A royal wave in baby PR

 

Royal subjects,  please be patient, the royal baby is nearly here.

 

Consumer PRs who look after baby brands, country-wide, are holding their breath. The idea that we could maybe, possibly, desperately hopefully, get products into regal hands is the most exciting concept to hit our “conversation calendar” (read: PR plan) since the birth of the princes, which let’s face it – quite a lot of us don’t remember! Unsurprisingly the media buzz has been at breaking point since the announcement and there are daily features, from “Why is Kate’s bump not as big as Kim’s?” to “Why new baby will be an inspiration to us all”…… All bets are on! Literally.

 

The idea of the brand association is almost too delicious to think about for too long. In all the years I have worked on baby clients I can honestly say that it is a media landscape that has changed more dramatically than any other. In the past year, the consumer media focus has shifted and it’s the pregnant celebrities who are on the front of the weekly mags. Pregnancy diet plans are appearing in traditional women’s rags and baby products are appearing on the gift guide pages of the most unlikely suspects; for example Stylist magazine, of whom only 18% of readers have children. The advent of the mummy blogger might have something to do with this as there is more mum talk in the ether – where PRs once had 20 publications to focus on, we now have multiple options and channels. All lined up perfectly waiting to cash in on the Royal offspring….but as a PR how do you make the most of it, and make your brand stand out?

 

This is how I see it….

 

These are your ingredients:

•           Excellent PRs with fantastic media relations skills
•           Baby products fit for a king http://www.my1styears.com/blog/cat/blog/
•           Bloggers
•     National Newspapers
•           Lifestyle, women’s, high-end publications

 

And here is your recipe…..

Sing a song of a royalty

A pocket full of gold.

Four and twenty bloggers

Waiting to be told.

When the baby’s born,

The media’ll began to tweet;

Isn’t this a dainty dress,

To set before the prince?

Basically – go social first!

 

@foxynikki @babyville