At BEAUTYDIRECTORY, we often get asked by PRs and brands for our top tips and tricks on getting traction with journalists. And while having a killer product definitely helps, there's a lot more factors that contribute to getting on the right side of the media (and getting that desired product placement or brand mention). To find out just how to have the media on your team, we get a number of Australia’s experienced beauty journalists to tell all.
- “My tip would be 'responsiveness'. The sooner you are back in contact, the sooner the journo can plan their story to include your product. There's no point doing a big, expensive launch, then stalling on delivering the basics.” - Freelance beauty journalist Rachael Mannell
- “The emails from PRs I am always speedy to answer are ones that come prepared with an angle or opportunity that is bang-on for my audience, is carefully considered, and understands that firm line between editorial and advertorial. I also hugely appreciate meeting PRs in person, it really helps to be able to discuss their brand, ethos and strategy face-to-face.” - The Glow editor Edwina Carr Barraclough
- “My inbox is under incessant assault and I do my absolute best to respond to everyone, but sometimes it’s seriously hard. Unless it’s an exclusive opp or extremely time sensitive, please don’t continue to follow up – I got your email and promise if it’s going to be featured somewhere, you’ll know about it.” - Harper's Bazaar beauty writer Anna Lavdaras
- “Always send product in with press releases and please absolutely NO GLITTER.” - Sunday Life beauty director Stephanie Darling
- "When organising an event, consider transport as a number one priority. The easier it is for me to get there, the better the experience!" - beautyheaven content producer Anna Bradley
- “Put everything we could possibly need in one email. The product information, price, stockist and a high-res altogether. It means when we are working on deadline (which for me, working across two weeklies, is basically daily), I have everything I need at my fingertips. If you can do so, not only is it efficient, but your product/brand is probably more likely to be used, as we have easy access if the opportunity arises.” - OK!/NW senior beauty editor Laura Wilson
- “I think good PR comes down to details, whether it's remembering a little joke you shared at a previous event or a story you may have written - it's so nice when there's a personal connection and you start to build a relationship with little quirks along the way. And not too many emails!” - Beauticate beauty and health writer Chrisanthi Kaliviotis
- “Don’t force an event if a creative send-out would service the product/launch just as well. Sometimes a mailer with all the information and something that calls out that this is an important launch is enough. I love events and find them a great space to speak to experts/ambassadors, but a group launch that covers the news for the next three or six months can be much more effective and worthy of the cost and time.” - POPSUGAR Beauty editor Justine Dunton-Rose
- “Really get to know the publication you are pitching to. Understanding the type of stories they write, the celebrities they commonly feature as well as the publication's demographic, look and medium (website, mag, newspaper) will mean you’ll know whether or not a story will work for them.” - ninemsn Honey senior beauty editor Eliza Cracknell
- “Please be patient for our responses. Just because some of us work in digital and it’s a faster-paced environment, it doesn’t mean we go through our emails and have the time to respond at the same speed – in fact, the pace of digital almost slows us down a bit more!” - BEAUTYcrew editor Carli Alman
- “Visit the website first and pitch something relevant! For digital, we always appreciate exclusive content and images rather than republishing a blanket release or info.” - Rescu founder Bahar Etminan
- “A personal touch is never unnoticed - when there is a comment on activity we're already doing or a product that seems personalised or well-suited to our brand, we're much more likely to be involved as a personal relationship forms around that as well. And flattery will get you everywhere - we're in beauty after all!” - First World Beauty Problems blogger Nicola Wood
- “Be understanding of deadlines and work schedules.” - Famous beauty editor Brittany Lane
- “When following up on send-ins, please send a soft-copy of the release that contains an image of the products or, even better, a jpeg image attached. This makes it so much easier to file where I can find it and reminds me of the exact product you're referring to.” - POPSUGAR Beauty editor Justine Dunton-Rose
- “If we run something for you, it's nice to get a thank you.” - Rescu founder Bahar Etminan
- “Don't forget freelancers - we write across multiple platforms so [we] have a wide reach. We will always favour the PR companies who have stayed in touch and obviously the product they look after will get first preference.” - Freelance beauty journalist Rachael Mannell
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