The Journal
How To Make Money Using Contacts
Ever wonder how some brands always land the best press features, influencers get consistent collaborations, or stylists work with A list clients? The secret is not just talent or luck. It's knowing the right PR contacts and how to use them strategically. Whether you're a brand owner, influencer, or stylist, PR contacts can help you land opportunities, increase your visibility and most importantly, make more money. Here's how to build valuable relationships using our contacts and turn them into profit: 1. Identify the PR Contacts Who Can Help You Make Money Not every PR contact will be relevant to your goals. The key is to focus on the people who have the power to open doors for you. If you're a brand owner... The right PR contacts can introduce your products to new audiences, leading to more sales and brand awareness. Your priority should be: Journalists and editors: They can feature your brand in magazines, online publications and news articles, increasing credibility and exposure. Influencers and content creators: They can showcase your products to their engaged audience, driving traffic and potential customers to your website. Stylists and celebrity wardrobe teams: They can place your products on celebrities, increasing desirability and positioning your brand in a luxury market. Retail buyers and stockists: They can get your brand into department stores, boutiques and online retailers, expanding your distribution channels. PR agencies and event organisers: They can invite you to networking events, gifting suites and industry gatherings that connect you with valuable contacts. If you're an influencer... Your ability to make money depends on building relationships with brands and media outlets. You should focus on: Brand founders and PR teams: They can offer paid collaborations, gifting opportunities and ambassador roles. Journalists and editors: They can feature you in articles, roundups and expert commentary, increasing your credibility. Event organisers: They can invite you to press trips, product launches and networking events, helping you make valuable connections. If you're a stylist... Your success depends on who you know. The right contacts can bring you high paying clients and exclusive projects. Focus on: PR agencies and fashion houses: They can provide you with clothing, accessories and beauty products for styling clients and editorial shoots. Magazine editors and journalists: They can feature your work in top publications, positioning you as an expert in the industry. Celebrities and talent managers: They can hire you for red carpet events, music videos, film projects and personal styling. Photographers and creative directors: They can collaborate with you on editorial shoots, brand campaigns and advertising projects. Action Step: Make a list of fifteen PR contacts who align with your goals. 2. Build Relationships in an Authentic Way Cold pitching without any prior connection can be difficult. Instead of reaching out with a sales focused request, take time to build a genuine relationship first. Engage with them on social media: Follow them, like their posts, comment on their work and share their content. Show that you are interested in what they do. Do your research before reaching out: If you are contacting a journalist, read their latest articles. If you are pitching a brand, understand their aesthetic and values. Find a way to offer value: Instead of just asking for a feature or a collaboration, think about what you can provide. You might have a product that fits a current trend, expert insights for a story, or styling ideas for an upcoming event. Action Step: Spend ten minutes each day engaging with the PR contacts you find using our platform, on social media. Once you have built some familiarity, send a friendly and personalised email introducing yourself. 3. Write a Pitch That Gets a Response A strong pitch is short, engaging and offers something of value. Whether you're a brand, influencer or stylist, your message should be clear and easy to read. Structure of a great pitchSubject line: Make it intriguing and specific. Examples: “Exclusive First Look at [Brand Name]’s New Collection” “Collaboration Idea: Let’s Create Something Amazing Together” “Feature Opportunity: [Your Name] on the Future of Fashion” Opening sentence: Personalise it to the recipient. Show you have done your research. Example: “I loved your recent article on emerging beauty trends. The section on sustainable skincare really stood out to me!” The hook: Explain why your product, service or collaboration is exciting and relevant. The offer: What are you bringing to the table? Examples: “I would love to send you a sample of our upcoming collection before it launches.” “I have some unique insights on this trend and would be happy to contribute to your next piece.” “I would love to style your client for their upcoming red carpet appearance and can provide exclusive designer looks.” Call to action: Make it easy for them to say yes. Example: “Would love to send over some details. Let me know if you are interested.” Action Step: Write a pitch email tailored to your specific goal and send it to one PR contact this week. Keep it friendly, concise and no longer than two hundred words. 4. Maximise Press and Features to Increase Your Income Getting featured in a publication or landing a brand collaboration is just the beginning. To truly make money, you need to maximise the exposure. For brand owners: Share your press features on your website, social media and email newsletters. Add “As Seen In” logos to build credibility. For influencers: Use media mentions to position yourself as an expert and attract bigger brand deals. Highlight them in your media kit. For stylists: Showcase your editorial work and celebrity styling credits on your portfolio, website and Instagram to attract high profile clients. Action Step: If you have had any press features or collaborations, make sure they are visible on your website and social media. If not, start planning how you will promote future ones. 5. Turn Collaborations into Profitable Opportunities Collaborations should be mutually beneficial. To ensure they generate income, follow these steps: For brand owners: Choose influencers with a highly engaged audience that aligns with your target customers. Track sales using affiliate links or discount codes. For influencers: Be clear about your deliverables for paid brand deals. If a brand is only offering gifting, ask about commissions or ongoing partnerships. For stylists: Negotiate paid partnerships with brands who want their products placed on celebrities and in editorial shoots. Action Step: Research five potential collaboration partners and reach out with a well thought out proposal that benefits both parties. Your network is your most valuable asset. Whether you're a brand owner, influencer or stylist, PR contacts can open doors to career changing opportunities and financial growth. By building relationships, pitching strategically and making the most of every opportunity, you can turn PR into a powerful revenue stream. The right contact could lead to your next viral moment, paid collaboration or dream client.
