In the fast-paced world of marketing, there are few accomplishments more rewarding than seeing your brand featured in the media's spotlight. At Lumie, we've taken great pride in managing our PR efforts in-house for years, and our consistent success is a testament to our belief that we are the best-placed experts to secure the kind of relevant and impactful coverage that truly sets us apart. Inspired by another great article featuring Lumie, I am sharing our tried-and-true formula for PR success, one that has allowed us to shine in the world of light therapy and circadian health in the past five years.

Building Genuine Relationships: The Cornerstone of Our PR Success

Behind every great PR campaign lies a foundation of genuine relationships with journalists and media outlets. At Lumie, we don't simply send out press releases and hope for the best; we invest time and effort into building authentic connections that endure for years.

Relationships are not built overnight; it takes time to get to know the editors in the health and well-being area. We engage with their work, follow them on social media, and attend industry events where we can meet face-to-face. By fostering these connections, we've established ourselves as trusted sources of information in the field of light therapy and circadian health. This leads to a flurry of inquiries from journalists each year - and, as a result - ‘reactive’ PR has been a huge part of our overall success.

Crafting Compelling Narratives: The Power of Our Story

In the world of PR, the narrative is king. At Lumie, we've honed the art of crafting compelling narratives that not only showcase our expertise but also resonate with our audience. We understand that a well-told story has the power to captivate and inspire, and we use this to our advantage.

Our team carefully constructs press releases and pitches that not only highlight the innovative aspects of our products but also delve into the science and human stories behind them. What is more, we work with top-of-the-field specialists for each project. Most recently, we collaborated with Miss Radhika Rampat, an Ophthalmic Surgeon (MBBS BSc FRCOphth) based in London, when releasing the first of-its-kind bright light therapy lamp that’s also optimised for maximum visual comfort, Lumie Task. As passionate advocates for the benefits of light therapy for better health and well-being, our brand is far more than just a business.

Trust Through Earned Media: The Authentic Approach

In an era of paid promotions and sponsored content, Lumie takes pride in the fact that we establish trust through earned, never paid, media mentions. We believe that authenticity is at the heart of successful PR, and our commitment to earned media reflects this belief.

Our strategy is rooted in providing journalists with valuable information, data and insights that they can use to create high-quality, informative content. By positioning ourselves as experts in our field, we've become a go-to resource for reporters seeking reliable information about light therapy. As a result, our brand has earned a reputation for credibility, which pays dividends in terms of media coverage.

Parting Thoughts

In the world of marketing and public relations, Lumie has carved out a niche as a science-backed light therapy brand that not only understands the power of genuine relationships, compelling narratives and earned media but also excels in these areas. Our formula for PR success has allowed us to secure meaningful coverage and position ourselves as leaders in the field.

TLDL

Lumie's winning formula for successful in-house PR, one that has consistently led us to secure meaningful media coverage and solidify our position as leaders in our field, is built on three key pillars:

First, we prioritise building genuine, enduring relationships with journalists and media outlets.

Second, our knack for crafting compelling narratives that showcase our expertise and resonate with their audience sets them apart.

Third, at Lumie, we firmly believe in trust through earned, not paid, media mentions, establishing ourselves as a credible resource in light therapy.

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