The Journal
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.
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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!
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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.
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How to Do Follow-Up Emails
So, you’ve sent out a carefully crafted pitch, and now… crickets. No reply. No feature. No signs of life in your inbox. Before you assume the worst (“They hate me!” or “My brand isn’t good enough!”), here’s the truth: Journalists and influencers are busy—your pitch probably just got buried. This is where the follow-up comes in. But there’s a fine line between a helpful nudge and an annoying email that gets you blacklisted. Want to know how to follow up the right way and increase your chances of a response? Let’s break it down. 1. Give It Time (Don’t Follow Up Too Soon!) Journalists and influencers don’t check their inboxes the way you do. They might be drowning in hundreds of emails a day, working on tight deadlines, or simply prioritising other stories. For journalists: Wait 5–7 days before following up. For influencers: If it’s a gifted or partnership enquiry, give them 7–10 days before nudging them. When not to follow up: If your pitch was time-sensitive (e.g., an exclusive event invite), then a quicker follow-up within 48 hours is okay. Pro tip: If a journalist is working on a breaking news story, don’t follow up immediately. Instead, try again later when they have more breathing room. 2. Keep It Short & Sweet A follow-up is not a chance to re-pitch in detail. Journalists and influencers don’t need a long email—just a quick reminder. Example of a bad follow-up:“Hey, just checking if you saw my email about our brand. I really think you should cover us because… [long pitch repeated here]. Let me know your thoughts!” Example of a good follow-up:Subject: Quick follow-up on [your original pitch]“Hi [Name], I hope you’re having a great week! Just wanted to follow up on my email about [your pitch] to see if this might be of interest. Happy to provide any extra info you need. Looking forward to your thoughts! Best, [Your Name]” Make it easy to say yes – Offer to provide more details, images, or samples without over-explaining. Keep it warm and professional – No passive-aggressive “Just circling back again…” vibes! Keep the subject line clear – A simple “Following up on [pitch topic]” is perfect. 3. Change Up Your Approach (If Needed) If your first follow-up goes unanswered, try tweaking your angle before following up again. Reframe your pitch – Maybe your original angle didn’t resonate. Can you position it differently? Add new value – Has there been an update, a new product launch, or a fresh insight that strengthens your story? Try a different channel – If email isn’t working, try engaging on social media before attempting another follow-up. Pro tip: If a journalist never responds after two follow-ups, move on for now. Some stories just aren’t the right fit at that moment—but that doesn’t mean they won’t be in the future! 4. When (and How) to Follow Up with Influencers Influencers handle PR differently than journalists—many receive tons of brand requests, so follow-ups need to be respectful of their workflow. If you sent a gifting offer… First follow-up: Wait 7–10 days to check if they’d like to receive the product. Second follow-up (if needed): If no reply, send a polite “no worries” email and move on. Example follow-up:“Hey [Name], just following up to see if you’d be interested in trying [product name]! No pressure at all—just wanted to check in. Let me know either way. Thanks!” If they accepted a gifted product but haven’t posted… First follow-up: Wait 2–3 weeks after they receive it. Second follow-up (if needed): If they haven’t posted after another 1–2 weeks, send one more gentle nudge. Example follow-up:“Hey [Name], hope you’re loving [product]! Just wanted to check if you had a chance to try it yet. No rush—just excited to hear your thoughts! Let me know if you need anything. Thanks!” What not to do: Don’t demand a post or guilt-trip them. If an influencer hasn’t posted after two follow-ups, it’s best to move on gracefully. 5. Know When to Stop Following Up If you’ve followed up twice and haven’t heard back, it’s time to let it go (for now). Do not: Keep emailing over and over (this will get you marked as spam). Send guilt-tripping messages (“I know you’re busy, but I’d really appreciate a response”). Take it personally (sometimes it’s just not the right time). Instead, focus on nurturing long-term relationships. Even if they didn’t reply this time, they might in the future—especially if you keep engaging with their content. Pro tip: Keep a follow-up tracker so you don’t accidentally overdo it with the same contact. Following up isn’t about nagging—it’s about strategic reminders that keep you on a journalist or influencer’s radar. By keeping your follow-ups timely, short, and friendly, you increase your chances of a response without damaging relationships. And remember: no reply doesn’t always mean no interest. Sometimes, it just means not right now. So, keep building relationships, refining your approach, and staying persistent—but never pushy.