Read
How to Get Yourself Invited to Fashion Week
Fashion Week—the holy grail of the fashion industry. A week of runway shows, exclusive events, designer showcases, and major networking opportunities for those who manage to secure an invite. But how do you actually get invited if you’re an influencer? Do you need millions of followers or a personal connection to a top designer? Absolutely not. With the right strategy, a polished pitch, and smart networking, you can get yourself on the list. And with Contacts, you have direct access to in-house PR teams for major fashion brands—the people who actually decide who gets an invite. Here’s everything you need to know to get invited to Fashion Week, make the most of it, and navigate it like a pro. 1. How Fashion Week Invitations Work Before we dive into how to get invited, let’s talk about who sends out invites and what types of events happen during Fashion Week. Who Controls Fashion Week Invites? Fashion brands & designers – They invite influencers, press, and VIP guests to their runway shows. Fashion magazines – Vogue, Harper’s Bazaar, and ELLE host private parties and networking events. Retailers & showrooms – High-end retailers like Selfridges hold private previews. Fashion sponsors & beauty brands – Companies like MAC, Swarovski, and BVLGARI host invite-only activations. Types of Invitations Influencers Can Get: Runway show invites (Front row for VIPs, general seating for influencers) Showroom & private previews (Great for content creation) Afterparties & networking events (Ideal for meeting industry insiders) Brand pop-ups & activations (Often more accessible for newer influencers) Now that you know what to aim for, let’s talk about how to get yourself on those guest lists. 2. Use Contacts to Find and Email the Right People A common mistake influencers make? Emailing PR agencies instead of brand PR teams. Most Fashion Week guest lists are managed in-house—meaning you need to contact the brand’s PR team directly. That’s where Contacts comes in. Instead of endlessly searching for email addresses, Contacts gives you direct access to in-house PR contacts for major fashion brands. How to Use Contacts to Get Invited: Find and email brand PR teams responsible for Fashion Week invites Personalise your pitch (avoid generic requests) Follow up professionally if you don’t hear back Timing Tip: Start pitching 4-6 weeks before Fashion Week—guest lists fill up fast! 3. How to Write the Perfect Fashion Week Pitch Once you have the right PR contact, your pitch needs to make an impact. Example Email Template: Subject: Fashion Week Attendance Request – [Your Name] Hi [Brand PR’s Name], I hope you’re well! My name is [Your Name], and I’m a fashion influencer/content creator with [X followers] on Instagram/TikTok. I love [Brand’s Name] and have previously featured [mention any past content]. I’d love the opportunity to attend your [Fashion Week Show / Presentation] and create engaging content for my audience, who are highly engaged with [specific niche—e.g., luxury fashion, street style, sustainable brands]. Please let me know if there’s availability to attend, and I’d be happy to provide audience insights or past Fashion Week coverage. Looking forward to hearing from you! Best,[Your Name][Your Social Media Links] Pro Tip: If you’ve previously attended Fashion Week or worked with a brand, attach your media kit or relevant content links. 4. Think Beyond Runway Shows: Magazine Parties, Pop-Ups & Afterparties If you don’t land a runway show invite, there are plenty of other Fashion Week events that are just as valuable. Magazine-Hosted EventsFashion magazines like Vogue, Harper’s Bazaar, and ELLE host VIP afterparties and networking events. Brand Pop-Ups & ActivationsLuxury retailers (Selfridges, Net-a-Porter) often set up invite-only experiences where influencers can meet designers, preview collections, and create content. Fashion Week AfterpartiesMany top brands and sponsors (like MAC, Dior, and BVLGARI) host private parties where you can connect with designers, models, and other influencers. How to Get Invited: Engage with brands & magazines on social media before Fashion Week Sign up for event waitlists (sometimes spots open last-minute) When pitching PR teams, ask if they’re hosting any events—not just runway shows 5. What to Expect at Fashion Week (And How to Handle It Like a Pro) So, you’ve secured an invite—what happens next? 1. Dress the PartFashion Week is a visual event. Think statement pieces, polished styling, and camera-ready outfits. 