» How To Overcome Ghosting in Wedding PR

Photo by Bellagala Photography

Ghosting – the practice of ending all communication without explanation – was brought to the forefront in the last few weeks among Facebook conversations and industry podcasts.  

While not a new concept, it brings to light the question– what in the world do you do when someone goes MIA on you? This is especially the case with wedding PR related pitches– be it real wedding submissions, styled shoots or media pitches themselves.

If this your first time engaging the editor, or your millionth, it takes a bit of organization, patience and optimism to overcome ghosting.

Before even getting into the business of submissions, it’s essential to set your expectations accordingly. As I like to remind people– it used to be that the ratio of people pitching to editors/writers was 1:1, but these days, it’s closer to 8:1. Inboxes are filling at an unprecedented rate and it’s not easy to catch someone’s attention with just the one email.

Below you’ll find a few of the typical ghosting scenarios you may come across, and the best reactive steps:

Real Wedding/Styled Shoot Submissions

I get this question often from clients and colleagues– what if you submit and then you never hear back? This really does depend on the media outlet so be sure to review their guidelines for submission. Some will give a timeframe on when you can expect to hear back. Pay careful attention to those who expand on the fact that if you don’t hear back within a certain time period, you should move forward elsewhere.

It’s always best when submitting, to mark your calendars for when you can expect to hear back. Be sure to give a little wiggle room in the process. If say, for example, an editor says that they respond within 30 days, mark your calendar for 35 days and follow up if you haven’t heard anything. Aim to be equal parts kind but firm:

Hi {NAME!},

I hope this finds you well. Just wanted to follow up on my recent submission of 
{NAME} and {NAME’s} wedding. I originally submitted on {DATE} and since we’re 
past the {NUMBER} days of consideration, I thought it wouldn’t hurt to check in 
one more time. 

Happy to continue to offer exclusivity to you if the wedding/shoot is still in 
thequeue. If you’d prefer to pass on it, please let me know and I’ll move
on to the next publication. 

Thanks so much!
{NAME}

If you don’t hear back again within about a week, consider it passed on and move on. Before doing so, send along a brief, kind email to confirm your next steps:

Hi {NAME}!

Hope you’re having a great week! Just following up one more time on the 
wedding submission of {NAME} and {NAME’s} celebration from {DATE}. 
I haven’t heard back after multiple attempts so just sending a quick email
along that I’d like to respectfully withdraw the submission. 

I look forward to trying again down the road!

Thanks!
{NAME}

You’ll find, more often than not, that editors will appreciate that you took the time to close the circle on the submission.

With that being said, if you can, it’s great to work with editors that use a direct, streamlined channel for submitting, such as RealWeds.com.

HARO Pitches

For those using a third-party program, such as HARO, rest assured that things are fairly black and white. You pitch directly to the writer with their anonymous email. If it’s picked up, it’s picked up. If it’s not, it’s not. With HARO, there is no need to follow up on a pitch sent out– in fact, HARO creates the anonymous emails for journalists so it’s difficult for you to do so.

The majority of HARO journalists will respond if they liked your quotes and are considering it, but very few, from my experience, let you know if it goes live. With that in mind, when you do pitch, it doesn’t hurt to look up the writer and bookmark their author page on the site where they are writing. Better yet, be sure to set up a Talkwalker Alert on your own name so that you receive emails every time your name pops up in the media.

Media Pitches

While real wedding/styled shoot submissions typically follow along with the guidelines set aside by the editor of the site/blog/publication, this isn’t quite the case when sending along story ideas to writers/reporters and editors for publications and sites.

If you’ve pitched a story idea and have not heard back, it’s a good chance that they are either bogged down with pitches and/or they are simply not interested. My general rule of thumb is to follow up a week later only just the once and to come with additional information, or better yet– another story idea.

More often than not, the media does not love a brief “hey, did you get my article?” email. Instead, kindly follow up and perhaps send a couple of more topics that may be a fit for their publication. The goal is always to add value, not fill their inbox.

It can admittedly be frustrating when you don’t hear back from what you had hoped was an amazing pitch. Remember that members of the media are constantly being inundated with pitches so if you aren’t hearing back in general, just know that it’s a very common thing to happen. I promise it will make it that much sweeter when you do hear back.

 

Meghan Ely is the owner of wedding PR and wedding marketing firm OFD Consulting. Ely is a sought-after speaker, adjunct professor in the field of public relations, and a self-professed royal wedding enthusiast.

