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Another Reason Why Sabina Loves Peter Shankman & HARO

So, I'm sure if you're one of the few entrepreneurs who doesn't religiously read the daily HARO emails, you will be by the time this blog post is completed.  Beyond getting our daily doses about what is up with Peter and his two cats, you get amazing leads from reporters and producers from all areas and outlets nationwide. 

What I personally enjoy about getting the leads is it helps me become more aware of what the reporters deem are the hot stories of the day, what the upcoming trend stories are, what news is getting the most coverage, and how I should be spinning and angling my "harder" news stories.

Another great thing to get out of his and any other lead generators you subscribe to?  Look at how quickly deadlines are approaching.  I was almost surprised to see Valentine's Day queries coming into my email inbox the other day, but then I realized that we did just wrap the holiday issues and though Fall may just have become official, in the world of long lead media (magazines, etc) we are on our way into February!

Those are my thoughts on Peter Shankman's HARO for  now:  great leads and greater lessons!  And to top it all off it's FREE!  Now you can't beat that in our world of nearly $5.00 gas!

Until later,

Sabina

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Women on the Campaign Trail and what it means for your media campaign

The women of the campaign trail: Sarah Palin, Michelle Obama, Jill Biden, Hillary Clinton all have more serious things on their mind than their wardrobes, and all four of them would prefer that their personal lives remain personal.  Unfortunately the media feels otherwise, and if you would like to find yourself or your product in the media spotlight along with these White House hopefuls, you have to play along. 

Take fashion:  are you a stylist who can give tips on how to dress like the campaign's first and second ladies?  Do you have tips for them in the wardrobe department?  Does your label make a dress or accessory similar to one that Michelle Obama wears?  Here is how some of our interviewees placed their product on celebrities.

Tin Shingle member Cara Sinclair, founder of Kara James Handbags, recently discovered that her handbag the Kate is being carried by Jill Biden, the wife of vice presidential hopeful Joe Biden.  By sending out a press release to the celebrity weekly magazines and the fashion blogs, our team was able to secure her a placement on Sheknows.com, and the boutique it was sold in will be in In Touch this week.  Whether it's Us Weekly or The View, CNN or Vogue, people are talking about the fashion on the campaign trail, and if you are a lifestyle brand, you need to find your way into those stories.

The campaign has gotten personal, and will remain that way for years past the election.  Are you an expert who can talk about something related to key players?  What about the role of sexism in the election and in politics?  About the affect of the media on the candidates' families?  How about a health expert on ways to relieve stress on the campaign trail and in the White House?  Work outs you can do while traveling from state to state or in cramped office spaces?  All of these items could lend themselves to lifestyle segments on tv or in print!

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Images and Your Campaign Plan

Hey Tin Shingle,

I was just uploading images to a magazine's FTP site for a last minute editorial request and as I navigated my client's image library I started thinking about how essential an organized and complete set of images if to every brand's campaign plan.

Whether you are just about to share your story with the market, or you are a magazine darling, there are certain things you should always have on hand.  These are my "must haves" for any image library, and how to use them:

* Low Resolution Images: 

These are great for emailing back and forth with the press while they are considering you or your products for a piece.  You should have an individual image for each of your products that is not on a model (so they can lift it right into the publication), as well as your headshot/photo and your company's logo on hand in this format as well.

* High Resolution Images:

These images should mimic your low resolution images but should be greater than 300 dpi.  These will be used if images of your product (or you) need to be used in magazines, on television, or at times, online.  You do not email these back and forth during pitches as they are longer and clog emails. 

* Line Sheets:

A line sheet is in essence a sales/marketing sheet used by a your brand to provide information on the range of products you offer.   It typically includes a photo of each product  (possibly computer generated), their identification numbers, the style, and the colors it comes in.  It should also list price and order cutoff dates, as well as delivery information.  You should have this in high and low resolution as well as you will use it during your pitching via email to editors.

TIP:  Create two line sheets, one with wholesale pricing for your sales efforts, and one with retail pricing for public relations editorial use.

* Look Books

Similar to line sheets, look books showcase your brand's entire product line, and are often used in fashion pr.  Instead of showcasing all the styles together on one or two pages like a line sheet, look books feature one look per page, along with all necessary information about that product.  Look books do not typically provide pricing information, leave that for the line sheets.  You should compile your high and low resolution images into both your line sheets and look books.

TIP:  Have both electronic and hard copies of your look books and line sheets.

Best of luck with your image librarys and all the work that a great image library entails!  When deciding on the photography you are going to use, think about your brand's message, who your consumer is, and the emotions you want the images to evoke.  Look at the images of other brands you admire or that are similar to yours and get a clear idea of what you want.

It's a great feeling to have it all organized and at your fingertips.   I was so glad today to be able to pull the images Strut Magazine in Montreal wanted about our Canadian client's handbags in mere seconds.  

Best of luck, and remember to join the PR thread with any further questions you may have about your image library!

*Sabina

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