RecipeTin founder and bestselling author Nagi Maehashi has taken a swipe at Australian PR agencies after being bombarded with unsolicited brand pitches, some offering nothing more than a “free bowl of pasta” in exchange for social content.
‘Please take my personal details off your database’
In an Instagram story posted last night, Maehashi made her frustration clear, writing:
“Please take my personal details off your database. How did you even get my private email address?
No, I am not interested in creating:
3+ Instagram stories
An IG reel or carousel post to promote your clients’ restaurant / product in exchange for a FREE packet of Reeces or a FREE bowl of pasta.
It’s 2025. Spray-and-pray-copy-paste email blast outs aren’t a strategy anymore.”
Given Maehashi’s cookbooks have generated more than $34 million in sales, it’s not hard to see why she’s not chasing free meals.
The social post follows months of heightened attention on Maehashi, who recently made headlines over recipe plagiarism claims involving fellow cookbook author Brooke Bellamy.
‘Relevance and respect should sit at the heart of every pitch’
PR expert Sandra Hogg, Director at Mohr PR, says Maehashi’s comments should serve as a wake-up call for the industry. “Blanket blasts might feel efficient, but they just burn bridges,” she told Mediaweek.
“Creators expect the same level of strategic thinking we apply to media, so before approaching anyone, take five minutes to do your homework: understand their audience, content style, and values to ensure the partnership delivers genuine mutual benefit.”
Hogg added that transparency and professionalism matter: “Using personal emails or offering token freebies is a fast track to the blocked list. The best collaborations come from genuine alignment and will land better than a copy-and-paste blast, no matter how big or small your client is.”
Sandra Hogg, Director at Mohr PR
How PRs can avoid ending up on the blocked list
For those taking notes, Hogg offered some straightforward advice:
• Journalists and creators aren’t your clients – give them something their audience will care about, not a sales pitch.
• Personalisation beats persistence – a tailored, thoughtful pitch will always outperform ten generic follow-ups.
• Timing is everything – know their deadlines before you hit send.
• Keep it short and relevant – if your pitch can’t be understood in a few lines, it’s probably not news.
• Be honest – if your client’s story isn’t major news, help them find a better channel.
As Maehashi’s post continues to make the rounds, it’s a timely reminder for PRs: relationship-building beats spray-and-pray every time.