunt aboutthe Substack.
Basically, I write things thatare my pet peeves or some bad
(11:22):
pitches I received that week,but I also make sure to give a
shout out to people who areamazing and are creating these
magical experiences for myselfto have a more seamless journey
while I'm experiencing adestination or I'm working on a
(11:44):
story.
You know we are also kind ofmediating between the editors,
publishers and the publicists.
So it's I love to work withpeople who really take the time
to read my sub stack and thelast one, I think in January,
after I met you at IMM, I alsodid a one sub stack about.
(12:06):
Here are the topics to writeabout.
Here's how to pitch me, so it'slike you know you have
everything right in front of you.
It's just play by the book.
Angela Tuell (12:16):
Yes, that was very comprehensive.
I definitely appreciated all ofthe information there, and you
know it's it's.
It's easy and tough as apublicist, because you give us
all the information and exactlywhat you need to do your job and
for us to help you.
But every journalist is sodifferent, you know.
There's some that I think we'vetalked about this some that
(12:37):
want to be followed up Pleasesend me a follow-up email, even
two, you know and others thatare like do not follow up with
me.
I will never read your emails,so you know that makes it a
challenge, but at least all ofthe information is there to help
us do our jobs, and that'swhat's great about the sub
stacks too.
Sucheta Rawal (12:55):
Yeah, and you know, when I was talking to
Campbell Levy a couple of monthsago when we were went to
Bermuda together, you know whathe said was I have relationships
with 10 people, just 10journalists, and I know I trust
them, I understand what they'reworking on, I follow them all
the time and so you don't haveto be everything to everybody.
(13:15):
If you just pick your 10, youfollow the 10 sub stacks and,
you know, have very goodrelationship.
Whatever client you have,whatever story you have, you can
trust that these 10 people aregoing to really want to work
with you yeah, that's greatadvice.
Angela Tuell (13:30):
What do you wish people knew about travel writers
that they likely do not?
Sucheta Rawal (13:36):
well, I think a lot of people think that we make
a lot of money and we're justhaving a great time, right
living the dream right, exactly,eating and drinking and
traveling all the time, which isamazing.
I have no complaints, but thereis a lot of hard work that goes
behind it.
(13:56):
Our days are very long.
It's not just sitting by thepool.
If we are sitting for a minute,it's to quickly do a social
media post or take down notes orsend a goodbye to your family.
So it's really no free timeduring the press trips.
And I think the stress of it,especially for me, it comes
(14:19):
after I come back on from a trip.
You know when I want to createthose pitches and send it out to
multiple publications and getrejections or don't hear back
from the editors, and then youknow it's a wait and watch thing
, while I also have to beresponsive to the publicist hey,
(14:40):
when are you going to publishthe story?
Where is it going to come out?
So there's a bit of guiltfactor.
You know I definitely want toget it out but I'm not receiving
anything.
So I don't think they understand, like, how much of hard work
that goes in after a trip toactually get the story out.
And then, even if you do get itout, you're not paid a lot.
(15:02):
You know, a median payment fora post is 50 cents a word for
online and a dollar a word for aprint story, and a lot of print
stories have been cut short.
So 500 to 1000 words, that'sthe maximum you would get for
story.
(15:22):
So you know, people don'tunderstand.
Understand like, after all thiswork you put in, you make a lot
less money.
Yes, the lifestyle is great,but then there's also a lot of
hard work that goes into it.
Angela Tuell (15:36):
Yes, there's all that time that's not paid.
You know the traveling, thenthe pitching all of it is not
paid until you get paid for thearticle which where you said I'm
sure if you add it up per hourhow much you make sometimes it's
very, very low.
Sucheta Rawal (15:50):
Yeah, exactly.
And then you know, on top of it, if some people hosting a press
trip may come in and say thatoh, we're not going to be able
to cover your flight, or wedon't cover alcohol or meals on
some of the meals, or we have aper diem, or I have to take Uber
to the airport.
(16:11):
That's really eating up intolike one story I'm going to
write.
Angela Tuell (16:16):
Right, yeah, that's very true.
How often do you travel?
Sucheta Rawal (16:21):
I do try to do one to two trips a month.
Last year was exceptional I hadto do 27 to two trips a month.
Last year was exceptional I hadto do 27 trips.
Angela Tuell (16:30):
Wow Were these week-long trips mostly.
Sucheta Rawal (16:35):
Some of them were , yeah, four or five days, but
some of them were a couple ofweeks.
It just depends, but some ofthem I also.
I'm doing a lot of publicspeaking, so there were
conferences and public speakingrelated trips, so I tried I'm
trying to do this year a littlebit less, so it may be like 15
to 20.
Angela Tuell (16:55):
Okay, being more selective, right?
Yes, exactly.
So I won't ask you where yourfavorite places are, but do you
have any travels that havesurprised you, Any places that
have surprised you the most, ina good or bad way, I guess I
should say?
Sucheta Rawal (17:11):
Yeah, I was really pleasantly surprised with
Uganda and that was my trip inSeptember last year where it was
sort of an individual trip.
