Category: PR Agencies

Why You Can No Longer Post a Single Image on Social Media

by Sara Wildman

As a social media professional, I’m constantly having to adjust my clients’ social media strategies based on new trends and algorithm changes. This is arguably the most valuable way to grow your audience and increase engagement on your posts. I’ve seen it and experienced it firsthand: the brands that fully embrace these changes on social media experience growth at an exponential rate compared to brands that stick with their outdated social media strategy.

If you don’t keep up, you’ll simply get left behind.

The rise of short-form video on social media 

During the height of the pandemic, TikTok grew immensely in popularity. All other social media platforms were forced to catch up and began offering their versions of short-form video content similar to the format of TikTok to do so. A recent report from HypeAuditor shows that Reels generate the most reach on Instagram, beating out both static image and carousel posts. Instagram, specifically, is working to keep up with its top competitor, TikTok, so it’s no surprise its algorithm pushes Reels out to mass audiences more than other post formats. 

As all social media platforms have moved in the direction of short-form video content, posting videos on social media has quickly become a top priority in the social media strategies we create for our clients. 

A woman capturing content of her day to day routine to post on her social media accounts.

How do social media algorithms work? 

Gone are the days of your social media feeds appearing in chronological order. Simply put, social media algorithms work to show you content they think you will be most interested in based on how you’ve interacted with content on your feed. All social media platforms have one objective in mind: keep users on the platform for as long as possible. When the algorithm picks up on a piece of content that is accomplishing this objective, it will continue to put it in front of even more users. 

Understanding how the algorithms work and keeping up with new algorithm updates is the name of the game when it comes to any content strategy. While we tailor our plans for each client to reach their specific goals and needs, we always keep algorithms at the forefront of our strategies. 

Investing in your content plan

It is vital to frequently produce new, quality content to support your social media strategy. In order to gain large numbers of Impressions on your content and grow your audience, you need to be publishing posts at least two to three times per week, and ideally three to five times per week (depending on the industry). Unfortunately, you can no longer get away with posting a single image. You simply won’t see the growth you’re aiming for because these types of posts no longer gain a substantial amount of traction. 

Since we work with clients with a variety of content budgets, we’ve gotten creative with the ways in which we source content. I’m fortunate enough to have an awesome team in-house that is creative and highly talented. We’ve put together numerous shoots for local clients and clients with a product that can be shipped directly to us. This is our ideal method of producing content because it gives us full creative control over the content we publish and saves our clients money. Another way we’ve been able to meet the challenge of producing regular content is by partnering with a client to help them hire a content intern. We were even able to get some press from the job listing! 

How to stay on top of trends

As a social media manager, much of my job consists of identifying current social media trends and making sure our clients are taking advantage of them. How we do this is pretty simple, and I’ve listed some resources below to help if you’ve not yet made the switch to a social media management agency. I also scroll through Instagram, TikTok, Facebook, LinkedIn, and Reddit more than I’d like to admit. 

Resources:

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Ready to get started with your customized social media strategy? When we work together, your brand does more than show up. It shows up with a story, a purpose, a unique reason for being – and it makes an impact. At Segal Communications, we become an extension of your team – we work fast to become brand experts and make sure we’re keeping your company relevant on social media.

[email protected]

Why Your Business Needs to Have a Social Media Presence

by Monet Troche

Living in the digital age, technology is now an integral part of our everyday lives. Brands have transitioned from traditional marketing practices to developing a presence and following on social media platforms like Instagram, Facebook, TikTok, and YouTube, among others. Most companies know they should be on social media but often haven’t given deeper thought to the reasons why. We’ve compiled the top three reasons why having a social media presence is a crucial marketing tool for every modern business to implement.

1. Less expensive than traditional marketing

An organic social media strategy is free! With the growing number of social media platforms, companies can create accounts to post about all aspects of their business. Whether that be who you are, what you do, day-to-day life, product features, and more, the possibilities are endless. It’s important to actively post, engage with other accounts, and utilize each platform’s features. 

Companies can venture into paid advertisements if they choose with costs based on your account’s reach. However, it’s best to establish a strong organic social media strategy first.  

Many apps have enabled features specifically for business purposes, including professional or business profiles to track analytics and insights easily. Platforms like Instagram and Facebook have enabled features for businesses to sell their products directly in the app. 

2. Boosts brand awareness and engagement

With social media, you can increase brand visibility and awareness by engaging with millions of potential customers.

 Once you’ve established your target audience, creating original and engaging content is important. You’ll want to have your values and goals at the forefront of your posts by having fun and creating content that will make your company stand out. Content tailored to your brand’s values will help you increase engagement and target your audience appropriately, which can ultimately direct them to your website.

Having a social media presence on multiple platforms, including hosting a website, helps users become familiar with your brand and encourages them to engage.

