David Oliver is the Deputy Wellness Editor at USA Today.
Curious what it’s like to cover wellness at one of the country’s top news outlets? In our latest episode of Coffee with a Journalist, we sat down with David Oliver, Deputy Wellness Editor at USA Today, to explore the ins and outs of his editorial world.
From navigating viral wellness trends to telling deeply human stories about grief, mental health, and rare diseases, David offers an inside look at how stories come to life—and what makes a pitch actually stand out. He also shares thoughtful insights on the evolving role of AI in journalism, building strong source relationships, and what publicists need to know to truly connect with reporters today.
Click below to listen to the full conversation and read below for highlights from the interview:
What Types Of Pitches Are David's Favorite
[00:07:33] BB: Yeah, okay. Got it, got it. What are your favorite pitches?
[00:07:39] DO: My favorite pitches are ones that really hook me with a good subject line that reads like a story with a subject line is the headline, even. Yeah. Like, bonus points if it's like. Like, if you read our site or things that I've written or that colleagues have written in the wellness section. Yeah, if you frame it that way, I will. I'm way more inclined to look into it, I would say. I think if you. If we worked together before, you can be way more free to kind of just like, do whatever you want. Because I'll recognize the name.
[00:07:50] DO: Yeah. Like, bonus points if it's like. Like, if you read our site or things that I've written or that colleagues have written in the wellness section. Yeah, if you frame it that way, I will. I'm way more inclined to look into it, I would say. I think if you. If we worked together before, you can be way more free to kind of just like, do whatever you want. Because I'll recognize the name.
[00:08:12] BB: Yeah.
[00:08:13] DO: But if it's. If we have not worked together, like, I think it needs to really engage me.
[00:08:20] BB: Okay. Really engage him. Really get you. Okay. And then in the meat of the email, what do you like to see? Do you like to see? And we talk about this in our short, rapid fire, but, like, bullet points. You want attachments, you want. What do you want in there?
[00:08:35] DO: I want short and sweet. I want, like, maybe, like, a paragraph or two. Keep it short, get to the point, and then if I'm interested, I will follow up, like, the simplest as possible. And please, like, that. Don't call an email, like, in quick succession, either. I find that to be just. It's too much.
[00:08:56] BB: It's unbecoming.
[00:08:58] DO: And also, I would say, like, don't text unless we've established that that's, like, cool to follow up via text.
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The Types Of Pitches And Sources David Is Looking For
[00:23:51] BB: Yep. Okay. Any sources you're particularly wanting loving etc right now.
[00:23:57] DO: Oh, longevity stuff I always find kind of weird Longevity.
[00:24:04] BB: Okay, tell us more.
[00:24:05] DO: It's a topic I like writing about and I like editing and I have interest in so anything with that no products please. But like I would say anything related to that topic I I find interesting and anything I'm trying to think of other stuff sounds morbid but like cancer is rare disease research find interesting. Any extra mental health professionals or psychologists that you feel like want to talk to media who are who are credentialed, happy to talk to them. Any TikTok trends that you feel like you know are getting traction that other outlets haven't covered that we could be early on definitely willing to, you know talk to you about that. I think all of those are probably the bigger the bigger asks right now.
[00:24:55] BB: Okay. That's a good list, David.
[00:24:57] DO: Thanks.
Rapid Fire Pitching Preferences
[00:22:07] BB: That's okay. That's okay. Okay, Good to know. All right, now let's do our quick fire type stuff. Okay. Video or phone interview?
[00:22:16] DO: Oh, phone. Interview.
[00:22:18] BB: Phone. Okay. Just because you're zoomed out or what?
[00:22:21] DO: Oh, I. I mean, I hesitated. I can do both. But, like, I think. But phone sometimes I think can be, like, for quicker interviews or getting things done on the fly. Phone. But if I have more time. Video, I would say. Yeah
[00:22:35] BB: Okay. Okay. Bullet points or paragraphs in pitch?
[00:22:39] DO: Paragraphs.
[00:22:40] BB: Paragraphs. Great. Short or long pitches?
[00:22:43] DO: Short.
[00:22:44] BB: Yes, exactly. How about images attached or Dropbox zip file?
[00:22:49] DO: No, neither, please.
[00:22:51] BB: No, neither. None. Okay.
[00:22:53] DO: Please stop. If I want more, I'll ask, please.
[00:22:55] BB: Great. Email or a DM of any sort?
[00:22:59] DO: Oh, email, please. Email, yes.
[00:23:01] BB: No, text messages? As you mentioned, yes. Okay. We talked about director creative subject lines. Really? Like story lines? Yeah.
[00:23:09] DO: Storylines. Storylines or. Or direct, if you like. A really direct. Like, to the point about it.
[00:23:15] BB: Great. Okay. Press release or media Kit?
[00:23:21] DO: Press release.
[00:23:23] BB: Yep. Okay great. Any reason why?
[00:23:24] DO: Media Kit just sounds like too many things. Yeah, I feel like a press release at least in in my view is like a one cheater and I'm like you know get to the points more.
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