Christmas in July: Our Top Tips on securing festive PR and it starts now!
Christmas might seem a million miles away when you’re enjoying balmy beach days and long summer evenings but for the press, it’s just around the corner and many of them will be already planning their festive features and gift guides, so now is the time to launch your Christmas PR campaigns.
“Christmas in July” is a key moment in the media calendar, a chance for brands to not only showcase their Christmas products and launches but also an opportunity for journalists to understand a brand’s story, paving the way for future opportunities and hopefully building a fruitful relationship which will last well after the Christmas season is over.
Long lead publications can be thinking about Christmas pages and content ideas up to 6 months in advance and from now until the big day itself, journalists will be working hard to pull together festive features and reviews, bumper gift guides and special Christmas editions for print, online and social media.
Great PR is not just for Christmas…….but it does help
Great Christmas press coverage is crucial for a brand’s long-term PR strategy. The right product placement or a glowing review from a respected journalist or influencer can elevate a brand and raise its profile, increase brand awareness, encourage sales and make sure it stands out from the crowd.
With editorial space decreasing and so many brands fighting for the same spot on the page and to be crowned a Christmas must-have, it can be hard to know how to get your campaign noticed to secure great press coverage.
We’ve compiled our top six tips to ensure your brand is on track to get the coverage it deserves over the Christmas period and beyond.
1. Plan ahead Ensure that you have finalised your Christmas offering before July and are ready to craft a strong press release, keep it concise and be sure to include key messaging and USP’s to bring your launch to life. Make sure you also have information such as website, prices and stockist details ready to go. It may feel early but long leads will already be inundated with Christmas press releases and launch events and journalists will appreciate you being proactive and organised as they will have Christmas deadlines to meet.
2. Images are key Make sure you have strong high res images available before you reach out to press. Your story or product might be great but without accompanying images to showcase this it will be difficult to get coverage and it could also be frustrating to a journalist who wants to feature your brand.
3. Think outside the box For example, are you running any charity initiatives or events they might like to cover? Do you work with an expert who could provide quotes for a festive-themed feature or perhaps you have some great seasonal statistics or research which could be of interest.
4. Persistence pays off Persistence is key, make sure you keep on top of who you’ve spoken to and log any new contacts you make along the way. Does the publication have a designated team compiling the gift guide this year or have they enlisted the support of a freelancer? keep track of who you are reaching out to and remember to follow up and follow up again.
5. Think beyond print Journalists often work across multi-platforms so if you didn’t make that coveted print feature this time, don’t forget they will be looking for Christmas content for online and social media channels too. From an exclusive sneak peek of a Christmas collection to behind the scenes footage at an event, press will also be looking for creative content for digital.
6. Incorporate Influencers Hosting a Christmas press event this summer? Expand the guest list beyond just traditional long-lead press to make the most impact. Engaging with key influencers is a great way to reach new audiences with your brand, just make sure you are clear of any embargos if you don’t want launch details revealed before a certain date.
Need some help carving out your story or getting featured? We’ve worked with a wide range of businesses to secure PR coverage throughout the year as well as over the vital Christmas season. To find out how we can help, contact us.
IWD: The Women We Work With
BrightWord
is proud to work with many amazing female-led clients who inspire and challenge
us every day to be the best we can.
As we celebrate
International Women’s Day, we want to shine a spotlight on these incredible
women and the work they do. From entrepreneurs and business leaders to
creatives working in their field of passion, these women are making a
difference in their industries and communities, and we feel privileged to have
played a small part in their success.
Read on to meet some of
the inspiring women we have the pleasure of working with. We hope that their
stories will inspire and motivate others to pursue their passions and achieve
their goals, regardless of gender or background.
Reflecting on my second year as CEO of Chichester’s Business Improvement District and my recent appointment as Chair of the Board, I am filled with pride and gratitude for the opportunity to lead such an incredible organisation. Having had a successful career in retail, working with some of the leading contemporary women’s lifestyle brands, I can confidently say that heading up Chichester BID is one of the most challenging, yet rewarding roles I have ever held.
Together
with my small, yet incredibly industrious and hardworking team, I am dedicated
to being a staunch advocate for the 650 businesses within the city centre. Our
priority is to promote our historic city as a thriving and safe commercial
area, and to drive incremental business opportunities for all the businesses
that operate in our area.
While our
businesses face significant economic challenges, and high streets around the
world are undergoing transformational change, I remain inspired and driven to
find different ways to make our high streets work for us. I am passionate about
creating a city where the incredible innovation and entrepreneurialism,
particularly of our independent businesses, can be supported as they create
beautiful shopping environments and experiences for people to enjoy.
As we celebrate International Women’s Day, I am proud to be a female leader in business, striving to blaze a trail for other women to follow. I hope to inspire and encourage the next generation of female leaders to pursue their dreams and to never give up in the face of adversity. Together, we can create a world where women have an equal seat at the table, and where their voices are heard and valued in every aspect of business and beyond.
As a woman in business, I am passionate about overcoming the challenges that come my way. One of the biggest obstacles I face is recruiting skilled labour, as there is a significant skills gap in the market. However, I refuse to let this hold me or SFA back. Instead, I am constantly searching for new ways to attract and retain top talent, knowing that this is crucial to the success of our business. I am proud to be part of the team of Directors successfully spearheading a 4-day working week trial here at SFA. We are just over halfway through the trial and feedback from staff is overwhelmingly positive.
What
inspires me to keep pushing forward is the satisfaction of delivering a high
level of service to our customers. Knowing that we are making a difference is
incredibly rewarding, and it motivates me to work harder every day.
Additionally, as a mother of twin boys, I am driven to be a role model for them
– to show them the importance of working hard and playing hard, and to teach
them that anything is possible if you put your mind to it.
But I
know that I cannot do this alone. Empowering my staff is key to our success. By
creating a positive and supportive work environment, where everyone feels
valued and heard, we can achieve amazing things together. Whether it’s through
training opportunities, recognition programmes, or simply fostering an open and
collaborative culture, I believe that investing in our team is the key to
unlocking their full potential.
On this
International Women’s Day, I am proud to be part of a community of women who
are breaking down barriers and shattering glass ceilings. By sharing our
stories and supporting one another, we can continue to empower women everywhere
to reach for the stars and achieve their dreams.
As a co-founder of The Little Botanical alongside my husband Greg, I take immense pride in my role managing team TLB and developing the brand. It can be intense, but the excitement, variety, and rewards make it all worthwhile.
One of the things that I
love most about my job is that no two days are ever the same. Whether I’m
collaborating closely with our suppliers to design new products, wandering
through the packing hall to see what our plant-loving customers are ordering,
or providing expert advice on plant care, I am constantly engaged and
motivated. Devising marketing strategies, planning product launches, analysing
sales data, attending trade shows, and managing our recruitment efforts are
also all part of the day job. But even
with so much on my plate, I always find time to take a walk around the nursery
and enjoy the lush greenery that surrounds me.