2. Be Ready for Constant Content CreationFrom the moment you arrive, expect street-style photographers, backstage moments, and non-stop networking. 3. Arrive Early, But Expect DelaysFashion shows rarely start on time, but seating is first-come, first-served. Arrive at least 30 minutes early. 4. Network, Network, NetworkWhether you’re at a show, a party, or a pop-up, introduce yourself. Connect with PR teams, stylists, and fellow influencers. 5. Follow Fashion Week Etiquette Be polite & professional—guest lists are invite-only for a reason Don’t ask for plus-ones unless explicitly stated Avoid filming entire shows (quick clips are fine, but full recordings aren’t encouraged) Tag brands, designers, and event hosts when posting content 6. What to Do If You’re Just Getting Started in the Industry Don’t have invites this season? Here’s how to still be part of Fashion Week: 1. Attend as a Street Style CreatorBeing outside venues can still get you noticed. Photographers love capturing stylish influencers outside the shows. 2. Create Fashion Week-Themed ContentPost trend reports, styling videos, or recaps of past Fashion Weeks to show brands that you’re engaged with the event. 3. Start Small with Emerging DesignersMajor brands might be out of reach at first, but new designers need coverage. Look for off-schedule events and showroom presentations. 4. Build Relationships for Next SeasonEven if you don’t attend this year, network with PR teams and brands now. The connections you make this season could lead to invites next time. Fashion Week invites aren’t just for celebrities—they’re for influencers who position themselves strategically, network smartly, and offer value. Use Contacts to email brand PR teams directly Pitch yourself professionally with a strong, personalised email Don’t just aim for runway shows—explore magazine events, pop-ups, and afterparties Think outside the box—attend as a street-style creator, work with emerging brands, or start networking early With the right approach, this season could be your first Fashion Week invite—but it won’t be your last.
Read
How to Get Celebrities to Use Your Products Authentically
Let’s be real—having a celebrity use your product is the ultimate PR win. It boosts credibility, increases brand awareness, and can lead to serious sales. But the question is: How do you get celebrities to use your products authentically—not just as a paid endorsement? A forced, transactional shoutout rarely has the same impact as an organic moment where a celebrity genuinely loves your product. So, how do you make that happen? Let’s break it down step by step. 1. Find the Right Celebrities for Your Brand Not every A-lister will be the right fit for your brand—and that’s okay! The key is to target celebrities who align with your brand values and aesthetic. Look at their lifestyle – Would they realistically use your product? If your brand is all about clean beauty, target celebs known for their natural skincare routines. Check their social media – Do they frequently tag brands they love? Are they vocal about specific causes or interests that align with your brand? See what they’ve worn or used before – If they’ve already been spotted using similar products, they’re more likely to try yours. Pro tip: Don’t just go after the biggest names—rising stars, niche celebrities, and reality TV personalities can be just as (if not more) influential for certain audiences. 2. Work Through Their Stylists, Makeup Artists & Inner Circle One of the best ways to get your product into a celebrity’s hands? Go through their glam squad. Celebrities trust their stylists, makeup artists, and personal assistants to introduce them to new brands. Here’s how to do it: Find their glam team – Check Instagram tags, behind-the-scenes credits, or interviews where they mention their stylists or MUAs. Reach out to them directly – Stylists and makeup artists are more likely to accept PR gifts than celebrities themselves. Make it easy for them – Offer to send them a product to try on their celeb client, but keep it low-pressure. Example DM/email:“Hi [Name], I love your work with [Celebrity]! I think our [Product Name] would be a perfect fit for them—would love to send you some to try for your kit. Let me know if you’re interested!” Pro tip: Some glam team members share their PR contact details in their Instagram bios—so always check! 