Public relations is all about building and maintaining relationships. At the end of the day, editors, writers and reporters are (or at least they should be), every PR girls best friend. In order to get your clients featured in a magazine, podcast or on television, you must identify the appropiate angle/segment and the right editor.
One of the biggest reasons you may not be receiving a response on your media pitch is because you are not talking to the right person. As I have said before, we are now in a digital age. That means that information is available to us with the click of a button. Researching and compiling a media list of potential outlets that may be interested in your clients story gets you one step closer to being featured.
Here are 4 ways you can connect with journalists:
3. Set A Date- Once you have established a semi-rapport, reach out to them directly. Invite them to your client’s upcoming event- not to cover/pitch, but to simply attend. This will give them a taste of what it’s like to attend an event coordinated by your firm/business. Or simply invite them to their favorite restaurant (on you of course) for a quick chat. Once the date is set, don’t forget to bring them a small token of appreciate for their time including but not limited to a journal, a book written by their favorite author, gift card, etc. You don’t have to break the bank on this but you definitely need to ensure that you value their time and willingness to join you.
4. Meet & Greet- Is their blog/publication having an event? If so, this is your time to show up and show out! Put on your best dress for the occasion and get ready to make an impression. Attending industry events are always great ways for you to expand your network, press rolodex and meet prospective clients. Face to face interaction gives them the opportunity to see that you are more than a name behind a computer screen and will give a human touch to your work.
Did you enjoy these tips? Comment down below and tell us some of your favorite ways to connect with journalists.
In order to create and execute an effective PR campaign, you must understand the fundamentals i.e. how to identify your why, develop key messages a media pitch, etc.
Creating the ultimate PR plan requires you to think outside of the box, be creative and focus on the important aspects of your brand. Before you can begin to craft a media pitch or develop your media list. You must first identify your why in business.
Think about why a media outlet would be interested in featuring you? What do you have going on that's relevant? Why would they be interested in your story?
So, you want to focus on what inspired you to start and your target audience. Think about why you are attracting the target audience that you have and you what it is you have to offer them. Identifying your why gives a clear angle of exactly what you are going to pitch to various media outlets and how you are going to pitch it to them.
Think about what problem you help your core audience solve? Why do they need you? Even if you feel like you haven’t had that much success in business,YOU ARE STILL NEEDED!
People need your products and services and creating your PR plan will help bring visibility to your business (which equals more awareness and potential customers).
For example, let’s say you're just starting out with your lip-gloss company and you have started it because your daughter had an allergic reaction to some lip balm she purchased from the drugstore. That’s your why and apart of your brand story! So when you develop your media pitch, one press angle you could use is: 9 Year Old Starts Lip Gloss Company After Suffering Allergic Reaction.
And from there, you can expand your angles depending on the publications that you are pitching. But remember, it all starts with identifying your why and researching what messages resonate with your audience.
Like we always say, pitching is both an art and a science. It takes time to craft the right pitch, for the right person at the right time. So when you land an interview or feature, the excitement is through the roof, right? Getting featured in print and sometimes online publications have a lead time of 3-4 months. For example, if you want to be featured in Essence’s March Issue, you will need to pitch them in December, no later than around January 15th or so.
This means that if you secure 3-5 print press opportunities for your client (or yourself), then you will have to wait 2-3 months for the story to hit stands.
While you are waiting on your press hits, here are a few things you can do to continue to increase visibility and brand awareness.
So you’ve created the hottest cosmetics line, your packaging is on point and your website is absolutely stunning. Sure, you’ve even gotten a few press hits, but in order to take to the next level, increase your brand awareness and visibiliity, you know it’s time for a Brand Ambassador. But, what’s the first step? Who should you choose?
Here are 4 tips to help you secure a Brand Ambassador For Your Business:
4. Protect Yourself + Keep Your Word- Once you secure your first Brand Ambassador, be sure to send a contract outlining all the details, dates they will receive product, how many times you want them to post on social media, etc. Last but certainly not least, make sure you are honoring your end of the deal. Each time you send product, provide them with a tracking number, require signature, etc. Make sure you provide them with all social media handles as this will assist in growing your following as well.
