3 Tips To Becoming A (Reliable & Trustworthy) Expert Source For An Editor

Do you want to know how to work more effectively with editors? We get lots of questions from the community about press coverage - how to get it and if there’s a secret that only PR pros are privy to. And I’m here to tell you, there isn’t.

With a few essential tips, you can enhance the experience you have working with an editor, while establishing yourself as a trustworthy and knowledgable go-to source.

it’s important to understand some of the pressures an editor is under. They are one of many on a staff, or could be freelancing for a number of different media outlets. They are under a number of constraints from higher ups and really just want to deliver great content for their readers. This means that timely, relevant and NEW insights will not only help them get their story filed quickly but will show them your professionalism long-term. 

The most preferred method of pitching among journalists is email. The vast majority of editors will be heads down writing or in team meetings between 11 and 3 pm. If an editor has given you a deadline, try to beat it by a few hours or even a day in advance. They will so appreciate the promptness and be able to ask you any questions for clarity without feeling the pressure of a looming deadline. 

Your comment should be clear, concise and unique. If an editor taps you for insight on why non-traditional spaces make for a great wedding venue, do a bit of research on Google and see what’s been published out there. And then, develop a comment based on your expertise that offers a fresh perspective. Remember, their goal is to excite and inspire their readers. So, adopt that mindset when you craft your comment. Try and limit your comment to 5-7 sentences. This will be plenty for them to cherry pick thoughts. If they want more from you, they’ll ask. This saves you time but also helps focus your response effectively.

If possible, offer a few photos that reflect your insights alongside your commentary will always be a delightful bonus. They may not use them (again - creative direction may be led by someone else), but the editor will always appreciate that forward-thinking attitude. 

Finally, always include a short one sentence bio that links to your website for proper crediting. If you have included photos, make sure to note the photographer’s name in the email body and the title of the photo. 

Essentially, the more heavy lifting you can do for an editor, the more likely he or she will hit you up again in the future. All these tips will help you curate the perfect press package.

Want more? You’re in luck. We dive so much deeper into this process in The Essential PR & Marketing Field Guide, which launches this Fall. It is an expert-led online course for wedding, events, and hospitality brands who are eager to accelerate their PR & Marketing strategy and become better marketers. Subscribe to our Marketing Memo and you’ll be the first to get more details.

Finding the Right Wedding PR Firm For Your Business

Perhaps you’ve been curious about how your competitors are landing such great media coverage in the magazines and blogs you read everyday. Or, maybe, you’re working on some great projects this wedding season, but are ready to attract a more distinguished clientele.

A strong public relations strategy can help you achieve your greater marketing goals and lead to new and exciting opportunities for growth.

Considering when the right time is to hire a publicist is equally as important as who you bring on board - both have a heavy impact on your success. We’re here to help you navigate that process by sharing some of our insights working with creative wedding professionals and lifestyle brands, to give you the tools needed to feel confident during your search for the perfect PR partner.

Partner up once your brand is at its best. PR should enhance your overall business strategy, rather than be used a mechanism for reinvention. Meaning, if you’re considering a rebrand or an expansion of your services, make sure it’s done before bringing on a PR partner. Understanding your story, what makes you distinctly unique from your competitors and how you contribute to the industry in a creative way is essential; it will provide the framework for a well-designed and informed PR strategy.

Understand the media landscape (even just a little). Familiarize yourself with the publications you envision your name and your work being published in. What types of Real Weddings are they sharing? How are industry experts highlighted in their content? What type of stories do you connect with? Especially in the wedding and lifestyle industry, mainstream blogs and magazines lead with a strong identity, supported by a community of readers who crave their content. Those readers may very well represent the clientele you’d like to work with. Thus, it’s important to have a sense of what publications you feel most inspired by - we call it a client’s ‘wish list.’ It’s what keeps us focused and guides our approach for each unique public relations program.

Know your goals and build your assets. Understand what your ultimate goals are and what a successful PR partnership looks like for you. Perhaps it’s to build awareness locally ahead of a launch or special event, or to increase your position as a national leader within the wedding industry, recognized for your creative vision and design capabilities. Appreciating the difference between the two approaches, and what type of coverage will benefit your bottom-line most.