» Surprise and Delight Ideas for the Off Season

The off season is fast approaching and, as you find more time in your schedule, consider it an opportunity to increase productivity and map out PR and marketing strategies for the year ahead. No solid marketing plan is complete without a focus on positive experiences for customers and creative partners, as they’re in an ideal position to refer business.

Surprise and delight creates opportunities to really ‘wow’ someone unexpectedly. It’s a proven strategy among Fortune 500 companies and, as wedding professionals, this is our place to shine. We specialize in hospitality and our business is designed around pleasing people — surprise and delight is simply a way to take it to the next level.

Always prepare first

Implementing surprise and delight touchpoints should be a strategic move, so don’t just dive in and start handing free things out to every client that walks in the door. Start by asking yourself the real questions: What are you hoping to accomplish? Who are you trying to reach? What are your strengths? Do you have the resources required to make it happen? The answers to these questions will guide your approach to client and partner outreach.

Start small

Don’t overwhelm yourself upfront with complicated tactics. Start out with a test group as a trial to get your feet wet. This allows you the time to work out the kinks and evaluate feedback. Focus on what will bring you the most relationships, as well as maintain the valuable ones that you already have.

Get to planning

Once your strategy is ironed out, have a brainstorming session with your team or yourself. The sky is the limit, so don’t be afraid to get creative. However, be mindful that some of the best things can be small as long as they’re thoughtful. Keep in mind that it may not be everyone’s off season — hotels, for example, are busy all year round especially during the holiday season. Consider how you can surprise and delight without causing inconvenience.

Build it into your workflow

Surprise and delight strategies should come naturally; if forced, they can lose their genuineness. Think about how to incorporate small tactics throughout your existing workflow. What is one thing that you can do for newly booked clients during the off season? If you use a project management software like Basecamp or Asana, schedule tasks to keep your plan moving. Don’t forget to track retention and referrals, as it helps determine ROI and identify what’s working and what needs tweaking.

There you have it — a starter’s guide to surprise and delight that is sure to get more business through your doors. The off season frees up some of your schedule, so it’s a great time to work on implementing ongoing strategy for client experience. Still, be sure to carve out time to rest and relax over your slow period. Marketing and PR endeavors are no good if you’re not taking care of yourself and taking the time to get re-energized.


Meghan Ely is the owner of wedding PR and wedding marketing firm OFD Consulting. Ely is a sought-after speaker, adjunct professor in the field of public relations, and a self-professed royal wedding enthusiast.

» How to Use Headshots to Redefine Your Brand

This article was written by Education Expert, Meghan Ely, OFD Consulting

Headshots are a must-have for professional purposes — it gives others a look at the face behind the brand. Now more than ever, headshots are being used as a strategy that can elevate brands to the next level. In fact, I recently invested a great deal into headshots for my entire team with the confidence that it will pay back in dividends. With that said, here’s my personal guide to incredible headshots.

Timing is everything

Acquiring new headshots amidst business changes is a smart move, be it a new website, a rebrand, or a change in your team or services — it can really add a fresh feel to a company’s brand. In other cases, you may just want to update your current photo and promote a new image.

“When you look different in your headshot than you look in person, it’s time for a new headshot,” explains Shannon Tarrant of Wedding Venue Map. “The point of a headshot is to be recognizable when people see you, so current is always best.”

Regardless of why you’re considering new headshots, it’s wise to start the search for a photographer early on. This will allow you to find the very best person for your needs, while still saving a bit so it doesn’t hit your budget hard.

Consider audience and message

Take a step back and think about your general publicity strategy. Who do you market to? Who is most likely to see your headshot: engaged couples perusing your site, press contacts, or industry peers looking to refer a creative partner? The goal is to decide what style would resonate best with your target audience — for some, an approachable and friendly look is best whereas others may prefer a more refined and upscale look.

With my recent batch of headshots, I decided it was time to deviate from the usual and do something different. I wanted our confidence and experience to show through (hello, grey hair!), while still capturing the rawness of who we are as individuals.

Think about usage

Back in the day, headshots really just lived on your website to give prospects an idea of who you are. Nowadays, they are used in a variety of different manners, be it for social media posts, print materials, or for pitching to media outlets and speaking engagements.

“Be sure to have a mix of vertical and horizontal shots taken,” shares Kevin Dennis of WeddingIQ. “Your needs will vary, whether it’s for social media or a request from someone hiring you to speak. You always want to be prepared.”

