Without a doubt, real wedding functions are a great way to reach your target audience, increase brand awareness and provide social proof. Not to mention that earning these valuable links is beneficial for SEO. However, it takes a lot of time to prepare, and in a season when we combine a wedding boom with a global recent times, you need to see an ROI from your time and efforts.
You may have the best intentions to file a beautiful wedding, but if people are unhappy throughout the process, it becomes more of a burden than anything else.

To avoid tension around the press, you need to set realistic expectations for everyone involved — your customers, your creative partners and even yourself. It’s no use taking the team on the trip when everyone is thinking: “That’s it?”

Follow these best practices for selecting media channels and filing real weddings that will make everyone happy on the go — and give you the ROI you deserve.

Realize your press goals

It’s easy to think of all the big, flashy media you’d like to add to your press portfolio. Imagine what it would feel like to have Vogue and Martha Stewart wedding logos on your website! But the real question is: will it help you achieve your income goals? The hard truth is that you can’t make money with bragging rights, so it’s not worth investing your time and resources. Good advertising is the use of a channel to strategically connect with your audience.

This is when I like to call local and niche publications. They may not get the same traffic as the big names, but they position them right in front of a smaller, more engaged audience. For many companies, local and niche stores can serve them better than the larger ones.

Once you have chosen a realistic media approach that brings you closer to your business goals, you should narrow down the celebrations that make the most sense for these outlets. Check out the Marriage section regularly to keep your finger on the pulse of the content. It’s not about sending all your weddings to your dream publication and hoping that one will be picked up. Instead, you should write your posts in such a way that they correspond to the target audience and aesthetics.

Get your customers on board

We often assume that all our customers want to be published, but this is not always the reality. To set expectations early, you need to include a clause in your contract that includes permission to use your photos for marketing purposes. (This is not lawful advice – consult a lawyer to make sure your contract is good.)

It’s not just about customers saying yes. You also need to make sure that you are part of the process and cooperate in a timely manner. Therefore, if you get radio silence during the honeymoon, you can lose a great opportunity.

I advise you to incorporate the customer conversation before the wedding into your workflow. You can’t answer every detail of the day, but you can gather important information about planning elements such as your color palette, theme, and sources of inspiration. Try to contact them two to four weeks before the wedding to collect this information so that they can work with content, even if they become MIA after their big day.

Set a realistic schedule

If everything comes to the point, the compilation of a real wedding submission can take only a few hours. But it’s never that easy, is it? You are at the mercy of your clients and your creative partners, so you need to fill your timeline to get enough buffer.

It may be your priority, but it’s not everyone’s priority. The photographer can take the time for editing. The couple would have planned an extended honeymoon without mobile service. The editor can get bogged down with submissions. Expect the process to take some time so that you can plan accordingly in advance.

At the beginning of the season, sit down and think about which weddings you would like to submit, and choose the best destination for each. Then plan your contact points based on the event timeline. When should you contact the photographer to discuss the plan? When should you interview the client? What can you collect early in the process?

If you are proactive, you can be as efficient as possible with the one-year-worth of submissions scheduled on your calendar. This is especially important for seasonal submissions, as editors need several months lead time for publication. When November rolls around, your vacation content is already planned, and you missed the ship. Expect it to take several months from start to finish so you can plan accordingly.

Play the long game

Public relations is about building long-term media relationships; don’t let external pressure get in the way. Most wedding professionals have experienced the overbearing couple or the seller who is convinced that the wedding is worthy of Harper’s Bazaar or the New York Times, even if it clearly does not fit.

Don’t sacrifice your editorial relationships (or your time) to submit an event that you know is not a good match. First, ask why you want this publication and go through the factors that qualify. Ideally, it will help you to realize that it is better to submit the celebration elsewhere.

However, if you are particularly persistent, it’s okay to push back and tell them to submit it in their free time. There is no need to tarnish your reputation with an editor because of an inappropriate entry. While I encourage all marriage professionals to build their press kits with real marriage characteristics, it is important to be strategic with your submission. A scattershot approach is a waste of time and, worse, jeopardizes your reputation with the editors. Realistic expectations are the key to a successful process that will satisfy you, your customers and your creative partners at every step.

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