3. Creates brand authenticity

Brand authenticity can be achieved through social media by establishing your expertise and authority in a field, making your goals and values consistent throughout all aspects of your company’s image, and building clear communication between the brand and your audience. 

Customers appreciate when brands they love interact and care about the support they’ve shown for a company. Social media helps brands create meaningful relationships with their customers. Your presence on social media gives your audience a glimpse into the daily operations of your business through behind-the-scenes content and speaking directly with them through comments and direct messages. These aspects will drive customers’ trust in your company.

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Social media managers play a pivotal role in your overall communications plan. They craft well-thought-out social media strategies and campaigns, monitor analytics and trends, track conversations and keep your audience engaged. Ready to get started? Email us at [email protected]

5 Signs it’s Time to Hire a Social Media Manager

by Sara Wildman

While social media used to be considered merely a supporting communication channel, it’s now much more. For millions of potential customers, it’s how they find, engage, and become loyal to brands. Despite this, we regularly come across founders and owners who either don’t think social media is important for their business, have someone on their team posting in addition to their regular job, or are doing the posting themselves, albeit infrequently.

While you don’t need to be on every platform, creating a consistent posting schedule is no longer optional for any brand or individual looking to establish credibility or attract new customers.

Here are five signs it’s time to invest in social media support.

Responsibility for managing your brand’s anemic channels is being passed around like a hot potato.

Creating social media posts is constantly being pushed off because of other responsibilities that take priority. You have good intentions to make social a priority because you know it’s important, but you just don’t have the bandwidth to keep up.

You’re feeling lost at sea.

The world of social media and social media marketing is vast – growing channels requires a well-thought-out strategy and the ability to adapt to new features and trends across platforms. It may seem daunting to attempt to do it all on your own. That’s where your agency will come in. An agency will craft a detailed social media strategy for your brand, figure out where your audience is strongest, and monitor performance to make sure the strategy is going according to plan.  

Your social media strategy isn’t based on insights and analytics.

Odds are you’re not a data analyst, and deciphering what each KPI (key performance indicator) means has been a challenge. And what are you supposed to do with the information? Your social media manager will know how to best use these insights and analytics to drive a well-thought-out strategy for your content moving forward. On an ongoing basis, they’ll make sure you’re meeting the goals you established by monitoring your channel’s data and adapting to trends. 

Social media manager holding a cell phone looking at social media apps and looking at it with another person beside them.

You’re experiencing a creative block.

Continually pushing out valuable, engaging content is no easy stint. Social media managers have a keen eye for making an aesthetic Instagram grid or strong marketing graphics. They also have the resources and a reliable network of creatives to tap into when the demand for content is extremely high.

You’re not keeping up with the Joneses.

Let’s face it, social media is an ever-changing landscape. If you already have a full plate, odds are you don’t have the time to keep up with trends across social media. An agency will always be on top of trends and know when it’s time to participate and when adding another post to ‘National Sandwich Day’ is just adding to the noise rather than value. 

Your audience on social media is arguably the most important and valuable asset to your business. If you don’t have the bandwidth to engage daily with your community, you’re losing out on potential sales and building upon your brand loyalists.

Ready to get started with your customized social media program? When we work together, your brand does more than show up. It shows up with a story, a purpose, a unique reason for being – and it makes an impact. At Segal Communications, we become an extension of your team – we work fast to become brand experts and make sure we’re keeping your company relevant on social media. 

[email protected]

How to Get Media to Attend Your Event

by Rachel Weingarten

15 ways to inspire journalists to attend — and hopefully write about — your launch, product, or service.

It’s been a rough two years for all of us, and the world of PR is no exception. Publicists who once relied on in-person events to help introduce journalists to brands had to find alternate ways to connect. And while Zoom events were fun, in-person events are back.  

As we’re actively planning the rest of the year, we’re also collectively gearing up for launches and events. Before you start planning your next big media lunch or cocktail party, have a read through some of our best tips on how to get media to attend your event.

1. Make the invitation stand out

Whether you plan on sending out an engraved note with hand calligraphy or prefer an email blast, spend some time thinking about your message. What’s your event for? What or who are you promoting? Whether you’re planning a launch of a new diet or a one-on-one with an A-lister, the invitation mood should match your event. Whether it’s punny or extremely serious, create a design to match the wording. Make sure your contact information is updated and everyone’s names are spelled correctly. Always include contact information and an option for feedback. While you’re at it, include teasers. If you plan on giving away a trip to Hawaii, make it clear, especially if attendees must be present for the drawing.  

2. Don’t muddle the message

If your goal is to connect with journalists, set up a smaller event so you can have more one-on-one time. If your goal is to introduce writers to your client in person, create a series of conversation starters so that writers find a reason to engage with your client. If your goal is to launch a product, make that front and center of your invitation, event and follow-up. Offer enough cues and incentives to make it easy and inviting to write about whatever it is you’re promoting.

