Gone are the days where press kits simply served one purpose - provide the necessary information...and nothing more. Now the stakes are high as brands compete for the most insta-worthy send-outs guaranteed to get them social coverage and fingers crossed print and digital too!
But, is all the jazz really worth it? We asked a range of New Zealand's top beauty media including print, bloggers and influencers, what really stands out in a media kit and what drives them up the wall. The answers may surprise you!
LOVE:
Soft copies
General consensus among media seemed to be that hard copy releases are out and paperless is in! If you must send a press release, a soft copy follow up will ensure your product remains top of mind.
“I always throw away (recycle) paper press releases. I hate unnecessary clutter and meticulously file all my digital press releases by launch date to ensure I’m always on the pulse.”
“Paper seems so archaic now. There’s really no need for it. Think of the trees!”
"I only refer to my e-mails when collating products for a theme so a paper release often falls to the back of my mind"
"An e-release means I can just go straight back to the brand for further questions - particularly if there is info missing like high res image links or on-counter dates"
BEAUTYDIRECTORY
On the above note, an incomplete press release is never a problem when brands are on BD. We may be bias but the people have spoken – BEAUTYDIRECTORY really is a game-changer.
“When I receive a send out I almost immediately download the corresponding products from BEAUTYDIRECTORY so I don’t forget – it’s so easy.”
“Sometimes I misplace the press release. Being able to zip onto BD and pull the RRPs and other info is a lifesaver.”
“I love receiving digital releases with a link straight to the brand’s BEAUTYDIRECTORY listing.”
Image transfer links
The days of USBs and discs are gone. Sending imagery via e-mail? That’s also a no-no. Sending images through a Dropbox, WeTransfer or similar service is preferred. However, if you’re using WeTransfer make sure it doesn’t expire too quickly as media often file these away for future features.
“Image links that expire before you even have a chance to use them are such a pain!”
…again BEAUTYDIRECTORY – solves all this ;)
Incorrect image types
On the images note, styled shots and group shots (unless requested) are not ideal for usage in print - always send through clear cut options first. It’s also important to make sure you’re sending the appropriate resolution for the platform (i.e. lower res for online).
“It's annoying and time-wasting when I'm sent images that are low res and meant for bloggers or so high res they take half a day to download”
“So often I end up back and forth with PR trying to source the correct resolution image…it’s so time consuming.”
Personalisation
Stuck for creative ideas to accompany your press send-out? A personalised trinket really leaves a mark.
“I’m a sucker for anything monogrammed. If I could monogram all of my possessions I would!”
“When it’s really personal and makes you think they really thought of you when they sent it. Makes you feel special!”
(Benefit, Eau Thermale Avène & Osmosis are already well versed in the art of personalisation!)
Sending out a foundation? Tailoring to the recipient’s skin tone (or attempting to) is always appreciated. In the event it doesn’t match, it’s always a good idea to include an invite to swap for a closer match. Remember – media, bloggers and influencers, want to try the product before recommending to readers and followers!
“I really appreciate brands that take the time to look at your colouring so you can actually wear the sample you’re sent.”
Social media handles and hashtags provided
Half the point of a thoughtfully presented media kit is to get some social coverage too. There’s no point investing all the time, energy and cost into it if there’s no account or hashtag to leverage it all. Also, if there is an embargo – CLEARLY state it!
“Clear, bold, obvious EMBARGO date either before it arrives or on the delivery – don’t ask us to remove coverage of a pretty press kit after its posted because its embargoed, particularly if the product is already available overseas!”
Food!
Turns out beauty media don’t just have a liking for make-up but sweet treats too! An overwhelming number of interviewees said they love to receive a beauty send out accompanied by something yummy.
“I know we’re meant to be all about the product but those media kits that come with chocolate or something yummy are just my favourite – especially around deadlines!”
“Pretty, edible accompaniments always go down well – sad but true.”
HATE
Incomplete press releases
The #1 pet hate among media: incomplete releases lacking all the required information.
“It really bugs me when I receive a press release with no prices and no contact information!”
“I received products recently with a hard copy press release that had no prices, link to imagery or contact information. The brand never did a follow-up e-mail so I didn’t know who to get in touch with for imagery! Such a waste.”
“So many brands and PR agencies forget to put the launch dates!”
“Time is often of the essence juggling a full-time job and a blog. So, when the press release doesn’t contain all the necessary info and there’s no follow-up e-mail I just don’t cover it.”
Packaging
Media kit packaging was definitely a big bugbear among media and bloggers alike.
“Packages that come packed with polystyrene balls or similar that go everywhere when you open them – ditto glitter.”
“I hate with a passion anything sent out with a stupid amount of packaging, like when a moisturiser come in a box with stuffing the size of 4 shoe boxes. Grrr poor environment”
“Too much packaging, especially boxes - my recycling bins are always full”
“Recyclable packaging! And wood crates seem ‘eco’ but they are even harder to dispose of – consider the fact we might receive several a week.”
“Excessive packaging like a tiny eye shadow inside a big box really grinds my gears!”
“A staple in the bag, so when I put my hand in, I cut my wrist on the staple (constantly)”
“When the same PR company sends you three different packages on one day. Think of the environment!”
“Samples that have just been shoved into a courier post bag so they arrive damaged”
“When you open a package and confetti or small stars fly everywhere!! Clean freak over here hates it!”
“Balloons…especially when there’s glitter inside! It might look good but it’s not fun to clean up.”
