» The Modern Media Pitch

WeddingWire Education Expert

Meghan Ely

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.

Gone are the days when media pitches are strictly limited to blasting out the same press release to your email list of reporters. Many people are missing out on opportunities to get their name out there, simply because they think that a pitch has to be about their company and they may not always have news to share.

Sure, there is plenty of company news that is worth the pitch – anything that is timely, relevant and interesting is generally well received. However, there are plenty of other ways to get press without forcing not-so-newsworthy news into editors’ inboxes.

The Modern Media PitchCreate an effective media list

First and foremost, you’ll need to determine the best media outlets that fit your brand and your niche. Of those outlets, it’s important to find the right contacts and gather their info. This may be a bit of a task upfront, as it could require some good old-fashioned Google searching and social media stalking, but it’s well worth having the right contacts on file. There are also a number of programs to introduce you to new contacts, like HARO, SourceBottle and Babbler. Once you have your list, keep them organized in a spreadsheet that is easily accessible and simple to use.

Developing the pitch

A pitch is simply a story idea, so put your thinking cap on and get creative. In our office, we have a weekly meeting to review what’s in the news regarding weddings to get an idea of what’s buzzing around. From there, we look at each major news story and how we can turn it into a softer story angle and develop pitches out of those ideas. We’re also lucky enough to have a recent bride on our team, so if you have a newlywed, don’t be afraid to dig into their experience! You can also keep an eye out on your own weddings to see if there are any stories brewing that would make for a good pitch.

Sending out the pitch

Once you know who you’re pitching and what you’re pitching, it’s time to write it up. Always address the contact by their first name when possible and be professional throughout the email. Keep it short and simple, while still getting to the point you want to cover – editors are notoriously slammed with deadlines, pitches and other work, so you want to get your message across without taking up too much of their time. Offer yourself as a resource for further questions and thank them for their consideration.

Don’t fret if your pitch isn’t picked up. You’ve made a valuable media connection, which is worth its weight in gold in the PR world. Now, on to your next pitch…

» Partnership Marketing: Building Your Business from Your Wedding Buddies

WeddingWire Education Expert

Meghan Ely

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.

Whether you’re a seasoned business in your area or are new to the scene, marketing is something that should be in the forefront of your business operations. The tricky part is that a business’ marketing approaches are constantly changing and evolving; from PR and social media to more traditional advertising methods, the options are endless.

When considering your own methods, don’t discount your relationships with the businesses around you. Leveraging relationships with your creative partners is a great way to introduce your business into their network. Below we’ve got some tips on creating and maintaining your vendor-to-vendor relationships.

Partnership Marketing: Building Your Business from Your Wedding BuddiesEstablishing a Relationship

It may take some effort to find the right people to work with. If no one comes to mind when thinking of whom you’d want to work with, then it’s time to consider networking. Attend events at your local associations, meet people, exchange cards, and most importantly, follow up.

Make sure that you are the easiest person to work with, whether it’s at an event or setting up a meeting with them (no Saturday appointments in June!). Market yourself as part of their team and be an all-around resource of information to solidify your place as an essential part of the process.

Maintaining a Relationship

Don’t let all of your efforts be for nothing – set up a system to maintain your relationships. Make sure you are staying in touch with them regularly to keep yourself on their minds (think birthday cards and holiday cards). Include them in your real wedding submissions. If you worked with a vendor and the wedding gets published, be sure to give them a shout out in any promotions.

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» Wedding PR: How to Craft an Award-Winning Submission

WeddingWire Education Expert

Meghan Ely

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.

Whether you realize it or not, awards should play a prominent role in your wedding PR campaign. They not only provide brand recognition, but they also speak to your expertise and act as a source of outside credibility. Winning a few quality awards can grow your revenue, in addition to boosting morale in the office.

Wedding PR: How to Craft an Award-Winning Submission“That’s great. But where do I apply?”

The number one key to a successful award application is to only submit to those that fit your business. Sending applications out to any and all awards you can find is a waste of time, as well as damaging to your integrity. Remember – every story is different, so don’t assume that you’re a fit for every award that your competitor has. Stick to the ones that your company truly qualifies for and put all of your effort into it.

Aim high, but be realistic as well. While you certainly may deserve some of the top-tier awards, you’ll need to work on building your brand recognition before you reach that point. Start out by applying to local and regional awards before going for the larger national ones – this way, you can start developing your award-winning portfolio.

“Then what?”

Once you’ve narrowed your focus down to one or a few awards, be sure to read and reread the guidelines. One mistake may cost you the win, so do your due diligence and know what is required for a completed submission. Give yourself enough time to complete the application and submit it prior to the deadline.

