Meghan Ely is the owner of wedding marketing and wedding PR firm OFD Consulting. As a highly sought-after speaker in the wedding industry, she is the exclusive Wedding PR Education Expert for WeddingWire as well as the national Communications and Marketing Director for WIPA.
When describing wedding public relations, the basic tenet is this: you have a message you want to get out to your target audience (or audiences), and you want to disseminate that message through the appropriate media channels. The question is, which media outlets are the right ones for me?
Let’s take a look at some of the best ways to discern the right outlets from the wrong ones.
Are my prospects reading it?
This is an essential question for anyone whose main goal of PR is to increase brand awareness and, with that, their business. One of the first questions I ask any prospect is, “Where are you looking to get featured?” Inevitably, a large percentage answers with, “I want to be on [insert national morning show here].” I find myself explaining that, while getting national coverage like that is great, if your target audience is composed of millennials (which make up 90% of engaged couples), do you really think they are going to be watching those shows on weekday mornings? The answer is no. So, how do you find out what your target audience is reading? Polling your clients is a great way, whether it is through a survey or an informal discussion during meetings. If you find that you’ve done a great job attracting your ideal couple, then you’ll surely see a pattern.
Are they open to submissions?
This seems pretty obvious, but before submitting anything to anyone, be sure that they accept the type of content you’re sending in. For example, if you’re looking to submit a styled inspiration shoot but the blog only features real weddings, then you’ll have spent time on something that ultimately won’t come to fruition.
What kind of content are they currently featuring?
This is where you’re going to have to do a little research. Once you’ve narrowed down some of the outlets you think would be a good fit, take a look at their recent work. What kinds of weddings are they featuring? What type of articles are guest bloggers writing? If your work and expertise are complementary to their content, then it’s likely a great match.
Do they have a presence on social media?
It’s wonderful to land on a media outlet with eye-catching editorials, but if they aren’t following through with promoting content on social media, then you’re not in front of your target audience – and isn’t that the goal? Be sure that your chosen media outlet is regularly posting on its social media channels before jumping onboard.
Now that you know what you’re looking for, it’s time to start your research. Ready, set, get published!