Find the right photographer

Headshots are a personal business, so it’s essential to work with a photographer that truly understands you and the look that you are going for. It may go without saying, but DIY is not the answer. “After all, we can’t get frustrated with DIY couples if we choose to DIY this ourselves,” reminds Keith Phillips of Classic Wedding Photographers. “Find someone you can feel comfortable asking for guidance when it comes to location and dress.”

Make sure they have experience with headshots — it’s not the same as capturing an engagement shoot or wedding. Don’t be afraid to spend some money on the right photographer. While you may have some generous friends offering free headshots, you’ll want to be sure that the result will help you reach your goals.

Communicate openly

When you get to the shoot, don’t be afraid to get comfortable with the photographer. Ask them for their opinion on outfits, hairstyles, and colors. Look to them for advice on best poses and feel free to ask to see some of the shots on the back of the camera — tell them if you aren’t comfortable with anything and adjust accordingly. Communication is key throughout the process and will be the surest way to get photos that exude confidence and grace.

Once you’ve received your new headshots, it’s time to share them with the world! Post them to your social media channels, add them to your website, and let the compliments roll in.


Meghan Ely is the owner of wedding PR and wedding marketing firm OFD Consulting. Ely is a sought-after speaker, adjunct professor in the field of public relations, and a self-professed royal wedding enthusiast.

» Tips for Your Branding Overhaul

This article was written by Education Expert, Meghan Ely, OFD Consulting

Did you realize that best practices call for a business to rebrand every two years or so? In fact you should plan for a complete rebrand every 4-5 years! We asked the experts to share their tips for your next branding overhaul.

Timing

How do you know that it’s time?

The International Academy of Wedding and Event Planning’s Kylie Carlson points out clear indicators that it’s time for a rehaul, including a dated logo, feelings of embarrassment when you hand out your business card or marketing materials, and struggling to raise your prices. Some signs are positive, however. “Have you simply outgrown your brand?” asks Carlson. “This is actually a nice place to be in,” she encourages. “Often, when a company grows, they enter new marketplaces and that renders their current brand ineffective.”

Once you know it’s time to rebrand, where do you begin?

Start here

Rebranding is a multi-step process. Sandy Hammer of AllSeated recommends beginning by looking “at the brands and companies you love. Why do you love them?” Consider their logo, colors and overall look so you can view your own brand through a similar lens.

Megan Velez of Destination Weddings Travel Group says, “Keeping up with the industry trends is key for your brand. You have to keep an eye out for all facets of consumer behavior, including how your market is reacting to certain brands, what they’re looking for and how they’re speaking.”

Igal Sapir, CFO of 100 Candles cautions that “branding is not just about aesthetics. Yes, poorly constructed sites will be passed over quickly by millennial couples eager to engage with a brand…be mindful of the prospect’s user experience when they come to your site.” Sapir suggests reviewing your site in great detail from the perspective of a client and determining ways to make the experience more efficient.

If you’re renaming your company, Attorney Caroline Fox of The Engaged Legal Collective, advises you to contact a trademark attorney to “do a trademark evaluation and analysis up front before you commit to a name and invest money into new marketing materials or other designs,”

Ready, set, rebrand

You’ll need to put together a team of professionals to help you with your rebrand. Velez believes that looking within your organization first is a helpful way to start. “Leverage the resources you have available, first, especially your design team! Then, go beyond for extra-professional help.”

Carlson recommends asking friends and colleagues for referrals, and warns that “Good designers are often booked well in advance, so once you’ve found the right fit, don’t delay.”

Ashley Stork, owner of Magnolia Vine Events emphasizes organization and bandwidth. “Be honest about your time, and what your capacity is at the time of re-branding”. She recommends having your copy mostly done in advance, adding, “You may need to tweak, add or have a copywriter review but not having the copy for your site will hold up the whole project.”

There is no better time than right now to begin considering and planning for your next rebrand!

Meghan Ely is the owner of wedding PR and wedding marketing firm OFD Consulting. Ely is a sought-after speaker, adjunct professor in the field of public relations, and a self-professed royal wedding enthusiast.

» The 4 Rules of Wedding PR During Busy Season

Photo by Tracy Shoopman Photography

The truth is, if you wait until off-season to look at your business’s PR strategy and start promoting, you’re doing your business a huge disservice. While the busy season workload takes up the bulk of your time, your PR strategy shouldn’t take a back seat. WeddingWire Education Expert and owner of OFD Consulting, Meghan Ely, gave us four rules for mastering PR during busy season with only a small time commitment each day.

