Erin Lem is Senior Editorial Director at Red Tricycle – a digital media company which aims to fuel the parenting universe with daily inspiration for family fun.
What types of stories, trends or issues are on your radar now?
Seasonally, my team is looking ahead to summer and covering everything from family travel trends to summer survival hacks. I’m also working to develop new content franchises that showcase family life across the country. From how much parents pay for childcare in cities across the U.S. to managing evening logistics with multiple kids to the minutiae of how partners split household expenses, Red Tricycle’s new series, Family Tales, will delve into real life stories from real life parents. It’s always interesting to learn how other parents manage, and if parents can take tidbits of advice from these stories and apply it to their lives then I think we’ve tapped into something special. After all, we are all in this together, and I’d love to elevate the element of community into our content.
Describe one of the wackiest proposals/ideas you’ve been sent.
There are so many—where do I even start? We’ve been asked to cover wacky products from drones that will walk your dog to life-size dolls you can order that look exactly like your child to a stool made specially for dads who have had a vasectomy. You can’t make this stuff up.
What elements or characteristics do you look for in a story?
Red Tricycle is all about creating awesome memories with your family. So anything that we decide to cover has to relate to our brand mission. There are so many amazing hidden gems out there from travel destinations to playgrounds to cool new products. But, there are also a lot of things that aren’t worth a mom’s time—and any busy parent knows that time is a precious commodity. So, not only am I looking for stories that help families have more fun together, but I also hope to wade through the noise and create curated content that’s really worth a busy mom’s time and money.
What story or stories are you most proud of?
I recently wrote my first ever essay for our Spoke Contributor Network where I reflected on my first year of motherhood. I love writing about game-changing products or must-have recipes, but this one was really personal and I’m proud I stepped out of my comfort zone to do it.
Tell us about your dream assignment.
I love to travel, especially any destination that has me spending time outdoors. National Parks, beaches, mountains—I am game for it all. On my bucket list is visiting Japan with my son (and in my dream world, skiing over there, too!). He’s still too young to really enjoy travel. In fact, getting him to sit still for 15 minutes is a success in my book. But, when he’s a bit older, I’d love to experience new places with him and through his eyes, and share it all with the Red Tricycle community.
Finish this sentence: If I am not reporting I am…
Hanging out with my 14-month-old son, husband and dog. We love getting outdoors and free time typically includes exploring hiking trails around Marin, taking walks on Muir Beach and grabbing lunch at Stinson’s Parkside Cafe. If you’re in the Bay Area go there—their cinnamon rolls are amazing.
What advice do you have for PR people who want to pitch you?
Funny you should ask. I was receiving so many off-brand and downright odd pitches that I decided to write my own blog post about pitching me and my editorial team at Red Tricycle. In short, know what Red Tricycle is all about and demonstrate why your brand, business idea or product should matter to us. Get to the point fast and embed photos if possible. Also know that I may not personally respond to every email, but I do read them all and file the pitches away I think I may use in the future.
Tell us a little about yourself.
I am the Senior Editorial Director at Red Tricycle where I manage the company’s brand voice and content strategy, including SEO, social media and newsletters. Having grown up in San Francisco, I am a city gal at heart, but recently moved to Mill Valley with my family, where I’m enjoying living in the ‘burbs (much to my surprise!). I have a soft spot for chocolate, love concerts and can’t go a day without my morning coffee.
Questions for Erin? Leave a comment below.