When Should I Contact the Media?

Feb 20, 2025
in The Journal
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!

Tags: Advice Influencers Press
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The Ultimate Guide To Coachella Brand Activations

The Ultimate Guide To Coachella Brand Activations

It’s that time of year again - Coachella season. Whether you love it, loathe it, or pretend to be indifferent while quietly saving Pinterest boards of festival looks, there’s no denying it: Coachella is one of the biggest cultural moments in the calendar. You don’t need to be dishing out VIP wristbands or chartering influencer jets to tap into Coachella’s viral magic. In fact, some of the most effective brand activations have come from those watching from the sidelines; smart, scrappy, and ready to move fast on content trends. Let’s get into the how, the why, and most importantly the ROI. Why Coachella Still Matters (Even if You’re Not Into the Music) Think of Coachella less as a festival and more as a launchpad for spring-summer trends in fashion, beauty, and culture. It’s where celebrities debut new hairstyles, influencers trial early summer fits, and brands test aesthetic-led campaigns designed to go viral. Coachella has become its own marketing moment, one that dominates the explore page on Instagram, floods TikTok with GRWMs and “what I wore” content, and sets the tone for months to come. It’s a golden opportunity for brands that want to be part of the conversation. So, What’s In It for Brands? Done right, Coachella related marketing can deliver: Massive organic reach from influencer collaborations and UGC Increased sales driven by impulse purchases tied to trending moments Brand positioning as trend-savvy, culture-conscious and relevant Traffic spikes on your website and socials during peak Coachella weekends Press mentions if the activation is clever, visual, or stunt-worthy enough And no, you don’t have to spend millions to make it work. Let’s break it down. 1. Digital Gifting + Reactive Content (Investment: £300–£2,000) You don’t need to be on the ground in Indio to be on influencers’ radar. Brands can send pre-Coachella gift boxes to influencers attending the festival, or even those staying home but posting themed content. What this could look like: A small skincare brand curates a “festival skin survival kit” and sends it to influencers heading to LA (or posting festival looks from their garden) A jewellery brand creates a “desert disco” themed drop and sends to influencers styling their own looks Example:Tarte Cosmetics famously send influencers to Coachella, but smaller beauty brands have also seen ROI by piggybacking, e.g. Glow Recipe and Summer Fridays have gifted key pieces to creators heading to the festival, gaining organic exposure in their content. ROI:One gifted influencer with 200K+ followers wearing your pieces in a GRWM can result in hundreds of clicks and sales, especially if it’s linked in an Instagram story with a code. Brands have seen 3–5x ROI from minimal gifting costs. 2. Create a Coachella-Inspired Product Drop (Investment: £500–£5,000) Use the hype of Coachella to launch a limited edition edit or themed collection. Think glitter, brights, boho, body shimmer, tinted balms, crochet. Position it as a festival-ready range. What this could look like: A clothing brand drops a “Not Going to Coachella” collection: playful, wearable and tuned into the FOMO A nail brand releases Coachella-inspired press-ons with iridescent sparkle and flower accents Example:PrettyLittleThing and Boohoo regularly push Coachella-style edits timed with the festival. Even if their audience isn’t going, it taps into the vibe shift people are feeling as the weather warms up. ROI:Limited drops can create urgency. If promoted well, a product edit with a 20–30% profit margin could easily double its investment, particularly if backed with TikTok ads or UGC. 3. Virtual Festival Experiences (Investment: £1,000–£10,000) Creating your own virtual version of Coachella is bold, but highly effective if done right. Think digital pop-ups, VR try-ons, AR filters, or an Instagram Live DJ set with product tie-ins. What this could look like: A beauty brand hosts a “Get Ready With Me” live session using their festival look kit A fashion brand collaborates with a DJ for an Instagram Live set with a styling segment Example:Revolve launched a fully digital event experience during the pandemic, pairing content with shopable links and exclusive influencer takeovers ROI:Engagement is the main currency here. If you drive traffic to your site or get newsletter signups off the back of a digital event, you’re building long-term value. A £3,000 spend could yield thousands of new impressions and high-quality leads. 4. IRL Pop-Up or Brand Moment (Investment: £2,000–£20,000) Bring the festival vibe home with a themed pop-up or retail moment. Perfect for brands who want to capitalise on the cultural wave without flying across the world. What this could look like: A beauty brand sets up a “Glow Bar” for walk-ins, offering Coachella-style touch-ups and free samples A haircare brand creates a “Braid & Hydrate” booth for a weekend Example:In 2023, NYX Professional Makeup did a series of in-store Coachella-themed installations in global stores, leading to spikes in footfall and purchases during the April weekends. ROI:These activations drive direct sales, press, and buzz, especially if you capture content to repurpose across social. With smart partnerships or in-store placement, you could get a 2–3x return on spend via sales alone, not to mention the brand equity boost. 5. Tap Into Coachella FOMO Content Trends (Investment: £0–£1,000) This is the low-lift option with high potential. Create reactive content around Coachella weekend. Think memes, outfit ratings, TikTok duets, GRWM spoofs, or “what I’d wear if I was invited.” What this could look like: A UK based brand posts a reel titled “POV: You’re going to Coachella but forgot you live in Manchester.” A skincare brand reacts to viral looks with product suggestions (“Here’s how to recreate this glow with just 2 steps.”) Example:Small TikTok brands and creators like @thedesignerdupe and @shopcider have leaned into Coachella FOMO content and gained tens of thousands of views. No paid spend needed. ROI:While less measurable in immediate sales, these moments drive awareness and brand affinity. One viral video can grow your follower count significantly, positioning you for future conversions.   