An editor, producer or freelance journalist gets upwards of 1000 emails per day. No exaggeration! While editors are always looking for new sources and story angles, they’re so inundated with information that they are also having to constantly look for ways to remember you and “file” you in their brains (and in their actual files) for potential inclusion.
If you’re going to stand out in the midst of all that inbound email traffic, you’re going to have to look for ways to stand out in their minds (and their files). Help them help you by providing them super specific information about you (ie, your unique POV). (By the way, a great way to reinforce your unique point of view is to ensure that your brand story
is out there in the world for everyone to see and hear about.)
So for example: You’re not a wedding planner from Southern California. You’re the hip, edgy, intercultural wedding planner from Santa Barbara who also has a super cool rentals business and know all of the venues up and down the Central Coast like the back of her hand). In other words, make it impossible for them to forget you.
2. When Pitching the Press, Don’t Think Me… Think We!
Most articles and press coverage (especially as it pertains to the weddings and events industry) have to do with an idea, a trend, a philosophy or a movement–not a singular person or business. And, in order for the article to work well, the writer needs to find at least three different examples of that idea playing out.
Do This: As you’re coming up with story ideas to pitch to the press, have an example or two or three from other experts (similar to you) that are doing the same thing. They could be other businesses (from other cities) that are carrying out the same trend you are or other local businesses doing something similar to you.
So for Example: Your pitch might look something like this: “One of the most exciting catering trends for 2021 is [description of trend]. We are planning to do this at a wedding in March with [name of caterer]. We’ve also seen the trend translate well for other styles. For example [explain how others are doing it]. Is this something you think your readers would be excited to hear more about?”
3. Establish Real Relationships with the Press & Target Your Press Pitches
It’s not realistic to simply blast off an email to an editorial team at your favorite magazine and expect a reply. In fact, that’s almost the exactly the opposite of what you want to do.
If you want to truly elicit a response from the press, you have to know exactly who you’re talking to. You’ve got to figure out exactly who it is that is writing and covering topics that relate to your industry and then make a real connection with them. Sure, it’s a long-term strategy but it’s honestly one of the best ways to getting press for your business.
Do This: Make a list of all the publications you would like to be featured in. Then go through the articles related to the topics that you would be a good fit for (like all articles related to style and decor or all articles related to wedding planning). Make note of who the authors are and then go find them on social media and give them a follow. Once you’ve figured out who the writers and editors are that cover your topics, then you can start to establish a relationship with them! Don’t just cold pitch them without having made a connection first. Get to know who they are, what they value, and love to talk about it.
So for Example: When you do have something specific to pitch (like a new trend or an idea you think is spreading), reach out! If you haven’t established a relationship with them but still really want to pitch them with something timely, ask around your network to find out whether someone you know might be willing to make an intro via email.