As a wedding business owner, you might often feel like you don’t have anything newsworthy to share with the press: this is a common misconception that can stall your PR efforts. You don’t necessarily need a ground-breaking product launch or a grand store opening to capture media attention. In fact, every business has a story to tell, and it doesn’t have to be a sensational headline.

With my 15 years of experience in PR, I’ve learned that the media is always in search of compelling narratives, unique perspectives, and insightful commentary. The key is to understand what journalists need and to create your own stories and angles that align with these needs. 
One such approach is to comment on industry trends and issues. As a bridal retailer, you’re likely facing challenges, witnessing trends, and making observations that are newsworthy. For example, if you’re grappling with a fabric shortage or rising costs, share how you’re innovatively addressing these issues. Or, if you’re tapping into sustainable or recycled materials, discuss the impact of this move on your business and the industry as a whole.

Additionally, lend your expertise to comment on fashion trends. Your observations on seasonal trends, reviews of celebrity wedding dresses, or forecasts based on major fashion weeks can be valuable content for journalists. Remember, you don’t have to be the designer of a famous celebrity’s dress to comment on its design, fabric, or suitability for the bride.

How-tos and expert advice are also media magnets. You’re probably already sharing advice on social media or your blog – why not extend this to the press? Whether it’s preparing for a bridal boutique visit, choosing the right dress shape, or timing the dress shopping, your insights can add value to a wedding feature.
Real weddings and styled shoots can also catch media attention. If you’ve dressed a bride recently, and if the couple is comfortable with you sharing their wedding photos, you can pitch these to magazines, newspapers, or blogs.

Don’t restrict yourself to the traditional wedding season or think that you can only be featured in wedding-specific publications: mainstream press, including non-wedding magazines and newspapers, offer wedding sections throughout the year due to the increasing trend of year-round weddings. 
Finally, remember that once you’ve identified your story, you need to master the art of pitching your ideas to your chosen media outlet – a topic I’ll cover in an upcoming article.
To get you started, here’s a simple homework assignment: create a list of potential topics you could write about. Think about trends, how-tos, common questions from your customers, and any recent styled shoots or weddings you’ve been part of.
Remember, there’s always a way to get your business featured, even when you feel you don’t have a "juicy" story. The trick is to know your story and how to tell it.