There was only one otherjournalist for a portion of the
time.
But the lodges we had were justspectacular and they had a
(17:33):
really good human interest storyabout who started it An
immigrant refugee who was forcedout of Uganda, went to London
and came back and bought thisland and he's helping the
community conserve the wildlife.
So great stories there and justthe people were super nice but
(17:56):
also excited about makingsomething bigger.
So I met a lot of youngentrepreneurs who are just
working hard to lift thecommunity and the country and I
just love the scenery, I lovedthe wildlife, everything about
it, and that was never in myradar or I didn't know much
(18:18):
about it.
About Uganda, becauseeverything you hear is like you
know, poverty, war, tone, right,and being there I was like this
is one of the places I wouldhappily live or retire in.
Angela Tuell (18:32):
Wow, that's good to know.
Add that to the bucket list,right?
And you mentioned earlierpublic speaking.
So, aside from writing, you'realso a public speaker and have
given three TED Talks.
Can you tell us a little bitmore about that work?
Sure, yeah, I feel like from.
Sucheta Rawal (18:49):
I've done so much writing, but I would like to
voice my stories on biggerstages and with larger audiences
.
So these are all stories I havewritten and experiences I've
had from traveling to over 120countries, and there's only so
much.
You know, I feel like I canwrite, but there's so much I can
(19:12):
tell and so I started doing.
I've been speaking for a longtime anyway, but I really made
it a serious business, like lastcouple of years.
One day I sat down and said I'mgoing to apply to do a TED Talk
and behold, in three months youknow these are all pitches,
(19:33):
right, ted Talks are also likewriting a pitch.
And three months later I heardback from three of them, wow.
And they said well, all yourTED Talks are going to be this
year.
So that was very interesting toplan for it.
I didn't have a coach, I justkind of did it myself.
But these are all stories oftravel, like traveling in
(19:56):
silence, how travel impactscultural intelligence,
especially for kids, and how youneed to follow your own passion
and not wait for that timewhere you will have more time or
more money or your kids aregoing to grow up, but it's
following your passion, whateverthat might be.
Angela Tuell (20:17):
Yeah, life is so short.
Right, we can realize that thesooner the better.
Sucheta Rawal (20:21):
Exactly.
Angela Tuell (20:23):
What other public speaking are you doing?
Sucheta Rawal (20:26):
I just did a talk .
I just did a talk at, I did akeynote at the United States
(20:57):
naturalization ceremony at thefederal court in Atlanta about
how my journey, about what Imade out of it being here and
why what I have loved as beingan American citizen and some
things about what they can takeaway from as new citizens,
especially being involved in thecommunity.
Yeah, and then I was speakingat a school, an elementary
school, where I was talkingabout my children's books, which
is Bianca Goes To, about atraveling cat and he goes to
(21:18):
different countries to learnabout other cultures and how
kids are living there.
So I was reading to every class, from K through elementary, and
they absolutely loved it.
They love learning about theworld and are inspired to try
new things and make friends fromother cultures.
(21:39):
So, yeah, it's, sometimes it'sadult, sometimes it's.
Angela Tuell (21:44):
I love that and I was just going to ask you about
the children's books.
What was your inspirationbehind that?
Obviously travel, but what cameup with the?
How did you come up with theidea?
Sucheta Rawal (21:55):
Yeah, it's a funny story because I was
working on an article which wasaround Thanksgiving, christmas
time, on gifts that teach kidsabout other cultures, and I was
doing a gift guide for anotherpublication.
And as I was researching thatand looking for books,
children's books that teach themabout travel, I would only find
(22:19):
an occasional book about, say,south American culture, or an
Israeli Jewish kid or a NativeAmerican kid, but there really
wasn't a whole lot out there.
So as I was sitting in my couchwith my laptop and my cat
researching this, I was like,well, maybe we should just start
(22:41):
our own children's book seriesto tell kids about the world.
Yes, and I had recently had avery powerful experience while
staying in Greenland on a sheepfarm with this family with had a
seven year old girl, ina, andshe was completely isolated from
(23:04):
the world.
You know, imagine being sevenyou have no cell phone, no TV,
no Internet.
Being seven, you have no cellphone, no tv, no internet, um,
and you're no school, no friends, no neighbors.
The nearest neighbor was 40minutes by boat, oh, so you're
just surrounded by glaciers andsheep.
Yet this girl spoke fivelanguages, had very intelligent
(23:28):
conversations with adults andshe practically acted as my tour
guide while I was there.
So, I decided to write the storybased on her as the character
and telling Greenland you knowas her country and taking Beato
the cat on a tour around thecountry.
(23:50):
And so that was the first bookand then since then I've done
five.
I'm working on my sixth one now.
But in each book they're realcharacters, they're actual kids
I've met and places I've been to, a lot of photographs that I
have taken that have beenconverted into illustrations to
make it more fun and moredetail-oriented.
(24:13):
So it's almost like a comicbook and a story book, picture
book all in one.
Angela Tuell (24:19):
Oh, that's great.
