Sunday 6 February 2022
Friday 5 October 2012
Get Multiple Clients Media Coverage with a Single Pitch
written by Pertunia Moore
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| getting started with media coverage |
As fashion media as well as designers are impacted by current economic pressures, it is important that your PR strategy think not only outside the box but also beyond the box. Whether you are a publicist, a fashion designer working with a PR agency, or doing your own PR style, how you keep your line in front of key editors, journalist and bloggers is, well, key. For fashion PR’s, getting out of a pitching rut can do wonders for improving editor response.
Creatively packaging your pitch can draw attention to your brand and set you apart. Pitch! Press has found tremendous success in forgoing the traditional press release format. Instead, we focus less on verbiage and more on the product. We then embed these “editor picks” style pitches into email blasts and send them out to the editors.
Introducing the mega-client bundle
Ready to take product pitches a step further? With client approval, bundle several clients into a single pitch and create a look representative of the relevant season or focus on a trend. From head to toe and everything in between, style a look that references something a fashion editor has seen going down the runway or explore a particular look under a newsworthy theme. Recreate the look with your client’s products and make your agency a one-stop shop for busy, overworked editors.
Create a newsworthy look
- Pop culture (celebrity babies, Britney’s circus looks, The Hills etc.)
- Movie/television trends (grab inspirations from influential shows like Gossip Girl, Slumdog Millionaire)
- Runway look alike (match what’s on the catwalk with styles, silhouettes and colors similar from your clients)
- Celebrity trend (hello, Katie Holmes and the boyfriend jean)
Fashion a New Trend
Think colour, or texture, or heel height, skirt length, or even weather-related pitches (think: umbrellas, galoshes etc). The ability to pitch multiple clients at once has added value for clients without increasing budgets. Being a part of a look adds opportunities for your brand to be in front of the editors.
While not every pitch is a cover story, expanding on your current pitching strategy and creating new pitches on a daily and weekly basis keeps clients consistently in front of the editors and a bundled approach can go a long way in securing multiple hits to several of your clients at once. And just because someone isn’t working on a stiletto story or chandelier earring story this week or this month, doesn’t mean it won’t come into play next week or next month, so be patient and keep up the great work.
Re-use, Re-think, Re-cycle
After you’ve pitched the books, recycle pitches for blogs and newspapers. In most cases, a pitch can be pitched three times – first to the fashion books working 4 to 5 months ahead, second to bloggers who work anywhere from a week to a few months out, and third and finally to the dailies which work on an immediate deadline
Friday 28 September 2012
Fashion PR: Keep Calm & Create a Brandifesto
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| keeping it calm with fashion public relations |
Written by Pertunia
Whether you collect inspirational quotes & images in a folder on your desktop, create elaborate mood boards or simply tumble or Pin your favorite online finds, the saving, sharing and viewing of words and images is de rigeur for creative types looking for a hit of inspiration throughout the day (myself included).
Taking this into account, its not surprising that when fashion brands & designers put their thoughts, motivations and values down on paper, these “brandifestos” begin to make the rounds. The right pairing of word and image can be a powerful way to visually communicate brand values, and with luck, drive relationship and mutuality between a label and its target customer.
Many of us are skilled creative strategists who think carefully about the brand values and attributes of our own projects and those of our clients. Below are a few ideas to kickstart your own creative manifesto:
- Define the difference – take a piece of paper and on one side write “We are” and on the other “We are not.” Fill up the page with as many adjectives, examples and ideas as possible. If you have a business partner, have each of you do this independently, and then compare notes!
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Play with Personas – play with your target customer and go deeper than basic demographics. Start to tell the story of Julia, your 30something single woman who loves yoga, jazz and bulldogs. What can you tell her about who your are or what you believe in that will motivate her to act, to share, to be inspired -
Mine your Motivations – what motivates you to create? Why do you do the work that you do? Who do you work for? What does the perfect day look like for you? What words or creeds do you live by? - Crowdsource the Community – create a manifesto that combines the values and contributions of your customers. This could be a campaign, or even a simple Facebook status update asking for ideas
Once you are done, consider making the final product easily embeddable from your website, reading it aloud over a short film, printing it on your packaging, using it as the backdrop for store window displays, incorporating it into sales material, business cards, or hang tags. As a key piece of content marketing, the manifesto communicates your authenticity and your truth while at the same time driving brand conversation, loyalty and consumer connection.