Outside of work, I juggle
the responsibilities of being a mother to three children, managing their
schedules and fitting in exercise to keep myself healthy and energised. I love
what I do and am very proud of what team TLB has created. None of it would be
possible without the great team I have around me, including my husband, Greg.
Personally, I find the biggest challenge is switching off; but seeing friends,
exercising and walking near the sea keeps my cup full.
On International Women’s
Day, my hope is to inspire other women to pursue their passions, take charge of
their own lives, and overcome any barriers they may face. Starting your own
business is just one example of the many ways in which women can assert their
independence and achieve their dreams, and I want to encourage all women to
embrace their own unique talents and skills, and to never be afraid to take
risks and follow their hearts.
As I reflect on my journey as a director and now Chair of Chichester Cinema at New Park, I am filled with a sense of pride and fulfilment. It has been several years since I took on this role and it has been just as challenging as it has been rewarding.
As the Chair, my primary responsibility is to lead
the board in delivering successful outcomes for our community, donors, and
everyone who supports us. It’s a big responsibility, but one that I approach
with dedication and commitment. What makes this voluntary role so enjoyable is
the opportunity to work with like-minded individuals who share my vision and
values, and who possess the essential characteristics of energy and
integrity. Through this role, I’ve grown both personally and
professionally. I have been able to develop my leadership skills and make a
meaningful difference in my community.
As we celebrate International Women’s Day, I’m proud to be a woman breaking through the barriers and making a difference.
The history of the Museum and its beautiful scenery makes my job hugely enjoyable despite the responsibility of keeping this important charitable trust going and relevant to the next generation of visitors.
We are lucky to have a fantastic team here, many of which are very driven and inspiring women. We all support one another, helping each other to grow in our roles. I wouldn’t be where I am today if it wasn’t for my own wonderful manager, a strong female leader who supported me to develop at the Museum.
My job is very varied, working on everything from marketing strategy, advertising campaigns and data analysis to supporting other areas of the Museum, from events and weddings to the interpretation and learning teams. There is always so much to do as there is a huge amount going on. This is one of my biggest challenges and its hard to switch off, especially as I feel so enthusiastic and passionate about what I do. However, the Museum offers lots of support and flexibility, which is ideal for me as a working mum.
This International Women’s Day, we celebrate the progress that has
been made towards gender equality and recognise the ongoing work that still
needs to be done. We are committed to promoting diversity and inclusivity in
our workplace and celebrating the achievements of all women both past and
present.
I started my life in theatre as a Theatre Technician in the late 70s but trained for a career as a Graphic Designer. At that period of time, women working back stage was very rare, unlike today where the opportunities are excellent for a career in ‘blacks’! I sometimes wondered where life would have taken me, should I have pursued a career behind the curtains, however I feel very proud to be making a difference to help keep such a beautiful historic theatre open and welcoming visitors to Portsmouth.
My passion is to provide cultural opportunities and experiences for everyone. From engaging with sensory shows for babies, to giving experiences for youngsters learning to express themselves through dance and movement right though to high class opera, drama and the best in comedy. I just love watching peoples’ faces as they are leaving the theatre. I love trying to overhear them chatting as they go about how the evening has made them feel.
It has been hard working though the challenges of keeping a historic theatre in business following Covid and rebuilding the confidence of audiences and welcoming them back to the theatre. But I just love being able to see people back laughing and enjoying themselves, as I too love to spend time visiting other venues.
When I’m not working, I love to ride roller coasters and play the
piano (though not at the same time!). My husband, two large dogs, and two
wonderful grandchildren keep me busy, but I still find time to visit other
venues and enjoy the cultural experiences that I’m so passionate about.
As we celebrate International Women’s Day, I’m proud to be a woman
who has pursued her dreams of working in the world of theatre. I hope that my
story can inspire other women to follow their passions and make a difference in
their communities. Together, we can achieve great things.
Are you image conscious enough?
Supporting your business with the right imagery is important in so many ways:
It significantly helps in
securing high quality PR coverage
Increases engagement,
content with imagery receives over 90% more views
Encourages shares and brand
interaction on social platforms
Helps tell your brand story
Can help form associations,
for example seeing photos of you/your team will help audiences build a
relationship with your brand
Effectively invokes
emotions, needs and desires
Whether using photography, illustration, graphics or videos to support
your brand and campaigns, visual content is a powerful and persuasive tool.
Therefore it is crucial imagery is carefully considered and we highly recommend
allocating budget to secure the right images, whether that be commissioning a
photographer, artist or designer. Some points to think about include:
What type of imagery will align
with your brand – think about colour, texture, people, setting etc.
What visual aids will add
to your content and reinforce your story/messaging
Where are the images going
to be used – on your website, for PR, social media
Before
commissioning a photographer or sourcing imagery, you need to consider where
and how your images will be used. A few examples include:
Website
Are
the images being used for homepage banners, blogs or product pages? Think about
the style, orientation, colours and size of the images needed, do you need to
overlay text? Will they complement your brand identity? Also, make sure images
are optimsed i.e. the right size so they look good and load quickly as well as
being easy for search engines to index.
Social Media
An
image-heavy medium, imagery is essential for platforms like Instagram, while Facebook, Twitter and LinkedIn
also benefit hugely from the use of images and visuals.
Using high-quality stock images or learning the ropes of online design tools such as Canva is a cost effective way creating content for your brand. However, nothing beats investing in a well-conceived branding shoot resulting in a library of images you can use across your social media as well as other marketing platforms (e-newsletter, website, adverts, flyers…)
PR
Depending on what media you are
targeting, different imagery will be needed. For example, if you are pitching a
product, make sure you have cut outs on transparent or white backgrounds as
these are much more likely to be used by press. Images of the people behind the
business are great for profile pieces such as interviews. If pitching a news
piece, you will need a relevant high res image to support the story whether
that be a professional photo from an event, a location shot, shop front, brand
ambassador etc.
Images for press need to be a minimum of 300dpi and should be saved as JPEGs or PNGs.
Our Experience
We have partnered with many talented photographers to capture beautiful images to support our work on behalf of our clients. Get in touch if you would like any recommendations or further advice on photography for your next campaign.
International Women’s Day 2022
The theme for this year’s International Women’s Day (IWD) is #BreakTheBias.
As an all-female team with a love of literature and language, we have chosen to celebrate this IWD by sharing our favourite female protagonists we enjoyed reading about whilst growing up:
Louisa’s choice is Anne Shirley from Anne of Green Gables by L. M. Montgomery
“My lifeline as a red headed girl with a bad temper. Finding young female role models in fiction who embody real, everyday characteristics is not common. Anne is good, caring and creative, but she is also angry, vain and holds a mean grudge! She taught me that people, myself included, are not just one thing, we are a tapestry of the good, the bad and the ugly – and that is ok and part of what makes us beautiful.”
