Rather than invest money in participating in a press preview day, invest time in pursuing as many desk- side appointments as you can each month. Or better yet, use that money to invite editors to drinks or dinner, where you can really bond one-on-one.
Dear Lilian,
Is it best to participate in press preview days, usually with a cost of $2,000 and up, or better to try and get desk-side appointments?
Jodi Goldsmith
Gumuchian
Dear Jodi,
My, what controversy you’re trying to cause me!
I have my own opinions about press preview days agencies that organize these are not going to like–not because I don’t think they’re a good idea. They are–in theory. But compared to the one-on-one of a desk-side appointment, I suggest you save your money and build your own relationships with press.
For those unfamiliar with press preview days, it’s an event, usually organized by a PR agency, where multiple brands are assembled in one spacious location in hopes of meeting the editors of Vogue, O, The Oprah Magazine, Elle and all other publications everyone wants to be in.
Think of it like speed dating, except instead of meeting a bunch of people you may or may not ever want to see again, you’re meeting with a bunch of different editors, whom you really, really, really want to like you.