3. Send Thoughtful Celebrity Gifting (Without Being Spammy) Randomly sending products to celebrities without a strategy is a waste of time and money. If you’re going to gift, make it personal and thoughtful. How to Gift Celebrities the Right Way: Personalise it – Include a handwritten note that makes a connection (e.g., “We saw you love hydrating serums—this one’s packed with hyaluronic acid for a dewy glow!”). Keep it exclusive – Make them feel special by sending a limited-edition version or an exclusive first look at a new launch. Make it Instagrammable – The packaging should be high-quality, beautifully presented, and photo-worthy. What NOT to do: Don’t bombard them with multiple products they didn’t ask for. Don’t expect an immediate post or endorsement. Don’t follow up aggressively (One polite check-in is fine, but if they’re interested, they’ll let you know). Pro tip: Celebrities love products with their name or initials engraved—if possible, personalise your gift to make it even more special! 4. Leverage Celebrity Hotspots & Events A great way to get celebrities to use your products is to place them where they’ll naturally come across them. Here’s how: Get into celebrity gifting suites – These are events where brands showcase products for celebrities during award season, festivals, and fashion weeks. Partner with VIP hotel spas & salons – Luxury hotels, spas, and beauty bars that celebrities frequent are great places to get your products noticed. Sponsor high-end events – Getting your brand into exclusive launch parties, film festivals, or charity galas can put it in the hands of A-listers. Example: If you’re a beauty brand, getting your product stocked in the spa at The Beverly Hills Hotel or The Edition in London could lead to natural celebrity exposure. 5. Focus on Subtle, Organic Exposure The best celebrity endorsements don’t feel like endorsements at all—they feel like real moments of product love. Ways to create organic celebrity exposure: Send PR gifts before a big event – Celebrities are more likely to use your product when they need something new for an upcoming appearance. Encourage paparazzi moments – Celebrities get snapped at the airport, the gym, and coffee runs—make sure your product fits into their lifestyle. Get them using it without tagging – Some celebs don’t like to tag brands, but if they’re spotted using your product in paparazzi shots, interviews, or red carpet moments, that’s just as powerful. Pro tip: If a celebrity is photographed using your product, share it on your brand’s social media (“Spotted: [Celebrity] keeping their skin glowing with our hydrating mist!”). 6. Don’t Underestimate the Power of Micro-Celebrities & Influencers Major A-listers might be a challenge to reach, but reality stars, TikTok creators, and rising actors can be just as impactful—if not more. Why? They’re more likely to engage with brands. Their followers feel a stronger connection to them. They can be just as influential in niche markets (beauty, fashion, wellness, etc.). Example: A skincare brand that gifts Love Island contestants or Netflix reality stars might see more engagement than sending products to a big Hollywood celeb. Pro tip: Check who’s trending on reality TV, fashion week circuits, and TikTok’s beauty community—they could be your next big brand ambassador. 7. Play the Long Game (And Be Patient!) Celebrity placements rarely happen overnight. Sometimes a celeb will receive a product and start using it months later. The key is to be patient and keep your brand on their radar. Continue engaging on social media – If a celeb posts about your industry (skincare tips, wellness routines, etc.), comment or interact genuinely. Keep gifting strategic – Only send follow-up gifts if there’s a new product launch or a reason to reconnect. Leverage relationships – If a stylist or influencer has already loved your product, nurture that connection—they might introduce it to more high-profile people. Pro tip: Even if a celebrity doesn’t post about your product, them simply using it can be valuable. If they fall in love with it, they might talk about it later when the moment feels natural. Getting celebrities to use your product authentically is all about strategic placement, thoughtful gifting, and relationship-building. Instead of chasing random A-listers, focus on creating moments where your product naturally fits into their world. It might take time, but when done right, an authentic celebrity placement can be game-changing for your brand.
Read
What Makes a Good Press Kit?
