Media cycles are daily, weekly bi monthly, monthly, quarterly, half yearly, and annual.  Media is classified into short lead and long lead. Short leads have stringent deadlines.  They are published every day or every week. Short lead journalists look for quick stories to create a buzz.  When you are planning media coverage for a certain show or seminar, you have to connect with journalists before the event.  If your media coverage is buzz worthy and related to any event then they will quickly pick up your article and pictures.  Any publication that is published every month or every six months or annually is called a long lead journal. They finish the planning of every page of their publication four months before it goes into print.  You need to be aware of the planning and print schedule of these publications and connect with them in time.

 

The names and designations of every person worth mentioning in the publication are written either on the first page or last page of the publication.  The media coverage or kit must be sent to the editor of the publication.  You could include a letter informing them about the reason you are sending them the media coverage.  If you have a common friend or colleague with the editor you could use this contact to leverage your media coverage. You could send your media coverage to the fashion editor if the editor is not interested. Don’t push if they refuse.  They could get annoyed and blacklist you.  Once you have sent the kit make some calls to make sure the right person has received the media kit and has seen it.  You can seek an appointment to speak more about the kit or to give an interview.  You can ask them if they will publish the coverage.  If your media coverage is relevant, your lookbook is attractive, and will add interest to their concept, they will publish it.  Remember, editors and the media people are always overworked and busy.  Don’t talk or argue too much.  They are visual people.  If your media kit is stunning, then they will carry it to print!

 

When the pages are already full, the editor may keep your media coverage for future if it is not a time bound piece. Sometimes the media coverage is handed over to juniors.  These juniors are talented journalists moving upwards in the publication hierarchy.  Therefore establish and maintain good relations with them.  When you do get an appointment, keep you lookbook and sample spik and span ready to show.  Prepare all answers if they hand you a question sheet in advance.  Learn to face and dodge critical analyses. Don’t put on a fake persona.  Speak honestly and from your heart.

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