For plug's sake
So many of our stories would be worthless without quotes, a large amount of which you guys tirelessly source for us. |
When receiving exclusive commentary, I’m always relieved when it’s heavy on the insight and light on the product placement. Or when the quotes aren’t entirely aligned with the commercial agenda of the person behind them. Too much to ask? It’s a given that in editorial coverage we’ll weave in the relevance of the brands aligned to experts lending us their voices. But quotes provided for articles need to be useful – and it doesn’t benefit anyone if every other sentence is a plug for a plug’s sake. Case in point: I asked a hairdresser, via their publicist, to share some spring trend predictions on email, as coordinating a traditional interview proved tricky. And? The hot picks all conveniently centred on products and services their brand just launched. While I applauded their ballsiness, we can’t print free ads – which I had to feed back. It’s not that I expect these kinds of quotes to be bigging up brands’ competitors or anything (I haven’t completely lost the plot). But providing thoughts beyond the self- serving makes sense for us all. In doing so, experts not only earn more column inches, but demonstrate greater authority in their specialist subject rather than that of promotion. Because, ultimately, they can leave that part up to you. |
What Bridget Thinks… “We love a good collab, and this one’s a true joy-sparker. Announcing the Smiley X Ciaté London eyeshadow palette, the colourful press release covers all bases: It brings context and outlines what both brands stand for, with stats and quotes from their CEOs. Plus, it offers high-res imagery including creative, model shots and swatches shown on different skin colours (all available via Dropbox). Bravo.” |