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| fashion Pr: creating a better world for yourself |
Friday 21 September 2012
Front Row Fashion PR:How to work with Celebrities & Celeb Stylists for Product Placement
Celebrity outreach can be important component of designer outreach, after all, no one can deny the power of celebrity to send yoga pants, red string bracelets and moccasins flying off the shelves!
The celebrity placement process involves a few things: hard work, the right timing, the right product, the right connections and good old-fashioned luck.
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| successful fashion pros. left to right: Anna,David and Coetzee |
There are many ways to approach celebrity placement opportunities, but the main thing is forming relationships with celebrity handlers. Celebrities have many handlers or gatekeepers, as I like to call them. Celebs typically have at least one personal assistant, a manager, publicist, agent and style teams for wardrobe, hair and makeup. I constantly reach out to stylists and publicists on behalf of the designers, manufacturers and retailers Luxury Brand Group represents.
How do I get celebrites to wear my product?
When a stylist is choosing wardrobe for a celebrity, they start-out by selecting the dress and the overall style and then they consider the accessories. Most stylists pull several garment racks full of options, and the celeb usually decides the final selection a few days before and even the day of the event. The stylist has to pull accessories, shoes, purses and jewelry for all wardrobe options.
It is quite the process for the stylist, so when requests come in, I work very quickly, often with a day or two notice. If any designs are chosen, the merchandise is arranged to be delivered to the stylist. After that, I cross my fingers and toes that pieces are worn. Many times the pieces are worn and other times, they are not. There is never a guarantee until you see it!
How can I develop relationships with celebrities and their stylists?
A designer or brand can develop relationships with celebrities by connecting with a celeb’s stylist, publicist or handlers. This requires research, networking, cold calls and constantly delivering what they need, when they need it. With so many designers and brands vying for a celeb’s attention, forming relationships with these key contacts is no easy feat.
As a result, many designers and brands hire product placement and publicity agencies. The advantage of hiring a PR agency like LBG is that they have solidified relationships with celebrities and their handlers. In addition, most PR companies represent multiple clients, making it much easier for a stylist to request product.
How do I make sure nothing gets broken or stolen? Who’s responsible if something goes wrong?
How does a publicist or designer ensure the safety of their merchandise when they are loaned out? The safety of merchandise is a very important factor that must be considered before a designer or brand loans merchandise. Merchandise can be lost, stolen or damaged so proper precautions must be taken in the event that something occurs. I strongly recommend the designer or brand have some type of company insurance policy for lost or damaged merchandise. I also advise designers, brands and other agencies only to loan merchandise to trusted stylists that provide either insurance, a letter of responsibility or a credit card while the merchandise is in their procession.
A few examples of questions I ask before I loan merchandise include:
- Where will the merchandise be kept?
- When will it be returned?
- Who will take responsibility for the merchandise while it’s in your possession?
Friday 14 September 2012
How to write fashion PR goals,objectives and tactics
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| Setting goals for fashion Public Relations |
Goals, strategies, objectives, tactics….it’s enough to make the fashion PR planning process feel as much like getting your eyelashes died (stinging, tearing, lots of blinking and terror-filled “when will it stop!” thoughts racing through your mind) than anything.
The next time you sit down to rock out a smart, sizzling and strategic fashion PR plan, drink a martini (kidding – but seriously how great is that photo!), and first make sure your planning process is up to code. Extra points if you can memorize and then recite the key differences – just watch your client/boss melt with awe because seriously, most of us have flubbed this up at least once or twice.
Behold, your PR plan refresher course/cheat sheet:
Goals
Think of goals like overarching long-term needs/hopes and dreams. They are typically broad, abstract and potentially difficult to quantify.
Objectives
Think of objectives like those desired achievements that will assist with meeting the determined goals. They are statements of intent that explain what needs to happen, what needs to be achieved, or where the brand needs to be in order for goals to be met. They also need to be expressed in concrete, measurable terms.
Tips for writing PR objectives
- Start with an action verb – words like increase, reduce, improve, maintain work well
- If you are using “by” you are writing a strategy, not an objective. Try again.
Strategies
One step down in the PR planning process are the strategies. Poor strategies, they are the most misunderstood of all! Strategies are simply the “how” that, when done correctly, will help to ensure you meet your stated objective. Your strategies are also the guidelines that set up the strategic direction of your programs (ie your tactics).
