It’s likely that soon after you start building a following for your blog your email will be added to a number of PR press lists and you’ll begin to receive press releases in your inbox.
Although some of these releases will be targeted and on-brand its highly likely that a large percentage will also be irrelevant and, quite frankly, annoying, when they start coming in in higher volumes. The trick here is in being able to identify those that are of actual interest to your blog and those that you can simply hit delete on, without a worry. PRs send press releases out to their whole database of print and online press so if you’ve ended up on their lists that’s a good thing, they’ve identified your blog as a place they’d like their client to be seen. However, because press releases are sent out to such a wide database of journalists it will only be on occasion that what you receive in your inbox will be of interest.
Ditch the rest without fear; today we’ll only be talking about those releases that contain products, information or imagery that has grabbed your attention and have the potential for you to create something unique and inspiring for your blog.
A New Product or Collection Press Release
New products are great to feature on your blog as they have that added advantage of having not been seen elsewhere before but remember, you must be quick to act as many others also received the release at the same time as you.
When you receive a release featuring a new product launch that catches your eye you need to consider whether the new product is of enough interest for to you to cover in a full post specifically dedicated to that new product (or collection), or whether this new product would work alongside other products you’ve previously had your eye on either from the same brand, or different ones in a round-up style post, either along a specific trend, colour scheme, room update etc. in your own blog style.
If you’d like to write about the new product it’s sensible to think beyond the press release that has been sent and see if you have any additional questions, things you think your reader might find interesting and an angle which might make your blog post stand out from others also writing about the launch. Perhaps you might like to consider a Q&A with the designer, or asking if there are any images available showing the design process or behind-the-scenes of the manufacturing process. Perhaps a more in-depth profile of the designer and their previous works might be more relevant and engaging to your audience than just a straight copy & paste of a press release which, to be honest, nearly every other blogger does and it is BORING. The PR has identified your blog as a place to be seen so emailing back asking for further details and additional imagery will only result in them being more than happy to assist, as well as building a great working relationship with the PR agency for the future.
An Event Press Release
Press releases promoting upcoming events provide the opportunity for either a) a preview post to excite your readers and encourage them to attend or b) an opportunity for you to attend the event yourself and create a review post afterwards. If you don’t write preview posts on your blog there is no harm in letting a PR know this, and if you’d like to attend yourself and it is a ticketed event you can ask the PR if there is the opportunity to have a press or comped ticket so you can attend and write a review.
- a) Preview Post
A preview post of a design show, museum or gallery opening, art show etc. can be a great way to get a post up on the event before anyone else and allow you to create insightful and informative that encourages your readers to do i.e. attend themselves. If a particular designer is having a retrospective at your favourite gallery working with the PR on creating a behind-the-scenes look at the show, including quotes from the curators and perhaps even the artist/designer themselves will enable you to create a blog post that not only interests your readers greatly but will also carry a lot of SEO weight once people start searching Google when the show opens.
- b) Review Post
If you’re planning to attend an event and review it on your blog its important to attend as early as possible to ensure you can get content up before others begin flooding the internet with similar reviews. You can ask the PR who sent you the release if there is a press preview event you can attend as well as any additional information you might need ahead of attending in order to plan your visit as efficiently as possible and maximise your chances of getting the best possible editorial content for your blog.