We will make sure to link toeverything we're talking about
too, so the listeners can learnmore.
You mentioned that you became acitizen about 20 years ago.
Could you tell us a little bitmore about your story coming to
the US?
Sucheta Rawal (24:33):
Yeah, I migrated to the US with my family after
high school and I really wantedto study abroad, so, and my mom
had been traveling in the UnitedStates so she decided to settle
in Atlanta.
She lived all around thecountry and decided Atlanta.
So I came here, went to GeorgiaState University.
(24:55):
My first major was hospitalityand then some people told me
like you're going to just beworking front desk, why are you
even bothering, wasting yourtime doing this?
So I changed it to businessmanagement and then I took my
first finance class.
I was like I like, really likethis.
(25:16):
You know I like burgers and Ilike making money and you know,
in South Asian culture we haveto pick our majors in high
school, so it's generally doctor, engineer or, worst case,
investment banker.
Angela Tuell (25:38):
Worst case.
I love that.
Sucheta Rawal (25:40):
So that's what I opted for.
I got my master's in financeand I started working in
investment banking and I waslike, okay, okay, this is my
path.
I'm going to be a trader and aportfolio manager one day and
have a stable job and, you know,good income and that that's
exactly what every Indian parentdreams of.
(26:02):
Yeah, till I came to them andsaid, well, I'm just going to be
traveling, traveling and forfor a short time they were like,
oh, okay, how long for?
And uh, I was like, no, this ismy job now.
So they keep saying like, okay,that sounds good, but then you
(26:22):
have to settle down.
Eventually.
I think they have given up onthat settling down, they see the
big picture now.
Angela Tuell (26:32):
Good, good.
What country were you born in?
India.
Sucheta Rawal (26:35):
I was born in India.
Angela Tuell (26:36):
Okay, Okay, great.
So before we go, we must talkabout your nonprofit Go Eat Give
.
Could you tell us more aboutwhy you founded it and the work
you do?
Sucheta Rawal (26:47):
Absolutely so.
Go Eat Give started as a blogback in 2011, when I was just
sharing information about my owntravels.
But as people were seeing theway I travel, which tends to be
a little more sustainable andalso giving back to the
community I was doing a lot ofvolunteer vacations at the time
(27:11):
my followers would reach out tome and say could you take
donations for us to thesedestinations, or could you help
us plan another volunteer trip?
Or here's what we areinterested in giving back to,
whether it's women's health orfarming or children then could
you connect us to the charitiesin those places.
(27:32):
So that's how Go Eat Givebecame from a blog to a
non-profit and with the ideabeing we can all travel more
sustainably and meaningfully.
Initially, we used to organizea lot of group trips where
people could just join in and wewould build the whole mentality
of go eat give.
(27:52):
You're not just traveling,you're eating food, you're
learning about it, which is whatI love to do and then you're
also giving back to thecommunity, whether it's
volunteering, taking donationsor just making sure that a
hundred percent of what you payfor your trip is invested back
in the community.
Angela Tuell (28:11):
Yes.
Sucheta Rawal (28:12):
So now, since the pandemic, we are doing more
individual trips and they tendto be a little bit more on the
sustainable luxury side, so it'snot just camping.
These are for people who want agreat experience.
They can afford to stay at theFour Seasons, but they would
rather have a more really niceboutique hotel owned by a local
(28:38):
entrepreneur.
They would like to have thatface time with people there and
enjoy the best cuisine that isalso locally inspired, take
cooking classes and have theirprivate guide to take them
around, and also be able to dosomething for the community if
(28:58):
they choose to.
Angela Tuell (29:00):
Yeah, that's great .
That's great.
I also have to ask what yourgoals are for the future.
Professionally, you areinvolved in so many different
areas.
Sucheta Rawal (29:09):
That's a very good question, because I just
came from a wellness retreatthis weekend and I was thinking
about it like, well, what wouldbe my goal?
What is it?
I haven't accomplished that.
I still would like to.
Yeah, and you know there's I'mvery grateful for.
You know, before the age of 45,I've accomplished pretty much
(29:30):
everything I ever wanted to, andmore.
But I really would like to domore speaking, be really from
writing to speaking, kind ofmaking that a bigger transition.
I'm going to continue to write.
Beate Goes to Children's books,because there's so many
different countries and kids areenjoying the books right now.
(29:53):
I think it's very inspirationalfor them.
And then maybe I would like todo some more adult fiction books
based on my travels, maybe amemoir or maybe just short
stories.
Again, to inspire people isentertainment and inspiration
kind of have to go hand in hand.
Angela Tuell (30:15):
That's fantastic.
We will keep watching andreading and listening.
How can our listeners connectwith you best?
Sucheta Rawal (30:23):
Yeah, best is Substack, such as the
novelsubstackcom.
If you are in the PRprofessional, that's the best
way to understand what I'm doing.
I try to send it once a week so, even if there's not a major
update on my call for pitches,but you will still see what I'm
working on, what I'm thinking,where my mind is in terms of
(30:45):
what kind of story ideas I maybe looking for.