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How to Capitalise on Press and Influencer Coverage
So, you’ve landed some amazing press or influencer coverage—congrats! Your brand has been featured, the buzz is building, and now you’re wondering… what next? Many brands make the mistake of assuming the work is done once they’ve secured coverage. But in reality, this is just the beginning! To truly maximise the impact of that hard-earned media placement, you need to squeeze every drop of value out of it. In this guide, we’ll walk you through exactly how to capitalise on press and influencer coverage to boost brand awareness, drive sales, and build lasting credibility. 1. Share It Everywhere First things first: don’t let your coverage go unnoticed! You need to shout about it from the digital rooftops. Post it on social media – Share the article, video, or post across all your platforms. Add an engaging caption, tag the journalist/influencer, and use relevant hashtags. Use Instagram Stories – Take screenshots and share them in a carousel format. Use fun stickers, GIFs, and polls to make it interactive. Pin it to the top of your profiles – On Instagram, TikTok, and X (formerly Twitter), pin the coverage post so it stays visible for new visitors. Feature it in your email newsletter – Your subscribers are already interested in your brand—show them the great things people are saying about you! Update your website – Add a “Featured In” or “Press” section with the logos of publications and influencers who have covered you. This builds credibility for new customers. 2. Turn It Into a Testimonial Press and influencer endorsements act as powerful third-party validation. Instead of just sharing the article and moving on, use it as an ongoing trust signal. Pull out key quotes – If a journalist or influencer said something great about your product, turn it into a graphic or video for social media. Incorporate it into product pages – Add a “As Seen In” badge or testimonial section to reinforce credibility. Use it in paid ads – Highlight media coverage in your Facebook, Instagram, or Google ads to strengthen social proof and drive conversions. 3. Engage with the Journalist or Influencer Building relationships is key in PR. If someone has featured you, nurture that connection to increase your chances of future coverage. Send a thank-you message – A simple DM or email expressing appreciation can go a long way. Engage with their content – Like, comment, and share their posts to stay on their radar. Offer them exclusives – Next time you launch a product or have an exciting update, pitch it to them first. Collaborate further – If it was an influencer feature, consider working together on a deeper level, such as a paid campaign, giveaway, or ambassador program. 4. Repurpose the Content for Maximum Impact One piece of coverage can be repackaged into multiple formats to extend its lifespan. Here’s how: Create a blog post – Summarise the coverage in a blog on your website, adding your own insights or behind-the-scenes details. Film a reaction video – Share your excitement on Instagram Reels or TikTok, reacting to the coverage and adding your thoughts. Turn it into an infographic – Visual content is highly shareable! Summarise key points in an eye-catching design. Make it a case study – If the coverage drove significant traffic or sales, document the results as a case study to show potential stockists or investors. 5. Keep the Momentum Going One feature is great, but consistency is key in PR. Use this coverage as a stepping stone to secure more. Leverage credibility – When reaching out to new journalists or influencers, mention your previous press features to show that your brand is newsworthy. Create a media kit – Include your latest press, key brand info, and high-quality images to make it easy for future press to cover you. Monitor performance – Use Google Analytics or social media insights to see how the coverage impacts traffic and sales. Pitch follow-up stories – If an article performed well, reach out to the journalist with a fresh angle or update to continue the story. Press and influencer coverage is more than just a momentary win—it’s an opportunity to build long-term brand authority, attract new customers, and open doors to bigger opportunities. By following these steps, you’ll ensure your features don’t just sit there collecting digital dust but actually work for your brand. So, next time you land a piece of coverage, don’t just celebrate—strategise!
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