Rules of News Releases

Via H&M Instagram

I just found out today, via Instagram, that Moschino is collaborating with H&M and launching a wide variety fashion collection named, "MOSCHINO TV H&M", and I'm excited! Let me tell you why, but in a way where I'm also explaining how they used their Instagram as a news release.

According to David Scott in The New Rules of Marketing & PR book, news releases nowadays are easily accessed by millions of regular people that we don't need a middle man to tell us the story. "...your primary audience is no longer just a handful of journalists. Your audience is millions of people with Internet connections and access to search engines and RSS readers." A great example of this is the one I just told you in the beginning of this blog! H&M directly communicated with potential buyers by releasing news of their new collaboration through their social media (in this case: Instagram).

By using the Moschino and H&M collection, I'm going to break down Scott's outline (only the points that pertain to the way H&M did their news release) of the new rules of News Releases, according to his book:

1. News releases aren't just for when big news is happening, send them all the time:
Moschino is collaborating with H&M to release an affordable fashion collection.

2. You're not just targeting journalists, make news releases that targets your buyers:
H&M shared pictures of upcoming collection with Moschino by posting it on their social media channel, Instagram.

3. Write these releases with language that your buyers understand:
H&M's caption on this specific post was directed towards fashion lovers who are attracted to "patterns, gold and sparkle."

4. Include offers that can persuade your buyers to react the way you want:
H&M teased with a picture of what is to come for fashion lovers, enticing them to set apart the date of the collection and buy some of the pieces in the picture.

5. Place links in releases to direct potential buyers:
H&M's Instagram biography includes a link to their website.

6. Point people to your news release from social media:
H&M used instagram to promote their collaboration with Moschino and persuade their potential buyers to search about this collection by going through their website, etc.

 These are just a few ways that H&M used instagram as a way of sharing this news to their buyers and not using a middle man to share it.


For further knowledge on this matter, I encourage you to read David Scott's book: The New Rules of Marketing & PR.

 Amazon:
https://www.amazon.com/New-Rules-Marketing-Applications-Newsjacking/dp/1119362415/ref=pd_lpo_sbs_14_t_0?_encoding=UTF8&psc=1&refRID=6PH9JQ3N3753YS5M1SH4

Xo,
Stacy.

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