1. Cut out images account for 65% of secured coverage

Offering cleanly cut out images (images of your products on a plain white background) is the easy trick to see an immediate increase in the amount of coverage you receive – especially in print magazines. Of all proven coverage secured from Press Loft downloads last year, nearly two thirds came from cut-out imagery.

Cut out and lifestyle images of the dipped vase from Luke Arthur Wells.

Also called cut-edge or deep-etch images, this type of picture is easier to include in product selections, ‘get the look’ features and of course in the very valuable shopping-type pages and gift guides. A few online websites are affordably offering to deep etch images for you, such as deepetch.com.

2. Online publications love lifestyle images
Online publications are often looking for beautiful lifestyle images. According to Sophie Taylor of Inside Out Magazine, journalists and bloggers want images that have ‘a sense of styling within the whole room and an Inside Out feel i.e. a sense of personality, homes with heart, current trends, fresh but still homely’.

Lifestyle Image: Studio Esinam Paris Elevations from AtNo67 Concept Store

Easy to share on social media platforms like Pinterest or Instagram, lifestyle images are also more likely to receive comments and engage people. You're a small brand contemplating arranging your own shoot? Interior stylist Jackie Brown has some advice for you.

3. Don’t speak to journalists like you would with your customers
When writing a press release, don’t forget that journalists are not the ones you’re trying to convince to buy your products, but their readers. When speaking about your brand, try to use the third person voice, it really helps to adopt the right tone with journalists: you’re the storyteller.

4. Subject lines or titles are the first elements seen by journalists
Uninformative, too long or too short titles are bad ideas. Remember that the first impression matters and if your first line is not appealing, you’ll never get a chance to get the journalists to open your emails and read your press releases. Think punchy catchphrases, make your title something that will encourage the journalist to keep reading.

5. Give journalists what they want
When they‘re not on a super tight deadline, journalist are overwhelmed with information. Help them to save time; journalists are more likely to appreciate your suggestions if they’re relevant and right – less is more! Even if your suggestion isn’t quite right this time around, you’re now considered a go-to resource and journalists are more likely to think about you the next time they will need something: it’s win-win!


Want more tips? Read our PR Tips session here

Don’t hesitate to get in touch with us at info@pressloft.com 💛

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