Rachel’s choice is Mary Lennox from The Secret Garden by Frances Hodgson Burnett
“One of my all time favourite books as a child and still today! At first Mary comes across as spoilt and not very likeable but as the story develops, she learns the values of nature, kindness and friendship. While not an obvious hero, she becomes the saviour of not only the secret garden but also many of the book’s characters.”
Jennie’s choice is Jo March from Little Women by Louisa May Alcott
“My little girl was actually born on International Women’s Day and I love sharing stories with strong female lead characters that mirror the amazing women in my own life, such as Little Women. The heartwarming, coming of age novel tells the story of the lives of four very different sisters through the viewpoint of the fearless, independent and headstrong Jo March who isn’t afraid to challenge the gender stereotypes of her time. I can already see lots of similarities between her and my tenacious toddler.”
Abby’s choice is Alice from Alice’s Adventures in Wonderland by Lewis Caroll
“Alice really was my childhood hero and I loved being ‘Alice’ during imaginary play. She’s a self-assured, adventure seeker. Always kind and courteous to others, I greatly admire the way she stands up for herself during her enchanting encounters with the likes of the Caterpillar, the Mad Hatter and of course The Queen of Hearts.”
We hope you enjoyed reading about our childhood heroes as much as we enjoyed reminiscing about them.
As storytellers ourselves, we know how powerful stories can be in challenging and changing perceptions. As mothers, we are passionate about sharing our love of reading and helping our children to uncover the classics as well as discover new adventures and positive, inspiring role models that #BreakTheBias.
Get your business off to a flying start this year
Have you found yourself with a little extra time this January but don’t know where to start when it comes to organising your marketing and PR? From press lists to pitches, we have collated our top tips for using this time wisely to get ahead with your marketing and PR…
Review Press Lists and Contacts – make sure your database of media contacts and target press is up to date. Have any journalists moved publications or are there any relevant new titles/blogs/influencers to add?
Research – our favourite word when it comes to PR, but it really is integral. Now is a great time to pick up issues of your target media and look on their websites to remind yourselves of regular features and the style of content they favour.
Key 2022 dates – start a content calendar with key dates including company events, industry events, relevant brand awareness days and national events as well as a schedule of PR pitches to ensure you are always planning ahead. Remember many printed magazines are working 3-6 months in advance so you should be thinking and pitching spring stories now!
Asset Update – review key assets such as your image library, press release boiler plate and bios as well as social media bios, website copy and e-newsletter template.
Training – now could be the perfect time for some training or refresher sessions on any areas you are less confident on.
Feeling overwhelmed? Why not book in for a Power Hour with a member of our team to help give you focus and direction as well as advice tailored to you and your business.
Celebrating 10 Years!
It is hard to believe that 10 years has passed since Rachel sat at her kitchen table with the idea that small, local businesses deserved the same access to high end PR and marketing support as their corporate counterparts.
Since then BrightWord has flown the flag for many small businesses both in Sussex and beyond, telling their stories and helping them to become the very best they can be. From launching one of the top wedding venues in the area and running the reopening campaign of a historic theatre, to bringing James Bond’s original tailor back to the forefront. Keep reading for just some of BrightWord’s best moments from the past ten years…
1. BOND, JAMES BOND
One of our first clients and still one of our favourite projects to work on! Back in 2012 we ran the national PR campaign for re-launching Anthony Sinclair, the Saville Row tailoring firm best known for creating Sean Connery’s suits throughout his role as James Bond.
We strongly believe in the power of partnerships and have seen how bringing the right brands together can have phenomenal results. An example of this was with our client W&W Jewellery and Pickett London – two brands recognised for their British craftsmanship, design and quality.
From powerful partnerships to creative campaigns and a virtual fashion show, in a few short months we made a measurable difference to the social engagement, website traffic and overall brand awareness of Rosie Rose, an independent clothing and homeware store.
Following a £4.5 million restoration project, we were tasked with securing as much media coverage as possible to announce the re-opening of the historic New Theatre Royal in Portsmouth.
We are beyond proud to have supported Chichester BID for the last 3 years, especially through the challenges of the pandemic. We are so passionate about this city – where we live and work – so playing a part in supporting the local businesses and economy is very important to us. We now look forward to working with the team as they go into a new 5-year term.
We thrive on working under pressure, and when we were tasked with boosting brand awareness and registrations for the 2021 Hope Classic Rally just 6 weeks before the charity event took place – we rose to the challenge!
The pandemic hit The Spring Arts & Heritage Centre in Havant hard, but alongside their incredible and innovative team we worked to ensure their many community support programmes received the coverage they deserved.
8. MARKING EVERY MILESTONE
From the venue’s grand opening in 2012 to marking 5 years of beautiful weddings in 2017 with a PR-worthy photo opportunity and party, we are proud to have been working alongside the fabulous team at Southend Barns for every moment of their journey so far. We now look forward to their own 10 year celebrations next year!
SMALL BUT MIGHTY!
As for many small businesses, BrightWord’s 10th year has been one of the most challenging yet. We are strong believers that true success comes from hard work, passion, creativity and support (not something our industry is always known for). Led by Rachel, this people-centric approach is at the heart of everything we do at BrightWord and we believe that it is why we are lucky to have a roster of loyal clients which has remained much the same, even through a pandemic.
In honour of our 10 year anniversary some of our clients told us exactly what it is they love about working with us. Click here to read more.
THANK YOU AND MERRY CHRISTMAS!
To all our clients, suppliers and friends – thank you so much for your support over the last 10 years. Wishing you a very happy and healthy Christmas. We can’t wait to work with you all in 2022!
The importance of customer ‘touch points’ and how to establish them
Were you left feeling a little lost after the Instagram, Facebook, and WhatsApp outage on the 4 October? Maybe you didn’t notice? Perhaps you were relieved to have some enforced social media downtime? As a society that relies on social media not only for entertainment and escapism but also as a direct marketing platform to engage, promote and sell to customers, there was little surprise about the media storm this outage whipped up.
However the outage impacted you, for many businesses it served as a reminder why it’s unwise to rely solely on social media platforms to engage with customers and reach new audiences. This is not only due to the impact it would have on your business if one of these platforms disappeared overnight but also because data shows that there is high percentage of people that are inactive and disengaged with social media.
So how can you effectively communicate with your audiences and target your ideal customers and clients if they aren’t all avid social media users?
Here at Brightword, we always advocate communicating your key messages and planning your campaigns across a mix of social media platforms, e-newsletters and press and media outlets. Why? Because for a potential customer to even start to think about interacting with you brand, they need to have touched upon it at least seven times. Yes, for us marketeers, seven is the magic number. Obviously, this varies depending on your business, brand, product, price point and audience, but by having a strong, consistent presence across several touchpoints – from social media, e-newsletters, collaborative marketing with a likeminded brand and generated coverage in a key media, broadcast or online outlet, you are far more likely to build brand recognition, credibility, trust, engagement and sales with your target audience.
