How to get into the Press
Japan is a truly unique country steeped in thousands of years of history, culture and tradition. A place where ancient temples and practices meet futuristic technologies and innovations.
With an array of exciting activities, historic sites, majestic ancient temples and world-class restaurants, it’s no wonder Japan often finds itself placed high up on the bucket-list travel experiences for adventure lovers and culture vultures alike. It’s one of the most captivating and culturally rich countries in the world, so let us inspire you with four stunning places to visit on your luxury Japan holiday.
We’re always happy to share our skills and knowledge. So here are our top three pointers for getting your brand into the media:
1. Ensure you’re targeting the right publications
Forget the saying “all press is good press”. It’s a waste of time reaching out to media titles when their readership doesn’t align with your target demographic.
The purpose of a food and drink PR campaign is to raise awareness of your brand to the right audiences, so ensure that you are being super targeted with titles.
We use Facebook Insights data and YouGov to align our targets individually with brands, as well as using retailers’ own targets and data sets. This ensures the press results have the most positive effect in terms of brand equity, awareness and sales.
2. Take time to read the journalist’s work
Understanding what makes each journalist tick – their personal interests, as well as their bugbears, is super important. It will mean you can tailor your information closely to their style, as well as to fit the editorial format or magazine slot they write.
The first step is to read a number of their articles, not just the most recently published piece. Are they on Twitter or Instagram? What have they been discussing recently, or asking for information about? Have you got something relevant?
3. Be efficient and concise
It’s a fact frequently stated that journalists are inundated with press releases, samples and emails.
Your job is to ensure that they can pull the most relevant information quickly, rather than trawling through paragraphs of prose.
Press deadlines may mean that a journalist who has seemed disinterested in a story for months, can suddenly want your food or hospitality press release, information, quotes and further images at a moment’s notice because it has suddenly become relevant. You will need to be able to deliver the right information efficiently to ensure press coverage and to be remembered as a reliable contact, who is easy to work with.
Subscribe to the newsletter
Subscribe to receive notifications on the latest Case Studies, Insight and Blog releases.
Their approach is strategic and covers a broad range of media, from corporate profiling and news to consumer lifestyle, trends and specialist media. They are supportive and personable: an invaluable extension to my team.”