So I think, instead of you know, you were saying, angela, like
you're following so many peopleand then you're looking at a
social, you're looking at theirSubstack, the emails, articles.
Yes, I'm trying to make it allin one shop place where, if you
just read my Substack and youdon't do anything else, then you
(31:07):
still know like here's what I'mworking on and I'm able to
tailor your pitch based on that.
Angela Tuell (31:14):
Yes, and thank you for joining us.
I am so glad.
That's all for this episode ofMedia in Minutes, a podcast by
Communications Redefined.
Please take a moment to rate,review and subscribe to our show
.
We'd love to hear what youthink you can find more at
communicationsredefinedcom slashpodcast.
I'm your host, Angela Tuell.
(31:34):
Talk to you next time.
Welcome to Media in Minutes.
This is your host, Angela Tuell.
This podcast features in-depthinterviews with those who report
on the world around us.
They share everything fromtheir favorite stories to what
happened behind the lens andgive us a glimpse into their
world From our studio here atCommunications Redefined.
This is Media in Minutes.
On today's episode, we'retalking with award-winning South
(00:32):
Asian travel writer, columnist,author and speaker.
Sucheta has contributed to overtwo dozen publications,
including CNN, time Magazine,nat Geo, travel and Leisure,
condé Nast, voters and HuffPost.
She is a three-time TEDxspeaker and author of five
(00:55):
children's books that educatekids about the diversity of the
world.
She has personally traveled toover 120 countries across seven
continents and speaks about herexperiences from her firsthand
perspective.
Sucheta also founded thenonprofit Go Eat Give to raise
awareness of different culturesthrough travel, food and
(01:16):
community service.
Hello Sucheta, how are youtoday?
I'm doing great.
Angela.
How are you?
I'm doing well also.
Thanks for joining us.
I'm looking forward to ourconversation, especially after
meeting you in person in NewYork a few weeks ago.
Yeah, me too, and I'd love ifyou could share your story of
how you became a travel writer.
(01:38):
I thought that was fascinating.
Sucheta Rawal (01:40):
Oh, thank you.
So I used to work in investmentbanking, which is so different
from what I just know it's likeleft brain, right brain and I
just felt like my passion wastravel.
I would use all my bonuses totake big trips four times a year
and came to be known as thetravel desk at work.
(02:00):
So colleagues would call me andask me where are you going, can
you help us plan our trip?
And then I started a blog whichis Go Eat Give.
The blog still exists today, 15years later.
Wow, yeah.
And then I started contributingfor some local publications.
Just on the weekends was meantto be a hobby.
(02:21):
I had my full-time job.
But as that blog took off, as Istarted getting more magazines
and publications to ask me tocontribute, I felt like there
was something there where Icould really follow my passion
and not just be sitting at mydesk dreaming about where I'm
going to go next.
(02:41):
So that was my short journey.
It took me about five years totransition from going full-time
corporate person to doingconsulting, then contracting and
then coming to a point where,yes, I can just solely focus on
food and travel writing.
Angela Tuell (03:01):
Wow, that's fantastic, and I'm assuming you
haven't looked back.
Sucheta Rawal (03:04):
Not at all.
It's a single moment of that.
Angela Tuell (03:09):
That's great.
What outlets are you currentlywriting for and what are some of
your favorite types of storiesto write?
Sucheta Rawal (03:16):
Yeah, so I currently have two columns here
in Atlanta.
One is for Georgia Trendmagazine and one is for Cover
Magazine, which are both printmagazines circulated mostly in
the Southeast United States.
But I also contribute to TimeMagazine, national Geographic,
travel and Leisure, fodor's,huffpost, marriott, bonvoy, aaa
(03:42):
and a few others.
I just had two stories come outfor the first time in Good Grit
magazine.
Oh great, amazing.
I love that magazine.
It's also, yes, so because itreally speaks to what I like to
write about, which is tends tobe more on sustainable tourism,
human interest stories and firstperspectives.
(04:05):
So I feel like travel hasbecome so mainstream that and
there are so many influencersand travel right, so it's just
my own voice and being able totell the story from my
perspective is really importantto me.
Angela Tuell (04:21):
Yes, what are some of your recent stories that
stick out in your mind or thatyou're the most proud of?
Sucheta Rawal (04:27):
Yeah, so I just did the story I was talking to
you about in Good Grit.
It was about a new coffee shophere in Atlanta that is the
first of its kind where it'sluxurious but it's also fully
ADA accessible.
And this lady who started itshe was also similar, you know,
(04:49):
a corporate executive kind offinding her own path and then
all of a sudden she had a healthissue and became disabled.
So, you know, instead offeeling like sorry about herself
, she was able to rise up out ofit and create something that
other people with disabilitiescan also come out and enjoy a
(05:13):
beautiful place to eat but thenalso provide employment
opportunities for them.
So I ended up doing two storiesabout her in two different
publications, which was reallyinspiring to me, yeah.
Angela Tuell (05:26):
What a great story .
What else was it in what otherone?
Georgia?