Keep momentum going

It’s not a rule, but rather a guideline to help you follow the rules. Keeping up momentum is crucial if you want to maximize your time and PR strategy efficiently. Meghan says she sees it all too often: wedding professionals drop their PR strategy for busy season and pick it back up in November when the season ends. However, come November, you are going to be sitting on a pile of work that will make you more stressed than you thought handling it during the season would!

Instead of dealing with the mountain of PR work you’ve accumulated throughout the season, tackle the opportunities as they come in. Not only will this keep you sane in the long run, but it will also help eliminate competition. By neglecting your PR strategy until November, you subsequently end up competing with every other wedding professional who followed the same ‘strategy’. Suddenly, come November, the PR branch of the wedding industry is crowded with everyone playing catch-up. Ultimately, there is a lot less “noise” to compete with during busy season, and it’s in your favor to never lose momentum.

Rule 1: Stick to the low-hanging fruit

During busy season, you want to do things that will increase your brand awareness and showcase your portfolio… and this doesn’t have to be hard or take copious amounts of time! RealWeds submissions are one of those easy-to-do tasks that can have a tremendous effect on publicizing your brand. RealWeds are a great option to focus on because you already have a steady stream of content coming in from all of the weddings that you do— why not utilize that to its fullest potential?

Typically, photographers, venues, event designers, planners and florists are the ones submitting the majority of RealWeds content, however, if you don’t fall into one of these vendor categories, you aren’t excluded from submitting! Be sure to reach out to the other vendors who worked on the wedding to see if you can do a “group” submission, or have permission granted to use their photos (if they were the photographer) or photos of their work (if they are a vendor whose work is featured in pictures of your work) in your submission.

Rule 2: Stay organized

Many people neglect RealWeds submissions during busy season because they can take a lot of time to submit, however, they shouldn’t so long as you cover your bases and stay organized. Working RealWeds submissions into your client contracts is a great way to speed things up, as this way, you aren’t chasing after couples once they are married to get their permission.

Additionally, this opens up the conversation with the couple to find out what other vendors they are working with. Getting other vendor information as early as possible is going to help you track down other vendor’s whose permission you might also need in order to submit before the submission crunch. Meghan recommends connecting with the photographer and planner 30-60 days before the wedding to ensure that you can submit.

Rule 3: Create a workflow

Meghan’s best tip for managing your PR strategy during busy season? Embrace apps and programs to manage your work! Programs like Dropbox that can manage files and to-do list apps, like Basecamp, can help keep you organized and create a workflow. Another tip? Utilize block scheduling! Time might be limited during busy season, but if you schedule a fair amount of it each week to work exclusively on PR, there is no excuse for not working on it.

Rule 4: Be realistic

The last rule? You have to be realistic! If you can’t dedicate three hours a week to your PR strategy, then setting the goal to send in 10 RealWeds submissions, pitch multiple media outlets and maintain your press relationships, isn’t realistic. By setting realistic goals, you will be motivated to keep pushing forward and won’t beat yourself up about not reaching them.

You should always be asking yourself these three questions to determine if you are being realistic with your goals:

  • What got accomplished? What didn’t?
  • How can I adjust my organization/workflow?
  • Was it worth the effort?

…But not so fast!

Now that you have the rules about how to best manage your PR during busy season, don’t dive in. Building a strong PR strategy that will endure even the craziest of busy season ups-and-downs takes a considerable amount of time to plan. Before you begin, take a good look at your website, your galleries and your social feeds. What is the point of directing people to your site or branding outlets when they are not where you want them to be? Take a close look at what you are working with, evaluate where you want to go, make any adjustments that you need to to get there, and then dive in.

It can be hard managing your PR strategy during busy season. However, so long as you follow these rules and are prepared to charge into the season with a strong PR strategy in place, you should be set to see the benefits of it. Keep momentum going, set realistic goals, and dedicate the time you need to implement good plans, and there should be no doubt that your PR strategy will be a success this season. Good luck!

These tips originally appeared in WeddingWire’s Webinar “Build Your Reputation by Earning Publicity (Even During Busy Season!)” with Meghan Ely, WeddingWire Education Expert and owner of wedding PR firm OFD Consulting. You can view the webinar recording through your account.

