Product & Profile
Press sample protocols: How to lend products and send images to the press, fast
For both
● The press work to tight deadlines so send anything they require as quickly as possible.
● They might request a ‘credit’ should they want to include the product pitched.
Imagery Request
● To send, attach the high-res images to your email unless otherwise stated.
● If the high-res files are too large or too many for email, share a Dropbox or Google Drive link with the images requested or, if not specified, your most press-worthy items.
● Ensure file names are correctly named and files are correctly formatted. Guidance here.
Product Request
● Download and use our ‘Product lending sheet template’.
● Follow the guidance below.
Lending samples to the press
An editor will usually call in samples for one of two main reasons. These are:
1. For use in a photoshoot
2. To keep as a gift / try and test
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If you're sure the samples are a loan:
● Only send them what they requested and include a lending sheet (template above)
● Send via tracked delivery or courier service
● Ask for the expected return date so you can follow up
● Let the editor know that you have received the returned sample and build on your relationship
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The easiest way to clarify is by asking for an estimated return date.
Either they will give a return date, in which case you can send the samples. Or they will say that they are unable to return the pieces. It is then up to you if you wish to gift the editor an item or decline on this occasion.
A polite response would look like this: Unfortunately, we do not have the stock levels to send samples that will not be returned; however, we are more than happy to send you any high-res imagery or information if you want to know more about the product.
Important: If you have a product that needs to be tried and tested by an editor to be featured, the sample will not be returned to you. -
This usually happens when they are busy. Protocol is:
● Allow for delays of the shoot
● Email with images of the products you are waiting to be returned to help the press locate the samples
● Contact an assistant if no response as they usually process returns
● Make sure business insurance covers lost samples
What the press say (& actually mean)
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"I'm not working on anything relevant at the moment but will be working on some new content next month, so will keep you posted.“
They mean: This isn’t right for me right now, but it might be for a future feature I have planned.
What to do: Respond positively and say you’ll stay in touch. Make a note of the timeframe (if given) and get back in touch at a later date.
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"Ive added it to my forward-planner / Received and saved on file/ Filed for consideration"
They mean: This isn’t right for what I’m working on right now but the brand is a good fit for our publication. If we’ve got any suitable features in the future, I’ll be in touch.
What to do: Stay on their radar. Continue to pitch to the editor focusing on different products or topics that you think will be of interest.
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"Nothing"
They mean: I’m not able to respond right now. Your email is in my inbox and if it’s right for a future feature. I’ll let you know.
What to do: Continue to pitch to the editor focusing on different products or angles that you think will be of interest.
Didn’t make the cut?
It happens that stories, products and even full articles don’t make the final edit.
After cut coverage:
● Know that if the brand was considered it means it’s a good fit for future features within that publication.
● Invest in that relationship. Stay in touch and pitch for future opportunities.
● Keep an eye on the publication. Sometimes a product or angle doesn’t make the particular feature it was requested for but is used in future features.