Map out your approach prior to writing – the last thing you want is to fill out an application online and lose it from faulty Internet or one wrong click. When writing up the copy, it’s best to use your own voice to make everything flow together into a coherent story. This means that you need to “speak” with the judges – stay away from jargon, acronyms, and other terms that may confuse them. Don’t assume that they know everything, so connect the dots and make it easier for them to understand. Using facts and figures, as well as images, are great ways to support your story.

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» Wedding PR: What’s a Company Philosophy and Why Does It Matter?

WeddingWire Education Expert

Meghan Ely

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.

There are a number of considerations when starting your wedding PR process, from research to branding to organization. However, there’s one piece of the puzzle that will guide you along the way – your philosophy.

Wedding PR: What’s a Company Philosophy and Why Does It Matter?“Isn’t that for big corporate companies?”

While large organizations wear their philosophies on their sleeve, it’s just as important for small businesses to have tenets that keep them on the right track. A company philosophy explains the mission statement – how do you plan to achieve it and why is it relevant?

Philosophy goes hand-in-hand with branding – it’s what makes your brand come to life. Not only does it motivate you to achieve success, but it points you in the right direction. When developing your philosophy, remember that it’ll follow you every day, so it must fall in line with your personal values.

“Although we’re always working to grow our philosophy, we hold a few tenets close to our hearts: perfect fit, responsibility, handmade craftsmanship, and exceptional value,” shares Araceli Vizcaino-S, Community Manager of Azazie. “This guides every decision in the business- including how we grow our press portfolio. When you see us in the news, you’ll find that we often incorporate our tenets into our commentary in an effort to better educate readers.”

On that note, it’s important to establish a philosophy that is simple and realistic. It has to be actionable, so limit it to three or four tenets that are most important to you. Once in place, allow it to lead you in major decisions – from hiring to partnerships to press submissions.

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» Top Tips to Reduce Stress – From the Experts!

Top Tips to Reduce Stress – From the Experts!Our #WeDoSomethingBlue campaign aims to help couples reduce wedding planning stress during the busy season, but what about our pros? Don’t you need a break? After all, you’re not just planning one wedding – you’re planning them all for your clients!

Whether you’re putting together personalized song lists, carefully-selected bouquets, or managing all the day-of details for your clients, the busy season is a stressful time for wedding and event pros. We asked some of our WeddingWire Education Experts to weigh in with their tried-and-true tips to reduce stress during this crazy time.

Plan ahead and take a break

“We all look forward to busy season and then, when it’s upon us, we can’t seem to catch our breath. The key to reducing your stress is to get organized before the craziness starts, and then stay ahead. When you get behind in your day to day tasks, you’re like a hamster on the wheel, and you can’t seem to get off. Proper advance planning, and leaving room in your timelines for the unexpected things that pop up helps break the cycle.

Remember to take a break every so often. Working non-stop is a sure path to burnout. Give your creative mind a break, take a walk, walk the dog, or whatever works for you, but get away from it. You’ll recharge your creativity by removing yourself from what you’re doing. Thomas Edison is famous for taking power naps on his desk. His wife brought a bed into his office, but he still napped on his desk. My secret… I have a recliner in my office, and if there’s a gap in my schedule, I enjoy a power nap. Whether it’s a 15-minute power nap, or as long as an hour (time-permitting), afterwards, I feel recharged and ready to keep going.”

Alan Berg, Certified Speaking Professional®

Write it all out and get away

“When you’re going crazy during wedding season, commit to yourself that you’ll do two things: complete a nightly and a weekly brain dump, and schedule some occasional breaks. For the brain dump, just spend a few minutes each evening writing out every random to-do item you can think of – you can then sort them and add the important stuff to your calendar. Repeating this exercise in more detail once a week, and taking time to map out your goals and priorities for the days ahead, will keep you from stressing about forgotten tasks and missed opportunities. Be sure, also, to schedule yourself at least a couple of days every month to do absolutely nothing but to rest and recharge. Even if you aren’t going anywhere, just having that time blocked off as sacred can make all the difference in the world in your mood and energy levels. Combining a little organization and a little relaxation can keep you going all season long.” Continue reading

» Wedding PR: Crafting Your Personal Brand

WeddingWire Education Expert

Meghan Ely

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.

While you may be familiar with big brand names (think Apple and Nike), ask yourself what you’re doing to build your own brand. That’s right – a personal brand captures your personality and tells people you are an expert in a certain area.

