FIGISM #15: Old-fashioned isn’t always outdated

In a world (and industry) inundated with emails, text messages, Tweets and Snapchats, it can be easy to forget that it’s often a pen-and-paper approach that fosters real relationships with journalists. For example, last summer we curated and mailed 20 packages to A-level media contacts to promote an upcoming event. These packages included a branded hand towel, stickers and handwritten (yes, really) ‘Save the Date’ on personalized stationary. For another event, we hand delivered artisan cheese and charcuterie plates along with personalized invitations to top local media targets. Tactics like these are time-consuming and maybe even tedious, but worth the effort as they yielded responses from editors at top publications whom we’d been unsuccessful in connecting with by email or phone. They appreciated the time we spent on their invitation, and it was a great reminder that putting in the ‘old-fashioned’ elbow grease is not necessarily an outdated strategy. A personalized touch pays off in an industry often deluged with meaningless emails.

By Emily Smith