If you’re serious about getting press coverage, you need a killer press kit. Think of it as your brand’s media-friendly resume—a one-stop shop for journalists, influencers, and potential collaborators to quickly get the key details they need to feature you. But what actually makes a good press kit? What should you include? And how do you make it irresistible to the media? In this guide, we’ll break it all down, giving you a step-by-step blueprint to create a press kit that gets you noticed. Why Do You Need a Press Kit? Journalists and influencers are busy people. They don’t have time to chase you down for product images, background info, or quotes. A well-organised press kit makes their job easier, increasing your chances of being featured. A strong press kit: Makes you look polished and professional Saves time for the media (which they love!) Provides instant access to high-quality assets Increases your chances of securing press & partnerships Now, let’s get into what you actually need to include. What to Include in Your Press Kit 1. A Strong Brand Overview This is your elevator pitch—the “who, what, and why” of your brand. Keep it concise, engaging, and not overly salesy. Who you are – Briefly introduce your brand and what you do. What makes you unique – Highlight your mission, values, or anything that sets you apart. Why people should care – Do you solve a problem? Fill a gap in the market? Make it clear why your brand is worth covering. Example:“Glow & Co. is a sustainable skincare brand that blends science-backed formulas with planet-friendly ingredients. Our mission? To make high-performance skincare that’s kind to your skin and the earth.” 2. High-Quality Product & Lifestyle Images No blurry, low-res images allowed! The media needs professional, high-quality visuals to feature your brand properly. Product images – Clear, high-resolution images with a white background. Lifestyle images – Show your products in action—being used, worn, or styled. Logo files – Provide your logo in different formats (PNG, JPEG, and vector files like EPS or SVG). Pro tip: Make images downloadable via a Google Drive, Dropbox, or a dedicated media page on your website. 3. Your Founder’s Bio & Headshot If you’re the face of your brand, media outlets might want to feature you as much as your products. Short & engaging bio – Include your background, why you started the brand, and any key achievements. Professional headshot – A high-quality image of you, preferably in a setting that reflects your brand’s aesthetic. Example:“Sophie James launched Glow & Co. in 2021 after struggling to find clean skincare that actually worked. With a background in cosmetic chemistry, she created a brand that blends science with sustainability—earning features in Vogue and Elle just six months after launching.” 4. Press Features & Testimonials If you’ve been featured in any publications or by influencers, showcase them here! Social proof builds credibility and makes you more appealing to journalists. Media coverage – Include links to articles or press mentions. Influencer shoutouts – If a well-known influencer has raved about your product, highlight it. Customer testimonials – Add a few glowing reviews to reinforce trust. Pro tip: If you haven’t had press coverage yet, don’t stress! Use strong customer testimonials instead. 5. Key Product Information Journalists love when everything they need is in one place. Provide detailed product information in a quick, scannable format. Product names & descriptions Pricing & availability (where to buy) Ingredients or materials (especially for beauty & fashion brands) Sustainability credentials (if applicable) Example:Radiance Glow Serum – A lightweight, vitamin C-packed serum that brightens skin and boosts hydration. Made with organic ingredients and housed in 100% recyclable packaging. £35, available at glowandco.com. 6. Contact Information Make it super easy for the media to get in touch with you. PR contact name Email address Phone number (if relevant) Social media links Website URL Pro tip: Have a dedicated press email (e.g., press@yourbrand.com) to keep media enquiries separate from customer service emails. How to Make Your Press Kit Stand Out Now that you know what to include, let’s talk about how to make your press kit unforgettable. Keep it visual – A well-designed, on-brand press kit makes a huge difference. Use brand colours, fonts, and layouts that reflect your aesthetic. Make it easy to access – Host it on your website as a downloadable PDF or in a Google Drive/Dropbox folder. Keep it up to date – Update your press kit whenever you have new press, products, or testimonials. Don’t overcomplicate it – Keep things clear, concise, and easy to skim—journalists don’t have time for a 10-page novel! A well-crafted press kit can be the difference between landing press coverage and getting ignored. By making it as easy as possible for journalists and influencers to feature you, you’ll set yourself up for more media opportunities and brand exposure. So, if you haven’t already, it’s time to create (or refresh!) your press kit and start getting the recognition your brand deserves.
Read
When Should I Contact the Media?