Wedding PR: Crafting Your Personal BrandThe stronger your personal brand is, the more you’ll be respected as an industry leader, which certainly has a direct impact on a business if you’re an entrepreneur. That being said, you don’t need to own your own business to build a personal brand – all you need is a good idea of who you are and where your values lie.

First Things First

Before anything, you’ll have to ask yourself a few questions to really get an idea of how you want to portray your brand. What kind of adjectives would you use to describe yourself? How do you want to project yourself to other people? What are some of the things that you view as most important in your life?

Keep in mind that the answers to these questions will define the parameters for your branding, so it’s best to give them a lot of thought rather than to skim over it.

Know Your People

Ask yourself: Whom are you trying to reach? What are you trying to share with them? Understanding your target audience is the key to crafting a brand that will draw in the right kind of people.

Plan It Out

“A goal without a plan is just a wish.” The only way to ensure that your personal brand not only fits your personality but is also targeted to your ideal audience is to plan, plan, plan. After you’ve determined whom you’re trying to reach, figure out what channels you’re going to use to get in front of them. For example, if you’re trying to reach female millennials, Instagram and Pinterest are great places to start.

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» Wedding PR: Let’s Change the Conversation about Networking

WeddingWire Education Expert

Meghan Ely

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.

My life in the wedding industry began with three martinis at an industry networking group when I was fresh out of college. It gave me just enough confidence (liquid courage?) to run as a write-in candidate for the inaugural PR chair of the local wedding association. Much to my surprise, I won that evening and it was the catalyst that led to everything else – increased sales for my employer, wonderful friendships, new job opportunities, and even the chance to manage that same association when I first opened the doors to OFD.

Wedding PR: Let’s Change the Conversation about NetworkingSo as you can imagine, I’m a big proponent of networking. In fact, if there were some sort of wedding industry networking fan club, I would be the president of it. Or, at the very least, the PR chair.

Here’s the thing about networking: it wears on you after awhile. And I get it – you start to really get tired of the elevator pitches and the constant card exchanging.  So today I’m here to ask you to rethink networking and instead, consider a new approach. At this year’s WeddingWire World, I shared the top networking notions you need to throw out the window and today, I’m asking you to consider the same.

So how do we change the conversation about networking?

Stop telling yourself that networking is supposed to be fun.
You have goals for your wedding business (and if you don’t, stop reading this immediately and get to work on those!) and there are things you should be doing to help you achieve those goals. Statistically speaking, vendor referrals is one of the leading ways that couples find out about you so more than likely, networking is a necessary component to your promotional strategies.

But for some reason, we assume that we network because it’s fun. I don’t blame you – event people throw great events. But if the only reason you’re going is to kick back with your friends and joke about the endless trend of mason jars, you’re not going to see a solid ROI for your time. Instead, select your networking events because they’re the key to getting you closer to your business goals.

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» Wedding PR: Communicating Change

WeddingWire Education Expert

Meghan Ely

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.

If January is the time to shake things up with your PR and marketing, then February is the time to focus on execution.

	Wedding PR: Communicating ChangeLast month, my friend and fellow WeddingWire Education Expert Kathryn Hamm challenged the bridal bias in the wedding industry and it made me really think about change and how overwhelming it can be for the wedding pro juggling a million tasks at once.

Fresh off of my own re-brand, I can’t help but feel pangs of empathy when discussing the challenge with clients and colleagues eager to make a change in their own business – whether it be their name, brand or a combination of the two.

The good news? If you take it step-by-step and bring in the right team, the return on your efforts can be considerable. Sow how does one get started?

First, do your due diligence. You’ll want to familiarize yourself with all the to do’s that come with making a change, especially if you’ve decided on a new company name. The US Small Business Administration does a great job outlining the steps here.

Next, assemble your team. If making a name change, then you’ll want to connect with legal and financial counsel quickly. The right branding company can help guide you on your overall look – from your logo and marketing materials to your online presence.

In the midst of the above, you’ll also want to really start thinking about the message you’d like to craft and disseminate about your company’s changes. Ask yourself – why are you making this move and what would you like others to know about you as a result?

When communicating the change, you’ll want to think carefully about your target audience and the best channels for reaching them.  In addition to your prospective clients, you’ll need to consider your current and past clients (remember – the latter are still in a position to refer you!), colleagues you work with regularly and the media.

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» Wedding PR: Time to Shake Things Up!

WeddingWire Education Expert

Meghan Ely

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.

January tends to be a natural time in the year for wedding pros to plan for the year ahead. We set goals, refresh our brand, and finally cross off all of the lingering to do’s on our never-ending list.