But before you embark on a multi-marketing campaign, you need to take the time to understand your audience and really get under their skin – who are they, how old are they, where do they live, what are their interests, where do they go on holiday, where do they consume media, where do they shop, what are they inspired by and passionate about?
Once you’ve created your 360 degree customer profile it will make it so much easier to target your ideal customer with tailored campaigns and messaging that feels personal, makes a true connection and results in a new customer. You will also find it far easier to embrace multiple marketing platforms and feel less dependent on social media to deliver your entire marketing strategy.
If you would like help looking at creating your own customer profiles and understand how you can establish more customer “touch points” for your business we would love to hear from you.
Our bespoke 1 to 1 power hour sessions with a member of our experienced team are designed to give you the confidence, knowledge, and direction to move your marketing journey forward. It could be the kick start you need… click here to enquire now!
Important dates this Autumn that you and your business should take advantage of!
With summer behind us, most businesses are now looking ahead to their long-term festive campaigns. However, whilst Christmas is a critical time of year for many businesses don’t overlook some of the important dates and events that fall before the 25th December.
To help you get started, we have created a list of key dates you could take advantage of this autumn. Use these to create mini social media campaigns, e-newsletter content, customer offers or PR opportunities.
October 31: Clocks fall back With the clocks due to change on the 31st October, there is lots of opportunity for creating informative or fun content to help people through this transition into winter. Can you share tips or advice on getting winter ready – whether that’s for the home, the wardrobe, the routine, plans with kids – the possibilities are endless.
October 31: Halloween An increasingly popular event, which this year coincides with half term, Halloween offers up lots of options for content creation or collaborations. Whether it is some spooky season discounts, a Halloween themed menu or activities and giveaways for kids, the 31st October should be firmly marked in your calendars.
November 4: Diwali Diwali is the five-day Festival of Lights, celebrated by millions of Hindus, Sikhs and Jains across the world. Diwali, which for some also coincides with harvest and new year celebrations, is a festival of new beginnings and the triumph of good over evil, and light over darkness. This is a great opportunity to celebrate other cultures and encourage your customers to take part. Perhaps you could share information about this important festival and ideas on how your customers could join in at home, could you decorate your business premises, run Diwali packages, menus or offers?
November 25: Thanksgiving A pivotal celebration in the USA, thanksgiving could still be relevant to your audience especially if you have an international customer base or online community. As a day dedicated to giving thanks and celebrating the end of the autumn harvest, perhaps this is a good time for you to give something back to your community? Donating to a local food bank, giving a percentage of sales to a charity of your choice or rewarding your customers as a thank you for their support.
November 26: Black Friday and Cyber Monday (Nov 29) Like it or not, Black Friday, and more recently Cyber Monday are two dates that look set to stay! Black Friday has routinely been the busiest shopping day of the year and is a day where many shops slash their prices ahead of the festive season. We are not huge fans of this annual campaign and feel that for those businesses that are built on relationships and quality customer service, this is possibly not the right direction. However, we recognise that it is an influential vehicle that can drive new business, website traffic or store footfall for the right kind of retailer.
What journalists are working on right now… As well as what lies ahead, don’t forget to think past Christmas. Now is the time to be pitching your New Year stories, products or services to press such as monthly magazines. Are you in the fitness industry and about to launch a new programme? Are you in the food business and are working on detox menus in time for January? Or perhaps you have products for Valentine’s Day that would be ideal for gift guides. Don’t miss your chance; start talking to press today.
We’ve got lots of advice on timings and writing press releases or we can arrange a Power Hour to help give some focused advice.
For more information on important dates that you should take advantage of, subscribe to our e-newsletter to receive a free PR calendar.
Create a Christmas experience
Make this Christmas extra special!
As one of the biggest seasonal events across the world for retailers, the Christmas period demands preparation but what can you do to really stand out?
Today’s consumers aren’t looking to be sold to, they want an experience, they want to learn and discover and feel part of a community.
Christmas is the perfect time to create opportunities and experiences that win the hearts and minds of your customers leading to greater customer loyalty as well as increased brand awareness through organic and all-powerful word of mouth marketing.
Here are just some top tips for high street retailers to make sure you are investing time and money into the right kind of activity this Christmas.
Experience, Discover & Surprise
Having been shut away at home for most of last winter, people are looking for unique and lovely experiences this festive season.
If you are a bricks and mortar business then getting involved with local events such as late night shopping is a great way to attract new customers and increase footfall. Providing special in-store offers and activities, or simply going above and beyond for your customers on these dedicated shopping evenings will leave customers feeling festive and positive about their shopping experience with you.
If there isn’t anything planned in your area, consider running your own festive event such as an exclusive shopping evening. Setting up a free event on a platform like EventBrite will help you manage registrations and numbers. Don’t forget to create a Facebook Event too!
To make your event even more appealing you could provide a glass of bubbly or mulled wine, a goodie bag to say thank you for coming or a hard to resist, one night only special offer.
Why not consider partnering up with another business such as a stylist, calligrapher or florist to add extra elements to your event. People love the chance to get crafty and creative so why not offer a mini crafting workshop. Invite an expert to attend your event that is relevant to your audience to share their knowledge, for example, a local stylist giving tips on trends, an interior designer on how to create the perfect festive tablescape or a sommelier talking about wine pairings.
Christmas is the time of giving so you could also run an event or campaign in aid of a chosen charity, such as donating a percentage of sales, launching a charity collection or giving something back in another way.
Trust us, the effort is worth it to help build on existing relationships and attract new potential customers. It will also provide you with engaging content for your social media, an excuse to send out an e-newsletter to your database and also an opportunity to be featured in local media.
If you would like to brainstorm more ideas about creating Christmas events or campaigns that will create connections with your target audience, please don’t hesitate to contact us or enquire about booking a power hour session with one of our experienced team.
Our Summer Roundup
Working on everything from PR and events to social media
campaigns and marketing strategy, it is fair to say we have been a very busy
team this summer, and we have loved every moment!
From the launch of Chichester BID’s new online directory to the
success of the Summer Street Party and working with new clients on maximising
both exposure and engagement we have certainly had our hands full.
Here are just some of the projects we’ve been working on…
Chichester Buzz
We love to support local independent businesses here at BrightWord, we know that these truly are the beating heart of our city centre. For this reason, we really enjoy our work with Chichester BID and all the campaigns we work on with them.
Following the success of the online directory we created in response to the first lockdown, we have now launched a purpose-built directory called Chichester Buzz. Mobile-friendly and easy to use, the directory features all city centre indies to help visitors and locals alike to navigate the streets and find these hidden gems.
We have also enjoyed working with Chichester BID on their new visitor guides for families, culture seekers and couples. Showcasing all that Chichester has to offer, these guides include a 2-day itinerary complete with suggestions of what to do, what to eat, and where to stay – and the response has been epic!