Sucheta Rawal (05:30):
Trend Magazine Okay, and in Good.
Angela Tuell (05:32):
Grit.
Okay, great, I know.
I also know that you arewonderful about giving advice to
PR professionals, and much ofour audience is PR professionals
.
Could you share some of yourbest tips with us?
Sucheta Rawal (05:47):
Yeah, I mean there are so many.
I try to focus on a differenttheme each week on my sub stack,
which is also catered to PRprofessionals, because I feel
like everybody is coming from adifferent experience.
You know, and it's nice to knowwhat each writer is looking for
and how you pitch to me may notbe the same as pitching to
(06:10):
another writer, but at least tomake it more streamlined.
So I provide tips for how topitch.
You know, don't send it onsocial media, send an email.
Make sure you know exactly whatI write about.
Look at my past 10 or 20stories.
You know my website has it.
(06:31):
It's a quick google search tosee if I've already covered that
story before and then you knowalso to tailor it to what is the
big picture here, why is itimportant to tell the story
right now and why is it that youfeel that I'm the best person
to tell the story?
So those three tips, like in apitch, really catches my
(06:55):
attention.
Having it personalized, not justsending generic press releases.
I tend to just delete them.
It's very rarely I would read apress release or follow up
after that if it's not tailoredto me.
And then the second thing wouldbe also around press trips.
You know a lot of people arejust kind of fishing around,
(07:17):
would you be interested in thisplace?
But not providing any detailsabout what the trip is going to
look like.
What are the themes oractivities or properties that
are going to be included.
So it's more about.
Here are the dates and theplace.
So that would also not interesta lot of writers who are very
(07:37):
busy writing stories, becausethat keeps away from your time,
away from your desk.
Angela Tuell (07:43):
Yeah, exactly.
So what are you looking for ina hosted trip?
Sucheta Rawal (07:47):
In a hosted trip.
I generally only acceptindividual trips right now,
unless it is a place or an eventthat there's no other way.
You have to go in a group.
That is fine.
But when I do get a pressinvite, I expect to have some
information, a rough itineraryof what it would look like, what
(08:10):
the theme of the trip is, whatkind of properties would be
included and then also what iscovered.
You know, if it's airfarecovered, hotels, hotels I
sometimes bring an assistantwhen I go on individual trips to
help me take pictures andsocial media.
(08:31):
Or even if we're driving longdistance, you know it helps to
have a second person with you.
So if their expenses arecovered, what kind of meals and
activities and all those things,it's better to know that
upfront rather than going backand forth.
And also, I like, if it's agroup trip, I like to extend my
trip for another day or two anddo some personal exploration.
(08:54):
You know the story may becentered around the trip that
they offered, but then sometimesI find interesting stories on
my own or I may want to divedeeper into an aspect that I
found during the group trip.
Angela Tuell (09:10):
Yeah, I know something we've talked about a
lot is guaranteed coverage,which is not something that
freelancers can do.
What are your thoughts on thatand how?
You know it's hard as apublicist, obviously, when
clients want to see that becausethey're putting a major
investment in the cost ofhosting, and you know that sort
of thing.
What are your thoughts on that?
(09:31):
Absolutely.
Sucheta Rawal (09:33):
I definitely understand where the publicists
are coming from and I feel likeas a publicist, your job is also
to be like a mediator kind ofbetween your client and the
journalist and the best thingwould be to understand both of
them and their needs and whatthey can produce.
So with the journalist part, Isay do your research, find out
(09:57):
what outlets they're right for,how often do they write, what
kind of stories do they produceand what?
What's the track record?
And it's more about if youtrust them, they to get you know
.
You have to be open and honestwith your client about that and
(10:29):
make them understand that whythey should invest in a certain
journalist or have a diversekind of journalist.
You know, maybe somebody who'sfrom different publications or
different ethnicities or maybeable to tell the story in
different ways.
So I think the most importantthing is to having that trust,
(10:49):
with the client trusting you andyou trusting the journalist.
Angela Tuell (10:54):
Yes, that's great advice.
I also wanted to ask youmentioned your sub stack.
Can you tell us a little bitmore and how you can sign up for
it?
Sucheta Rawal (11:02):
Yeah, so it's suchetaravelsubstackcom and it's
entirely focused on PR folksand people in working in the
travel media.
I'm very honest and blunt aboutthe Substack.
Basically, I write things thatare my pet peeves or some bad
(11:22):
pitches I received that week,but I also make sure to give a
shout out to people who areamazing and are creating these
magical experiences for myselfto have a more seamless journey
while I'm experiencing adestination or I'm working on a
(11:44):
story.
You know we are also kind ofmediating between the editors,
publishers and the publicists.
So it's I love to work withpeople who really take the time
to read my sub stack and thelast one, I think in January,
after I met you at IMM, I alsodid a one sub stack about.
(12:06):
Here are the topics to writeabout.
Here's how to pitch me, so it'slike you know you have
everything right in front of you.
It's just play by the book.
Angela Tuell (12:16):
Yes, that was very comprehensive.
