If there is one thing that’s for certain in Wedding PR these days, it’s that nothing is certain. The wedding media landscape is evolving at a rapid pace- from news of mergers and shutdowns to the diversification of new mediums.
The question remains- how do you continue to build your press portfolio during these times of change?
Ditch the media kit and create an online newsroom
It’s vital to make your online presence known, especially in the throes of engagement season, when you can expect an influx of media outlets on the hunt for wedding-related content. Back in the day, you could create an information packet called a media kit, and disseminate it to members of the media.
These days however, journalists are researching nearly exclusively online so many wedding and event professionals are creating a dedicated page on their web site called an online newsroom. In addition to your recent features, it’s filled to the brim with all the things a media outlet may need, such as executive bios, recent releases and a company fact sheet.
Give love to the niche media outlets
When you find a publication whose specialty aligns with yours, it’s as if you have a direct pipeline to your target audience. In addition to bringing in the right business, it can help provide you with a focus when pitching ideas or submitting events. While they may not boast the same traffic as a national site, the ROI can be tremendous, as you can ultimately craft your pitch in a way that hits all of the right points for a winning submission.
Get to know freelance writers
With media layoffs announced nearly weekly, it’s important to remain optimistic, understanding that there is a wealth of freelance writers who frequent the wedding space. Often writing for a number of outlets at once, they are keen on fresh ideas and reliable sources. Dedicate time this year to researching some of your favorite outlets and determining which writers may be open to collaborating in the future.
Podcasts continue to be on the rise and show no signs of slowing down. This is especially the case in the wedding industry, where a number of quality shows command iTunes. Even better - couples cite personality as one of their top factors when hiring couples, and podcasts are an ideal channel for sharing just that. If you haven’t done so already, start listening to those in the wedding industry and asking yourself how you could potentially lend to their conversation. Get to know their submission guidelines and don’t be afraid to reach out there is an area where you can lend your expertise.
So, what remains the same in the midst of all this change?
A good old-fashion, unsexy formula
Successful promotion relies on one formula in particular- one shared across academia. Essentially, you should have an identified target audience and a message you’d like to relay to them (think “I’m awesome at what I do!”). The best ROI comes from strategies in which you select the best media outlet to directly connect with this audience. With that in mind, it’s essential you carve out time to stay on top of where you can find your prospects, and those in a position to refer business to you.
Image: Avonné Photography
No matter where this industry takes us, one thing is for sure- relationships matter. So when you’re submitting to someone, take extra the time to ensure the entire event day team is credited. When a creative partner has concerns about a particular feature, hear them out. And when a couple starts screaming and jumping up and down because they got featured, be the one to provide the confetti.
Sustainability is on the top of everyone’s minds as they forge ahead in their respective businesses. They key, you’ll find ultimately, is evolving with the change around you. Rest assured, in this day in age, there are still plenty of ways to see your name in lights.
Blog by: Meghan Ely. Meghan is the owner of award-winning Wedding PR agency OFD Consulting. Ely is a sought-after speaker, adjunct professor in the field of public relations, and a self-professed royal wedding enthusiast.