3. Swag matters

Speaking of winning, try to make everyone attending feel like they won something simply for showing up. Create memorable giveaways and try to be plentiful about them. Not to sound jaded, but many journalists receive a lot of useless swag. Don’t just slap your client’s logo on an unidentifiable tech accessory, try to make your giveaways (plural is always better) match your product, client messaging and writer’s beat when at all possible. And if at all possible, co-brand an advance gift. In this way, you’re already creating a positive association with the reporter and your client.

4. Plan a fun activity

The best events are on some level interactive in service of the product or client being feted. I once made dessert with a former chef for the royal family. Another time I learned how to create cocktails using a kitchen torch. Years later, I still remember the brands that went above and beyond to ensure that not only was their brand or product highlighted, but the event was so much fun that it stuck out in my mind. I still talk about the best events I’ve attended. And believe it or not, the best events have multiple attractions and activities to keep all types interested.

5. Make it easy for guests to get there

…and leave. Despite the fact that you’ve spent months planning your event, not all journalists will plan to be there for the whole thing. Be gracious if they pop in and have to go. Arrange transportation when possible, and don’t pout if they leave before the presentation. Budget for a car service through ride-share apps. Better yet, arrange the cars to make them feel even more pampered.

6. Have a great venue

While every single element matters, the venue is crucial – and so is decorating your space. While having a step and repeat feels like a no-brainer, it isn’t always appealing. If possible, bring in a designer to help you create a look that highlights your client’s aesthetic and then display the product accordingly. And as sad as it sounds, have some people around just to keep an eye on the swag bags and other items of value to make sure they don’t disappear.

7. Feel free to show off

I once attended the 20th anniversary of an online jewelry brand, and they held the event in a room filled with sparkly things, including rings with 20-carat diamonds. Even more fun, we were free to try everything on and play dress-up for a while. If your client has an incredible product, show it off in as many ways as possible. Tactile works well at an event since even shy journalists can find reasons to chat with team members.

8. Keep your room well staffed

If you’re expecting a crowd, make sure that you have enough team members there to personally greet guests and give them a walk-through when possible. And while you’re at it, have two-tiers of staffers- some with name tags or other identifiable details, and some that blend into the crowd and act as conversation starters.

9. Be a great host

We all know how stressful it can be to host an event, but if you’re the one inviting someone, don’t ignore them when they show up. After check-in, assign a few people to be unofficial greeters and lead guests in, and point you out. Or give them a VIP list not of the A-Listers, but rather of the people you really want to speak to!

10. Present an alternative option to attending in person

Not everyone is going to feel comfortable showing up to your event and that’s fine. Create an option for people to attend via Zoom or the video conferencing software of your choice. And don’t make them feel guilty if they can’t make it. Consider sending gift cards so you can treat them to a snack while they virtually socialize at your event. 

11. Plan a great menu

Whether it’s branded cocktails or doughnuts with your corporate colors, try to ensure that there are subtle branding reminders throughout. Unlike a personal or family gathering, the point here is to find a way to do business together.

12. Send out reminders

Make it easy for journalists to remember your event. Send calendar invitations and remind them a few days before your event and again that morning. Despite people’s best intentions, it’s sometimes easy to totally miss an event. Be friendly, not annoying when you send out the reminders, and try to include one previously not shared details. Maybe it’s a celebrity visit or a crazy cocktail.

13. Don’t disappoint your guests

I once attended an event since I was curious about interviewing an A-List celebrity with a new movie out. You can imagine my disappointment when they rolled out a screen with a previously recorded message. 

14. Follow up in a fun way

Maybe you have pictures from a photo booth or a personalized trinket, but don’t only follow up to ask about their plans for coverage.

15. Make your client available for follow-up interviews

There’s nothing as frustrating as being pitched a story or source only to be told they’re not available for an interview.

And don’t ever do this:

  • Don’t CC everyone on your random media lists in the hope that someone will show up. Spend time curating your guest lists so that you’ll have an appreciative and hopefully interesting crowd.

Need help getting started? When we work together, you and your brand do more than show up. You show up with a story, a purpose, a unique reason for being – and you make an impact. At Segal Communications, we become an extension of your team – we work fast to get to know you and your brand and make sure we’re keeping you and your company relevant on social media. 

[email protected]

How to Increase Executive Visibility on Social Media

by Sara Wildman

As part of increasing brand awareness and visibility for your company, it’s essential not to skip out on your own social media profiles as an executive or member of the c-suite. Likely, you are the face of the company, and making sure your social media is buttoned up and active is a crucial step in maintaining good PR. 

Whether you’re just starting out or have had Twitter, LinkedIn, Instagram, and Facebook profiles for years, here are five ways to increase executive visibility on social media. 