Wedding PR: Time to Shake Things Up!In years past, I use my first post of the year as a not-so-gentle reminder to get organized before wedding season sneaks up on us yet again. But what if you are already there, armed with your standard operating procedures, and you’re still seeking that “something different” that will fulfill that missing spot? Luckily, there are a number of ways to mix things up and start off your next venture.

Go Offline

That’s right – log off and smell the roses! It’s understandable if the majority of your marketing efforts are online, as millennials are constantly connected. However, it may be time to diversify and devote some of your time to going offline – from magazines to television, it never hurts to branch out and build your brand through different mediums. Start off with one new approach that reaches your target audience and fits in with both your company’s goals and your skill set.

Consider Podcasts

Beyond hits like Serial and This American Life, podcasts are a great tool for marketing your wedding business. There are podcasts for nearly every niche out there and they can be considered a media on-the-rise. Not only are they very popular with Gen Y, but they come with the added bonus of being great practice for those interested in speaking (see next point!). Unlike online and print features, podcasts allow for your target audience to get a glimpse of who you really are and how excited you are to talk about weddings.

Speaking Engagements

While public speaking may not be everyone’s specialty, it’s hard to argue against the fact that it’s great for getting your brand out there. If you’re ready to take the plunge, start small and work on developing a platform based on your expertise. Start out in your region and look into local networking groups or industry events. Consider reaching out to nearby universities’ hospitality departments and inquire about guest lecturing. Find a way to include guest participation and be sure to ask for feedback afterwards. It’ll only take a few practices before you start feeling like a seasoned pro!

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» Wedding PR: How to Prepare for a Crisis

WeddingWire Education Expert

Meghan Ely

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.

Crisis: Not necessarily the first word that comes to mind when you think of the wedding industry. Sure, the buttercream could melt off of a cake on a hot summer day, and on occasion, the event itself may cancel. But for the majority, the wedding industry is a relatively low-key place to hang your hat.

Creating a plan for dealing with a potential crisisThat said, things can and will pop up. Unhappy clients or vendors could blast you on social media. You are preparing to announce a major shift in the company but word gets out before you share it.  A former employee decides to go out on their own without telling you. Photos from your portfolio are taken and used on someone else’s site. Sound familiar? I have no doubt that either you or a friend has experienced at least one of the above.

It’s all the more reason you should put a crisis plan in place – with the hopes that you never have to use it. So how do you go about preparing for the worst?

Outline the scenarios

Now is the time to ask yourself – what could actually go wrong? Carve time out of your schedule to start listing potential scenarios and revisit it every six months. Find yourself coming up short? Ask employees and trusted colleagues to chime in. Some common situations include:

  • Poor review from unhappy clients
  • Negative public backlash from a fellow vendor
  • Employees (former or current) who receive negative press as a result of something that’s not even connected to your company
  • Accusations regarding business practices from a competitor

The list goes on and on and varies depending on your offerings. This step is absolutely essential to the process because it gives focus to what you should be preparing for.

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» Wedding PR: Let’s Go Offline

WeddingWire Education Expert

Meghan Ely

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.

It’s a fact – couples spend a great deal of their time planning their weddings online which is all the more reason you will focus quite a bit of your PR strategies there. With that being said, there are still a number of offline PR opportunities that may still be a great fit for your company, including:
Tips for handling your offline wedding PR

  • Radio and podcasts
  • TV features and interviews
  • Print magazines
  • Speaking engagements

I’ve said it before and I’ll say it again – PR takes time, as well as quite a bit of effort, but the rewards can be well worth it. That’s not to say, however, that you should jump on every strategy that comes to mind. Now is the time to qualify each to ensure your time is spent wisely. Ask yourself:

Does this fit into the overall goals for my company?

You should be revisiting your company goals at least one to two times a year. Goals help create a road map for success and assist you with selecting marketing and promotional strategies.

If you would like to continue to increase brand awareness for your company locally, for example, then it would make sense to pursue area radio and TV interviews opportunities. It may not make sense, however, to seek out industry conference speaking engagements unless you can find ways to create alternative revenue streams from it.

In short, don’t suddenly jump on new offline PR opportunities if it doesn’t fall in line with the direction of your company.

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» Infographic: How to Reach Industry Expert Status

Are you looking for ways to take your business to new heights and reach industry expert status? Building your reputation as an industry expert will help you stand out from the competition and increase the value of your personal brand.

This infographic shares top tips from our September webinar for premium members hosted by WeddingWire Education Expert Meghan Ely, and reveals the key factors for leveraging your talents to become an industry expert and gain brand awareness for your wedding business. To learn more, watch the full webinar here!

Sept_Webinar_Infographic_TakeYourBusinesstoNewHeights

Want more great education? Sign up for upcoming webinars here!