» How to Create the Ultimate Media List

This article was written by Education Expert, Meghan Ely, OFD Consulting

Before launching a new PR campaign to publicize your wedding business, it is wise to research and carefully select the media that will receive your pitches and hopefully share your work and wisdom. A media wish list is more than just a collection of outlets and names in your genre; it is actually a set of goals for your campaigns, and the outline of your overall plan to gain attention and exposure. The ultimate media list takes time and research to create, but as the secret weapon behind your PR efforts, it can be pure gold.

Evaluate your goals

Every powerful media list starts with research. Use your market research to create a profile of your perfect clients. Understand who they are, what their level of education is, what they eat and read and enjoy. Know their habits – do they watch local morning television or the evening news? Do they use Facebook, Instagram or Twitter? Do they read alumni publications, special interest magazines, or popular blogs?

Understanding the behavior and psychology behind your ideal clients will help you determine which media outlets are strategically valuable, and which are not. You have limited time and effort to expend pitching media, so your list must be curated and your attempts strategic.

Craft a message

I have to emphasize how important it is that you craft an appealing message that answers your target’s needs and communicates something about your business that you want them to know. You’re creating a connection with your prospects, but your opportunity to influence with each press mention is brief, so you want your message to be clear, powerful and on point.

Consider what you have to share. Is it images of your recent work, great advice or an introduction of a product or service new to your market? Can you make relevant commentary on a current event or do you have a special connection to a popular trend? What do you have to offer that will intrigue your prospects enough to act and impress editors enough to include you?

Choose your target media

You have a profile of your ideal prospects and a message you want them to hear. Who should you pitch? At first, you’ll have a broad list of media of all kinds: blogs, magazines, local TV shows, national TV shows, radio and association publications to name just a few. Narrow the field by thinking of which ones appeal to your ideal prospects. Which match up to your profile? Put yourself in your prospects’ shoes and think of their lifestyle habits to help you determine where they receive their messages.

Reach out

It’s not always easy to predict which media will have the influence you are looking for, especially if your ideal client is different from you. When you don’t know, ask! Contact your current clients or happy past couples and ask them about their habits. Ask how they found you can how they tell their friends about you. Build on your current success.

Collect pertinent information

Once you have created a list, gather contact information to make it easy to pursue each lead when you have something to share. You’ll need the publication name, point of contact, email address, submission requirements and known deadlines which should be added to your editorial calendar. Staying organized will increase the efficiency of your efforts and yield greater results.

I know it seems like a lot of work, and may even appear to be a step that can be skipped, but curating your ultimate media list is a powerful way to focus your efforts and achieve ultimate success. Take the time now and you will reap the rewards in successful press down the road.

Meghan Ely is the owner of wedding marketing and wedding PR firm OFD Consulting, which specializes in getting wedding professionals their brides. She is a highly sought after industry speaker and serves as a Public Relations adjunct professor for Virginia Commonwealth University, specializing in PW writing and brand promotion.

» How to Create a PR Plan

Photo by Michael Stephens Photography

This article was written by Education Expert, Meghan Ely, OFD Consulting

Being the wise wedding professional that you are, you know you need a PR plan. You realize that great press equals great clients and an increase in your standing among your peers in the industry. It’s just that making a plan seems so hard.

Putting off the PR plan you could create today until tomorrow may seem like it’s saving you time and effort at the moment. In the long run, though, it really just pushes off attaining your dreams further into the future. You deserve better than that and you know it. Instead of procrastinating, start with these steps to get your PR plan underway today.

Take stock

Begin by assessing your business. What do your clients love about you? To whom do you appeal now, and to whom would you like to in the future? Who is your ideal client? How do people find you? If you could reach the ones who have never heard of you, what is the first thing you would want them to know? Before you can launch a PR campaign, you need to answer these questions, refine your message and pinpoint your desired audience.

Make a wish list

Next, dive deep into the internet and social media and create a wish list of the outlets you plan to target. It’s not enough to just list the ones you enjoy reading or visiting. Make sure you identify the publishers that reach your ideal customers – using the demographic information you compiled.

Maximize efficiency through organization

Even if it isn’t your strong suit, staying organized has become much easier with advances in technology. These leaps forward currently take the form of online apps and tools to help keep you on top of your game. I personally love Wufoo to collect couple’s wedding day information, Basecamp as project management software to keep us moving along with our daily to do’s and Boomerang, which sends reminders to me to follow up with emails I’ve sent that have not received replies.