Clean up and optimize your profiles 

This may seem obvious, but it’s imperative that your social profiles are buttoned up and used to their full potential in order to increase visibility. Have you filled out all the sections on your LinkedIn profile? Is your LinkedIn headline optimized for your industry? Set your LinkedIn profile to allow anyone to follow you by turning on Creator Mode, and make sure your DMs are open on Twitter. Don’t forget this crucial step when getting started on increasing your executive visibility. 

Define the purpose of each social media profile 

While sharing the same content across all your social media pages is tempting, it’s not something we recommend doing. Provide value to your followers and make it worthwhile for them to follow you on all platforms. On LinkedIn, share your wins, accolades, and awards – treat it as a place to share updates relating to your professional life. On Twitter, share real-time thoughts and updates, speak to current news in your industry, and retweet others’ content with a comment (also known as a quote retweet.) Instagram and Facebook are great for sharing more personal updates. Instagram stories are a great way to share your day-to-day life. Show your face and talk directly to your audience.  

Share your work 

Don’t be afraid to show off what you do and humbly brag about yourself. After all, you are an expert in your field, and you should express that to your audience. Did you recently contribute an article to a major publication? Did your company make an exciting announcement? Be proud of your work! You worked hard to get to this place.

Provide followers with your expertise 

Along with sharing your work, there is great value in providing your audience with your vast knowledge relating to your industry. After all, that’s likely why they follow you. You’re successful, and you got there somehow, so share that with them. What advice can you give to other folks hoping to make it up in the ranks within your industry? How did you get your start? Transparency and authenticity will go a long way with your audience and allow them to put their trust in you as an industry leader. 

Engage with your community! 

Social media is meant to be social, so engage with your audience. Spark conversation out of them and then participate in those conversations. Allow your audience to feel heard just as much as they hear you. 

An executive dressed in business attire looking at their phone.

Recap

  1. Complete your LinkedIn profile
  2. Add a LinkedIn headline (for search optimization)
  3. Turn on Creator Mode on your LinkedIn profile to allow others to follow you
  4. Open your Twitter DMs
  5. Share your wins, accolades, and awards on LinkedIn
  6. Share real-time thoughts, updates, and speak to current news in your industry on Twitter
  7. Share personal updates on Instagram and Facebook

Need help increasing your executive visibility? When we work together, you and your brand do more than show up. You show up with a story, a purpose, a unique reason for being – and you make an impact. At Segal Communications, we become an extension of your team – we work fast to get to know you and your brand and make sure we’re keeping you and your company relevant on social media. 

[email protected]

Getting the Most Out Of Influencer Visits To Your Property

by Sarah Segal

This blog was originally published in Hotel Online.

Influencer marketing can be a valuable means of reaching new audiences, but not every influencer will be a right fit for your property. If you’re going to go through the effort of hosting an influencer (and often a plus one or family) on the property, you should be confident they will showcase your hotel or resort in the best possible light. Here are a few guidelines to help you ramp up your hosting game.

Destination

For starters, if you want to attract influencers, it’s essential to make it a high-touch experience at the outset. Have a designated place for influencers to request a stay at your property. We recommend a dedicated email and appointing a staff member to handle inbound requests to streamline the hosting process.

Influencers love the feeling of exclusivity and special service, so taking these steps will attract more of them.

Check-in

Before you agree to host an influencer, it’s vital to ensure they are a good fit. We recommend establishing a vetting system that helps determine whether an influencer will be able to match the level of value you provide. Will the value of their post(s) offset the expense of hosting, which includes the rate you’re not getting from a paying customer, housekeeping, in-room amenities (food, snacks, bathrobe, etc.), on-site dining, and the time spent coordinating a visit?  Obtaining a media kit from influencers is a great first step in determining whether they have the audience you are aiming to target. An agency can help you develop a checklist with associated values that can help automate the decision-making process.

Reservations

Influencers expect to get contracts. ‘Influencing’ is a full-time job for most, and they understand the process. That said, if you are working with an influencer with a fantastic following on their Instagram channel don’t assume they will be posting in-feed. If you prefer a stationary post to a story, then put that in writing along with any preferred messaging and hashtags you’d like included. Depending on their follower count and engagement, you’ll often need to negotiate rates depending on whether you want an in-feed post, story, or combination. Provide a time frame for the influencer to share their post within, usually a specific number of weeks after their stay.

Guest Experience

When drafting the agreement, be sure to include specifics about new services or hotel features you’d want the influencer to experience while on the property and, in turn, share with the public. Whether you’ve added a new treatment to your spa menu, a new cocktail to your lounge, or have a promo worth mentioning, you should relay that before signing on the dotted line. Think about which amenities are attractive to their followers. A fashion influencer would be great for promoting an on-site shop vs. a foodie influencer whose followers might enjoy the restaurant or lounge.

