What is Press Loft?
Press Loft – what exactly is it? After all, the name itself is a little ambiguous; it could be the colloquial term for a pub where retired journalists hang out and reminisce about scoops gone by, or a perhaps an endless storage facility for centuries of archived newspapers.
And amazing though both of those sound, it is neither of them. What it is, however, is just as impressive.
Founded in 2006, Press Loft connects homes, interiors and gifting brands with journalists and influencers from around the globe.
And while that might sound like fluffy PR-talk, it isn’t. That is exactly what it does and in the 14 years it’s been going, it has become very good at it.
Essentially, Press Loft is an online platform which hosts PR assets – that is high res images and press releases – for homes and interiors brands and makes them available to accredited journalists and influencers 24/7.
Journalists can then use the website’s search facility to source imagery suitable for their latest feature and download them direct to their computer in just a few clicks.
Sounds simple and it really is. That is why brands of all sizes, from large chains such as B&Q and Dulux to small artisans like Porcelain Superstore and Bobo1325, all favour Press Loft.
And so too do quality publications and their journalists, each one of which is accredited before being granted access to the site.
Journalists from all the top consumer magazines, including Good Housekeeping, Real Homes and Stylist, not forgetting newspapers The Telegraph and The Sunday Times, are all actively searching Press Loft to find gorgeous imagery to fill their pages.
Journalists can also use to the site to message PR managers directly, as well as submit specific requests which are then sent to the network of PRs.
New to the platform is the Influencer Outreach offering, which aims to simplify the collaborative process between brands and influencers. Brands simply send an alert specifying what it is they are offering and influencers can pitch themselves directly to the brand manager.
From journalist to PR
Here at jwc, our relationship with Press Loft goes back a long way. In fact, we were there from the very early days of the platform – albeit not in our current capacity.
In 2006, jwc Account Director Sam Massey was a journalist the Manchester Evening News. One of her jobs each week was to compile a two-page interior feature for Urban Life, the publisher’s weekly lifestyle magazine.
She said: “Urban Life was a lifestyle magazine covering lots of different aspects of Manchester life, from entertainment and news to property and interiors. Building up interiors contacts was essential, but it was also time-consuming, and a deadline was always looming.
“Press Loft was my saviour. You could always find a host of brilliantly composed, great quality images to fit a brief and bring your pages to life.
“Plus, Press Loft helped me connect with interior contacts and build my network.”
When Sam joined jwc, Press Loft was one of the things she brought with her. At the time, we had a clients across many sectors, but when we made the decision to move into interiors it was at the fore of our plans.
Simple PR platform
At the heart of Press Loft is a desire to keep things simple. From its straightforward pricing structure and asset upload process to shortening the collaboration journey and giving journalists unlimited access to images all day, every day.
If you’re a homes and interiors brand considering a Press Loft account, talk to us. We’ll share our experience and let you know how we get the best out of your account.
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