Promote your results

Once you are successful at publishing a real wedding or contributing your expertise to an industry article, you’ll want to promote your success. First, send a thank you note to the editor or publisher to solidify your relationship for the future. Then, get the word out on social media. If you have your own blog, craft a post about the piece and include a link to the full piece. By promoting the piece, you’ll be magnifying the spotlight on your business and helping create valuable Search Engine Optimization (SEO) for your website and your publisher’s as well.

Ultimately, avoiding creating a plan can only hurt your business, not help it. Make a point of ensuring your future success by creating a PR plan and beginning to check off related tasks today!

Meghan Ely is the owner of wedding PR and wedding marketing firm OFD Consulting. Ely is a sought-after speaker, adjunct professor in the field of public relations, and a self-professed royal wedding enthusiast.

» How to Streamline Your PR in 2018

This article was written by Education Expert, Meghan Ely, OFD Consulting

During this time of the year, most wedding professionals are enjoying the beginning of a slower season when event work eases up and the business of running a business takes priority. When you are knee-deep in busy season, it’s so easy to get excited about PR and all of the exposure you know comes with it, but it can easily fall to the backburner when one of a million more pressing issues crops up.

The downtime of the slower season is a great time to streamline your PR for the coming year and make sure it becomes part of your week-to-week workflow. Don’t miss out on opportunities to promote your business through targeted pitches to prime publishers by simply putting the time in now.

The following steps are time-tested ways to streamline your PR and get ready for the coming year:

Implement block scheduling

Block scheduling is a method of time management in which you evaluate your priority tasks and pre-schedule the amount of time you are going to devote to each one and how often (i.e. on daily, weekly or monthly basis).  I recommend committing to at least one hour per week to engage in PR-related activities, whether that means assembling a media list, creating pitches or submitting proposals for speaking engagements. Set aside the time you plan to invest in PR and during that time focus exclusively on it. Don’t get distracted by social media, your phone, email, your children or even your cat. Make your PR time power time.

Use HARO

HARO (helpareporter.com) is the go-to site for matching your amazing stories and expertise with press looking for something to report about. Commit 10 minutes every business day to scanning HARO and acting on opportunities that have potential.

Preview upcoming weddings and make predictions

Look ahead at the weddings you have in the works. Which ones have publishing potential or meet editorial requests? Start gathering what you would need if you decided to submit them now. Coordinate with your photographer, get client permission, obtain and process the backstory information from your couple and their vendors. Do the tedious tasks that normally stand in the way of completing important projects while you still have the time and are focused on the benefits.

Explore ways to make your life easier

Sounds like a pretty great step, right? Think about your pain points and then ask yourself if there are any apps, programs or changes you can make that will alleviate them. Some may take a small investment, or you may need to learn to use them, but if they perform necessary tasks and save you time that you can use to address something that really needs you, they are invaluable.

The slow season is your best opportunity to put in place procedures and systems you need to make you a superhero of PR all year long. Follow these simple steps and focus on the desired outcome. Your efforts now will most certainly yield PR rock star-level results in the not-too-distant future.

Meghan Ely is the owner of wedding PR and wedding marketing firm OFD Consulting. Ely is a sought-after speaker, adjunct professor in the field of public relations, and a self-professed royal wedding enthusiast.

» How to Prep for 2018 Wedding Submissions

Photo by Walking Eagle Photography

This article was written by Education Expert, Meghan Ely, OFD Consulting

With the end of the year upon us, it’s a great time to sit down and start mapping out your public relations efforts for 2018. For event professionals, real wedding submissions should be a big part of your strategy. It’s an effective way to get your brand in front of the audiences you’re seeking, and helps to establish you as an influencer in the industry.

Don’t know where to start? Let’s take a look at some of my top tips to follow for submitting.

Get permission

Before you do anything else, you want to make sure that you have not only the photographer’s permission but the client as well. The easiest way to do this is by including it in their contract, but we also recommend talking to them about it beforehand so you know they are on board from the beginning.

Do your homework

This may come as a surprise, but not every blog is right for every wedding. When deciding where to send a submission, sit down and do some research on which blogs are going to be the

right fit. For example, it wouldn’t make sense to send a black tie luxury wedding to a blog that heavily features rustic backyard celebrations. Be sure that you can find complementary events that are recent (within the last year) so you know what the editor is looking for.

