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Alyx Gorman the Lifestyle Editor at The Guardian recently posted this caption on her Instagram:

“Dear fashion and beauty publicists – it seems GPS radar has given you all my address. I know you’re all just doing your jobs but please note that I cannot accept swag and anything you send me will either be donated or given away to coworkers at our end of year sleaze raffle. I appreciate your time and your energy, but I am not ethically allowed to appreciate your freebies, so please don’t send them.”

There was a time, not so long ago, when the tried and tested method of distributing ‘swag’ to a blanket list of media and influencer contacts was just the way things were done. The idea was to cast the net far and wide for greatest impact with the least amount of effort.

The media landscape has changed dramatically in the last three years alone, as outlets are segmented and compete for an audience that’s inundated with information 24/7. And (as Alyx rightly points out) there’s no longer a one-size-fits-all approach that works for everyone.

Today, successful consumer PR campaigns rely on big picture thinking – identifying your key messages and crafting your delivery of those messages to a carefully curated audience.

A targeted and personalised approach to media outreach should be used as part of a wider strategic communications plan, where your tactics align with the objectives of a campaign – lest your product samples end up in the ‘end of year sleaze raffle’ and your media release in the virtual trash can.

See Alyx’s original post here.