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MAKE FRIENDS WITH THE MEDIA
Over and above providing the press with whatsoever they need, and building a helpful professional relationship, remember that there are going to be influenced on an emotional level by whether or not they like what your brand is up to. Research in neuroscience these days proves that none of us can make a decision without engaging the brain’s emotional centres so being studiously businesslike and professional, and ignoring your brand’s personality, could work against you.
The idea When you hit it off with one of your press contacts, be friendly. There are different levels of friendship, you might not invite all your press friends to your house for tea, but you might go around the corner from the office for a coffee and brand owners often take the press out for lunch. Help your press contacts to experience your brand. Technically all they need to write about you is the information you give and a photograph, but take this further if you can. Film companies organise viewings, wine companies organise tastings, publishers send out early review copies of their books. Most brands are expected to send out the real product in advance, although if it’s very expensive they’ll want to back again after photography. At a press launch, one August, for that year’s Christmas range I
90 • 100 GREAT BRANDING IDEAS
100 Great Branding Ideas 14dec.indd 90
12/14/11 11:14 AM