be mindful when pitching stories to
journalists. “Be thoughtful about your
communication priorities as it can be
tempting to inundate media with all the
information you can possibly find on a
certain topic. When you are ready, distill
your message to a few key significant
points. Being timely with information
also helps as they are always on deadline!” she says.
For maximum media exposure,
Jurlique partners closely with its PR
agency to craft a comprehensive strategy
and compelling story angles that could
result to an increased interest from major
publications and targeted bloggers. “Our
media plan can include activations like
exclusive editor events, nurturing close
relationships and regular face time with
key media journalists, alerting press of
all breaking and key company news, and
so on,” Myung says.
Finding the Right Media
Part of what makes a successful media
initiative is targeting the right set of journalists. “We connect with spa and
wellness journalists who share similar
interests in line with our mission and
vision statements,” Lisogar-Cocchia says.
Similarly, Myung stresses the importance of tapping the right group of
journalists to earn the most media
impact and brand exposure. “We consider the intent behind the media
exposure and our target audience behind
each opportunity, and then identify individuals or publications that produce
Jurlique's team members build personal rapport
with journalists at key media events.
high-quality, engaging content with their
audience. This may not always mean
seeking those who obtain the largest
impressions,” she says.
Myers agrees, stat [