I definitely appreciated all ofthe information there, and you
know it's it's.
It's easy and tough as apublicist, because you give us
all the information and exactlywhat you need to do your job and
for us to help you.
But every journalist is sodifferent, you know.
There's some that I think we'vetalked about this some that
(12:37):
want to be followed up Pleasesend me a follow-up email, even
two, you know and others thatare like do not follow up with
me.
I will never read your emails,so you know that makes it a
challenge, but at least all ofthe information is there to help
us do our jobs, and that'swhat's great about the sub
stacks too.
Sucheta Rawal (12:55):
Yeah, and you know, when I was talking to
Campbell Levy a couple of monthsago when we were went to
Bermuda together, you know whathe said was I have relationships
with 10 people, just 10journalists, and I know I trust
them, I understand what they'reworking on, I follow them all
the time and so you don't haveto be everything to everybody.
(13:15):
If you just pick your 10, youfollow the 10 sub stacks and,
you know, have very goodrelationship.
Whatever client you have,whatever story you have, you can
trust that these 10 people aregoing to really want to work
with you yeah, that's greatadvice.
Angela Tuell (13:30):
What do you wish people knew about travel writers
that they likely do not?
Sucheta Rawal (13:36):
well, I think a lot of people think that we make
a lot of money and we're justhaving a great time, right
living the dream right, exactly,eating and drinking and
traveling all the time, which isamazing.
I have no complaints, but thereis a lot of hard work that goes
behind it.
(13:56):
Our days are very long.
It's not just sitting by thepool.
If we are sitting for a minute,it's to quickly do a social
media post or take down notes orsend a goodbye to your family.
So it's really no free timeduring the press trips.
And I think the stress of it,especially for me, it comes
(14:19):
after I come back on from a trip.
You know when I want to createthose pitches and send it out to
multiple publications and getrejections or don't hear back
from the editors, and then youknow it's a wait and watch thing
, while I also have to beresponsive to the publicist hey,
(14:40):
when are you going to publishthe story?
Where is it going to come out?
So there's a bit of guiltfactor.
You know I definitely want toget it out but I'm not receiving
anything.
So I don't think they understand, like, how much of hard work
that goes in after a trip toactually get the story out.
And then, even if you do get itout, you're not paid a lot.
(15:02):
You know, a median payment fora post is 50 cents a word for
online and a dollar a word for aprint story, and a lot of print
stories have been cut short.
So 500 to 1000 words, that'sthe maximum you would get for
story.
(15:22):
So you know, people don'tunderstand.
Understand like, after all thiswork you put in, you make a lot
less money.
Yes, the lifestyle is great,but then there's also a lot of
hard work that goes into it.
Angela Tuell (15:36):
Yes, there's all that time that's not paid.
You know the traveling, thenthe pitching all of it is not
paid until you get paid for thearticle which where you said I'm
sure if you add it up per hourhow much you make sometimes it's
very, very low.
Sucheta Rawal (15:50):
Yeah, exactly.
And then you know, on top of it, if some people hosting a press
trip may come in and say thatoh, we're not going to be able
to cover your flight, or wedon't cover alcohol or meals on
some of the meals, or we have aper diem, or I have to take Uber
to the airport.
(16:11):
That's really eating up intolike one story I'm going to
write.
Angela Tuell (16:16):
Right, yeah, that's very true.
How often do you travel?
Sucheta Rawal (16:21):
I do try to do one to two trips a month.
Last year was exceptional I hadto do 27 to two trips a month.
Last year was exceptional I hadto do 27 trips.
Angela Tuell (16:30):
Wow Were these week-long trips mostly.
Sucheta Rawal (16:35):
Some of them were , yeah, four or five days, but
some of them were a couple ofweeks.
It just depends, but some ofthem I also.
I'm doing a lot of publicspeaking, so there were
conferences and public speakingrelated trips, so I tried I'm
trying to do this year a littlebit less, so it may be like 15
to 20.
Angela Tuell (16:55):
Okay, being more selective, right?
Yes, exactly.
So I won't ask you where yourfavorite places are, but do you
have any travels that havesurprised you, Any places that
have surprised you the most, ina good or bad way, I guess I
should say?
Sucheta Rawal (17:11):
Yeah, I was really pleasantly surprised with
Uganda and that was my trip inSeptember last year where it was
sort of an individual trip.
There was only one otherjournalist for a portion of the
time.
But the lodges we had were justspectacular and they had a
(17:33):
really good human interest storyabout who started it An
immigrant refugee who was forcedout of Uganda, went to London
and came back and bought thisland and he's helping the
community conserve the wildlife.
So great stories there and justthe people were super nice but
(17:56):
also excited about makingsomething bigger.
So I met a lot of youngentrepreneurs who are just
working hard to lift thecommunity and the country and I
just love the scenery, I lovedthe wildlife, everything about
it, and that was never in myradar or I didn't know much
(18:18):
about it.
About Uganda, becauseeverything you hear is like you
know, poverty, war, tone, right,and being there I was like this
is one of the places I wouldhappily live or retire in.