You’ve got an exciting brand, a great product, and a strong story—so when is the right time to contact the media? Timing is everything in PR. Reach out too early, and your news might get forgotten. Reach out too late, and you’ve missed the opportunity entirely. To help you nail your timing, here’s a breakdown of when to pitch journalists and influencers so your story actually gets picked up. 1. Understand Media Timelines Before you reach out, you need to understand how different types of media work. Long-lead media (print magazines) – Plan 3–6 months in advance Short-lead media (online publications, digital magazines) – Plan 4–6 weeks in advance Daily news sites & blogs – Plan 1–2 weeks in advance Influencers & social media – Plan 1–4 weeks in advance Pro tip: If you’re pitching for holiday gift guides, summer fashion roundups, or seasonal trends, reach out way earlier than you think—major magazines start curating lists months in advance! 2. Best Times to Contact Journalists Journalists work on deadlines, and your email is just one of hundreds they receive daily. Reaching out at the right time can make all the difference. Best days to pitch: Tuesday–Thursday (avoid Mondays & Fridays) Best time to email: Between 9:30 AM – 11:30 AM (when journalists check emails but aren’t overloaded yet) Avoid: Monday mornings (inbox chaos) Friday afternoons (mentally checked out for the weekend) Late at night (your email will get buried by morning) Pro tip: If your email gets lost in the flood, send a polite follow-up 5–7 days later (but no more than twice!). 3. When to Contact the Media About Your Brand Now that you know the media’s schedule, let’s talk about when you should reach out based on what you’re pitching. If You’re Launching a New Brand or Product Long-lead media – Start pitching 3–6 months before launch Online media & influencers – Start pitching 4–6 weeks before launch Last-minute hype – Start pitching 1–2 weeks before launch Example: If your fashion brand is launching in September, you should start pitching to print magazines in April–May, online media in July, and influencers in August. If You Want to Be in a Holiday Gift Guide Major magazines work 4–6 months ahead! Christmas gift guides in print magazines – Start pitching in June–July Online holiday guides – Start pitching in September–October Influencer gift guides – Start pitching in November–early December Pro tip: Don’t wait until November to pitch major publications—it’ll be way too late. If You Have a Big Brand Announcement (Rebrand, Collab, Expansion, etc.) Long-lead media – Pitch 3+ months in advance Online media – Pitch 1–2 months before the announcement Influencers & social media – Pitch 2–4 weeks before the announcement Example: If you’re launching a designer collab in September, start pitching magazines in June, online media in July, and influencers in August. If You Have a Seasonal Product or Trend-Based Story Spring/Summer features – Start pitching in December–February Autumn/Winter features – Start pitching in June–August Pro tip: Journalists love trend-driven pitches. If your beauty product aligns with a rising skincare trend or your fashion brand fits an upcoming colour trend, pitch it early! If You Want to Be Featured in a News Story The sooner, the better! If your pitch is tied to a trending topic, act fast—journalists are working on tight deadlines. If a breaking news story relates to your brand (e.g., a sustainability law change and you run an eco-friendly brand), reach out within 24–48 hours. 4. Best Times to Contact Influencers Influencers don’t work on the same strict editorial schedules as journalists, but timing still matters. If You’re Sending PR Gifts Influencers with large followings (100K+) – Reach out 1–2 months in advance Micro-influencers (under 100K) – Reach out 2–4 weeks in advance Example: If you want influencers to post about your product for Valentine’s Day, start reaching out in early–mid January. If You’re Running an Influencer Campaign Small, short-term campaigns – Contact influencers 2–4 weeks in advance Larger, multi-influencer campaigns – Contact influencers 6–8 weeks in advance Pro tip: Popular influencers book collaborations far in advance, so don’t leave your outreach until the last minute! 5. What If You’re Too Late? Missed the ideal pitch window? Here’s how to salvage the opportunity: Find a fresh angle – If you missed Christmas gift guides, pitch a “New Year’s Must-Haves” angle instead. Target digital-first media – Online publications have shorter lead times than print. Leverage influencers – They can create content faster than traditional media. Pitch for next time – If you missed this year’s opportunity, plan ahead for next year! Getting featured by the media isn’t just about what you pitch—it’s about when you pitch. By aligning your outreach with editorial calendars and deadlines, you’ll massively increase your chances of landing press coverage. So, take a look at your PR plans, mark your calendars, and get pitching at the right time!