Summer Street Party
After a very tough 18 months for the high street, we were delighted to be working with Chichester BID and Chichester District Council on the Summer Street Party. The aim was to create an uplifting event to encourage footfall and support our city centre businesses.
We wanted the party to take place across all corners of the city and to get the businesses involved as much as possible so we supported the BID on creating a fashion show in East Street, a vintage square with Dawn Gracie in St Martin’s and a Covent Garden vibe in East Street, to encourage people to enjoy the alfresco finding spots in this area. We also managed all publicity for the event including campaigns with V2 Radio.
It was a great day and the increase in footfall was testament to its success. We loved seeing our city buzzing again!
New Clients
We’ve welcomed several new clients these last few months including Hope Classic Rally, to help provide PR and social media support for their annual charity car rally. We knew we would be working on a tight timeline, but as an event dedicated to fundraising for WeSeeHope, a fabulous charity committed to creating sustainable change in Southern and Eastern Africa, we really wanted to support this great cause.
We’ve also loved working with the phenomenal Monique Eastwoodthis summer. Monique already has a brand and reputation to be proud of as a trainer to the likes of Emily Blunt and features in national press such as The Times, Vogue and Grazia (to name a few!!). Our aim is to help her create some consistency and strategy with her digital communications, pushing her online classes through social media, e-newsletters and online.
As a team who loves to empower other inspiring women, we’ve also enjoyed working with the very lovely Kim of Applemoon Interiorson her social media. We’ve already had some fantastic feedback from Kim and are looking forward to helping her on some exciting upcoming projects.
If you would like to take your business to the next level but aren’t sure where to start, book a power hour session with one of our experienced team members who will provide you with bespoke guidance, advice, and confidence to help move your marketing forward. Click here to find out more.
Christmas in July? Why now is the perfect time to launch your festive PR campaigns
Christmas might seem a million miles away when you’re enjoying balmy beach days and long summer evenings but for the press, it’s just around the corner and many of them will be already planning their festive features and gift guides, so now is the time to launch your Christmas PR campaigns.
“Christmas in July” is a key moment in the media calendar, a chance for brands to not only showcase their Christmas products and launches but also an opportunity for journalists to understand a brand’s story, paving the way for future opportunities and hopefully building a fruitful relationship which will last well after the Christmas season is over.
Long lead publications can be thinking about Christmas pages and content ideas up to 6 months in advance and from now until the big day itself, journalists will be working hard to pull together festive features and reviews, bumper gift guides and special Christmas editions for print, online and social media.
Great PR is not just for Christmas…….but it does help
Great Christmas press coverage is crucial for a brand’s long-term PR strategy. The right product placement or a glowing review from a respected journalist or influencer can elevate a brand and raise its profile, increase brand awareness, encourage sales and make sure it stands out from the crowd.
With editorial space decreasing and so many brands fighting for the same spot on the page and to be crowned a Christmas must-have, it can be hard to know how to get your campaign noticed to secure great press coverage.
We’ve compiled our top six tips to ensure your brand is on track to get the coverage it deserves over the Christmas period and beyond.
1. Plan ahead Ensure that you have finalised your Christmas offering before July and are ready to craft a strong press release, keep it concise and be sure to include key messaging and USP’s to bring your launch to life. Make sure you also have information such as website, prices and stockist details ready to go. It may feel early but long leads will already be inundated with Christmas press releases and launch events and journalists will appreciate you being proactive and organised as they will have Christmas deadlines to meet.
2. Images are key Make sure you have strong high res images available before you reach out to press. Your story or product might be great but without accompanying images to showcase this it will be difficult to get coverage and it could also be frustrating to a journalist who wants to feature your brand.
3. Think outside the box For example, are you running any charity initiatives or events they might like to cover? Do you work with an expert who could provide quotes for a festive-themed feature or perhaps you have some great seasonal statistics or research which could be of interest.
4. Persistence pays off Persistence is key, make sure you keep on top of who you’ve spoken to and log any new contacts you make along the way. Does the publication have a designated team compiling the gift guide this year or have they enlisted the support of a freelancer? keep track of who you are reaching out to and remember to follow up and follow up again.
5. Think beyond print Journalists often work across multi-platforms so if you didn’t make that coveted print feature this time, don’t forget they will be looking for Christmas content for online and social media channels too. From an exclusive sneak peek of a Christmas collection to behind the scenes footage at an event, press will also be looking for creative content for digital.
6. Incorporate Influencers Hosting a Christmas press event this summer? Expand the guest list beyond just traditional long-lead press to make the most impact. Engaging with key influencers is a great way to reach new audiences with your brand, just make sure you are clear of any embargos if you don’t want launch details revealed before a certain date.
Need some help carving out your story or getting featured? We’ve worked with a wide range of businesses to secure PR coverage throughout the year as well as over the vital Christmas season. To find out how we can help, contact us on hello@brightword.local. Now might also be a good time to book a Power Hour with us for a focused coaching session on Christmas campaigns.
At BrightWord we always go the extra mile for clients. Our passion and expertise lie in creating cost-effective PR and marketing campaigns that can be rolled out across multiple channels to maximise engagement and secure wide-reaching exposure for our clients. Our reopening campaigns were no exception.
Never before have we had to curate so many tumultuous campaigns for so many clients to launch all on the same day! It’s been exciting, exhilarating and exhausting. But we’re pretty proud of our achievements. Here we’ve encapsulated the highlights and shared a top-tip for each of the key elements of our clients’ campaigns.
Features and Photo Opportunities
We were delighted for our client Southend Barns to be THE wedding venue chosen to showcase the first wedding held in Sussex in 2021. Not by chance, we might add – but by advanced planning and liaising between Brightword, our client, the couple and the picture desk.
Top Tip: Don’t leave securing media coverage to the last minute. Liaise with relevant media outlets well in advance and discuss with them when they need information and photography in order to give yourself the best chance of securing coverage.
Online and In-Person Customer Engagement
With the shutters down for the last 14 weeks, encouraging customer
footfall was a key objective for our retail clients.
Rosie Rose, our indie fashion and homewares store client, first opened just weeks before lockdown #1. After enticing followers with lots of exciting in-store videos and pictures of what to expect on reopening, we came up with a collaborative ‘Goodie Bag’ campaign that not only created huge social media engagement and excitement but really set the tone for encouraging the public to love, support and shop local.
We collaborated with eight other local small businesses to put together
a special goodie bag for the first 21 Rosie Rose customers in-store. Our
engagement and reach on Instagram and Facebook for this single ‘goodie bag’ post
was through the roof. Most importantly, Rosie Rose has had a wonderfully busy
first week back in business and we continue to build on the incredible momentum
of the campaign.
Top Tip: Seek organic collaborations that will excite your customers and help you reach new audiences.
