This is the start of an overview on PR. This is an in-progress document.

Mistakes (Or: Getting through journalist's filters.)

Don't send a generic email. Don't use 'copy and paste, repeat, repeat', it doesn't work. It looks rude and it's instantly recognisable.

I spoke with a PR consultant who gave me the following breakdown (look at slides)… Out of 72 emails received, just four made it through. Why?

Let's look at the mistakes that led to the rejection of the 68 emails.

Spell the person's name properly: EXAMPLE ETC.

64% of Men Hate Spaghetti Hoops

Think about an angle that links to your product and your target publication… Do a survey, or find some other surveys. This is easy to PR and acts as a good conversation starter with journalists.

Example 1:

I surveyed 100 women between the ages of 35 and 45 and 64% of them felt that the moisturiser market didn't speak to them.

Example 2:

I spoke with over 200 graduating students who felt their design education was barely relevant.

Use this as a Trojan Horse to get your message in front of others.

Press Release 101

When I ran Fällt, I designed these for the printed era, i.e. when press releases were posted, not emailed.

  1. Always email.
  2. Keep it to one page. (I call these 'one pagers'.)
  3. Three paragraphs maximum.
  4. Talk about the hierarchy…
  5. Include a clear link to assets. Use Dropbox. Don't use WeTransfer or any other service where the links expire.

Structure of Email

  • Subject lines are superimportant!
  • Consider an emoji in your subject line. (I do.) ☘️
  • Dear XYZ (Spell the name correctly.)
    • Dear Christ, …
    • Dear Mr Morphy, …
    • Dear Murphy, …
  • Opening: Say hello, be friendly, say something nice about them, i.e. look like you made an effort.
  • Pitch, but pitch in a way that's 'of the moment'.
  • LINE
  • Embargo