Why great print is important for PR - Printed.com
As a small business, we rely on great services to provide quality products to stand out in the industry, Printed.com being one of them. Here they tell us how to impress the press with personalised and well-designed printed products to help you build a strong rapport with key editors and nourish long-term relationships.
PR can help drive your business forward, so it’s crucial to make sure you’ve got the right print for your press purposes.
The importance of public relations should never be downplayed.
As a business, you’re probably already on top of a number of different marketing channels: website, social media, PPC, etc- but there’s only so much you can do yourself. When it comes to boosting your brand credibility and building a strong reputation for yourself, it’s your relationship with the press and the public that’s key.
When it comes to PR, you want to make sure you’re sending the right message to the right people and that you’re putting your best foot forward as a company. That’s where tightly designed PR print comes in.
From well-crafted letters to beautifully designed invitations, there’s more than one way that print can bring your PR game to the next level.
Let’s dive in.
EDITOR GIFTING
PR is crucial for raising your brand awareness and reach new audiences. While it might seem like a minefield to navigate, there are plenty of simple things you can do to get your brand out there and build meaningful press relationships — like sending a nicely presented and on-brand editor gift.
Editors of publications relevant to your brand are great and valuable contacts, and sending them a thoughtful gift is a great way to build and nurture that relationship. Presentation is key here, so make sure the packaging is both neat and visually appealing. You could wrap the package in custom wrapping Paper and finish with some branded stickers for a fun, yet professional edge.
These kinds of packages can tie in nicely with product launches for your business or can be used as a thank you if they’ve already featured you. Just make sure to match the gift to both the editor’s and the publication’s audience, content, and style. You want to show that you’ve done your research and know the publication inside out.
EVENT INVITATIONS
One way to create buzz around your business is to hold a press event. Not only does this give you the opportunity to spread a defined message in an engaging and interesting way, but to also send out some beautifully designed invitations. The first impression the press will have of your event, and therefore of you, is with your invitation- and this is where print can shine.
It’s always good to send both a physical and a digital version and both should have a simple, yet eye-catching design while also matching your branding. Your choice of print will reflect your quality and values as a business, so a scrappy printout just isn’t going to cut it.
Consider using a more interesting paper. Whether you want to take advantage of the touchably interesting surface of Tintoretto Gesso or the shimmering cool undertones of Pearl Polar, there are plenty of paper stocks that can really wow. The same goes for special finishes/finishes touches like shimmering foil or bold white ink.
SEND THANK YOU CARDS TO THE PRESS
Have your brand or products been featured in the press? Sending a card to say thank you is a nice gesture.
Sending well-crafted and personalised cards to celebrate events, call out special promotions or to just give thanks to those who have supported you can really help boost your relationship with key editors. After all, people always remember those who put in that little extra effort.
It’s good to take advantage of the season as well. Christmas or New Year’s Cards are a great time to get creative and show off a more fun side to your business. While official Invitations and correspondence should always be on-brand, seasonal Cards let you have more freedom with your design. You want to make the recipient smile after all, especially if it’s a key editor.
CREATE A BROCHURE OR LOOK BOOK
A beautifully designed brochure or Look Book is great for showcasing your brand identity, products, and ethos in a strong and visually interesting way,
These can hold a lot more information than other digital or printed marketing materials, so are great to send out if you want to give a good and clear overview of your business or are promoting a new collection launch. It’s a simple yet effective way of getting yourself on the press’s radar and communicating your brand story and messaging.
Whatever kind of business you’re in, don’t let the importance of PR pass you by.
Ready to take your brand to the next level? The awareness and credibility from PR is one very important part of building a brand. Join hundreds of independent brands who are not only pitching their products to press but have access to our support, knowledge and recommended suppliers every step of the way through our memberships. Find out more here.
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