Media Liaison
Having a clients product or brand featured in a wide spectrum of media, increases not only exposure and recognition of the brand, but also sales!
Appearing in a feature is worth thousands in advertising and you get a much stronger return. As an innovative PR Company, media liaison and securing media coverage is one of our main roles, and pleasingly – one of our strongest areas of expertise!Read these hot tips to help you on your way to getting that media hype you deserve!..Consumer press (glossy monthly magazines, such as Glamour Magazine); work at least six months in advance, so when the sun is shining outside, the glossy mags are writing about Christmas! If you want to feature in these magazines, you have to think like journalists too! It is pointless sending a gift or press release on your spring/ summer collection to consumer press now, as they stopped writing about that season around February! If you think ahead, you are more likely to get featured in the press.
Here are some other top tips to get ahead:
Guide to media types:-
Consumers – the leading glossy nags out each month, like Glamour, Instyle, Red, Eve, New Woman etc (long lead times).
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Teens: for younger age group i.e. Sneak, More! Mizz (lead times vary).
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Fortnightlies: out every week/ two weeks i.e. Closer, Now, Reveal, New (short lead times).
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Nationals: national newspapers i.e. The Sun, Mirror, Daily Mail.
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Regionals: mags designated to certain regions, like 69 Magazine for East and
West Midlands. These are usually free in shops etc. Also, regional tabloids like The Leicester Mercury, Nottingham Evening Post, and (short lead times).
Handling the calls to press:
You will go through to reception; you need to ask for the specific name of the journalist and the name of the magazine, unless you have a direct line. Having the right contact name is crucial – journalists will ignore your calls or emails if it is not relevant to them, so find out if it is before you target them! There is a format to most media conversations as follows: State who you are where you’re calling from. State why you are calling and make it relevant. It is imperative that we keep up to date with current affairs and use this as ammunition in your call. I suggest familiarising yourself with magazines and taking note of the regular features and sections they do i.e. Glamour do a careers section called ‘work work work’ – you could use this to create an idea for them to follow i.e. ‘I think this product would sit really well on your work, work, work pages’. Anything to make them listen and interested!
However, please bear in mind that consumer magazines work at least six months in advance, where as others work fairly last minute. Always think about what type of mag they are and what they will be working on. Journalists don’t usually have time to talk, they get hundred of releases, invitations to shows, emails and letters every single day. The best option is to call them, sell in the idea, take their email address and send them a press release by email, and then chase it up with another phone call to remind them. Always state when you will send the email so they can look out for it, and when you will call them back to discuss, and stick to it. The objective of these calls is for them to feature our clients / your brand and get coverage, and also find out what they are working on so you can appeal to them more directly. You can use your press releases or summaries to give a very brief description by phone if you like. I suggest having a brief script ready or a list of key points to remember.By Bethanie Lunn, MD of Huge Promotions www.hugepromotions.co.uk
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