You don’t have to outspend the big dogs or fly a plane full of influencers to California. The smartest Coachella strategies come from brands who are tuned into their audience, fast on trends, and savvy with storytelling. Pick the angle that suits your budget and tone, and remember, you don’t need to be at Coachella to own the moment. However... For some brands, being part of the Coachella conversation isn’t enough, they want to be in it. Literally. And with good reason. Coachella isn’t just a music festival anymore, it’s a full-blown marketing playground with some of the most high-impact brand moments of the year. But getting on the ground at Coachella isn’t cheap, and it isn’t for everyone. If you’re thinking about it, you need to go in with a clear strategy, a strong creative angle, and a firm understanding of the returns you’re chasing. Here’s a breakdown of the key ways to show up IRL and what you’ll need to make it work. 1. Sponsor a Coachella Event or Brand Party Investment: £50,000–£500,000+ Let’s be clear: sponsoring Coachella itself (as an official partner) is big-league territory - think Heineken, American Express, or YouTube levels of spend. But the more realistic route is sponsoring one of the unofficial brand parties that happen across the festival weekend. These parties are where the influencers, celebrities and media hang out, often even more than the festival itself. The most iconic ones? Revolve Festival, Neon Carnival, Bootsy Bellows, and Soho Desert House. What this could look like: Your brand sponsors the beauty tent at a major party (e.g. makeup touch-ups or hair braiding) Product seeding in the VIP area (e.g. branded fans, beauty minis, sunglasses, suncare, energy drinks) Branded photo moments, props, or installations Example:In 2023, Celsius Energy Drinks sponsored multiple VIP events, offering branded fridges and cold cans everywhere. The result? Constant on-camera product placement and social buzz. ROI:This is mostly brand awareness and prestige. Expect content reach in the millions and association with high-tier talent. For beauty and fashion brands, it can also spark product sell-through if you build a landing page or capsule collection around it. 2. Host Your Own Activation or Pop-Up During Festival Weekend Investment: £20,000–£150,000+ If you want total control (and potentially more ROI), hosting your own brand activation in the Palm Springs area can be powerful, as long as it’s well-executed. What this could look like: A branded villa with a pool, product trials, influencer gifting, and press moments A pop-up boutique or lounge for invited guests to swing by for content and chilled downtime A beauty brand offers free festival touch-ups, hairstyling, or massage tents Example:In 2022, skincare brand Starface opened a Festival Skin Lounge; a colourful villa where influencers got ready, took content, and received skincare kits. Content went viral, their signature pimple patches were seen everywhere, and sales spiked. ROI:Expect strong UGC and organic mentions, plus ongoing influencer relationships. With the right PR, you can also land coverage in outlets like Elle, Cosmopolitan, and Who What Wear. ROI comes mainly from earned media value and long-tail social impact. 3. Infiltrate Influencer Content Strategically Investment: £5,000–£50,000 depending on scope One of the smartest ways to show up at Coachella without officially being “there” is to partner with influencers attending the festival and build your brand into their content plans. This could be gifting, paid collabs, or part of their outfit/product prep. What this could look like: Paid placement in GRWM videos, outfit reveals, and “What’s in my Coachella bag” content Branded Airbnb moments eg. a beauty fridge in the kitchen, branded towels, a glam station, etc Co-branded edits on TikTok and Instagram (with clear shopping links and discount codes) Example:Fashion brand House of CB has successfully positioned itself as a go-to label for Coachella weekend wardrobes; not through huge events, but by working with the right micro and macro influencers pre-festival. ROI:This can be highly conversion-driven if you time product drops or offer discount codes. With the right influencers, brands have seen 5–10x ROI from a weekend’s worth of posts, particularly for fashion and beauty products. 4. Go Big with a Coachella House Takeover Investment: £100,000–£1 million+ Reserved for brands who want the full Coachella fantasy. These are the luxe brand mansions you’ve seen all over TikTok, where every surface is branded, every pool float has a logo, and influencers are hosted for 3-day immersive experiences. What this could look like: A branded takeover of a Palm Springs villa with a packed itinerary (pool party, DJ sets, facials, gifting) Influencers flown out, styled, and hosted as part of a brand ambassadorship campaign Branded content studios set up inside for filming outfit changes, GRWMs, and TikToks Example:Revolve’s Coachella takeover is the blueprint. Their festival-adjacent event drives press coverage, influencer loyalty, huge UGC output, and millions in impressions and sales. ROI:Massive if executed properly. But this level is long-term brand building rather than quick sales. Ideal for funded DTC brands or those launching in the US market. A Quick Reality Check Attending or activating around Coachella is not essential for brand success, it’s one of many cultural touchpoints you can work with. But if you're going to do it, you need to go in with: A clear goal (brand awareness? influencer engagement? sales?) A strong creative angle Tight execution and follow-up; get the content, tag the creators, repurpose everything If You’re Going, Go All In Half-baked Coachella moments rarely land. But with the right strategy, showing up IRL can put your brand on the global stage, not just for the weekend, but for the months of content, awareness and hype that follow. Here are a few budget examples to help you decide whether to be there or not to be there. Option 1: Mid-Level Coachella Activation (Under £20,000) Activation Type: Influencer content house or private day rentalGoal: Content creation, influencer engagement, UGCDuration: 1 to 2 days Total Estimated Cost: £9,500–£18,000        ROI Potential: 5–10 branded content pieces Reach of 100K–500K via influencer stories, reels, and tags Content you can reuse in campaigns for months Potential 3–5x ROI in product sales depending on your funnel Option 2: Premium Coachella Activation (Under £100,000) Activation Type: Branded Palm Springs VillaGoal: Influencer and press engagement, UGC generation, brand positioningDuration: 3 days (Friday to Sunday of Weekend 1) Total Estimated Cost: £43,000–£73,500        ROI Potential: 15–20+ pieces of high-quality influencer content Thousands of organic impressions across Instagram, TikTok, and YouTube Brand-owned content for reuse in ads, socials and website Gifting visibility among tastemakers and stylists Press opportunities if coverage is pitched smartly Brand association with a major cultural moment     Option 3: Ultra-Premium Coachella Activation (Over £100,000) Activation Type: Fully branded Coachella content mansion with hosted experienceGoal: High-impact PR moment, content generation, VIP influencer loyalty, long-term brand positioningDuration: 3–4 days Total Estimated Cost: £117,000–£186,000    ROI Potential: Global brand visibility Long-term influencer loyalty and brand ambassador relationships 50–100+ content assets to reuse across ads, website, retail Organic reach in the millions Potential press pick-up from Vogue, Elle, Who What Wear etc High-value UGC that continues to convert across platforms    