Read
How to Build Relationships with the Media
If you want consistent press coverage, you can’t just send out cold pitches and hope for the best. The secret to getting featured again and again? Strong relationships with journalists and influencers. When you take the time to build genuine connections, you’re no longer just another email in a crowded inbox—you’re someone they want to hear from. And that’s when the real PR magic happens. So, how do you go from being a total stranger to a go-to source for the media? Let’s break it down step by step. 1. Get to Know the Right People Not all journalists and influencers are the right fit for your brand. Instead of blasting out the same message to everyone, focus on building relationships with people who are actually interested in your industry. Research before you reach out – Look at who’s writing about brands similar to yours. Check their latest articles and see if their style matches your brand. Follow them on social media – Engage with their posts, share their work, and start building familiarity before you ever pitch. Make a media list – Keep track of relevant journalists, bloggers, and influencers, along with their contact details, beats (topics they cover), and any past interactions. 2. Become a Valuable Resource (Not Just a Pitcher) Journalists get tons of PR pitches every day, most of which are purely self-promotional. Instead of just asking them to cover your brand, focus on providing value. Offer useful insights – If you have industry expertise or unique trend predictions, share them! Journalists love expert sources. Help them with their stories – If you see a journalist posting a request for sources (on platforms like Twitter/X), jump in and offer helpful info—even if it’s not about your brand. Be responsive – If a journalist reaches out for info, product samples, or quotes, reply quickly. Deadlines are tight, and being easy to work with makes you more likely to be contacted again. Pro tip: If a journalist doesn’t use your quote or feature you this time, don’t take it personally. Stay on their radar and be helpful—they might use you in a future piece. 3. Personalise Your Pitches (No Copy-Pasting!) One of the biggest mistakes brands make? Sending out generic, copy-paste pitches to dozens of journalists. If you want to build a relationship, your outreach needs to feel personal. Reference their past work – Mention an article they wrote that you enjoyed or a topic they frequently cover. Explain why your pitch is relevant – Make it clear why their audience would care about your story or product. Keep it concise – Get to the point in just a few short paragraphs. Example of a bad pitch:“Hi [Journalist], we’re a new beauty brand and we’d love for you to feature us!” Example of a great pitch:“Hi [Journalist], I loved your recent piece on sustainable beauty trends! Since you often cover eco-friendly brands, I thought you might be interested in [your brand], which just launched a 100% plastic-free skincare line. Happy to send over samples if you’d like to try them!” Pro tip: Even if a journalist doesn’t respond, don’t spam them with follow-ups. One polite follow-up after a week is fine—any more, and you risk annoying them. 4. Stay in Touch (Even When You’re Not Pitching) The best media relationships aren’t just about pitching—they’re about consistent engagement. If the only time a journalist hears from you is when you want something, it won’t feel like a real connection. Share their work – If a journalist writes a great article (even if it’s not about you), share it on social media and tag them. Congratulate them – Did they win an award? Start a new role? A quick message of support keeps you on their radar. Send useful tips – If you see an interesting trend or stat related to their niche, send a short email saying, “Thought you might find this useful for future stories!” Pro tip: If a journalist does cover your brand, send a thank-you email. A simple “Really appreciate you including us in your piece!” goes a long way in strengthening your relationship. 5. Build Relationships with Influencers, Too Traditional media isn’t the only way to get coverage—influencers play a huge role in brand visibility, especially in fashion, beauty, and lifestyle. Engage before you pitch – Like and comment on their posts genuinely (don’t just drop a fire emoji and move on). Personalise your outreach – If you’re gifting products, explain why you think they’d love it. Offer long-term partnerships – Instead of just one-off features, consider building an ambassador program to work with influencers regularly. Respect their creative freedom – Influencers know their audience best, so don’t micromanage how they talk about your brand. Pro tip: Just like journalists, influencers appreciate brands that support them year-round, not just when they want a promo. Show love for their content consistently! Building relationships with the media isn’t about quick wins—it’s about playing the long game. When you focus on genuine connections, providing value, and being easy to work with, you’ll naturally start landing more coverage. So, instead of seeing journalists and influencers as gatekeepers, think of them as potential collaborators. Treat them with the same care you’d treat your customers, and watch your media presence grow.
Read