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Posted: Sunday, October 11, 2009

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A. Writing a Press Release for UK Designers in Collectives
Most undiscovered UK designers experience periods of absolute frustration, as your designs go largely unnoticed by the majority of the design community and you lack the funds to get access to the usual platforms to be seen. The one thing aspiring designers tend to attract is other aspiring designers, and you can use your battling network to your advantage. Split between a collective, the usually prohibitive price UK designers face when wanting to exhibit at high-ranking shows can be brought into reach.

Once you've picked your fellow UK designers, a show to split costs on and got your designs lined up, you need to let people know you'll be there. The best way to reach a big audience is through the press, and the easiest way to get there is to get a press release to the right people.

Journalists are often pushed for time, and it is not unusual for an entire press release to be wholly copy and pasted to form a short article. Your press release should be written in a straight-forward fashion, avoiding the use of 'flowery' adjectives and intensifiers like 'very' and 'absolutely'. Writing your press release in the balanced nature (most) journalists are out to achieve increases the chances of your release getting the straight-to-print treatment.

Your aim with a press release is essentially to make the easiest job possible for the journalists who will be reading it. It is this fact that makes the angle of your press release such an important factor in its success. Working as a group, it can be difficult to come up with a combined angle, but the angle can be created from any level of detail, with the emphasis on either the designs or the people involved. Viewing other UK designer press releases can provide a good source of press releases which deal with groups of designers exhibiting together.

The angle of these releases can vary from design similarities between the majority of (but not necessarily all) pieces to the background (or relative anonymity) of the designers.

Once your angle is established, you need to go about writing the body of your press release. It is equally important to ensure that you are presented as a group of UK designers to avoid confusion: you don't want the journalist thinking there is a lead designer, with other designers working under them. Name yourself after your studio address, your favourite (collective) film, anything you want - just ensure that throughout the rest of the release your individual company names are strongly linked to your individual products.

A group press release can be just as effective for UK designers as an individual press release, if not more so. Just make sure you can create a feasible angle to grab the journalists' attention, keep it balanced and fair, and present as a unified group.

B. Making a Thumbnail Sheet for UK Designers in a Collective
For struggling, aspirational UK designers and designer-makers, trade shows can offer a direct line into the public eye. Exhibiting in a group or design collective can help overcome the main obstacle for young designers – the prohibitive price of tradeshow spaces.

But once you have your space booked, you need to pique the interest of the press (and through them any number of manufacturers, suppliers, architects and the general loving public).

A thumbnail sheet is essentially a collection of images of everything you will have on display at the show, tiled to fit on one A4 page. This gives the journalists a quick idea of what they find interesting, as well as leading them on to request a bigger image for use in print (which, for the designer, is priceless).

The thumbnail sheet of images is a priceless item in the UK designers’ box of tricks, but it needs to be treated with care when exhibiting with a collective. Showing as a group will in itself get journalists interested. First of all you need to decide how the images of your band of UK designers will be presented, alphabetically is usually the best way to avoid arguments regarding whose images appear first.

Whichever system you use, you should ensure that individual designers’ images are grouped together. For the images themselves, logos are essential. Regardless of how small they appear on a thumbnail sheet, they give a journalist a pure visual indication that this item belongs to one person and not the group. For instance, “Clean Cue Lamp & 8 Ball Chair by David Monkey Design” clearly indicates that while exhibiting in the same space as other UK Designers, you are an individual entity. With clear branding and sensible labelling, you can take advantage of the press interest a group of young UK designers can generate, while maintaining your integrity as an individual brand.


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