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How to Get Invited to a Coachella Brand Trip

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Let’s be honest: being flown out to Coachella by a brand, put up in a dreamy house in Palm Springs, dressed head to toe in sponsored looks and fed fancy cocktails in a branded cabana is influencer gold dust. But these trips aren’t just handed out to anyone with a ring light and a decent engagement rate. Here’s what it actually takes to land a brand trip to Coachella, and what to expect if you get the golden ticket. Step One: Focus on the Right Brands Not every brand is active at Coachella. You’ll want to do your homework and hone in on the ones that are known for going big during the festival. Start with these heavy hitters: Revolve: Their annual Revolve Festival is basically Coachella’s glossier cousin. It’s invite-only, influencer-packed, and one of the most photographed events of the weekend. Poppi: The soft drink brand pulled off a major activation in 2024, with custom installations and TikTok-worthy branding. YouTube, NYX, Amazon, Rhode Skin and Poosh all had a big presence at Coachella 2024 too. Follow these brands, engage with their content, and start incorporating them naturally into your own posts. If you’re already a customer, even better. Show that you’re already a fan before they ever approach you. Step Two: Start Making Coachella Content Now You don’t need to be in the desert to make Coachella content. Start by creating: Festival-inspired outfits: Include shoppable links, tag relevant brands, and post outfit reels or carousel grids. Beauty looks for the desert: Think glowy skin, bold liner, longwear lipstick. Tutorials perform especially well here. Your Coachella moodboard: Pinterest-style roundups, IG stories, or even a saved highlight can all help show brands you’re ready for a trip. The goal is to show you already fit the Coachella aesthetic. You want to look like someone who should be there. Step Three: Get Strategic with Hashtags and Tagging When you post Coachella-relevant content, use hashtags like: #Coachella2025 #RevolveFestival #CoachellaStyle #FestivalSeason #PalmSpringsVibes Tag the brands directly. Tag the location, tag the stylist, tag the PR agency if you know it. Make it as easy as possible for someone scouting talent to find your post and your profile. Step Four: Be Loud but Polished Reach out to brands directly. Send a concise email pitch to the influencer marketing or PR contact. Your message should: Show familiarity with their past Coachella presence Include your audience stats and past brand collabs Suggest how you could bring their brand to life at the festival Make sure your media kit is ready to go, includes case studies if possible, and shows you’re professional, organised and easy to work with. What Happens If You Get Invited? Brand trips to Coachella tend to follow a pretty similar format: You’ll fly into Palm Springs or LA: Brands usually cover flights and arrange transport to your accommodation. You’ll stay in a shared influencer villa: Think stunning house, private chef, a dedicated glam team, poolside branding, the lot. You’ll be given a schedule: This will include outfit deadlines, scheduled content times (e.g. shoot this look at 11am), parties you need to attend, and occasional brand briefings. You’ll be expected to post: Stories, reels, GRWMs, brand tags, outfit credits. Some brands will even want you to post live from the festival. Brand Trip Etiquette: Do Not Be That Person Stick to the deliverables. If they ask for 3 reels, 5 stories and 1 carousel – don’t go rogue. Respect the schedule. If there’s a content slot at 9am, you can’t be missing because you stayed out all night at Neon Carnival. Be low maintenance. These trips are meant to be fun, but the teams running them are working hard. Don’t make their lives harder. Want to Be Invited Again? Here’s How: Deliver more than what was asked Be kind, helpful and professional to staff, PRs and other influencers Tag brands beyond the trip and keep the relationship warm throughout the year Send a follow-up email after the trip with results and a thank you Youtube Playlist Recs Get a behind-the-scenes look at what a Coachella brand trip is actually like:    •    Coachella Week! Let’s Go to Coachella for a Brand Trip (YouTube)    •    My First Brand Trip Living in a House with Influencers (YouTube) Coachella isn’t just about getting the shot in front of the Ferris wheel anymore, it’s a business opportunity, a networking event, and a way to cement your status as a serious content creator. Play it right, and you won’t just go once. You’ll be top of the list for years to come.    

