Meghan Ely, OFD Consulting

If you’re a planner with a lofty to-do list, jam-packed wedding weekends, and limited time for much else — rest assured, you’re not alone. Public relations, in particular, can seem like a time-consuming process that often finds its way to the back burner. In reality, PR can be the key to unlocking increased brand awareness and more revenue (!) and boosts your reputation in a way that puts you front and center in the eye of your ideal client.

So, how can you streamline your PR efforts in a manageable and effective way while tackling client work? Let’s break it down.

First: what are your goals?

Before we jump to pitching, ask yourself what are my goals? Are you looking to increase your profits so that you can breathe a little easier? Are you hoping to pivot into a new market? Do you want to attract inquiries that are a little more you?

The great thing about PR is that all of these things are possible with the right formula. However, there isn’t a one-size-fits-all solution for planners like you. Your goal of positioning yourself as an industry expert is going to have a different path than someone that’s aiming to showcase their best weddings on the blog of their dreams.

Craft your media plan

Once you’ve identified your goals, it’s time to brainstorm a media plan. Remember, this largely depends on what your intentions are. If you want to break into the education sphere, you’ll want to focus on podcast opportunities and industry outlets to appeal to other pros. If you want your efforts to be more client-facing, consider working on wedding submissions and pitching yourself to writers that tap into wedding advice and trends for couples.

It’s important to know your options when it comes to creating a list of media outlets to target. Consider the basics:

• Is my ideal client reading this?
• Are potential business referrals reading this?
• Does this publication accept submissions?
• Does the content align with my expertise?

For example, NY Times and Vogue are amazing press wins, but it won’t necessarily put you in front of your target audience, specifically in your local market.

Getting ready to pitch + submit

Now, for the exciting part: gearing up to pitch. Throwing things at the wall and seeing what sticks for a quick press pickup isn’t wise; strategic pitching takes patience and creativity. Keep it short and simple when connecting with a writer or podcast host, and make sure your expertise is timely and relevant (and not something they’ve covered already).

If you’re going after a wedding submission, make sure that you’re prioritizing and meeting all of the editorial deadlines and guidelines. As a planner, you have a unique insight into all of the small details of your couple, so don’t leave any stone unturned, and be thorough in communicating with your fellow vendors along the way.

Promote your victories

Once you’ve secured a new press win (congrats!), this is your chance to share it across social media, add it to your website, and thank the media person and publication that featured your work. A simple ‘thank you’ and promotion can go a long way in building a new relationship with them. Plus, potential clients love to see this type of brand credibility when weighing their options to hire a planner.

When you’ve hit your stride with PR and get the hang of it, it’s all about keeping up the momentum. The busy season can get tough, but adding PR into your workflow brick by brick will pay off when you start seeing results.

Meghan Ely is the owner of the wedding PR agency firm OFD Consulting. Ely is a sought-after speaker and a self-professed royal wedding enthusiast.