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Fashion PR Media Relations – Crafting the Perfect Pitch

pitch.jpgIt's fine to write a press release, but understand that the traditional press release, more often than not, is going to function much like that letter you wrote to your ex. It was good to get it all out, but you know better than to send it. Think of the press release as a resource, not as recourse. It's no longer best practices to launch a general release and sit back and wait for the media to come running. Media rarely run. Instead, consider the following:

  • Become familiar with your desired target publication - whether it is a blog, a fashion magazine, or Oprah. Read through several issues, make notes on story ideas that make sense for your client, sleep with it under your pillow. Pretend you had to describe the magazine for a friend, or to a potential advertiser - do you have a good handle on what they are all about?
  • Pay attention to who is writing what - did an editor let slip that they are expecting a baby? getting married? a fan of travelling to Kathmandu? Think of yourself like the Indian Raja in the Little Princess - that secret, surprising gift-giver of delight - what is it about your product that will make this editor's day?
  • The goal of every great fashion publicist is to develop long-term, positive relationships with media. Instead of sending the same release every day for a month, position yourself as a resource. Example: A fashion blogger bemoans her inability to find a good pair of yoga pants that last through more than 3 washes. Even though you don't have a yoga pant making fashion client, you are obsessed with yoga pants and know of a great pair you think she will like. Take the opportunity to send her an email sharing your insider knowledge. Quickly mention that you are a publicist with clients X and X. Wish her the best of luck and go about your day. Most likely when you do have a pitch you think she would be interested in, an email from you will merit a click.
  • When it is time to make that carefully targeted media pitch, suggest specific story ideas that fit in with recurring themes in the publication. Take a look at that initial press release and paste in those pieces that are relevant. If the publication is geared toward a budget-conscious shopper, focus of the value of the item; if the publication is higher-end, focus on the fact that the product is hand-sewn and can be ordered in cashmere; if it's a green blog, mention that the dress is organic cotton and that 10% of proceeds are donated to Greenpeace. Make it easy for the editor to see exactly how the story will fit, and give her easy access to information, images, and expert quotes so writing the article becomes simple. This is how you develop relationships and build your reputation.

Thinking about media relations as a one on one conversation helps to clarify why a general press release is better left unsent - highly targeted, relationship-driven, well crafted story ideas are your best ally. Good Luck!

(This post was featured as a Coutorture Must Read for May 9)

One Comment

  • Posted March 25, 2009 at 4:09 pm | Permalink

    Haha ^^ nice, is there a section to follow the RSS feed

7 Trackbacks

  • […] During your research, you might start to notice some themes/blogger specialities emerging. Your next step will probably be a a list of some kind. The nightmare that is the excel spreadsheet was made for this kind of data entry, and excel pages are a great way to develop targeted lists, for which your targeted email pitch will only need minor tweaking. Find 3 or 4 themes that work for your client, perhaps bridal, celebrity, runway, and moms, and develop blogger contact lists, making full use of an open notes section where you can note recent posts, personal information – anything that will help you develop a personalized pitch. […]

  • […] Crafting the perfect pitch for press release -Knowing what publications or media you are targeting. […]

  • […] But blanket pitching every fashion blog blindly can result in more bad publicity than good. PR Couture’s tips for marketing to blogs include to research which of the numerous fashion blogs meet the client’s needs, type of campaign (product review, give-aways, etc), and standards of success (do they want a certain number of samples distributed? A number of web hits?). Pitches are the most effective when they are targeted at the specific blog its advertising to and when there has been a prior relationship established between the PR person and the blog editor (either through email or comments on the site). […]

  • By She Unlimited » PR Couture on July 25, 2007 at 6:15 am

    […] But blanket pitching every fashion blog blindly can result in more bad publicity than good. PR Couture’s tips for marketing to blogs include to research which of the numerous fashion blogs meet the client’s needs, type of campaign (product review, give-aways, etc), and standards of success (do they want a certain number of samples distributed? A number of web hits?). Pitches are the most effective when they are targeted at the specific blog its advertising to and when there has been a prior relationship established between the PR person and the blog editor (either through email or comments on the site). […]

  • By PR COUTURE » Blog Archive » Fashion PR Fridays on February 29, 2008 at 2:18 pm

    […] Which reminds me of this “Crafting the perfect fashion PR pitch” I wrote a few months back, which would be a great refresher on how to pitch lifestyle bloggers. (image via AquaBank) […]

  • By Bad Publicity « thirty 20 ten on November 11, 2009 at 11:36 pm

    […] blanket pitching every fashion blog blindly can result in more bad publicity than good. PR Couture’s tips for […]

  • By What a Great Pitch « fierce is the new black. on December 2, 2010 at 12:09 am

    […] won’t get you what the desired results when trying to get the attention of media. I read an article on PRCouture that goes over some great tips on how to produce a great […]

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Fashion PR Media Relations – Crafting the Perfect Pitch

pitch.jpgIt's fine to write a press release, but understand that the traditional press release, more often than not, is going to function much like that letter you wrote to your ex. It was good to get it all out, but you know better than to send it. Think of the press release as a resource, not as recourse. It's no longer best practices to launch a general release and sit back and wait for the media to come running. Media rarely run. Instead, consider the following:

