Make the most of your press feature: advice for makers & creatives

October 06, 2023

Congratulations, you've been featured in a high profile magazine! Now what?

There's plenty of actionable advice out there already for how to write a press release and how to pitch to journalists, but next to nothing about what you do after you've secured a press feature. Which is odd, becuase that's when the work and the opportunities really begin!

It's not just about getting your stock and shop ready for an influx of curious customers that have read the feature. It's about plastering your communication channels with the press feature, so that the gazillions of people who didn't happen to stumble across it can see how trustworthy and highly-esteemed you are, and encourage them to subscribe to your newsletter, follow you on social and part with their money to buy your gorgeous artwork or products.

So, this blog post is about how to make the most of your press feature in a magazine, newspaper or high-profile blog. (As well as being a bookbinder, creative mentor and occasional bookbinding tutor, I also freelance as a content editor. Quite often these two worlds collide and I find myself writing a blog post with PR and marketing advice for my fellow creatives.)

Take a moment to enjoy your success, then get to work!

6 Ways to Maximise the Impact of your Press Feature

1. Your Website

• At the top of your homepage, have a banner image with text overlay such as "as seen in xyz / "quote from article" / featured in this month's xyz"
• Dedicate a section of your homepage to press mastheads (logos). It can be good to place these 'above the fold' (i.e. before you have to scroll down) to establish trust but if you're already well-known you can place them at the bottom of your homepage
• Blog post - see an example blog post about a press feature here
• Product pages; write 'as seen in xyz' and any pull out quote about the product. Don't forget to include an image of the article (make sure to include copyright information) and write alt text that mentions your business name, the product and the publication. See screenshot below.
• Press page
• External shops (Etsy, Folksy, NOTHS etc): anywhere you can including banners, welcome info, about me, product pages etc

Include press features on your product pages

2. Email Newsletter

• Dediate a newsletter entirely to your press feature. Your existing customers and audience want to know; it might nudge them to make another purchase or tell their networks about you
• Use images (you holding the magazine, a close up of the page, etc)
• Include pull out quotes from the article
• Link to the article itself if it's digital, or your blog post or press page if the feature is in a physical magazine
• Put a link to the Press page of your website in your newsletter email footer so it's always there in future editions (and put it in your regular email signature, too)
• Highlight your latest press feature in your 'welcome to my newseltter, thanks for subscribing' automation; this helps build trust with your new contact.

3. Membership organisations & networks

• Update your profile on membership organisations such as Find A Maker, Crafts Council, the Heritage Crafts Association, guilds, artists' organisations and so on
• Are you a member of an old school, college or university network? They want to know what their alumni are up to! This is a great networking opportunity, and you never know what useful connections will come of it, so don't be shy - send them an email with your news or update your alumni profile
• Don't forget friends and family; word of mouth is a magical thing
• Include a headline, pull out quote, 'as seen in xyz', imagery and links.

4. Social media

• Several content pieces (post, story, reel, live, etc) spread over a period of time, each with a different image and pull out quote. Also @mention the publication, the journalist, the photographer and anyone else also featured alongside the article, as well as any organisations you're a selected member of. Here's an example of a social media post about a press feature
• Pinned posts / header images / story highlights with links to the press feature or your blog post about it
• Run an advert with a link to the article or your blog post

5. Future PR

• Mention previous high-profile features in your new press releases, where relevant
• Mention in email pitches to journalist, if the feature is truly relevant.

6. In person fairs, events & studio space

• Have copies of the magazines / books you're featured in on your stall for people to look at. If the feature was digital, print it out. Heck, why don't you laminate it!
• 'As seen in xyz' displays, product swing tags, bannners, etc
• If your studio is open to the public, make sure your features are visible and accesible, put sticky tabs on the page you're on, and encourage people to leaf through them.

Display press features in your studio

Two final points

1. Be repetitive

No, really! This is not a once and done scenario. Keep mentioning your press features. Spread the news across several pieces of content. Bring it up again in the future.

2. Smooth the way

You should see a gathering interest in your work as a result of press features, but you could loose all that curiosity and goodwill if there are barriers to your customer journey. What do I mean by that? Well, is your website easy to navigate? Is it obvious where someone can sign up to your newsletter, if they're not ready to make a purchase right away? And if they are in the mood to buy, is it easy to purchase an item? What about commissioning a bespoke piece? Is there reassuring information such as delivery and returns details and customer testimonials?

This is what I've learned from my own press features, but I'd love to know what works for you so please add your advice and tips from your own experience in the comments.

Susan

contact form | info@boundbyhand.couk | +44 (0)7748 759371

You may also like to read:

Autumn Instagram Hashtags for Creatives

Career Shift: my feature in Country Homes & Interiors magazine

Image credits:

Imagery: 91 Magazine on Unsplash; Jason Briscoe on Unsplash

Leave a comment

Comments will be approved before showing up.

Also in News