They’re often the initial touch point introducing media to a new brand or product, so it’s paramount that press releases are done well. To help you to master yours, BD talks to some of Australia’s top beauty media members about their advice for putting together an impeccable press release.
Short and sharp
Press releases should be direct and concise, and outline the facts rather than embellishing a story. “Short, sweet and to the point - we want to know what the product is, what it does, if there's new technology involved. Impressive ingredients are good, too. Anything that's beyond a page has lost me,” says beautyheaven editor Carli Alman. Rescu editor and founder Bahar Etminan agrees: “Unless you have an expert and some excellent research findings, one page is enough. Flowery copy is silly and no one has time to read it. Keep it useful and focused.”
Information about the product’s purpose should be easily found. “It's important to provide a clear, concise summary about what the product is and what it does. Preferably, this information should be included right at the top of the press release so editors can quickly gain an understanding about the new product. We often won't have time to read the entire press release the second it hits our desk,” reveals Blush Hour founder and editor Lauren Dunne.
The essentials
While it’s obviously crucial to get the brand message across in a press release, always make sure the finer details are also available. “The only details I actually need on there (which surprisingly are frequently left off) are the RRP, on-sale date and stockists,” says Harper’s Bazaar beauty writer Anna Lavdaras. For Beauticate founder and editor Sigourney Cantelo, it’s the price that is always right: “Obviously the price is super important. There’s nothing more annoying than having to chase that! Stockist information, including approved e-tail sites, is helpful.”
It’s also essential to include on-sale and embargo dates on the press release. “Having the on-sale date is the number one thing! It’s so important to state when the products will be put on the shelves to help us organise what issue it’s suitable for and where it will fit in,” explains Famous beauty editor Brittany Lane.
Alman backs this up, revealing: “A clear indication of on-counter date (or if it's on shelves, an 'available now' would be amazing) is critical - there have been so many times I've had to get in touch with the PR to find out if it can be featured. As we're online, people want to get the product right after they’ve read the story, so we want to limit the number of comments like, ‘oh I went in store and it's not in yet!’” She adds it’s also important to note if there is an embargo, “because no-one likes to accidentally break one!”
Last but not least, the PR or brand contact details should be included on all press releases. “It's vital to include the PR agency contact details so bloggers and editors know who to reach out to if they require further information. This one's a bit of a no-brainer, but you would be surprised how often it's left off!” advises Dunne.
Design elements
Just like with content, it’s best to keep the design clean and to the point - so don’t go and get all fancy right away. “Presentation is key - you remember a release that's formatted correctly, printed clearly and if it happens to be particularly long, double-sided printing is preferable to cut down on all the sheets of paper we have to go through. A strong brand imagery is also great, so the release can be quickly identified and filed,” says First World Beauty Problems founder and editor Nicola Wood.
It’s a good idea to include an image of the product, but again, it doesn’t need to be a work of art. “A small inset image of the product is super helpful,” says Lavdaras. And it’s not just the image that should be small, with beauty media preferring to receiving press releases on a piece of paper in a contained size. “I prefer releases that are A4 or smaller - any bigger and they become difficult to file away and take with you when you need them,” explains Wood.
Alman also supports A4-sized releases: “Having all the info on a piece of A4 paper (max) is ideal. It sounds silly, but receiving the essential info on a giant poster board or the inside flap of a glossy cardboard box - while it looks impressive - is SO hard to file.”
Expert commentary
While not essential, quotes from an expert are a nicety. “Expert quotes are useful, if relevant. It can sometimes prompt an idea for an angle and there should be an invitation for us to follow up with the expert for additional exclusive quotes,” says Cantelo. Lavdaras agrees that it’s worth adding “the details of an expert who’s on hand to speak about the product/ingredients.”
As well as inspiring angle ideas, these quotes are often ideal to be used in features. “Engaging and insightful quotes from an expert (e.g. a make-up artist or skincare expert) outlining the product's benefits and functionality is always useful to have on file, and can potentially make its way into a feature,” says Dunne.
Extra content
Stumped for what information to include in your press release? The beauty eds have a few ideas! “Any stats or newsworthy data - they give us more of a reason to report on something rather than it just being ‘new’. A founder bio with pictures and quotes about inspiration behind the product is always nice. It’s great to find out a little bit about the people behind the brands,” advises Cantelo.
Information on application tips and a background story never goes astray when it comes to a press release. “If it’s a new product category, include tips on how to use it – morning/evening/before moisturiser/after make-up etc,” says Lavdaras. Wood adds: “A short background on the company is great, yet it's information that can be looked up if needed so not overly necessary in the release.”
For Dunne, it’s about finding out what makes the product stand out from the crowd. “When I'm scanning a press release, I like to get an insight into what sets this particular product apart from similar products and competitor brands on the market. It could be anything from a certain ingredient or particular application technique - something that gives the product an interesting edge or angle that will appeal to my readers.”
Lane is also interested in a product’s individuality, revealing she likes a press release to include “anything unusual or unique about the products from a selling perspective”. She also likes to know “whether or not it’s new, limited-edition, re-packaged or re-branded – sometimes this isn't clear and can be quite confusing”.
Digital-friendly
In this digital age, don’t be afraid to deliver your press release as an e-newsletter. “So much easier to file away and access with a quick search in emails - and environmentally friendly, too!” says Alman.
A benefit of sending the press release in email format is that it can include links. “Link to high- and low-res images. For online, we don't need nor do I want to spend two hours resizing images. Please provide us with web res and high res options. Don't send me things in Dropbox. A link to download optional information, video and images is best,” advises Etminan.