Last week, I talked about Social Media tools that are essentials for indie fashion PR that I use to keep my projects, brands and designs out there in the social media space. Although I called this my Elite 8, it is in no way an inclusive list, and I am always looking to at least try additional networks that may make my work easier by consolidating my efforts or simply finding something that has better tools.

Another key component of online PR for me is to take stock of my sites  to ensure that my main site(s) are always talking back to one another. I have a resort-inspired jewelry line that features lariat necklaces that are made to be worn when running errands, hanging out with the girls and a night on the townCurrently, I have two sites that I consider my primary, Kitten Couture (jewelry) and Sikara Designs Group (Social Media firm).

What does this mean? Well, when you are using Social Media or online fashion PR tools, you have stepped outside of being just a designer and are truly a power team. Whether you intend to do this long term or are looking for a showroom or firm to pick you up, you always have to think about your presentation, making sure that your online presence and branding links up and that there are no dead ends. Last week’s tools work much better when your main site is fully functional and supports your Social Media efforts. If you are new to he social media space, you may want to decide that by the end of the year you will begin to check out various Social Media tools and you will update the content on your web site to act as a central hub to link out to all those external profiles and activity.

My Fab Five Online Fashion PR Tips:

1. Look at your website and make sure you have the basics. Very early in my writing career (I used to write for the paper in my hometown at the age of 12), I was working on a piece where I was interviewing Oprah. In my team of journalists, we were told by the Editor make sure that you answer the basic 5: Who, What, When, Where, How and Why. This is essential information for you to share on your web site so that anyone who is interested (companies that want to partner with you, possible sponsors for future events, investors, showrooms etc) can easily to identify who you are. Hard-to-find or poor quality logos are confusing and unprofessional – instead develop a logo that you love and then repeat it on each page for continuity. Explain clearly what you are selling and include key features – is it custom made, can you handle large quantities, are there wholesaling opportunities, what are your turn around times (if it’s handmade does it take two weeks – explain this so that there aren’t surprises down the road.) Contact information should be easy to find – where are you located, what is the best way to get in touch, both physical and virtual (email and Social Media come into play here) addresses. Finally, let them know the what you stand for, and how this product or service stands out and is different from the competition! To keep these questions current, continue to update your site  when anything newsworthy happens – when you have picked up a sales team  or you have started a Twitter account.

2. A blog is a great compliment to your site. Blogs show current and future customers a bit more about you. More than just random musings, bogs are becoming an essential business tool where you can share your more of personality or your companies vibe while cluing people in to promotions and exclusives.  If you make aprons, your blog may talk about a new apron you have created, a recent tradeshow that you participated in, or a celeb that was seen purchasing your best-selling apron design. This type of blog doesn’t have to be updated daily but you should commit to at least a weekly post. It is also possible to have a blog that doesn’t explicitly relate to your company but that supports your product category. As an example, I am the Editor in Chief of Kitten Lounge which talks about jewery, but also fashion, style, beauty, music and food. I want my readers to get to know me as a person which helps them to understand the spirit of my line. I write daily posts on this blog and I feel it supports Kitten Couture as it is a lifestyle site. Remember to cross link your blog and your web site for maximum traffic. If you have questions of which blog platform is best for you,  I have an Ebook which can tell you the difference and why you would choose one over another.

3. Tracking is an essential tool. There is a phrase that says something the effect, to know where you’re going – you have to know where you’ve been. Well, signing up for Google Analytics and/or Stat Counter, is a great way to know. First of all, you can track your main site and blog in order to see who is coming to your site, what countries are responding to you, what times people really start hitting your site, the keywords that are used to find you, how long people are staying, how many hits are you getting overall and which ones are repeat visits. This is essential as it will help you to decide how you advertise and what other blogs to outreach to for PR. I find that the UK, Italy and Japan are great areas for me outside of the US, information I learned when I began to analyze my site data. With this insight, you can generate content to increase the gains that you have made in these areas.  You can also reach out to people geographic-specific social networking sites to further increase your exposure.

4. Make your sites talk back. From the Elite 8, if you found social media tools that can be used to build your online presnce. Sign up and begin using them. Within a week or so, you can see whether this is a great tool and if so, link it back into your main site so that people can find you easily. On each of your social media sites, make sure you have provided links back to your main site and other networks that you are a part of. You may be surprised how many people will follow you once they see you’re an active member. Feel free to share your passion but make sure that you have a genuine interest to meet people and find out about them as well. Remember, this form of media will only have true success when you create a conversation that doesn’t feel like a pitch. Twitter is a great way to get out there and to build connections with great people you may turn into loyal customers and brand ambassadors!

5. Be on the lookout for opportunity. When you maintain your networks and make time each day to read what other people are saying to you or what they are saying in general, you learn about the community you have joined. You may also find a way that your products or services can be used. You might realize that a contact is a designer in your town and you could work together to create a trunk show. As a jewelry designer you could outreach to a fashion designer to use your pieces in an upcoing fashion show.  These networks are the old school equivalent of the neighborhood committee putting together a block party or street event where everyone brings something to make it come together. You can ask for the assistance of others for mutual benefit or you can read someone else’s comments, anticipate the need, and make an offer. Then work together to publisize the opportunity to others so that they know you and this group of people are doing an amazing event, photoshoot, etc. Consider developing event-specific content like behind the scenes footage or video (which can be posted on your blog with a link back to the site) so that everyone involved can see what took place.

My Fab Five list is a great way to analyze where you are right now to get ready for Jan. Some of these are minor tweaks and some will make you reach. As always, try it out, and if you have questions, let me know. If you have signed up for a social network, let me know and I would love to link to you. I would love any comments you have about this and of course will answer you directly. Let me know and we’ll pick up on yet another interesting topic next week!

