Media briefing with Refinery29

20 April 2017

 

Highlights from our media briefing with Refinery29 
“We never sugar coat content on Refinery29, we talk to real women.” At this morning’s media briefing, Refinery 29’s editorial director, Sarah Raphael, and executive branded content director (Europe), Kirsty Hathaway, revealed why its “living breathing” content speaks to the “millennial-minded” woman, what stories do best and how PRs can build relationships with its 30-strong UK team. 

“We never sugar coat content on Refinery29, we talk to real women.” At this morning’s media briefing, Refinery 29’s editorial director, Sarah Raphael, and executive branded content director (Europe), Kirsty Hathaway, revealed why its “living breathing” content speaks to the “millennial-minded” woman, what stories do best and how PRs can build relationships with its 30-strong UK team.

 

Here are some of the key points PRs should know from the briefing:

1. Branded content

“Refinery29 really knows how to make content accessible.” Hathaway says Refinery29 has always been famous for its strong branded content. It’s about creating a collaborative experience. It needs to be audience first, engaging and give meaning to the people who read it. If a piece of branded content can really talk to Refinery29’s target audience, they won’t care whether it’s sponsored or not.

2. The Refinery29 reader

The team targets the “millennial-minded” reader, rather than millennials themselves. “Every woman is an individual,” says Raphael. “We’re interested in so many issues, and we’re not just talking about one or two things.” 83% of readers are women and they are “particularly urban.”

3. Most-read content

Statistically, health issues always do well. This can cover anything from women’s health, relationships and sex to fitness, nutrition and lifestyle. News comes next, and celebrity content always does well. When it comes to celebrity content, it’s not so much about what they are wearing, rather it’s about what they’re saying. Travel content also does well. One of the site’s most popular pieces ever was a “20 places women can travel alone” feature.

4. Working with PRs

Raphael says “we’re all in the business of storytelling” and she’s always keen to hear from PRs to find out about the things she wouldn’t otherwise know about. She values face-to-face time with PRs, as it helps build relationships. The team prefers to be contacted by email and Raphael says she will always read an email from someone she’s met. Try not to be too personal in your email if you haven’t met her before. Exclusive content, interview time and strong surveys are always of interest.


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