BUSINESS

Getting press - how to do a press/ media kit

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Recently a fan wrote in asking us how to put a media/press kit together. I told her we are not professional press agencies or publicists but we can try to share as much information based on our experience.

For small businesses or startups, budget for a publicist or a pr firm is almost non-existent. Over the years, many have approached us, pitching they can get us into magazines, TV shows, celebrity clientele and of course the big O. Sounds all so exciting until we hear the retainer fees and discover the no-guarantee contracts. Nonetheless, we believe there are excellent publicists and pr firms out there. We are not implying that their services have no value. Actually, as your business grows, having a publicist/ pr firm may help grow your brand image as they usually have abundance of new ideas and established contacts. These people are gurus in trends, constantly searching for the next hottest gigs and certainly can offer you fresh ideas that can launch you to the next level.

But let’s just say, we have ZERO budget but still want to get some press, what do we do?

To start with, we think there are 2 types of press coverage. One is a product feature and one is an editorial/special feature on the designer, so determine what type of press you’d like. Product features are what you normally see in fashion magazines, with the product shot, pricing info, a simple description and a website or store location as to where to buy that product.

An editorial piece is more elaborate. It may or may not contain your products, but it features you, the designer or small business owner, your background, how you’ve launched your line, what made you “special,” what you are doing now, what you are planning to do in the future etc. The feature may be from one page up to four pages, with images of your products, or things that inspire you, and have course YOU! This applies to both print and TV.

What should my press kit contain?
Your press kit should represent you, your brand and your products. It could contain:
1) A cover letter or a hand written note
2) A short bio of you & company history
3) Photos/samples of your products along with description/information
4) If you have press releases, include a few
5) List some of the stores carrying your products
6) List some of the celebrities who have BOUGHT your products (taboo topic!)
7) And of course list WHY your product is so unique!

All these MUST be packaged up nicely with your company logo. PRESENTATION IS IMPORTANT.

You can also include a self-return postage label if you want samples to be returned. Of course don’t forget your business card with email and contact information and WEBSITE. A web address is essential. If your products are selected, most editors would list your websites especially if you have e-commerce. If not, they will ask for a couple of COOL stores to list.

So what happens after you send your press kits? Wait patiently! Understand that editors receive TONS of press kits everyday. It may take them 2 weeks up to 6 months before you get that special phone call or email. So don’t be to quick to give up. Allow them time to go through your line. Call them if you truly can’t wait. Maybe 2 weeks after your delivery date.

Do I need to include photos of myself?
Not necessary unless you are targeting an editorial coverage. And if an editor requests a photo of you, don’t panic and go out and hire a professional photographer. Send the best picture your significant other or friend can take – it must be what you think is YOU. You don’t have to send sexy, poser photos. And DO NOT use photos from high school, or when you looked your best years ago! Just be you and disclose all. Editors will easily drop you last minute from their publication if you try to pull a fast one. A good story of mine is that I once sent a photo of myself in front of a plate of a huge burger and chilidog with fries. I was nervous at first, but it was the most recent photo Joe took of me on our Bahamas cruise. And since my line is inspired by FOOD, it made sense to me! So off I went emailing that photo to the editor and voila. I got in! Most publications will then send their own photographer, stylist and makeup artist to make you look spectacular!

What if the publication does not have the budget to send their entourage of beauty pros but still want an amazing photo of you? When that happens, you then weigh in on hiring a professional photographer.

When to send press kits?
Deadlines for publications range from 2-6 months in advance. For instance, if you want to be in their HOLIDAY features, send your press kits by May.

How to get the names and listings of editors?
Simply pick up the magazine. You don’t even have to buy them. Go to your local bookstore, sit down and write down all the names! Most magazines have a page listing all the different editors. Look closely at the magazine; for instance, if they have a page featuring the hottest products, there is usually a listed editor that handled that feature. That is the editor you want to send your stuff to. Also note that magazines change editors ALL the time. So you may want to call up to confirm.

If you have a small budget to spare, another place to look for the list is http://www.mastheads.org.

What other press can I approach?
Blogs and design publications.

Taboo topics
A few taboo matters that relate to press I’d like to point out.
Firstly, a LOT of the FASHION magazines out there will ONLY feature you or your products if you have celebrity clientele. Don’t ask me why that is, but I am guessing, celebrity product placement is a huge industry out there. I am always torn with that angle, because we have celebrity clientele that actually BOUGHT our products, and we also have celebrity clientele that demanded free products from us. Of course we usually say NO to the latter, unless it’s for charity or a good cause. We believe celebrities do not deserve handouts as they can surely afford a $6.00 greeting card! On the other hand, some magazines really do not care about all that celebrity mumbo jumbo, but focus purely on GOOD design and innovation.

The other taboo subject, should press be given free samples?
Some of us may send free samples to press because we WANT to, on our own discretion. It’s part of our press kits. Once an editor calls you back to request for more samples, most of them will provide you with their FEDEX/UPS account # and return our samples when they are done with their photo shoots. Once in a while we get bloggers or journalists asking for samples to do reviews. WE usually stay away from them. Many of the bloggers we have dealt with, would normally ask for photos only. Some will meet you at trade shows if they want to “review” your products. But rarely do they request FREE samples. You send them samples because you want to. Feel free to ask who is paying for the shipping costs and if you are getting your samples back. The professional ones will always agree to cover shipping and return samples.

Another taboo subject is about age and appearance. Depending on the type of magazine and their demographics, some editors are looking to feature designers who are under a certain age group with a certain “look.” I think it’s safe to say we all live in a superficial world where we know of many “celebrity designer” who are NOT even that fabulous (not naming names here!) but they are featured everywhere, simply because they look HOT and they appeal to the right audience.

My time is spent mostly on my business and family. I refuse to believe that my weight, my ethnicity and where I was born would be deterring factors from getting featured! So a BIG THANKS to those magazines and bloggers who have featured my products and me in the past. If they can feature a 5’7”, 150lbs, Malaysian born Chinese woman, FOB (FRESH OF THE BOAT) designer, who speaks with thick Chinese accent, they have no problem featuring everyone else!
So, GO GET THEM PEOPLE!! Get your press kits together and good luck to you all! – Mel Lim ☺

© 2008 BACE - Business & Creative Exchange.