Note from the Editorial Team: Welcome to the DWP Insider Insights Series! Through DWP Insider we have tried to bring the wedding community closer by creating content catering to both wedding industry professionals and to brides & grooms alike. Our blogs have been a source for taking inspiration for upcoming weddings, the latest trends on fashion, beauty & health, and showcasing extravagant real weddings. But now we are taking this a notch higher and introducing the DWP Insider Insights Series where we will be sharing tips and expert knowledge from industry veterans that will help you elevate your business.
Today, we bring to you a blog by our guest author, Meghan Ely – Founder, OFD Consulting and an expert on wedding publicity, who has been an integral part of the DWP familia. Just like any connection or relationship is important for the business, having a strong editorial relationship is a prerequisite too in order to scale your business and take it to new heights. And especially in an industry as flamboyant as ours, it is absolutely crucial to bank on these relationships. We are sure this blog will prove valuable for your business, so read on and get inspired!
A big thank you to Meghan for her contribution!
“Top 4 Ways To Strengthen Editorial Relationships”
– Guest Blog by Meghan Ely
It should be said that great, well-crafted media pitches can truly make a world of difference with your wedding PR strategies, but there’s no substitute for the impact of building editorial relationships.
2024 will bring with it a fresh start and, with that, new goals to guide the next steps of your brand. So now is a great time to focus on strengthening these connections to stay top of mind for those coveted media placements during engagement season.
Start paying attention to their work
Every great pitch starts with time dedicated to getting to know the journalist’s content, be it their articles, podcast episodes, or TV segments. Oftentimes, I don’t pitch a journalist for months until I’m absolutely clear on where they write, how often they write, and what they write about.
More recently, I reached out to a writer after spending the better part of a year getting to know her portfolio – what she focused on, how often she wrote nationally, and so on. All of that to say that I had a reply with (2) articles to work on within a day of reaching out to her. It was a slow burn, but the outcome was worth the wait.
The key is to first identify who you should follow. The general guideline is to identify 2-3 outlets that are a fit for your publicity goals. The key is then to seek out writers who regularly quote wedding professionals as expert sources. Then, narrow down the writers to those who cover your area of expertise- be it, florals, design, venues or otherwise.
With the above in mind, build out about 20 minutes a week to run through the selected writers’ bylines to be up-to-date on their press portfolio.
Start with social media
Connecting with writers on social media is a great idea, as long as you are purposeful and intentional with doing so. As much as it’s imperative to get to know their content, you also want to get to know them as people.
Many freelance writers will have dedicated websites with social media links where you can connect with them. Most can be found on Instagram and LinkedIn, to start. Just remember, if they have private accounts, you’re better to respect their wishes for privacy and not follow them if you don’t know them personally.
From there, find commonalities as these little bits of their life or their interests can be great to relate to. This opens the door to a connection where you can comment genuinely on some posts, even if they have nothing to do with you getting featured.
Be a selfless resource
If the opportunity arises where a writer you are following is in need of anything, this is your time to shine. Even if it doesn’t give you the chance to instantly get published, being that selfless resource can go a long way. Oftentimes, they have a short turnaround time, so you have limited time to make a great impression.
If they need a source for something that you can’t speak to, lean into your circle of vendors and propose connecting them with an expert who can assist. Offering to give another trusted pro the spotlight is something a writer won’t soon forget, and they’ll start looking to you as a go-to.
Go where they go
Meet the media in the middle. Seek out industry events and conferences, such as the DWP Congress, where you might bump into them. Many publications in our industry often host a variety of gatherings throughout the year. Do your research and find out when these events take place and what the agenda looks like. If it’s a priority to collaborate with a publication, this is your window of opportunity to consider budgeting time and resources to attend.
Doing your due diligence with proper research will ultimately set the foundation needed for positioning yourself as an expert for the media. Laying the groundwork now could make for a lasting editorial relationship for years to come.
About the Author:
Meghan Ely
OFD Consulting owner, Meghan Ely, CWIP (Certified Wedding Industry Professional), combines in-the-trenches event experience with a love of wedding PR to empower her clients to take their businesses to new heights. Her team’s publicity efforts are regularly honored by the Public Relations Society of America, and most recently, Meghan was named the NACE Speaker of the Year.