Being an Authority – Opinion and Comment
It’s unrealistic to expect the media to cover every single business event / reopening individually, however big the wow factor. Journalists are always interested in receiving comments and opinions on important issues that affect their readers both locally and nationally, providing an alternative PR opportunity.
We secured prominent coverage for our clients Rosie Rose and Chichester BID in a front cover and double page spread feature in the Chichester Observer by providing timely press statements from both clients on the importance of the easing of lockdown restrictions.
Top Tip: Have an opinion on industry issues that support your business’ ethos and values and let your local media know about it.
A Curtain Raising
Campaign
For our client Chichester BID, we have curated a 3-month reopening campaign to support BID Levy Payers to get back to business and help visitors to the city rediscover and celebrate the people, places and passions of Chichester.
As a
nod to the famous festival theatre and rich cultural heritage of the city, we
came up with a ‘Raising the Curtain’ campaign that will roll out in three acts
as and when restrictions lift.
Act I includes a special #rediscoverchichester social media campaign that not only shines a spotlight on city centre businesses but also encourages the public to share what they love about their city. Supported with print advertising, e-marketing and news-driven media coverage, we are delighted with the applause received for Act I of the campaign from our client and their key audiences. We can’t wait to roll out Act II and III.
Top Tip: Take the time to orchestrate a campaign that has continuity, longevity and opportunity for you to use across all your marketing platforms.
If you have an event coming up and would like to discover how our approach to PR and marketing could help you please do get in touch.
The Art of Collaboration
The art of collaboration
is bringing together the perfect partnerships to get the right campaigns to the
right audiences.
A global pandemic and its repercussions have inevitably had an impact on how we live, work, shop and connect. It’s also altered how we view the world including the brands we choose to support and how we respond to marketing.
Now more than ever, it’s time for businesses to rethink how to promote their ideas, values and services in a meaningful and engaging way that resonates with their audiences. This is where partnership marketing comes in…
Partnership marketing is essentially all about collaborating with another business, influencer, charity or individual, that shares a natural synergy with your brand. That could be a similar target audience, a shared ethos or a complementary product or service. By working together you both not only benefit from reaching a wider relevant audience but also having someone else tell your story gives you more brand credibility. Collaborations are also a great way to generate engaging content.
We’ve worked on various
collaborations over the years, including:
Helping Rosie Rose to bloom We started working with Rosie Rose at the end of 2020 to help raise their local brand awareness. An independent shop in Chichester, they sell unique homeware and clothing. Our aim was to promote both sides of the business to a targeted local audience, and it was important that campaigns were engaging and inspiring to boost the brand rather than just sales. In the last few months we’ve partnered with local stylists, interior designers, charities and business women. Top of our list of potential partners on the fashion side was Vicky Booker, a local Stylist and Personal Brand Coach. With a loyal following of local women looking for useful and realistic styling tips and advice, we knew Vicky was already a fan of Rosie Rose which made the collaboration much more natural and authentic. Vicky visited the store to film her Winter Edit, a series of videos showcasing her top picks with advice on how to wear each piece and what to pair it with. Vicky also appeared in a virtual fashion show we organised for the store during lockdown to help raise vital funds for local charity, Stonepillow. Read more here.
Beautifully Bespoke When you find a partnership that works, there’s no reason you can’t revisit it! Our client W&W Jewellery is an independent bespoke jewellers in London. To help launch their new Jewellery Box Collection, a specially curated collection of one-off pieces, we partnered with luxury brand Pickett. A business that shares the jewellery firm’s passion for distinctive style, exceptional design and impeccable craftsmanship, they seemed a natural fit. Pickett provides luxury leather goods that are handmade in England including a selection of jewellery boxes and a bespoke offering. Working with the Pickett team, we coordinated a photo shoot featuring the jewellery pieces sat inside the exquisite jewellery boxes provided by Pickett. The beautiful imagery was then used by both brands across social media, PR and online with a story that celebrated British luxury artisans and crafts. Another campaign followed this which saw Trevor Pickett, founder of the business, guest curate a bespoke piece of jewellery with W&W.
Giving Back It’s not just businesses that we help connect, but also charities. By linking up the right charity with the right brand, we create a way to give back to communities and highlight the values of the business whilst also helping to raise vital funds for important causes. In the last year when supporting our local communities has been so vital, we created a charity fashion show on behalf of Rosie Rose to raise funds for Stonepillow through the sale of their clothing collection. We also initiated a campaign for Warrenders Jewellers, which saw them donate a percentage of each sale to The Royal Marsden in Sutton.
The collaborations we come up with are
designed with multi-channels in mind, so campaigns can be used not only for
social media but also PR, e-newsletters and online content to help drive
maximum awareness and measurable results.
If you’d like to find out how strategic collaborations can help your business, we’d love to hear from you.
We strongly believe in the power of
collaboration and have seen how bringing the right brands together can have
incredible results all round. Working with other likeminded businesses,
individuals or charities allows your story to be told from a different view
point which leads to increased credibility and visibility.
You can read more about the power of partnerships here, but in the meantime below are our top tips for forging your own collaborations:
Know your audience It is important that you really understand your target audience, this doesn’t mean who you’d like to be targeting but who actually is engaging with your brand already and using your products/services. Once you have a clear idea of this you can look for other brands or influencers with a similar audience to ensure what you have to share is relevant to them too.
Look for synergy One of our favourite words when it comes to collaboration projects! You might want to partner with that influencer who has 20k followers but do they have anything in common with your brand, ethos and offering? If not it is unlikely their followers will either, even though there might be lots of them! Take the time to look for businesses or individuals that are likeminded and share your values or aims. An authentic partnership will have much more success than something forced.
Look beyond the obvious Don’t feel limited to partnering with someone in your sector, maybe there are other common themes to look for such as ethics, location, target audience, age, founder stories etc. Research into influencers, products, brands, associations and suppliers that you may not have initially thought of. It’s important to pick out potential partners which you share a common ethos or goal with but without there being any direct competition.
Be honest about your strengths and weaknesses It’s really important to take a good long look at your business’s strengths and weaknesses. For example, it’s ok to be experts in brand awareness but lacking in product placement. The important thing is to recognise these and look at partnerships that might fill these missing skills sets. This should work both ways so you can also help your partner on what they lack or need, whether that be reaching a specific audience or simply just content creation.
Set your goals and boundaries It’s really important to put a co-marketing plan together at the outset to define roles, expectations and any associated costs. It’s likely the goals will be shared by both parties and can include simple things such as obtaining more PR coverage or developing more social media engagement. Set mutual KPIs so you can analyse the success of the campaign.
To read more about the power of partnerships, click here or contact us to find out how we can help.
So this wasn’t the first blog we had hoped to be writing in 2021, but here it is. I’m sure we are all feeling fear, frustration and anxiety about how this new lockdown will impact our lives and businesses. As a small agency we have the same concerns, but we are going to do all we can to continue supporting our clients, local communities and keep a positive mindset throughout. Last year showed us just how resilient and adaptable we can all be when needed and we saw amazing entrepreneurial and community spirit shine through some dark times. We are confident we will see more of this in the months to come.