So as a business owner, it’s your goal to increase, revenue, impact and brand awareness, right?
Well how do you expect to do that if know one knows you exist?
One of the best ways to market and go your brand is to: GET IN THE PRESS
Before you get all excited about the outlets that you want to get featured in, you MUST develop your press plan! It is your road map to media success.
Here are a few tips below to help DIY + activate a PR Campaign:
So, you’ve created your PR Plan, have all of the visuals/photos created and the website is perfect. You have your media list developed and now you are ready to pitch. But, wait! Before you press the SEND button on that email, let’s review a few things first.
Keep in mind that pitching to the media is an art. It takes time, good energy and a strategic approach.
Here are 4 ways to get the media to say Yes To Your Pitch:
4.) Check The Submission Guidelines- This may seem like a simple step, but it is one that people often overlook. Every outlet, especially those that are digital have certain guidelines on how to pitch them. You must also look at the editorial calendar to assist you in developing press angles that are in alignment with the outlet themes, media coverage and more. You can also create a press calendar for your business/client(s) based on the editorial calendar as well.
Getting your brand featured in magazines, online publications, etc can help to increase brand awareness, enhance credibility and position you to become a thought leader in your industry.
But before you can begin outreach, there are a few things you must take into consideration that can drastically help you increase your chances of securing top tier press.
Here are 3 things you need to get press coverage:
1.) A Solid Media Pitch- Your media pitch must be creative, interesting to the editor/writer you are reaching out to and relevant! When creating your pitch, you have to keep the person you are pitching to in mind. What have they already covered? What types of stories to they like to write about? Be sure to let them know that you have read their work, give a compliment. Remember, it's all about relationship building!
2.) An Updated Media List- As you are preparing to pitch, it is crucial that you create AND update your media list. Although you can purchase a list from resources like Cision, Melt Water, and Easy Media List, if you are just starting out, they can be quite expensive and can be a tad outdated. To save coin and the hassle of not having the correct info, create your list on an Excel sheet, use Twitter, Instagram and sites like Rocket Reach to get journalists info. Once your list is created, keep it handy so that you can note who you contacted, the date and their response. This will help you as you are following up with various outlets and contacts.
3.) A Visual Platform- Editors and reporters alike are going to research you. You need to have a working website, be consistent in your social media and last but certainly not least: PROFESSIONAL PHOTOS. While everyone has to start from somewhere, you CANNOT afford to slack on your photos. They must be 300dpi as this is standard for print. Your photography must showcase your brand story and be in alignment with your brand colors.
Once you have these, you are ready to go out and secure amazing press coverage for your brand!
So fall is upon us! And for publicists, that means attending conferences and business expos, coordinating client events and even hosting your own events! We know how hectic it can be to get ready with hair, make up, etc so we curated our Fall Beauty Hacks Guide. Take a look and let us know what some of your favorite hacks are!
Save Time and Money with Fab Hair 1984- As a PR Girl on the go, who has time to worry about hair, especially if you are natural! Wearing sew ins or clip ins can be a great protective style and help you save money while preparing for a press junket, client event or interview. Fab Hair 1984 is the premiere hair extension company for millennial women who want to look and feel luxurious! They provide wft extensions, along with clip ins to make installs convenient and easy. Their Stunning Collection, including Raw Cambodian, Raw Indian, Vietnamese, and Burmese is soft to the touch and blends naturally. The Fab Hair extensions are all natural, with no synthetic fibers, fillers or chemicals.
