Last week during Coverings 2016, I was part of a panel titled “Getting Published,” which focused on best practices for industry professionals and their PR counterparts to get their projects and products under an editor’s radar.
The panel also included Elaine Markoutsas, a columnist with the Chicago Tribune and Modern Luxury Chicago; Eileen Kwun, senior editor of Dwell; Julie Taraska, products editor for Architectural Record; and moderator Paul Makovsky, editorial director for Metropolis.
Here is an abridged version of the session with some key points to consider when pitching to an editorial personality – specifically mine.
– Email is better than calling since we can’t see pictures on a call. The call will come later if we set up an interview.
– Send professional photos. You can send low-res at first, but make sure you have the high-res versions and the rights to the photos so we have permission to use them. Please do not send a query without a photo.
– For extremely large photos, consider using a platform like Wetransfer or Dropbox to send those. Make sure you tell us who you are and which project it is when you send files from those sources.
– Let us know how old – or new – the project or product is.
– Specifically for projects, tell us if you are pitching it to multiple sources or if it has already been published in a similar publication/outlet.
– If it is a project, let us know what the reader may learn from it. We want to feature more than just an attractive kitchen, bath or showroom.
– Once you have emailed us, we will respond as soon as we can, but let us contact you if we are planning to cover what you sent. Our inboxes are ALWAYS full, so please do not send repeat emails.
– A lot of publications work weeks – and even months out – for their issues, so study the editorial calendar online to see what’s coming up in advance of contacting us.
– Make sure you know to whom you are pitching and that the content applies to that publication.
– It also helps to know the publication’s audience.
Those simple tips will make everyone’s experience easier when it comes to submitting projects/products to media outlets. If you have any questions, please email me at Chelsie.firstname.lastname@example.org. You can also visit our social media sites to get to know us better:
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