Many of you did a lot of the hard work within your businesses last year; pivoting your focus and introducing new solutions/services to ensure you could survive through the lockdowns and strict local restrictions. Here we share a few tips on what you could be doing now to build on this and ensure you start 2021 as you mean to go on.
Why January is a great time to get pitching January is a good time to pitch your PR stories as there is generally less competition for those column inches. It tends to be a quiet month for journalists as most businesses are still only just recovering and ramping up after Christmas. Take advantage of this and start getting in touch with your target media outlets to tell them about your new product or service, or even to pitch yourself for profile features.
Many online and short-lead feature themes for January are about fresh starts and new year resolutions, so if you can tap into these even better. Most long-leads will be thinking about spring now so you could start pitching seasonal content that relates to topics such as spring collections, spring cleaning, Easter and getting your garden ready.
Plan ahead Now is also a good time to re-visit and refine your marketing and PR plans for the year. We’ve obviously just been thrown another curve ball by Boris but don’t let that stop you. When was the last time you sat down with a blank sheet of paper to map out your customer profiles, target media, plans for new pivots or products to meet your business objectives for this year?
Target practice Understanding your target audience is crucial in helping you identity the media they look to for information or inspiration. For example, if your aim is to get in front of a younger more socially-conscious audience, you might want to look at collaborating with a relevant influencer or putting more time into your social media strategy. Or if your target customer is a high-earner with a taste for luxury, they might be more likely to read glossy lifestyle magazines. For a very local audience, focus on local radio, parish magazines and community groups on Facebook.
Keeping up communication Regular communication with your audience has never been more important than during the ever changing pandemic. Many businesses assume the public know what they are offering and how they are offering it, but this is often not the case. Providing clients or customers with clear and up to date information both on your website and via marketing platforms is a simple way to alert more people to your services and generate business during these difficult times.
Ensuring your website is clear and easy to navigate is a great place to start. Try to view it from an outsider’s perspective or get an objective friend to take a look. Consider things like user journey and whether key information is easily accessible. Are as many of your products/services online as possible and are they broken down into easily searchable categories? Are your product pictures clear and high quality? Do you have any helpful payment options available (PayPal / Klarna etc.) Looking at your website and going through each user journey as if you are a customer could make the difference between a sale or them fulfilling their needs elsewhere.
E-newsletters and social media channels provide great ways to connect with your audience and keep them up to date with any new services, offers or opening times. Think about what your customers are going through right now and take this into consideration when you are writing your content, perhaps they need support, help or reassurance rather than a sales pitch.
If you’d like some support or have any marketing and PR questions, please do get in touch. From our Power Hour Training to helping you develop and deliver a targeted strategy, we are here to help.
For monthly tips and advice, sign up to our e-newsletter here.
Don’t panic, there’s still time to shop local!
We’ve spent the last ten years working with lots of small and local businesses so we understand just how critical this time of year is for them and how much of an impact the last lockdown has had.
So to help support the wonderful array of businesses we are lucky enough to have here in Chichester, we took a pledge to shop local this Christmas for as many of our gifts and festive essentials as possible. So if any of you, like us, are still looking for last minute gifts don’t panic, here are some ideas on how you still have time to support local:
~ There are a great many independent businesses in Chichester, all of which help make up the fabric, character and soul of our city. Here are just a few of our favourites:
Winter’s Moon. First up (and one of Rachel’s favourite spots!) is the treasure trove that is Winter’s Moon. Run by the lovely Julia, Winter’s Moon offers a wonderful mix of gifts and pretty homeware, from delightful coffee table books and chic crockery to whimsical cards and decorations.
Clothkits. A dream for lovers of sewing and craft, Clothkits is a haberdashery haven filled to the brim with useful tools, patterns and project inspiration. Favoured by our new recruit Kelly, this charming shop is run by local business champion Kay. We love the fact that Kay and her team of friendly and knowledgeable staff are always on hand to advise on any sewing tasks we have in mind.
ZigZag. Making his mark on the Chichester fashion scene is Stu Hopkins and his popular shoe shop ZigZag. Housing an eclectic selection of cool brands, from DMs to Vagabond, ZigZag brings the best of footwear into one easy to shop location and is given the BrightWord stamp of approval by our own shoe lover Louisa.
Draper’s Yard. The indie shoppers dream hub, Draper’s Yard is chock full of fantastic independent businesses selling everything from coffee and groceries to homeware and crafts. This year they also launched a YUM Saturday, offering deliveries and collections on all local produce and supplies from their yardies.
The Floral Artisan. With a new pop-up shop at The Barn in Little London, The Floral Artisan is our go-to for fresh flowers. From jam jar posies and beautiful bouquets to Christmas wreaths and workshops, we love Lucy’s passion for seasonal blooms and her natural approach to flower arranging.
Rosie Rose. In the market for one-of-a-kind furniture or quirky ornaments? Then Rosie Rose is the place for you. This lovely shop is fairly new to Chichester, but – despite the pandemic – has been going from strength to strength. Entering Rosie Rose is like stepping into Aladdin’s Cave with their eclectic mix of products and clothing, we challenge you to leave empty handed.
~ Memberships – with many attractions such as museums and theatres being forced to close and cancel events this year, it is the ideal time to show your support for the future by treating loved ones to a membership or annual pass this Christmas.
~ Food glorious food – we’ve all missed eating out as much this year and the restaurants have certainly suffered so why not treat your foodie friends and family to gift vouchers to dine out at their favourite local eatery when the time is right.
~ The pivoters – we’ve been so impressed with many of the businesses that have quickly adapted this year to ensure they can survive the pandemic. For example, with weddings on hold Southend Barns launched decadent dining events in their usually exclusive venue. Why not take advantage of these unique experiences and purchase gift vouchers?
~ If this wasn’t enough inspiration for supporting local, you can also pick up a Chichester Gift Card, which can be used in over 140 of the shops, eateries and salons in the city centre.
We hope this helps towards you enjoying a very last minute but local Christmas this year.
Are your ready for Lockdown 2.0?
Now into the first full week of lockdown 2.0, hopefully many of you have redirected your marketing plans, pivoted your PR strategies and are using this time wisely to keep brand awareness high and customers engaged.
We have already seen that businesses that adapt and maintain communication with their customers during challenging times are best placed to bounce back when circumstances change for the better.
With this in mind, here are a few ideas on what you could be doing right now:
Social media – people are spending more time online at the moment as a way to keep connected with friends, family and the wider world. Social media is a great way to keep up a dialogue with your community and ensure they know you are still in business. However, this is no time to be salesy, people are looking for meaningful content, support and authenticity. Be transparent in changes you are making, share positive news stories and inspiring content but also be sensitive to what your customers are going through right now.
