Chapter 1: Introduction to Emma Kershaw

In the world of freelancing, facing rejection is an unavoidable reality. There have been times when I questioned my writing abilities and feared I would never receive another commission. However, these feelings are fleeting, and every writer experiences challenging days. Nothing quite compares to the pride of seeing your name associated with a story you hold dear.

As part of our exploration into the "five steps to restore trust in journalism," I had the pleasure of speaking with Emma Kershaw.

Emma Kershaw is a British journalist hailing from Manchester, England. After completing her journalism studies at university, she launched her career in writing. She has contributed to various renowned publications, such as Cosmopolitan, Apartment Therapy, and Metro, among others. Recently, she ascended to the role of Editor at Apartment Therapy, garnering recognition from celebrities like Drew Barrymore.

Before we delve deeper, could you share a bit about your journey into journalism?

From a young age, I was captivated by writing and journalism, heavily influenced by pop culture. Watching films like "13 Going on 30" and "Ugly Betty" in my teens inspired me, showcasing strong women thriving in the industry. I aspired to follow a similar path.

It wasn't until I turned 21 that I fully committed to journalism. Prior to that, I traveled extensively and worked in administrative roles. I attended The University of Salford in Manchester, where I pursued a CertHe in Multimedia Journalism while managing my personal blog. This experience helped me network at various blogging events and collaborate with brands on sponsored projects. Eventually, I secured a fashion copywriting position, but my true passion always lay in journalism.

My freelance journey began in February 2020 when I started pitching story ideas to publications in the U.K. and U.S. As I developed my network and secured more commissions, I was nominated for the Weekend Editor position at Apartment Therapy, which I currently hold.

What book has had a significant impact on your life, and why?

"The Perks of Being a Wallflower" by Stephen Chbosky is a profoundly moving coming-of-age story that has resonated with me for years. I first read it at 13, and it continues to inspire me. I relate to the protagonist, Charlie, who, like me, finds comfort in literature during tough times. The book symbolizes hope and self-discovery, which helped me realize my strength as a journalist.

Can you share an intriguing experience from your career?

The "Twilight Saga" played a significant role in my teenage years, so when the "Twilight renaissance" surfaced on social media following a new book's release in 2020, I knew I had to cover it. For an article in i-D magazine, I interviewed a creative who cosplays as Alice Cullen, and her insights into the franchise's revival were fascinating. It felt like a full-circle moment for me—transitioning from a fan of the series to writing about it professionally over a decade later.

What humorous mistake did you make early in your career, and what did you learn from it?

Initially, I struggled with crafting effective pitches. I once emailed a publication from an unprofessional-sounding address, simply stating, "Hi, I have an idea for your magazine. I'd love to write for you," without providing any context. Unsurprisingly, the email went unanswered. This experience taught me the importance of thorough research and practice in developing successful pitches.

What exciting projects are you currently pursuing?

As a freelance journalist, I enjoy the flexibility of contributing to various publications. Right now, I'm brainstorming creative story ideas for the upcoming spring and summer seasons. While my primary focus is on home interiors, I'm eager to explore more entertainment and celebrity-related stories this year.

What advice would you offer to colleagues in the industry to avoid burnout?

Establish clear boundaries! In today's digital landscape, it can be challenging to disconnect. It's crucial to carve out personal time in the evenings. If you're always "on," it's difficult to recharge. Remember to silence Slack notifications after work hours and resist the urge to check emails during dinner. Prioritizing your availability is essential.

Now, let's discuss how to enhance trust in journalism. According to a Gallup poll, 45% of Americans trust mass media. What steps can editors and newsrooms take to bolster this trust?

1. Avoid Clickbait: While misleading headlines may attract clicks, they ultimately harm reader trust. Opt for SEO-friendly headlines that remain transparent.
2. Reject Photoshop: It's 2022—why are we still altering images in the media?
3. Emphasize Authenticity: Genuine reporting is vital. Write about topics you are knowledgeable and passionate about; if you're not the right fit, acknowledge it.
4. Promote Diversity: Media should reflect the diverse voices of its audience. Editors should prioritize diverse stories in their reporting.
5. Foster Community: Convey a sense of community in your storytelling. Readers often perceive news outlets as profit-driven; establishing a genuine connection can counter that perception. Aim to inform readers positively and with hope.

Do you believe the term "fake news" has altered how journalists approach their work?

Absolutely. The prevalence of "fake news" has heightened the emphasis on meticulous fact-checking in journalism. Regardless of whether I confirm facts from a press release or utilize an in-house fact-checker, ensuring accuracy has become a fundamental aspect of my writing process. For instance, in 2020, I wrote about the rise of manifestation and subliminal messaging, and my publication's fact-checker meticulously reviewed my work before it went live.

What are five lessons you wish you had known when you began your career?

1. Be Patient: It took months of pitching before I secured my first commission. Good things take time, so stay persistent.
2. Seek Help: Whether you're new or experienced, don't hesitate to ask for guidance. The media landscape evolves rapidly, and your editors are there to support you.
3. Don't Take Rejections Personally: Rejections are common in freelancing. I've often doubted my work, but these feelings are temporary. The joy of seeing your byline on a proud piece makes it worthwhile.
4. Networking is Crucial: The saying "it's not what you know, but who you know" holds true in media. Start building your network early, connecting with editors, brands, and PR professionals.
5. Step Outside Your Comfort Zone: Some of your best stories may come from topics you initially thought you wouldn't tackle.

How can readers follow your work on social media?

You can connect with me on Twitter and Instagram at @emmagkershaw.

Thank you for sharing your insights, Emma. We wish you continued success in your endeavors!