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Turn Unpaid Collab Opportunities into Paid Partnerships

Turn Unpaid Collab Opportunities into Paid Partnerships

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If not, politely decline and move on. Step 2: Establish Value from the Start Rather than simply accepting an unpaid project, respond by positioning your work as a valuable asset. Here are some ways to say it respectfully but confidently: “Thanks so much for reaching out! I’d love to collaborate. Can you share details about your budget for this project? My standard rate for this type of work is [insert rate & link/attach media kit], and I’d love to find a way to work together that benefits us both.” “I appreciate the opportunity and love what your brand stands for! At this stage in my career, I focus on paid partnerships. My rates start at [insert rate & link/attach media kit], and I’d be happy to tailor a package that fits your needs.” “It sounds like a great project! I’d love to be involved. I typically work on a paid basis, and my packages start at [insert rate & link/attach media kit]. Let me know what works for you!” “I’m excited by this opportunity! 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If so, I’d love to discuss terms that work for both of us.” Some brands will provide a personalised discount code or tracking link so you can monitor your earnings. If a brand doesn't have an affiliate system, you can suggest setting one up through platforms like LTK. Step 6: Upsell Additional Services Turn an unpaid opportunity into a paying one by suggesting add-ons: “I can create the content as agreed, but I also offer [additional service] for [price]. Many of my clients find this helpful to maximise engagement.” “Since you’re interested in [specific service], I also offer additional promotional support such as IG Stories and Reels at a rate of [price]. Would this be something you’d like to explore?” “I’d be happy to produce the original content, and if you need extra edits, resizing for different platforms, or usage rights, I can offer those at an additional rate.” This keeps the conversation open for a budget discussion rather than closing the door completely. Step 7: Follow Up and Build the Relationship Once the collaboration is complete, don’t let it be a one-off. Check in with the brand a few weeks later: “I loved working on this project with you! How did the content perform? Let’s discuss how I can support your next campaign on a paid basis.” “Since our last collaboration, I’ve worked on some new creative concepts that I think would be a great fit for your brand. Let’s chat about a potential paid partnership!” “I noticed my content performed really well with your audience. Shall we explore a longer-term partnership that drives even more engagement?” Stay in touch, engage with their posts, and continue positioning yourself as a valuable asset. If you’re earning commissions through an affiliate link, you can also provide the brand with sales data to reinforce your value and push for a retainer agreement. Step 8: Know When to Walk Away If a brand continuously refuses to pay while profiting from your work, it’s time to move on. Your skills, time, and expertise deserve compensation. There are plenty of brands that will pay for high-quality creative work, focus your energy on them. Turning unpaid collaborations into paid work is all about positioning, negotiation, and knowing your worth. By approaching each opportunity strategically, you can transition from free projects to a career that pays you what you deserve. The next time a brand slides into your inbox with an unpaid offer, use this guide to turn it into something that benefits you. Your talent is valuable, make sure you’re treated that way.  

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