Tips for writing PR strategies
- Use action verbs like Develop, Create, Promote, Target, etc
- Did you just write Develop a look book to….. sorry kitten, strategies do not include the “to” phrase. The “to” in this case is to meet the stated objective. The stinker.
- Also omit your tendancy to use “by” – as in “Promote my brand by developing a look book to – that look book you are all amped about? That, my friend is a tactic. What you DO with that look book is your strategy.
Tactic
Oh tactics…these are the specific “who’s” and “whats” that define your program and plan. Seems silly it took so long to get here, right? But here we are. Tactics are specifics, they are action items.
Tips for writing PR tactics
- Tactics work best when accompanied by verbs like Implement, Utilize, Add, Contact, or Participate.
- Add measurable outcomes like dates.http://bbs.globalintimatewear.com/yaf_postst82_How-to-Write-Fashion-PR-Goals-Objectives-Strategies-and-Tactics.aspx
Friday 17 August 2012
5 Ways to Make Your Fashion PR Agency Fall in Love With You
written by: Pertunia Moore
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professionals in the PR industry reaching the highly glamorous career (left to right): tasha and Helen |
As fashion PR professional, you typically have three options when it comes to working in the industry. You can work on multiple client accounts for a fashion PR agency (either your own or for someone else), in-house for a single brand or free lancing. The decision to hire a PR agency is a big one.
Fashion designers often joke that they feel like they need a publicist to help with their pitch to get a publicist! Once you have found the right agency and signed contracts, there are a few things you can do to ensure a successful partnership.
Let us Get to Know you. Also, Get to Know us
- In order for your PR firm to build an effective strategic plan, they are going to need to know some specifics about your background, your business, revenue, average order value, demographics, hopes, fears etc. The more open and transparent (and prepared) you can be, the better your agency can adjust to your needs and expectations. Beyond the numbers, be available to build a relationship with your team, let them get to know you as a person and take the time to get to know them as well. The more shared connections and productive meetings you can have with your agency the better.
- Things move very quickly in the PR world, and being able to move like a ninja on media opportunities is key. Getting approvals on press materials or sponsorship opportunities can require your feedback in minutes, not hours. Make sure you are available during the work day to speak to your PR contact. Let your PR firm know the easiest and quickest way to get a hold of you – whether that is email, phone or text.
Move Mountains for Media
- When your PR agency calls with an urgent media request (and trust me, it’s always urgent), this is not the time to say, “Oh gosh, that’s really inconvenient for me, can we reschedule/do this another time?” Your PR team is working very hard to secure opportunities for you, often leveraging relationships built over time. Saying no to an editor is like locking yourself in a small dark room, and saying no to your publicist is like sticking a knife into her hard-working heart.
Be the Expert in your Business, but Let us Be the Experts in PR
- Working with a fashion PR agency should be a collaborative process and you should feel free to come to your agency with ideas, articles you have read and even potential pitch angles.
- In any business, lack of communication is the greatest cause of unrest. The more you understand the why, the more trust you build with your agency partner. Don’t feel intimidated by your agency and don’t assume that hiring an agency means the end of your involvement in the PR process. Asking questions, requesting status reports and asking your PR Firm to explain a course of action is your right. Just please, try not to ask too many questions at 5:30 pm on a Friday afternoon!
Saturday 11 August 2012
Fashion shows
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| Cat walk couture with Uyanda mbuli and models |
Most people perceive a fashion job as the kind of glamour when seen on movies or reality TV, but in essence truth, it is tough work with long hours, lots of details and responsibilities. My fascination with fashion shows has opened my eyes to the reality of business: Fashion PR. Fashion is a big world and it can be hard to control. Most fashion hosts/designers spend time putting fires, but most of the time they spend days focusing on gaining exposure for their line. Whether it is communicating with editors and seeing what styles they need for upcoming shoots, talking to celebs stylists and coordinating which looks would be great for their clients, setting up photo shops, interviews and generally handling all business within the fashion industry.
Different types of fashion PR:
- In house PR- this means working internally for one brand. it gives the ability to connect with the line of fashion. Have a relationship with editors, stylists, design team etc. Working in house also means you take care of many day to day things and also have a lot more business thrown your way than just PR. Fashion is, after all, a business and being inside a house you gain that exposure in huge levels.
- Agency PR- Agency PR gives you the very face paced experience of working with lots of difference brands. There’s more pitching stories, more events to work and set up and plan for, lots of clients to juggle and different personalities to navigate.
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