Length of Stay

The excitement that builds before the arrival of an influencer can quickly leave management crestfallen when hours go by with no posts in their feed. If you want an influencer to start posting the moment they walk in the door, you need to make sure they understand that before they begin their stay. Some influencers plan their feeds far in advance, so it’s worth confirming post dates in early negotiations. Another idea to consider is to include a “flashback” post 6-8 months after their stay – your relationship does not have to be one and done. Some influencers might offer better rates for long-term packages, so consider how you might maximize your ROI.

Confirmation

Another benefit to working with influencers is that you have more control over the visit outcome. While most members of the travel media are freelance, they are often held to the same standards as credentialed media and are not allowed to share work before publication. Influencers are a paid (or trade) relationship; you have every right to seek post-approval before they go live. Make sure this is included within your agreement.

Amenities

There are several ways you can optimize the value of an influencer stay. First, ensure that your agreement allows the repurposing of content created by the influencer with appropriate credits in your own property’s social feed. Second, if you love the influencer’s content, you might work to secure additional images to use on your channels throughout the remainder of the year. We have all seen influencers strike pose after pose; you might consider using that as a means to get more content to use well after they have checked out! This can often help you save big on in-house photography costs, while diversifying your content.

A female influencer sitting on the edge of a pool at a hotel resort.

Check-Out the Data

Most savvy influencers won’t be surprised by requests for a data report on the success of their posts. Be sure to add this as part of your agreement. It will help you better understand and fine-tune your vetting process for the future. It also might indicate that a return visit from the influencer may be worthwhile. Ongoing relationships with influencers come with the benefit of audience recognition, and can be especially valuable if your property constantly updates and adds services, amenities, and activities.

Cancellation Policy

It’s not uncommon for influencers to clean up their feeds and remove posts after a while. While we can appreciate the need for a fresh start, we recommend adding a clause to your agreement that ensures your post will live in perpetuity. Back-scrolling is common for Instagram followers, so a 6-month-old post can still provide value.

While initially daunting, hosting influencers is easy to manage once you have set up a process. We find that influencers appreciate clarity in the relationship and are amiable to most requests. Check out our blog for more tips and tricks on working with influencers and members of the press.

Ready to get started with your customized influencer strategy? When we work together, your brand does more than show up. It shows up with a story, a purpose, a unique reason for being – and it makes an impact.

[email protected]

5 Strategies To Make The Most Of Your Restaurant (Re)Launch

by Sean Funkhouser

The restaurant industry is an interesting animal. It’s one of the most riveting and communal industries to be a part of yet also one of the most challenging. Though we’re all a bit fatigued by reflecting on the pandemic’s impact, so many restaurant owners are still hurting from this unpredictable era. So where is the silver lining? Despite the challenges, the past few years have shown an impressive level of grit, community, and nimble course correction, with employees stepping up to the plate to cover shifts of sick colleagues and go above and beyond their pay grade to adapt to operational pivots.

As the industry has finally begun to experience the light at the end of the tunnel, it’s more important than ever to build a solid foundation in every area of your restaurant business, especially if you’re getting started from the ground up or launching a new concept.

With a refreshed mindset in 2022 and restaurant fans excited for the next big launch, it’s crucial for restauranteurs to hone in and sharpen their plans when it comes to openings. We’ve pared down our thoughts to five essential strategies that will ensure your launch is a success and builds the momentum needed to stay in the game.

1. Timing is Everything

The media is one of the most powerful resources for restaurant owners, and timing out your strategy is something worth overthinking. Whether you’re an established restauranteur or an industry newbie, you have to keep your local, regional, and national customer base informed. From the moment you sign the lease on your new space, that’s your first opportunity for press coverage that helps build anticipation. Engaging with a PR firm to map out a timeline is one of the best investments you can make. Depending on your restaurant and existing reputation, your team will analyze the best (and most realistic) outlets, as well as your viability for exclusives, which typically offer a greater quality of coverage, along with more clicks and shares. Building out the right media/influencer list and release timeline takes a huge piece of the puzzle off your plate, so you can focus on the dozens of moving parts involved with staffing, design, and finessing your menu.

2. Do overbudget on photography

As mentioned, the restaurant industry is tough… and it’s notorious for slim profit margins. However, if there’s one area of promotions where you should never pinch pennies, it’s photography. Your competition varies depending on your location, but great photography should always be viewed as a bare minimum investment no matter who you’re up against. Think about how much money was poured into fine-tuning your space, design, branding, and menu. Your business deserves visuals that do it justice. Round-up coverage and ‘Best of’ lists are just important as reviews in driving traffic, and media always prioritize great photography when it comes to picking out lead images for their content.

3. Extend Your Launch Timeframe

Like any great vacation or celebration, longer is usually better. Don’t feel constrained to hosting one event and calling it a day. Consider one or two “friends and family” nights to kick things off, using those as the training ground for new staff to work out any kinks with service and the kitchen. From there, take a day or two to soft launch, keeping things quiet while staff continues to gain their footing. Then, depending on the size of your city and your invite list, set aside one or two nights for your official launch. Have your PR team build a list of key media, influencers, and industry stakeholders, with RSVPs to ensure your staff is up-to-speed on who will be in attendance on which nights.