Fashion interns, database makers, fashion and celebrity PR pro’s rejoice! For our third installment of the Fashion PR Podcast, PR Couture spent some time with fashion PR entrepreneur Kristin Calavas, cofounder of the free online Fashion PR Directory, LookBook. A searchable database and directory that provides contact information for fashion brands, stylists and their celebrity client list, what was once a cumbersome task made worse by quick turnover, is now simplified.

Fashion PR pros and media can now find fashion brands and their PR representation, stylists’ celebrity client lists and agency contact information as well as information about celebrity contracts and endorsement deals, for free at LookBook.

Kristen Calavas most recently worked as a fashion public relations professional representing internationally renowned clients such as Alberta Ferretti, Rebecca Minkoff and Celine.  Her partner, Rhonda Richford comes  from InStyle magazine, where she served as Associate Editor for Entertainment in the Los Angeles bureau.

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While listening to the show, browse through the following interview Kristen recently did with PR Couture blog designer Rik Spencer Davies who blogs about digital fashion PR at Petite Bourgeoisie.

First off, my name is Kimmie and I will be sharing with you weekly DIY fashion PR updates, focusing on how independent designers and fashion PR agencies can use Social Media and other free or low-cost tools to build brand awareness and connect with potential customers in powerful new ways.

My background is in fashion from modeling, doing visual merchandising for top brands and then working corporate. In addition, I have my own jewelry line, Kitten Couture which is my resort inspired lariats. I’m not in a showroom and exist online and within a few boutiques. For many that are indies looking at how they can get exposure when they can’t or choose not to be apart of a showroom, I can help you out, especially within the NY market. Prior to doing jewelry, I had my own clothing line, created my own Fashion Week show etc – it is possible to get out there when you feel the time is right for you.

I believe in exposing great hidden finds and to that end, I am the Editor in Chief of Kitten Lounge, a blog that covers fashion, style, beauty, food and music. I believe that there are so many things out there begging to be discovered that I am open to people emailing me and pitching about themselves. My only requirement is that you exist online so that other people can support you and see why you’re so amazing.

When you talk about being online, once I graduated from college I worked as a digital publicist for independent recording artists and later moved on to creating Sikara Designs Group which teaches people how to use social media while also creating and maintaining your presence. I love showing people how to use resources that enhance their presence while making sure not to create unnecessary noise. Finally, you’ll learn that at heart, I am very much so the Orientation Leader type. I love teaching people and although I am asked to speak at seminars, I also take the opportunity to join organizations to meet others as my medium is one that is ever changing. I am the co-founder and serve as the Community Manager for Girl Geek Dinners NY Chapter. This organization allows women to come together to network, listen to speakers and to have dinner together. Of course this is for those that work with the technology field or have an interest in this. I am also the Luxury Specialist and Social Media Planner for PoshGlam as well which is a great fashion group that looks to share that which is on the cutting edge with its readers!

When I was asked to contribute to PR Couture, I was so excited and also unsure of where to start. In my first post, I wanted to share a little about me and the best way to do so it to introduce you to what I like to call my Elite 8! If we were talking college basketball, we would think of this as the 8 teams that fought their way to the top to go for the national title. As a PR professional and blogger, I think of this as my essential tools for communication to blend my personal and professional lives – which really have such a tiny line between the two that you can barely see the difference! There is no better place than simply introducing myself and then of course introducing you to my end of the world, which brings me back to my Elite 8. The personal and the professional are mixing at such an interesting rate that as opposed to having networks that work independently, why not bring them together to strengthen your base and to present yourself as a well-rounded brand, person or whatever you wish to call it! The following networks are my personal favorites and if you would like to follow me – please do!

Elite 8

Twitter: I am @CocoaBebe (I also have @GGDNY for those interested in Girl Geek Dinners NY) on this network which allows for conversations that are sent back and forth between people that you know, share interests with or feel that you can definitely benefit from one another. I love that people share what they are doing, they find a support and this results in connections whether you’re writing stories, looking for people to provide feedback on what you’re doing or even people to purchase something on your site. I love that it’s conversational and easy to meet people.

StumbleUpon: This is a great way to post your profile with your interests and to also let people know about websites that you enjoy. I love finding out about new sites that I bookmark or place in my Google Reader.

Viddler: When it comes to those that vlog or simply like to do short interviews every now and then, how nice is it to have this YouTube type service that allows you to place your logo within the viewer to extend your brand?

Mogulus: For those who have a lot of video content and also do live feeds, why not have your own channel which helps you maintain your brand and when you’re not live, people can still see your footage and they can chat as you talk live! Check out Pop17 who has a channel.

Facebook: This is my oldie but goodie that keeps me connected with people in my past, present and not so distant future. Whatever project I’m working on gets either a fan or a group page and keeps everyone connected.

LinkedIn: I think of this as a living resume with the ability to reach out to those beyond what you have already done. I love that there are so many people that are doing multiple things and that through your connections you are able to reach out and get that last element you needed to get the big push you needed.

TubeMogul: There are a lot of networks and many of them I don’t check in on them daily; however, Tube Mogul helps you out by transferring your information to other networks when you log into their site. I love it and it saves a lot of time.

Mashable: Knowledge is power and you should always look for it whether you have various people you follow or one source. I love that Mashable lets you know about new technologies and keeps you current. They also know how to throw a great party as well.

These are my Elite 8 and I hope that you either join or rework your profile if you haven’t been on in awhile. Give me some feedback and if you have questions, ask – it could find its way into a future post. My goal is to blend your drive for being in the fashion industry with the added power of using Social Media and just basic PR tactics to get your foot in the door  – whether it is with a major or to secure your own place as an independent!