PR – for small businesses, now is your time to shine in the PR world. Journalists are championing independent businesses more than ever before. If you have a positive news story, unique products/services, or something interesting to shout about, it is the ideal time to be speaking to your target media.
Email marketing – email is a great way to stay connected to your customers and continue developing relationships. Keep your audience up to date with what you are working on behind the scenes, team news or new products/services that might be of genuine interest to them. A well-written and carefully planned email campaign really can work wonders for building brand trust.
Review – if you’ve been forced to work less due to lockdown, use this time well. Whether auditing your website, reviewing social analytics, setting up partner collaborations or researching media titles and journalists for effective PR, there is lots you can be doing to give your business the best chance possible of not just surviving but thriving in these unique circumstances.
We know there is a lot of doom and gloom in the media right now, but people are still shopping, engaging and making future plans, and more than ever they want to support local. So now really is the time to connect with your clients and customers like never before.
If you need help planning your communications or crafting content and campaigns, please do get in touch.
Our Year of the Dog
Supporting Mount Noddy Animal Centre
We are delighted to announce that we have chosen to support the RSPCA Sussex, Chichester and District Branch and the wonderful Mount Noddy Animal Centre as part of our commitment to give back to our local community.
Despite the many challenges of 2020, we are lucky to have been able to continue working remotely throughout the pandemic. However many organisations, including Mount Noddy, have struggled to maintain the income needed to fund all of their work. Lockdown meant that the usual volunteers were unable to support the rescue centre and there was a drop in fundraising due to the closure of RSPCA charity shops.
The inspiring team at Mount Noddy have not only kept the centre going through these difficult times by looking after the vulnerable animals in their care but they have also devised ambitious plans to help the centre thrive in the future.
As animal lovers ourselves, we are thrilled to be able to provide PR support to the wonderful and dedicated team at Mount Noddy to help generate awareness for this fantastic local charity.
So far we have helped the centre promote a number of new initiatives and stories. Most recently, we’ve been working on the announcement that Bruce Fogle, renowned veterinarian, writer and broadcaster, has been appointed President of the centre.
Fleur O’Kelly, Trustee comments: “We are thrilled that Brightword have taken us on board at such a critical time for us. They have been brilliantly pro-active and have already made a difference to our presence in the community. “
We care a great deal about all our clients, and as a team of dog-lovers, this latest project is particularly close to our hearts. Since we’ve been working from home more, Rachel’s Springer Spaniel Poppy has become like another member of the BrightWord team; keeping her company and sometimes even making an appearance on client Zoom meetings! However, we are very aware that many animals are not as lucky and have not yet found their forever homes.
If you want to know more about the centre’s amazing work or how to make a donation, visit the website at: rspcasussexchichester.org.uk
It’s all in the timing…
When we are working on a PR campaign, we’re often pitching to a wide range of media outlets including broadcast, magazines, newspapers, online titles and influencers, not to mention regional and national variations. All of which have different lead times and ways of working.
For this reason, it is crucial to understand the difference between long lead and short lead media to ensure you are pitching your story or product to the right outlet at the right time. If you are too early, you will likely be filed and forgotten but equally you don’t want to be late to the party either!
Long leads An example of a long lead is a printed magazine, which is usually working 3-5 months in advance of an issue hitting the newsstands. For example, in March editors are already working on their June/July issues. When it comes to Christmas, they are working even further ahead, often wrapping up their festive issues as early as July/August. Editors also tend to complete their January issues early to take into account time off over the Christmas holidays.
It is also important to remember that print magazines tend to be released a month before the issue. For example, a March issue will be available to buy in mid-late February.
If you want your brand to be seen in long leads such as magazines, you need to plan ahead and pitch to journalists at the right time. You also need to allow time to follow up or tweak your pitch, as it is unlikely you will get a response first time, due to the volume of emails and press releases a journalist receives on a daily basis.
Example pitch timings:
March: Start pitching your summer stories/products
July: Start pitching your Christmas stories and products for gift guides and festive issues, which tend to come out in October/November
Short leads Other media such as online titles, broadcast, newspapers and supplements have much shorter lead times, working 2-4 weeks in advance. As an example, if you would like to be included in a Mother’s Day feature, you will want to start pitching to these titles in February.
Some news-heavy online titles are running on even shorter lead times to ensure they are posting current and up-to-date content, so it is possible to send a press release and see it featured within days or even hours. Examples include the BBC or Huffington Post.
Keeping up with media deadlines might sound overwhelming but we’ve put together a useful PR calendar to help us plan ahead and not miss out on any seasonal features. Sign up to our e-newsletter to receive your free monthly calendar.
Christmas in July? Now is the time to launch your festive PR campaigns!
It is the hottest week of the year so far and the pubs are about to reopen so the last thing you want to think about right now is Christmas! However, in the PR world now is the best time to start planning ahead to ensure you take full advantage of all the press opportunities Christmas provides. From gift guides to bumper issues, press are looking for products to fill their pages and as most long-lead publications work 4-6 months in advance, Christmas is on their radar now.
For product-based businesses, Christmas is a great time to gain coverage. It is also the busiest time for journalists when they are inundated with festive themed press releases and pitches. As a result, it is more important than ever to have a PR plan in place to ensure you stand out from the crowd and get your brand and products noticed.
To help get you started we’ve put together a quick checklist of what you need to think about before launching your Christmas PR campaigns:
Identify the products/stories you will be pushing for the festive season and what makes them different or interesting
Imagery is crucial! We can’t tell clients enough how important it is to invest in photography. You might have the best products and brand story out there but if you have no quality images supporting them it is unlikely you will get the coverage you deserve
Write a concise press release which clearly and quickly gets across the facts and your USPs – avoid too much jargon, as tempting as it might be to include lots of festive puns and lyrics!
Keep on top of your PR – most magazines start compiling their gift guides in July while online media will be working on Christmas content from October onwards – make sure you send your information to the right media at the right time to avoid missing any deadlines
Persistence is key – keep searching for opportunities and keep pitching. From now until December, there is more potential than usual to get your brand talked about by press if done in the right way
With hundreds of thousands of products featured in gift guides each year, this is a fantastic opportunity for small businesses and independents to get brand exposure in national media outlets with journalists wanting to hear from you! Also, Christmas isn’t just about products – we’ve secured festive coverage for clients on courses, events and much more.
Need some help carving out your story or getting featured? We’ve worked with a wide range of businesses to procure PR coverage throughout the year as well as over the vital Christmas season. To find out how we can help, contact us on hello@brightword.local or call 01243 200121.
Generation Tribe
We were excited to see an interview with Rachel published on Generation Tribe this month ~ a website dedicated to inspiring and empowering young women to go out and fulfil their goals.
Written before the coronavirus outbreak, like many of you our business has had to change and adapt but reading this again now has helped remind us of how it all started and what we’ve achieved in the last 9 years. We hope it helps inspire a future generation of PR girls too!