4. Go Big With Your Invite List

Look to your PR team to optimize your invite strategy, but don’t be afraid to go big with your list. If you need to spread things out over a full weekend, it’s better to have more big names in attendance than less, and offering them the chance at exclusivity will maximize the quality of coverage and word-of-mouth impact (since you’re still the newest spot on the block).

5. Rub Every Elbow In The Room

Launching a new concept is one of the best times to network. The story behind your restaurant is most well-received and anticipated by key industry players during the launch phase. Take the time to float around and chat with every table, thanking them for coming in and asking for any feedback. If your team is doing things right, those in attendance will make for great lasting relationships. An influencer who had an enjoyable time and connected with the owner is much more likely to return in the future, continue to promote your business (often at little to no expense) and invite their other influential friends. The same goes for media and potential investors down the line.

Ready to get started with your customized PR program? When we work together, your brand does more than show up. It shows up with a story, a purpose, a unique reason for being – and it makes an impact.

[email protected]

Gift Guides 101: When Should I Hire a PR Agency?

by Ashley Hoffbeck

An Insider Take on Maximizing Your Brand’s Holiday Pitching Efforts

When it comes to product PR, it’s no secret that holiday gift guides are the holy grail for many brands looking for revenues to move into the black before the end of the year. Getting your brand featured in a coveted Gift Guide like the ones produced by Oprah, Good Housekeeping, and The Today Show puts your product, experience, or service directly in front of your target audience, and inclusions are also suggestive of the publication’s implied endorsement, i.e., the icing on the cake that sets you apart from competitors. 

Gift Guides: The Process

What industry outsiders don’t recognize outside of the end result of trending online listicles or glossy pages of a magazine is the time, preparation, strategic execution, and relationships that publicists nurture to secure that coveted spot. It’s so much more than simply meeting an editor’s deadline. 

If you’re considering hiring a PR agency to get your product, service, or experience into a holiday gift guide, you’ll want to keep the following in mind. 

Timing Is Everything

You’ll need to consider editorial deadlines, production timing for sample products, shipping deadlines, and the initial onboarding phase for your agency once you have selected one. 


Although a seasoned agency can quickly become familiar with your brand and product, sending out samples and getting samples in editors’ hands ahead of publication is a time-sensitive and sometimes logistically complicated feat – this is especially true when it comes to perishable foods. Above all else, you need to consider your ultimate goals (i.e., print, digital, or both focuses) and work backward from those publication deadlines. 

Outlet Deadlines 

As soon as the holidays are over, agencies are already working on next year’s holiday outreach strategy. Print publications are long lead, with some outlets working 6-7 months in advance. The rule of thumb with these outlets is the sooner, the better! If you are interested in Oprah or similar you need to begin working on gift guides no later than April. Oprah’s team opens submissions in May and closes by the end of June if not sooner. Oprah’s print publication mirrors what they include online later that year. Historically, they don’t add last-minute additions. 

There’s a bit more wiggle room for digital publications like blogs and online outlets. Expect outlets to work around two months in advance on their stories, but some blogs may have a shorter turnaround time and accept submissions up to two weeks before their deadline. Still, you will need to engage with an agency by the end of August. Online gift guides requests start piling up in September and often go live in October.

Getting ahead of these deadlines is essential, especially if it’s an opportunity you don’t want to miss. Sometimes the best plan of action is to reach out to editorial directors in advance to get a concrete deadline if not included in a media kit or editorial calendar. 

Prep Time

Yes, we already mentioned that an experienced PR agency could quickly be brought up to speed with your branding and become familiar with your product, but fleshing out a gift guide strategy is a whole different story. You should account for the amount of time your new agency will require to flesh out the best approach after completing critical research. Finding the proper outlets for your brand’s target audience, the best contacts at each outlet, and drafting the individual pitches themselves are crucial to landing a quality press hit. 

Account for Samples, Press Kits, and Marketing Material Production 

Most media outlets, bloggers, and influencers expect non-returnable product samples in exchange for consideration so they can feel confident recommending your brand and product. (Although some may accept products on loan for big-ticket items)  Be sure that you have shelf-ready product samples available. Some outlets will ask for inventory totals before they are willing to include your item as they don’t want to feature something that gets sold out immediately. Journalists will be less impressed with non-functional or dummy models, products missing final packaging, or frequently loaned items that show wear and tear. With influencers and bloggers, it’s essential to invest in a good presentation as many will still include the “unpacking” as part of their coverage. A cardboard box with bubble wrap is going to get much less appreciation than a well-adorned gift with other “surprises and delights” included. 

Overhead image of people putting together gift boxes. Person one is on a computer and person two is on an ipad.

