We have a super star PR friend who, when clients were moaning, use to say “we’re publicists for God’s sake, not magicians”. It’s true, sometimes clients, for one reason or another, think that PR can solve everything and/or make it all happen, just like that, with the wave of the magical PR wand. Yeah, right.
Now, one way you can make editorial magic happen is by telling a damn good story. An intriguing one. Now, were not talking about super spinning it, were talking about digging deeper to find the “magic” in every launch you pitch. You need to analyze and examine every detail about the new product or service it is that you are birthing into the world and find that special “something”.
For example, one of our client’s has created an exquisite fragrance collection called Illuminum Perfume. We want everyone to know and appreciate the intoxicating beauty inside each and every bottle.
We’ve been visiting with national beauty editors who have the opportunity to smell just about every new fragrance you can imagine, even before or while it’s being created, so we know we have to be on our game. One of the fragrances, White Datura, is quite sophisticated and although it is really scentsational, we have to admit, we did not know what White Datura is. This in fact, made the story of this fragrance harder to share, until we asked our client. That’s when the magic began.
Datura belongs to the classic “witches’ weeds,” along with deadly nightshade, henbane, and mandrake. Most parts of the plants contain toxic hallucinogens, and datura has a long history of use for causing delirious states. It was well-known as an essential ingredient of love potions and witches’ brews.
Now, how does that sound for the key-note and heart of a very alluring new fragrance?
Take the time to find that astonishing fact about what you are offering and share it with the world. Your PR efforts will be all the more successful for it.