It’s all about the details

When selecting images you’re planning to include in the submission, you want to think about it with the editor’s point of view in mind. Remember that they are trying to inspire their readers with trends and fresh ideas, so they will generally give preference to those who include lots of details. You may have adored the couple and want to see their faces all over the feature, but that isn’t what’s going to catch an editor’s eye.

Follow the rules

The biggest mistake you can make when submitting is not following the guidelines for each publication. There is no exact formula to follow, each outlet is distinct and will have different requirements. From image sizing to number of photos to sharing programs, no two are exactly the same. Be sure that you are checking the directions each time you submit a wedding to ensure that you haven’t missed anything.

Develop the story

While the photos will tell part of the story, it’s the couple themselves that editor’s want to hear about. The detail photos are important, but they want to know why the couple selected them, and what personal touches they included. For us, we have a questionnaire that is sent out to couples asking them details about their wedding like inspiration, DIY projects and how they met/got engaged. The couple will love getting involved in the process, and the editor will appreciate all of the detail you have included in the submission.

Include the team

No event is made great by just one person. It takes a team of vendors to bring everything together and make it a success. It’s important that when submitting a wedding you give credit where credit is due by including everyone that was involved. If the wedding gets published, they will appreciate the recognition, and will likely promote it themselves, increasing exposure for your business in turn.

With these tips in mind, you’re sure to kick your 2018 PR plan off with a bang!

Meghan Ely is the owner of wedding PR and wedding marketing firm OFD Consulting. Ely is a sought-after speaker, adjunct professor in the field of public relations, and a self-professed royal wedding enthusiast.

» How to Leverage the Royal Engagement for Your Business

Photo by Kensington Royal via Instagram

This article was written by Education Expert, Meghan Ely, OFD Consulting

Unless you’ve been living under a rock, you know that the UK’s Prince Harry is marrying American actress, Meghan Markle in May 2018. That’s right friends: it’s another royal wedding!

If you’re anything like me, your initial reaction was probably to pull out your commemorative china, don a fascinator and toast the engagement with a cup of your best Earl Grey. Or, if you are just a little bit less obsessed, you at least had a moment of recognition that the media coverage of all things bespoke is guaranteed to be constant and overwhelming through May and beyond. Either way, as a wedding professional it’s time to celebrate because this is a major opportunity to leverage your expertise in return for some valuable publicity – even if you don’t know the first thing about making a proper fruit cake.

The fact is that from now until May, media outlets will be hungry for stories, either directly related to or inspired by the engagement. Now is the time to get your name out there and take full advantage of this gift. Kate and Will married in OFD’s second year, and I was able to turn that into national TV coverage! Good Morning America actually sent a team to film my royal wedding viewing party – one of the Crown Jewels (pardon the pun) of my own early publicity. It was, and still is, all about timing, experience and enthusiasm.

So, what can you do to get your piece of the royal publicity pie?

  • Reach out to your local media
    If you’re already seeing coverage of the royal wedding locally, even if it’s just the engagement announcement, hunt down the writers on the beat and email them now. Introduce yourself and establish your wedding expertise, along with your willingness to chime in.
  • Leverage content on your own website and social media
    One of the biggest challenges people have with blogging is coming up with content, so take advantage of the global attention and create an ongoing blog theme related to it. Include your observations, predictions and commentary.
  • Sign up for HARO
    If you haven’t done so already- keep an eye out for wedding related inquiries, which are bound to increase as the fervor builds.
  • Plan an inspiration shoot
    If you don’t feel comfortable putting yourself out there as an expert, go ahead and at least consider your own fun shoot inspired by the royal wedding. Dare to be different, but make sure it complements themes and elements predicted for the upcoming nuptials (remember that editors need to be able to connect the dots). The wedding is in May, so start submitting by March, at the latest.
  • Have fun!
    Host a local viewing party and invite all of your wedding friends. It’s a great way to ramp up the wedding season and make deeper connections.

    There is no reason to fear royal wedding madness – this is a great time to be in our industry. Prepare for an adventure, because this will definitely be one of your most entertaining wedding seasons yet.

Meghan Ely is the owner of wedding PR and wedding marketing firm OFD Consulting. Ely is a sought-after speaker, adjunct professor in the field of public relations, and a self-professed royal wedding enthusiast.

» How to Create an Online Newsroom for Your Website

Photo by Freas Photography

This article was written by WeddingWire Education Expert, Meghan Ely.