Additionally, media will request high-res images and photos of your products that they can add to coverage with a simple click. You should have product shots and lifestyle images ready to go. Journalists’ time is precious. Ensure your agency can skip the back-and-forth by providing an all-in-one, streamlined pitch. Plus, they’ll be more inclined to include in coverage if the agency does the cumbersome heavy lifting.

When considering the appropriate time to bring on a PR agency to pitch for gift guides, consider production timelines for samples and whether or not you will need assistance from your agency in compiling marketing materials and assets. 

Affiliate Program Enrollment 

It’s not the case for all digital opportunities, but affiliated gift guides have quickly become the status quo. 81% of advertisers and 84% of publishers in the US are currently leveraging affiliate marketing to earn revenue. Some online gift guide submissions may even require a specific (prime-powered) affiliate link to be featured. While this allows the outlet to make money per click, rather than relying on more advertising on their website, it makes it increasingly harder to be featured in online gift guides. 

If you’re considering enrolling in an affiliate program to overcome this challenge (and potential barrier), make sure to account for the time it takes to select a program, register, and be approved ahead of your holiday campaign. Need a quick crash course on affiliate marketing? Check out our blog post here.

All Wrapped Up (in a bow, naturally)

Once you’ve considered all of the time constraints and worked backward from your intended holiday publication date, you can pinpoint the ideal time to hire a PR agency. While this seems like a hefty to-do list, once hired and onboarded, your agency will take it from there – tapping into their burgeoning contact list and getting your product in front of target audiences right on time for gifting.

Ready to get started with your customized PR program? When we work together, your brand does more than show up. It shows up with a story, a purpose, a unique reason for being – and it makes an impact.

[email protected]

Should My Brand Join An Affiliate Network?

by Sarah Mowad

As affiliate marketing grows in popularity, it’s essential that companies seeking to maintain a media presence realize its importance.

The basic concept of affiliate marketing is this: a brand joins an affiliate platform, through which they can network with writers, influencers, bloggers, etc. When these creators mention the brand in their published content, any sales resulting from said mention earn the creator a percentage commission of the goods or services sold. Sounds simple, right? 

While affiliate marketing is simple in theory, there is much to be learned about its inner workings. One of the most common questions we get asked by clients is whether or not they need to join an affiliate network to land coverage. The next question that almost always follows is, “what affiliate program should I sign up for?” As affiliate marketing and public relations continue to grow more intertwined, any modern PR agency will be well-versed on the best methods to ensure a symbiotic relationship between the two. 

Here’s how we advise our affiliate-curious clients

Whether or not you need to be on an affiliate network is largely dependent on your brand’s offerings. Do you sell a product or service that falls within the e-commerce or retail categories? If so, you most likely need to be on an affiliate network. Your brand’s offering is the most important determining factor because it dictates what type of coverage you may be looking to land. Of the clients we work with at Segal Communications, we advise any brand seeking coverage in national lifestyle focused outlets to join an affiliate network.

Of the available platforms, we advise our clients to join the ShareASale network as it is the most widely requested affiliate “umbrella” service by writers. Segal Communications clients automatically secure a 25% discount off of standard pricing. If you are familiar with affiliate marketing, you may have also heard mention of the name Skimlinks. Skimlinks falls under the “umbrella” of the ShareASale network, meaning that when you join ShareASale you are then able to apply to the Skimlinks sub-network for no additional charge. The Skimlinks network is solely comprised of media and publication affiliates, which is why it’s the preferred choice of journalists. In fact, there are many journalists who now require a brand to be on the ShareASale and Skimlinks networks to even be considered for placement.

gif screen-recording of ShareASale's dashboard interface.
Courtesy of shareasale.com

Brands who don’t sign up for leading affiliate programs can be eliminating upwards of two thirds of their coverage opportunities.

You can’t afford not to join an affiliate network

Another question that is typically top of mind for those looking to sign up for an affiliate program is “what are the costs involved?” ShareASale generally requires a one-time set up fee, a percentage of each commission paid to affiliates, and a $35 minimum monthly transaction fee. If your sales for the month don’t cover this fee, it will be charged out of pocket.

Conveniently, ShareASale handles all payments to affiliates. You deposit money into your escrow account on the site, which ShareASale then uses to pay out the commission percentage you set to your affiliates when their marketing efforts result in a sale. The platform also sends regular reports to inform you on how your affiliates are performing.

When it comes to affiliate networks, we recommend brands that fall within the e-commerce and retail categories to join. Many freelance writers rely on affiliate marketing to supplement their income, and thus are much more likely to feature products that are accompanied by affiliate links in their stories. Additionally, the majority of top-tier lifestyle publications now require affiliate links for products to be featured. Here is a list of the publications that require or strongly prefer affiliate-linked product submissions. With these points in mind, many brands are coming to the realization that they can’t afford not to be on an affiliate platform. For the latest list of publications requesting affiliate links, subscribe to Segal Communications monthly newsletter the Pigeon Post.