Hack: Running to a last minute event? Use Fab Hair 1984 Clip Ins and create a “fab” look in under 20 minutes. Install the clip ins according to length and size for best results
Every Publicist Should Know How To Do A Quick Beat- When you are constantly on the run with clients, going live on Instagram, and prepping for deskside, your look is the most important piece of the puzzle. First impressions are lasting and how can you be on your A game if your look isn’t together. Life Of A Bombshell Cosmetics makes doing your make up 10x’s easier with their Bronze Bombshell Eye Shadow Pallette. This palette contains 35 matte and shimmer neutral and rose tone colors that easily allow you to create a multitude of looks! So whether you are headed to a meeting or getting ready for date night, your face will be absolutely
Hack: Use the Bronze Bombshell Pallette to help you get ready for a client’s TV segment or potential client meeting. The neutral colors are an awesome asset to a cute chic look.
Pair the Pallette with StephaniNicole Cosmetics paraben free Cream Concealer .Banish those dark circles and skillfully hide those minor breakouts, with a natural finish. This concealer has light to medium coverage and is safe to use daily.
Don’t have time to get your nails done? Believe it or not, KISS Gel Fantasy Press on Nails are an amazing alternative! You can apply them with glue or adhesive tabs and it only takes about 30 minutes to an hour to size, apply and let them dry. This is a perfect solution to sitting in a nail salon, waiting for an hour and a half to get serviced and then waiting another 30 minutes to dry! You can do them in the comfort of your own home, your time, your way. They can last up to 2 weeks and are $8 compared to $25+ at the shop.
Don’t know how to apply lashes? With Mia Adora, you don’t need to!
This 3D Fiber Masacara give you instantly longer, thicker eyelashes! It is water resistant and smudge proof and dramatically enhances your natural lashes; while strengthening and conditioning them at the same time. Say goodbye to wearing falsies and eyelash extensions.
Many publicists don’t put themselves in the forefront because they feel like the spotlight should be reserved for clients! WRONG!
Gone are the days where working hard behind the scenes is enough to get you noticed. You MUST create your own opportunities and position yourself to make a profit. Sure, you may have worked with some amazing brands and clients, but if no one knows that you exist, how do you expect new customers to find you?
Here are 3 reasons why EVERY Publicist should brand themselves:
So you signed on a new client!! You’ve spent time researching, creating their PR Plan and developing the pitch. You are now ready to begin the outreach process and book interviews/features. Your media list is in hand and you’ve spent the past week pitching your heart out!
You get excited when you FINALLY get a response from the editor, only to open an email that says,
“Thanks for sending this over! At this time, we’re going to pass.”
By this being your first round of pitches for this PR campaign, you were really looking forward to your client being featured in this particular outlet, and now, you are CRUSHED!
What should you do now that they have rejected your pitch? Here are 5 steps.
1. Be Polite- Thank them for their time. After all, they took time out to open up and read your email! Ask them to keep you posted on new + upcoming stories in the future
2. Identify The Opportunity For Growth- Check and read over your pitch. Read it back about 2 times and put yourself in the shoes of the editor. Does it sound compelling to you? Is it too long? Is there enough information? Did you highlight all NEWSWORTHY aspects? If you need to make changes, now is the time to do so before you continue outreach to other publications
3. Find A New Angle- Think about the various ways you can pitch your client. Maybe they are a beauty app founded by an African American veteran. That’s at least 4 different angles: Beauty, App (tech), Black Owned, Business and former military personnel. With those angles, that means there are at least 8 different writers you can pitch to.
4. Timing Is Everything- In pitching, the timing is EVERYTHING. Perhaps you initially pitched the editor at the end of summer when they had previous stories, deadlines, etc. Keep them on your radar, however, don’t continuously pitch them. Wait awhile. Pitch them again at a new quarter when your client creates a new product, launch, etc.
5. Keep The Faith- Media pitching can be a bit frustrating at times because of the passion that you have for your clients and their brand. No matter what you have to keep the faith in your client, their products and most importantly YOUR ABILITIES! You were made for this! You are an amazing publicist and you get better with time!!! Believe in yourself, continue to study your craft and know that you got this!!! Also, visualize your outcome! Make a vision board of placements and keep it on your desk while you work. Watch how things begin to manifest!