When writing about a product, a press release is often the first port of call for a beauty editor to gather information (after beautydirectory, of course). Reading hundreds of press releases every month, journalists have a pretty good idea of what they want and need to see on the page – not to mention how they like to receive them. Here’s an easy step-by-step guide on how to put together a press release, to give your brand the best shot of catching a beauty editor’s attention.
Key inclusions
Make a list of dot points before you get started on what you want your audience to get out of the press release. Make sure your release covers the Who, What, Where, When, How of your product or event,” says Alarna Kench, account manager at Saunders & Co.
In the case of product releases, it’s imperative to include on-counter date, an RRP and stockist details. Where possible, include an online stockist for your product,” adds Styling You blogger Nikki Parkinson. My readers are everywhere and not necessarily within driving distance of a shop.”
Also include any embargo dates and restrictions if applicable. And don’t forget to include PR contact details at the end so journalists have someone to contact for more information if they need it.
Language
The tone of the release should reflect the brand you are talking about, says Kate Gildea, PR manager for Cosmax Prestige Brands Australia, which looks after brands including Hugo Boss and fragrances. Our press releases for can be quite cheeky and provocative, as this is very much the profile of the brand,” she explains. On the other hand, the press release for a brand such as will adopt a more serious tone to reflect the refined elegance of the brand.”
And don’t forget that your audience of writers are likely to be grammar fanatics; therefore they won’t look kindly upon spelling mistakes and poor punctuation that can make a brand appear unprofessional.
Content
Again, think about the key messages that you want to get across to media and present them in a concise format. I always like to include a picture of the product first up, so that the journalists can visualise the product as they read the information in the release,” says Gildea. Generally, we then include information on the brand, the inspiration for the product, the product formulation, and information on the packaging. I then clearly lay out all the retail and contact details.”
Kench adds: The beauty journalist is a specialist in their field with extensive knowledge, so ensure you include the key ingredients where relevant.”
Where relevant, it’s also a good idea to include a quote from someone from the brand about the new product, business changes or announcement taking place.
Length
The length and design of a press release is dependant on the kind of information you’re releasing, but every beauty editor we spoke to agreed that the more concise, the better, with many admitting they won’t read beyond one page. It is important to respect that journalists are inundated with content from many sources, so keep it short and sharp,” says Kench.
According to Gildea, there are exceptions to the rule. If the press release is for a new brand or a collection of products, we will include more information on the history of the brand, the designer, the face of the campaign etc. These press releases can be anywhere up to six pages,” Gildea says.
Lead time
Most PRs will aim to send their press releases to monthly magazines several months prior to the on-sale date, whereas websites and weekly magazines will receive the release closer to the on-sale date, as it is more complementary to their lead times.
Parkinson says that even though bloggers have shorter lead times than monthly magazines, she still likes to receive releases a month ahead. You can embargo any publication of details, but if I have the information (and the product) a month ahead, it has more chance of being incorporated into my blog post ideas for around that time,” she explains.
Delivery
The cardinal sin of press releases: never, ever, under any circumstances, roll them up. They are impossible to file and binned automatically,” says Leigh Campbell, beauty editor of Cosmopolitan.
If sending in product to an editor, it’s imperative that you include a print out of the release as well. According to Justine Dunton-Rose, beauty editor of FAMOUS magazine, USBs are great for images and other assets, but we just need all the important information quickly as soon as we open the package so we know where to file the product.”
Danielle Jackson, beauty editor of Who magazine strongly advises against using staples to fix a bag of product together. The mantra ‘beauty is pain’ rings especially true when you’ve got bleeding forearms from reaching inside a bag that was stapled together. Sticky tape is a winner,” she says.
Finally, ask any beauty editor and they’ll tell you they hate excess packaging. It makes it difficult to open, takes up too much space and creates issues when disposing of rubbish – not to mention creates unnecessary landfill.
Checklist
Who/What/Where/When/How
Embargo details if any
RRP
On-sale date
Stockist number and website
PR contact details, including phone number and email address
Hi-resolution product images