Need help managing your affiliate marketing plan? Shoot us an email at [email protected] and we’ll get you up and running! 

How to Best Work With Reporters

by Rachel Weingarten

12 tips to help you ace your next pitch

As a professional journalist, I spend a good portion of my work week reading pitches from hopeful publicists. While some of the pitches I receive are on-target and incredibly useful, the majority, sadly, are not. And so instead of being able to work on a story or find a useful source, I waste far too much time wading through off-topic or wholly incomprehensible pitches. 

While many publicists learn key techniques during their studies or internships, there are some basics that aren’t included. The so-called soft skills that involve building and maintaining relationships instead of randomly peppering people with pitches in the hopes that one will be on target. 

Here’s the thing, really great publicists understand how to connect their clients with the right journalists. They also understand that creating an ongoing relationship with the right reporter could prove more valuable than a single PR hit. And really great publicists also connect with journalists to understand both their likes and pet peeves.

In no particular order, here are some tips on how to better work with reporters while pitching or relationship building. We’ll be adding more advice in upcoming posts as well.

1. Make your message matter.

You have a limited number of words –  and the writer you’re contacting has a limited amount of patience. While it can seem abrupt to get to the point immediately, try not to use so much flowery language and exposition, that the journalists you’re pitching stop reading mid-greeting. Be polite. Be friendly, and get to the point before they tune out.

2. Don’t make them figure out what you’re saying.

I can’t tell you how many pitches I receive that make absolutely no sense to me. Don’t assume that the journalist you’re pitching has any understanding of your client’s mission or messaging. In fact, assume that they’ve never heard of your client before. Try to offer a bit of background, or at the very least clarify what it is that you’re pitching.

3. Keep relevant information easy to find.

Oh, joy! Your pitch is on target and timely and the writer you’re pitching really wants to find out more about the company you mentioned. Only you forgot to include a link to their website and left out the CEO’s name and otherwise neglected to include the critical information that allows a reporter to do a bit of a deeper dive into your client. 

4. Personalize or individualize your pitch.

While you’re busy and likely feeling pressure from your client or boss, that shouldn’t come across in your pitch. Take the time to include the reporter’s first name and spell it correctly. There are few things that cause me to tune out immediately like an email that begins: Dear [WRITER]. 

5. Skip the hearts and flowers.

Unless you know each other well and have professed our undying friendship, don’t start with an affectionate greeting or end with anything too personal. And while you’re at it, skip the x’s and o’s on pitches to total strangers.

6. Create a fantastic subject line.

Challenge yourself to pique the interest of the journalist in question. Try to set your pitch apart from the get-go by creating a subject line that’s almost irresistible. I receive hundreds of unsolicited pitches daily, when doing a quick scan through my inbox I inevitably read the emails that sound interesting.

7. Create a relationship, not a one off.

When pitching a reporter, understand that as well researched as your pitch is, it might not be relevant. But the next one might. By creating an ongoing relationship with a writer you sometimes bypass the crowd and they might come to you first for sources or pay more attention to your pitches the next time around. 

8. Feedback is your friend.

For some reason many publicists bristle when being told their pitch is off-topic or irrelevant. If a writer is taking time to respond, it’s possible that something about your pitch did catch their interest. Pay attention to their feedback and fine-tune your next pitch.

9. Don’t underestimate freelancers.

Back in the day, publicists would prioritize pitches so staffers at print magazines were their first choice. While things have changed drastically— especially with the growth of digital journalism — some publicists still haven’t quite figured out how to work with freelancers. Depending on how many outlets the freelancer in question contributes to, you could be pitching a dozen publications instead of just one. 

10. Do your homework.

It is not a journalist’s job to educate you on who they write for and what they write about. It also is a huge turnoff to be pitched a topic they haven’t written about in years. Look up their profile on Muckrack or a similar site to have an idea of what their recent stories are about and who they’re writing for before pitching. Or check out their social media profiles to see if they’re posting recent stories which will give you a bit more intel as well. 

11. Don’t keep asking when a story will run.

Writers spend a good portion of their day, well, writing. In addition to that, they network with editors and other writers, research their stories, edit their stories, find sources, interview sources, promote their work on social media and more. If a reporter tells you that they don’t know when a story will run, trust them on it. Sending follow-up emails won’t magically make a run date appear. It will annoy them though.

12. Don’t pout if your client isn’t featured.

At the end of the day, there’s always an editorial hierarchy. A reporter might love your client’s quote and then have it edited out of the final version. Trying to make a writer feel guilty about it won’t cause them to sneak your client back in, it’ll probably make them avoid you in the future.

At Segal Communications we understand that while we work for our clients, journalists are our partners in the process. 

Up next: How to Fisher-Price Your News for Journalists

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