Likewise, the most prosperous press campaigns are those that can sustain themselves, with a steady cadence of media and blog coverage. That’s only possible if you’re bringing a strong set of ‘newsworthy’ assets to the table (for instance, a strong and varied collection of wedding work, unique expertise and commentary on design trends, notable work / company projects that relate to the larger industry, etc…) Your PR partner will work with you to develop some of these elements as your engagement continues, but it’s always a great way to kick off a press push by having some content buttoned up and ready to offer the media.

Trust your PR partner and contribute to the pursuit of your goals. No one knows your business as intimately as you do. You’re the founder, the visionary, the backbone of your brand.

A great PR partner will enhance those virtues you’ve established and communicate them to the right people, bringing new opportunities for growth. Be open to fortifying a trustworthy relationship, built on constant communication and collaboration between your teams to discuss new developments, campaign ideas and initiatives.

Regardless of whether you’re working with a large agency with multiple team members or a small boutique firm with just a few consultants, your PR partner should be committed to adopting your mission and voice, acting as a natural extension of your brand. But managing inbound requests with ease, and providing useful marketing strategy is just the start. Your PR team should be proactively pitching your unique story and expertise on a regular basis, with customized angles for each editor at the outlets you’ve identified together as your key targets.

Eventually, you may come to think of your PR partner more like an internal team member, rather than an outsourced firm - the kind of relationship we strive for in our practice.

Interested in learning more about working with In Good Company Public Relations? Email us today

Lifestyle & Wedding Marketing Resources to Inspire A Successful 2017

Today, we are toasting our clients and those inspiring creatives who give In Good Company purpose each day. A new calendar year is upon us all and with that comes the perfect opportunity to celebrate our achievements and to set our sights on fresh goals for the months ahead.

As you look to build brand momentum and generate new business opportunities, expanding your knowledge as a small business owner is a smart strategy.

To help jump start the New Year, we’ve curated a brief collection of our favorite resources that are meant to motivate you to tackle new and exciting projects this year.

General Assembly: Register for a course locally or online from experts in various business related fields to gain new skills and knowledge to fuel your business. An Adobe Illustrator class, a coding course, or a workshop to writing that illusive business plan are just a few choices. With affordability at the forefront, General Assembly offers easy-to-follow courses that start at $69 - designed to encourage entrepreneurs to expand their education in a way that complements their busy lifestyle.

Sage Wedding Pro’s Accounting 101: Taught by the experts behind Sage Wedding Pros, Michelle Loretta and Kelly Simants have designed this beginners course specifically for wedding pros who have little experience managing their own small business accounting. The 10 course curriculum is delivered to your inbox, filled with videos, checklists and templates to make understanding your business’ finances a bit easier. *Registration closes January 5

Udemy: This online directory of educational courses offered by industry experts, world-renowned CEOs, authors, successful entrepreneurs & thought-leaders. Perhaps you’d like to add a Shopify functionality to your bridal website to start selling your designer gowns online; you’re in luck - there are plenty of classes you could take. There are also courses that cover industry specific needs as well as general business tools like like web design, re-branding, small business operations, marketing, etc... Once you create a profile on Udemy, you’ll start receiving email alerts with new courses that apply to your distinct needs (and bonus - your first course is just $10).

#Girlboss Radio: Visionary behind Nasty Gal & author Sophia Amoruso interviews powerhouse women entrepreneurs, artists and makers who have left an impression on the world, sharing their lessons learned with listeners. Unapologetically authentic, we’re fans of the inspiring stories of so many women from all corners of the business world - from fashion to technology and every corner in between.

So here’s to every entrepreneur, small business owner and maker with a vision to create and live through their passion. Cheers to a successful 2017!

Interested in learning more about our customized public relations or social media marketing services? We would love to hear from you!



In Good Company Public Relations is New England's boutique public relations and social media marketing firm, serving creative brands in the luxury wedding and events industry. We are so glad you've found us.

This blog is dedicated to each and every client that contributes collectively to In Good Company Public Relations. In this tiny corner of the Internet, we will share social media and PR tips and celebrate the creative community through things we've found and admired. 

To that end, you're invited to use this as a trustworthy resource, to help evolve your outlook and how your small business could benefit from a focused and manageable marketing strategy.

It will also be a place to celebrate the craft of our clients, share company announcements and general inspiration for a life well-lived.

Thank you for visiting - hope you return soon.