With engagement season upon us, it’s important to set the stage and make your online presence known. You can expect an influx of media outlets producing more wedding related content since it’s the prime time of year for newly engaged couples to be searching for evergreen wedding planning topics. With that being said, the media will be on the hunt for expert resources, and having an online newsroom on your website can help get you noticed quicker and by more people.

What is an online newsroom?

The concept of online newsrooms has evolved over time from the idea of a media kit, which is typically a packet of information that gets disseminated to the media. However, in recent years they have moved away from sending a hard copy to a PDF. With research being done almost exclusively online now, it makes sense that wedding pros are ditching their traditional kits and instead creating a page on their website dedicated entirely to providing their information to the media.

What does it look like?

Your online newsroom should look a lot like your media kit did, but an online version. Include things like a high-res headshot, your bio, any affiliations you have, accreditations, and all of your contact information (if you’re represented by a publicist be sure to include their contact information as well).

You’ll also want to showcase a little bit of who you are and what you’ve done. Think recent press you’ve been featured in and press releases from the last year (if you have them). Be creative with your press. Search online for examples of how other companies are highlighting where they’ve been featured (like WeddingWire’s Press Center) and apply that inspiration to your own page.

What’s the goal?

When putting together your online newsroom, the goal you should be aiming for is that when a member of the media clicks on it, they know you’re an expert in your field within a few seconds. If they have to look around for too long they may move on to other sources with more readily available material.

An online newsroom is a great way to get members of the media to love you. They will appreciate how easy you made it to get in touch, and it could lead to future press opportunities for you and your business.

Meghan Ely is the owner of wedding PR and wedding marketing firm OFD Consulting. Ely is a sought-after speaker, adjunct professor in the field of public relations, and a self-professed royal wedding enthusiast.

» How to Prep Your Press Page for Engagement Season

Scott Aleman Photography

Photo by: Scott Aleman Photography

This article was written by WeddingWire Education Expert, Meghan Ely.

As the holidays begin to approach you can almost feel it coming…engagement season is just around the corner. Happy couples excited about launching into their wedding planning will be discovering you daily through your online presence. So you must ask yourself: Is my press page ready?

One of the best tools at your disposal to capture press about your company and promote it long after the publish date is a press page that features links to your recent mentions and serves as testimony to the recognition you have received.

You work hard year-round to keep your PR strategy on track and your name in front of the right audience and you don’t want to let an out of date press page weaken your overall publicity strategy. So, gear up for engagement season and prep your press page now.

Audit Your Online Footprint

Before couples start to search for your services, take a long, hard look at your press page and ask yourself the following questions:

  • Is your page current? It’s easy to let things slip in the busy season, so make sure you’ve collected your press from the last year.
  • Is it easy to navigate? Your press page should be simple, yet impactful. It should showcase your top press with links to the coverage as appropriate. Don’t make couples hunt and peck to find what you want them to see.
  • Does it highlight my top press? It’s a common mistake to put the page in chronological order, but that’s not ideal. You need to include a mix of press, with the majority of features from the past year and with your very best press near the top. Prioritize highly trafficked sites and those that will impress prospects the most.
  • Is it consistent with the couples I want to attract? Another mistake is to believe that you must include every single press mention you’ve ever received. At a minimum, you need three features on your page, but you can certainly include more. When deciding what to use and what to trim, focus on the press that will attract your target prospects and help convert them to booked business.

    Do all of the links work? This is the time to test them out!

Review Your Social Media Press Promotion

You should also evaluate how you promote your press with social media. Different platforms have their own specific press pages, such as:

  • Facebook: Create an album dedicated exclusively to press about your business. Upload screenshots and scans or links to magazine features and credit the sources accordingly. Also, tag the wedding day team that helped the day come together.
  • Pinterest: Create a board dedicated to pins of your press.
  • Instagram: Consider a branded hashtag that relates to your company and press. Use your phone and take a screenshot of online features or take a photo of print pages and share them in a post.

Make sure that prospective clients can easily find an up-to-date and powerful representation of the press you’ve worked so hard to receive. Review your press page now and make any necessary updates and upgrades before engagement season begins.

Haven’t yet focused on press for your business? Here are some tips to get started.
Easy Peasy PR Tips for Small Business Professionals
Wedding PR: Crafting Your Personal Brand
What Are the Best Media Outlets for Me?

Exclusive Wedding PR Education Expert for WeddingWire Meghan Ely is the owner of wedding PR agency OFD Consulting. She also leads the newly launched OFD Collective, a membership based community of wedding professionals seeking PR education and publicity opportunities for their business.