Angela Tuell (18:32):
Wow, that's good to know.
Add that to the bucket list,right?
And you mentioned earlierpublic speaking.
So, aside from writing, you'realso a public speaker and have
given three TED Talks.
Can you tell us a little bitmore about that work?
Sure, yeah, I feel like from.
Sucheta Rawal (18:49):
I've done so much writing, but I would like to
voice my stories on biggerstages and with larger audiences
.
So these are all stories I havewritten and experiences I've
had from traveling to over 120countries, and there's only so
much.
You know, I feel like I canwrite, but there's so much I can
(19:12):
tell and so I started doing.
I've been speaking for a longtime anyway, but I really made
it a serious business, like lastcouple of years.
One day I sat down and said I'mgoing to apply to do a TED Talk
and behold, in three months youknow these are all pitches,
(19:33):
right, ted Talks are also likewriting a pitch.
And three months later I heardback from three of them, wow.
And they said well, all yourTED Talks are going to be this
year.
So that was very interesting toplan for it.
I didn't have a coach, I justkind of did it myself.
But these are all stories oftravel, like traveling in
(19:56):
silence, how travel impactscultural intelligence,
especially for kids, and how youneed to follow your own passion
and not wait for that timewhere you will have more time or
more money or your kids aregoing to grow up, but it's
following your passion, whateverthat might be.
Angela Tuell (20:17):
Yeah, life is so short.
Right, we can realize that thesooner the better.
Sucheta Rawal (20:21):
Exactly.
Angela Tuell (20:23):
What other public speaking are you doing?
Sucheta Rawal (20:26):
I just did a talk .
I just did a talk at, I did akeynote at the United States
(20:57):
naturalization ceremony at thefederal court in Atlanta about
how my journey, about what Imade out of it being here and
why what I have loved as beingan American citizen and some
things about what they can takeaway from as new citizens,
especially being involved in thecommunity.
Yeah, and then I was speakingat a school, an elementary
school, where I was talkingabout my children's books, which
is Bianca Goes To, about atraveling cat and he goes to
(21:18):
different countries to learnabout other cultures and how
kids are living there.
So I was reading to every class, from K through elementary, and
they absolutely loved it.
They love learning about theworld and are inspired to try
new things and make friends fromother cultures.
(21:39):
So, yeah, it's, sometimes it'sadult, sometimes it's.
Angela Tuell (21:44):
I love that and I was just going to ask you about
the children's books.
What was your inspirationbehind that?
Obviously travel, but what cameup with the?
How did you come up with theidea?
Sucheta Rawal (21:55):
Yeah, it's a funny story because I was
working on an article which wasaround Thanksgiving, christmas
time, on gifts that teach kidsabout other cultures, and I was
doing a gift guide for anotherpublication.
And as I was researching thatand looking for books,
children's books that teach themabout travel, I would only find
(22:19):
an occasional book about, say,south American culture, or an
Israeli Jewish kid or a NativeAmerican kid, but there really
wasn't a whole lot out there.
So as I was sitting in my couchwith my laptop and my cat
researching this, I was like,well, maybe we should just start
(22:41):
our own children's book seriesto tell kids about the world.
Yes, and I had recently had avery powerful experience while
staying in Greenland on a sheepfarm with this family with had a
seven year old girl, ina, andshe was completely isolated from
(23:04):
the world.
You know, imagine being sevenyou have no cell phone, no TV,
no Internet.
Being seven, you have no cellphone, no tv, no internet, um,
and you're no school, no friends, no neighbors.
The nearest neighbor was 40minutes by boat, oh, so you're
just surrounded by glaciers andsheep.
Yet this girl spoke fivelanguages, had very intelligent
(23:28):
conversations with adults andshe practically acted as my tour
guide while I was there.
So, I decided to write the storybased on her as the character
and telling Greenland you knowas her country and taking Beato
the cat on a tour around thecountry.
(23:50):
And so that was the first bookand then since then I've done
five.
I'm working on my sixth one now.
But in each book they're realcharacters, they're actual kids
I've met and places I've been to, a lot of photographs that I
have taken that have beenconverted into illustrations to
make it more fun and moredetail-oriented.
(24:13):
So it's almost like a comicbook and a story book, picture
book all in one.
Angela Tuell (24:19):
Oh, that's great.
We will make sure to link toeverything we're talking about
too, so the listeners can learnmore.
You mentioned that you became acitizen about 20 years ago.
Could you tell us a little bitmore about your story coming to
the US?
Sucheta Rawal (24:33):
Yeah, I migrated to the US with my family after
high school and I really wantedto study abroad, so, and my mom
had been traveling in the UnitedStates so she decided to settle
in Atlanta.
She lived all around thecountry and decided Atlanta.
So I came here, went to GeorgiaState University.
(24:55):
My first major was hospitalityand then some people told me
like you're going to just beworking front desk, why are you
even bothering, wasting yourtime doing this?
So I changed it to businessmanagement and then I took my
first finance class.
I was like I like, really likethis.
