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. To learn how OFD Consulting can assist you, as well as more about our new wedding PR kits, please visit us today.
As a wedding professional, you are an expert at what you do. You’re your own personal storyteller and brand ambassador. So when it comes to publicity, it’s a natural fit to represent yourself in the media.
Sound intimidating? Have no fear. Committing to below steps will help you be your own wedding publicist and bring you that much closer to your next press mention.
What many don’t realize is that there are a few steps to consider before diving headfirst into public relations. First, assess your brand to make sure it’s truly at its best. If your logo needs a refresh or your web site is outdated, now is the time to work on these things. After all, the point of PR is to direct people to your brand and if it isn’t at its very best, it makes little sense to invest time into promotion. Additionally, take time to consider your goals for introducing PR into your strategies. Do you, for example, want to be considered a leader among your peers, or among engaged couples? Is there a particular region that you’d like to target or a niche bride? Defining your goals will give you much needed focus as you move onto your next step.
From there, ensure you have a streamlined system for assessing your return on investment. Install Google Analytics (or a similar program) on your web site, as well as make sure every prospective couple is asked, “How did you hear about us?” Being able to measure your efforts is key to determining what strategies, PR or otherwise, are successful.
Next, you’ll want to devote time to a research phase. Fill your shopping cart with wedding magazines that have piqued your interest as well as commit to reading wedding blogs more regularly. Spend time with some of the local publication as well. The goal is to create a list consisting of targeted media outlets that you’d like to pitch over time- whether that be a swoon worthy real wedding, a guest blog submission or a press release announcing something about your company.
From there, get a clear understanding of each of the media outlet’s preferred content and submission guidelines. Generally, media outlets aim to offer fresh and inspiring information so it’s up to you to decide on, and pitch, a story angle that will benefit the readership.
Now, it’s time to get to work! Wedding editors typically share their submission guidelines quite comprehensively, and you’ll want to follow those to a T. For those interested in media pitches and general news coverage, then you’ll want to match the journalist with the correct beat, and begin fine-tuning an email pitch asking for coverage.
Representing yourself to the media can be an overwhelming notion to start but with a bit of education, and an extra dose of confidence, you’ll be well on your way to become your own wedding publicist.