  • Become familiar with your desired target publication - whether it is a blog, a fashion magazine, or Oprah. Read through several issues, make notes on story ideas that make sense for your client, sleep with it under your pillow. Pretend you had to describe the magazine for a friend, or to a potential advertiser - do you have a good handle on what they are all about?
  • Pay attention to who is writing what - did an editor let slip that they are expecting a baby? getting married? a fan of travelling to Kathmandu? Think of yourself like the Indian Raja in the Little Princess - that secret, surprising gift-giver of delight - what is it about your product that will make this editor's day?
  • The goal of every great fashion publicist is to develop long-term, positive relationships with media. Instead of sending the same release every day for a month, position yourself as a resource. Example: A fashion blogger bemoans her inability to find a good pair of yoga pants that last through more than 3 washes. Even though you don't have a yoga pant making fashion client, you are obsessed with yoga pants and know of a great pair you think she will like. Take the opportunity to send her an email sharing your insider knowledge. Quickly mention that you are a publicist with clients X and X. Wish her the best of luck and go about your day. Most likely when you do have a pitch you think she would be interested in, an email from you will merit a click.
  • When it is time to make that carefully targeted media pitch, suggest specific story ideas that fit in with recurring themes in the publication. Take a look at that initial press release and paste in those pieces that are relevant. If the publication is geared toward a budget-conscious shopper, focus of the value of the item; if the publication is higher-end, focus on the fact that the product is hand-sewn and can be ordered in cashmere; if it's a green blog, mention that the dress is organic cotton and that 10% of proceeds are donated to Greenpeace. Make it easy for the editor to see exactly how the story will fit, and give her easy access to information, images, and expert quotes so writing the article becomes simple. This is how you develop relationships and build your reputation.

Thinking about media relations as a one on one conversation helps to clarify why a general press release is better left unsent - highly targeted, relationship-driven, well crafted story ideas are your best ally. Good Luck!

(This post was featured as a Coutorture Must Read for May 9)

One Comment

  • Posted March 25, 2009 at 4:09 pm | Permalink

    Haha ^^ nice, is there a section to follow the RSS feed

7 Trackbacks

  • […] During your research, you might start to notice some themes/blogger specialities emerging. Your next step will probably be a a list of some kind. The nightmare that is the excel spreadsheet was made for this kind of data entry, and excel pages are a great way to develop targeted lists, for which your targeted email pitch will only need minor tweaking. Find 3 or 4 themes that work for your client, perhaps bridal, celebrity, runway, and moms, and develop blogger contact lists, making full use of an open notes section where you can note recent posts, personal information – anything that will help you develop a personalized pitch. […]

  • […] Crafting the perfect pitch for press release -Knowing what publications or media you are targeting. […]

  • […] But blanket pitching every fashion blog blindly can result in more bad publicity than good. PR Couture’s tips for marketing to blogs include to research which of the numerous fashion blogs meet the client’s needs, type of campaign (product review, give-aways, etc), and standards of success (do they want a certain number of samples distributed? A number of web hits?). Pitches are the most effective when they are targeted at the specific blog its advertising to and when there has been a prior relationship established between the PR person and the blog editor (either through email or comments on the site). […]

  • By She Unlimited » PR Couture on July 25, 2007 at 6:15 am

    […] But blanket pitching every fashion blog blindly can result in more bad publicity than good. PR Couture’s tips for marketing to blogs include to research which of the numerous fashion blogs meet the client’s needs, type of campaign (product review, give-aways, etc), and standards of success (do they want a certain number of samples distributed? A number of web hits?). Pitches are the most effective when they are targeted at the specific blog its advertising to and when there has been a prior relationship established between the PR person and the blog editor (either through email or comments on the site). […]

  • By PR COUTURE » Blog Archive » Fashion PR Fridays on February 29, 2008 at 2:18 pm

    […] Which reminds me of this “Crafting the perfect fashion PR pitch” I wrote a few months back, which would be a great refresher on how to pitch lifestyle bloggers. (image via AquaBank) […]

  • By Bad Publicity « thirty 20 ten on November 11, 2009 at 11:36 pm

    […] blanket pitching every fashion blog blindly can result in more bad publicity than good. PR Couture’s tips for […]

  • By What a Great Pitch « fierce is the new black. on December 2, 2010 at 12:09 am

    […] won’t get you what the desired results when trying to get the attention of media. I read an article on PRCouture that goes over some great tips on how to produce a great […]

Post a Comment

Your email is kept private. Required fields are marked *

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>

Meet Crosby Noricks

Hi. I'm Crosby, the founder of PR Couture and a fashion brand strategist. I care about supporting and celebrating fashion publicists as well as helping companies connect with their audiences in more meaningful ways. Recently, iMedia included me in their annual list of 25 Internet Marketing Leaders and Innovators, along with people from Starbucks, Twitter and Volkswagon, which I think is pretty neat. Like Elle Woods, I am a Gemini-vegetarian (that's about where the similarities end). Let's connect: Check out my full bio, Brand Elixer sessions or shoot me a note.