(25:16):
You know I like burgers and Ilike making money and you know,
in South Asian culture we haveto pick our majors in high
school, so it's generally doctor, engineer or, worst case,
investment banker.
Angela Tuell (25:38):
Worst case.
I love that.
Sucheta Rawal (25:40):
So that's what I opted for.
I got my master's in financeand I started working in
investment banking and I waslike, okay, okay, this is my
path.
I'm going to be a trader and aportfolio manager one day and
have a stable job and, you know,good income and that that's
exactly what every Indian parentdreams of.
(26:02):
Yeah, till I came to them andsaid, well, I'm just going to be
traveling, traveling and forfor a short time they were like,
oh, okay, how long for?
And uh, I was like, no, this ismy job now.
So they keep saying like, okay,that sounds good, but then you
(26:22):
have to settle down.
Eventually.
I think they have given up onthat settling down, they see the
big picture now.
Angela Tuell (26:32):
Good, good.
What country were you born in?
India.
Sucheta Rawal (26:35):
I was born in India.
Angela Tuell (26:36):
Okay, Okay, great.
So before we go, we must talkabout your nonprofit Go Eat Give
.
Could you tell us more aboutwhy you founded it and the work
you do?
Sucheta Rawal (26:47):
Absolutely so.
Go Eat Give started as a blogback in 2011, when I was just
sharing information about my owntravels.
But as people were seeing theway I travel, which tends to be
a little more sustainable andalso giving back to the
community I was doing a lot ofvolunteer vacations at the time
(27:11):
my followers would reach out tome and say could you take
donations for us to thesedestinations, or could you help
us plan another volunteer trip?
Or here's what we areinterested in giving back to,
whether it's women's health orfarming or children then could
you connect us to the charitiesin those places.
(27:32):
So that's how Go Eat Givebecame from a blog to a
non-profit and with the ideabeing we can all travel more
sustainably and meaningfully.
Initially, we used to organizea lot of group trips where
people could just join in and wewould build the whole mentality
of go eat give.
(27:52):
You're not just traveling,you're eating food, you're
learning about it, which is whatI love to do and then you're
also giving back to thecommunity, whether it's
volunteering, taking donationsor just making sure that a
hundred percent of what you payfor your trip is invested back
in the community.
Angela Tuell (28:11):
Yes.
Sucheta Rawal (28:12):
So now, since the pandemic, we are doing more
individual trips and they tendto be a little bit more on the
sustainable luxury side, so it'snot just camping.
These are for people who want agreat experience.
They can afford to stay at theFour Seasons, but they would
rather have a more really niceboutique hotel owned by a local
(28:38):
entrepreneur.
They would like to have thatface time with people there and
enjoy the best cuisine that isalso locally inspired, take
cooking classes and have theirprivate guide to take them
around, and also be able to dosomething for the community if
(28:58):
they choose to.
Angela Tuell (29:00):
Yeah, that's great .
That's great.
I also have to ask what yourgoals are for the future.
Professionally, you areinvolved in so many different
areas.
Sucheta Rawal (29:09):
That's a very good question, because I just
came from a wellness retreatthis weekend and I was thinking
about it like, well, what wouldbe my goal?
What is it?
I haven't accomplished that.
I still would like to.
Yeah, and you know there's I'mvery grateful for.
You know, before the age of 45,I've accomplished pretty much
(29:30):
everything I ever wanted to, andmore.
But I really would like to domore speaking, be really from
writing to speaking, kind ofmaking that a bigger transition.
I'm going to continue to write.
Beate Goes to Children's books,because there's so many
different countries and kids areenjoying the books right now.
(29:53):
I think it's very inspirationalfor them.
And then maybe I would like todo some more adult fiction books
based on my travels, maybe amemoir or maybe just short
stories.
Again, to inspire people isentertainment and inspiration
kind of have to go hand in hand.
Angela Tuell (30:15):
That's fantastic.
We will keep watching andreading and listening.
How can our listeners connectwith you best?
Sucheta Rawal (30:23):
Yeah, best is Substack, such as the
novelsubstackcom.
If you are in the PRprofessional, that's the best
way to understand what I'm doing.
I try to send it once a week so, even if there's not a major
update on my call for pitches,but you will still see what I'm
working on, what I'm thinking,where my mind is in terms of
(30:45):
what kind of story ideas I maybe looking for.
So I think, instead of you know, you were saying, angela, like
you're following so many peopleand then you're looking at a
social, you're looking at theirSubstack, the emails, articles.
Yes, I'm trying to make it allin one shop place where, if you
just read my Substack and youdon't do anything else, then you
(31:07):
still know like here's what I'mworking on and I'm able to
tailor your pitch based on that.
Angela Tuell (31:14):
Yes, and thank you for joining us.
I am so glad.
That's all for this episode ofMedia in Minutes, a podcast by
Communications Redefined.
Please take a moment to rate,review and subscribe to our show
.
We'd love to hear what youthink you can find more at
communicationsredefinedcom slashpodcast.
I'm your host, Angela Tuell.
(31:34):
Talk to you next time.
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