P stands for public relations, pitching and persistence
As we get ready to leave the office for the weekend and enjoy the last days of Summer, Bas Bleu PR would like to interrupt your daydreams with the mention of persistence. Correctly defined as firm or obstinate continuance in a course of action in spite of difficulty or opposition.
For those involved in product PR, especially within the realm of lifestyle, you should already be crafting your long lead, pitches for client wish lists of December issue, glossy magazines. Your stories and high resolution product imagery should be sent around to these editors in the next few weeks. Deadlines for print, holiday gift guide submissions are at latest, the first week of October.
As any seasoned Public Relations professional working in this product category will tell you, its a crowded arena. Can you think of anyone with a lifestyle company that doesn’t desire to see their offspring featured in the Esquire or Vanity Fair holiday gift guide? Probably not.
The key ingredients to landing these placements include the usual suspects like a sophisticated and well written pitch and professional, high resolution images. However, there is one other thing we must never forget and that is: PERSISTENCE!
As we mention above, these editors are receiving thousands of submissions from all four corners of planet “lifestyle products”. Within the broader category, the subcategories are endless including fashion, technology, beauty, housewares and so forth.
A few tips for cutting through the noise:
- The early bird does catch the worm. Send your first email just a few days earlier than these editors may expect to start receiving them. You don’t want to seem irrelevant or irritating but you do want your subject line to appear in their inbox just as they are starting to conceive their gift guides, not as things have already begun to take shape.
- If you don’t hear anything at first, never be discouraged. As was mentioned above, they are the alpha media dogs and so everyone is after them. Follow-up within 48-72 hours of sending your first email leaving a pleasant message which alerts them to your subject line and of course leave your best contact number. If you end up getting them on the phone, you are really lucky, know what you want to say in advance.
- If after the initial email and phone call you still haven’t received a response, quite honestly at this level it still doesn’t signify rejection. Here is where appropriate levels of persistence become key. First, give it a rest for a week, you do not want to enter the realm of “stalker publicist”. However, after some time follow-up again. They still may have missed your messaging and occasionally emails get suppressed during high volume periods.
- Last but not least, the key to being “appropriately persistent” also lies in basic manners. Always be polite, don’t act as if you expect anything from this level of media. NEVER, EVER display a tone of aggravation at the fact your outreach hasn’t been acknowledged.