Show Me The Pretty is a two-part interview series between hand-selected indie fashion labels and fashion PR/marketing experts. Sound like fun? Email info[at]prcouture.com for consideration.

Visit Part 1 – Show Me The Pretty – Fashion Loves People – to get caught up!

To get the most exposure for my brand (read: sales), I’d really love to land a spot in a DailyCandy or a NYLON Magazine. I want to start by introducing myself via email, but on many sites, I can’t even find a general “info@” email address, much less a personal one or a phone number. How do I even get in?

PR Couture Says…

Here’s a quick tip – find the advertising address and then figure out the nomenclature. Locate the editor who most recently wrote a piece that fits with your brand, and send off an email. That said, many writers these days are actually freelance and rarely on staff. For that, try LinkedIn and Twitter. Make sure you are also signed up for HARO – you never know when a request might come in that’s a perfect fit.

There are some great resources online….some free, some not so free. Start with MastHeads.org. When the budget allows, MyMediaInfo.com is an amazing database of media contacts. Also, you can always ask around. If you loved a write up on DailyCandy, reach out to whomever was featured and ask them who they worked with for the story. I’m not proprietary in any way and believe in sharing information, so I recommend asking friends, or friends of friends who have PR representation. You’d be surprised.

– Shannon Cavanagh-Estrada. Partner, Pitch! Press

There are many subscription services that grant access to a media database, but they can get very expensive. You can try and get the contact information yourself by calling the general number or email and asking who covers the specific topic that you want to pitch. Polina Fashion also offers “on-demand” media lists which are significantly cheaper than subscribing to a yearly database. We customize the lists be ideal for your line.

- Polina Raygorodskay, Polina Fashion

Twitter is your best friend for this type of thing. Most editors at most .dot com sites have their own twitter handles and  some even list their emails on their profiles, if not, follow links to their personal blogs to get in contact with them. Example: Dani Stahl of Nylon has her email right on her twitter page:

- Macala Wright Lee, CEO, FashionablyMarketing.Me

Once I have the right contact information, will they listen to me? Are editors (or their gatekeepers) interested in hearing about my brand from me personally, or is this a case where having someone like a PR rep is necessary?

PR Couture says…

You have an incredible advantage when working directly with media IF you know a few key things. 1) Never say no to a media request, no matter how inconvenient filling it may be 2) your job is to make their life easier; their job is not to make you famous and 3) It’s amazing how often copy written in your original email makes it into the actual article – write the article you want to read about yourself.

Yes, an editor will listen as long as your pitch is short, concise and newsworthy. However, a PR rep is helpful because agencies typically have established relationships with editors at your target publications.

- Connie Wong, Moderne Press

It’s definitely helpful to have a PR agency on your side because they’re trained professionals who know the in’s and out’s and understand how pitching works. For example, we know that it’s crucial to always keep deadlines in mind. If a publication has a Thursday closing date, it’s best to wait until Friday to pitch. It’s also important to remember that reporters and editors are pitched numerous times a day and have little patience, which is why the majority of them prefer emails instead of phone calls. In addition, PR reps are trained to keep certain reporters and publications on their radar so if a relevant story comes about that pertains to the client, they know to react immediately. It’s important to have someone handling PR tasks that always keep their eyes peeled for a story opportunity. Whether that comes about from an editorial calendar or an announcement on Facebook, PR professionals must be on top of the ball.

Alyson Rybar, Program Manager, Stalwart Communications

I don’t think editors are opposed to hearing directly from designers, however, there are major advantages to using a PR firm. The PR rep already has a relationship with the editor and therefore trust already exists. Also, editors tend to prefer PR reps because they understand the business and the pace at which things move. For example, I get feedback from editors that designers can be overeager and often follow-up and/or ask for samples back before the shoot has even happened. On the other side of the spectrum, some editors I’ve worked with have had designers flake out on a request. PR reps also understand the editor’s style and their magazine’s demographic to ensure an appropriate and effective pitch.

- Liz Anthony, President, Mariposa Communications

If they will listen to me, what is essential in my email? E.g., attachments vs. links? How important is a press kit? (If very, what elements should it include?) How important is it to mail samples?

PR Couture says…

Digital press kit all the way, bullet points in emails, and samples if requested and you can afford it. I also think video lookbooks can be a great way to share some insight into you, the line, the energy of the brand, and how the clothes fit.

Your pitch should consist of a short concise email that includes a few sentences about your product, pricing and the website. You can also include 2-3 low-res images. Do not send unsolicited hi-res file attachments. We also don’t recommend sending samples unless they have been requested by an editor. If unsolicited samples are sent, you most likely will never get the sample returned.

- Connie Wong, Moderne Press

Press kits are important, however, a fact sheet about your brand with key selling points and a few of your best pictures is a workable alternative. Mailing samples is also very helpful but make sure the editor knows the sample is coming, otherwise it will get lost in the mail room. Most importantly, keep your email keep it short and eye-catching.

- Polina Raygorodskay, Polina Fashion

Dump the press kit. Editors have little time as it is. Keep your email clean, direct, simple, professional. Include a clear image on white seamless, retail price, fabric content, and a little ditty on what makes the line and you unique. Short and sweet. Nothing they have to download, nothing they have to click, it should be imbedded in the email.

– Shannon Cavanagh-Estrada. Partner, Pitch! Press

NO attachments… EVER! is my rule… (unless they specifically ask) generally because the servers bounce or block the email even before it gets to the inbox. But beyond that, the more tasks (or clicks) a person has to do to get the information they’re looking for, the less interested they become. I would host a press kit on a website and include a link in the email. Samples are important if you can afford to send them. They help tell the story and it gives you something to reference to (ie. “i sent you a sample last week on XX date (and you signed for it), do you have a quick moment to talk about it?”

-Michael Shane, Media Strategist

Since we’re all balancing so many things at once, do you have any general tips for “easy wins” when it comes to promoting and getting exposure?

PR Couture says…

Easy wins are rarely the most cost-effective. However, if you want to be sure that your budget is driving actual traffic to your site, you may want to consider a small PPC (pay-per-click) campaign and test the conversion. Also, there is no shortage of fashion bloggers clamoring to do give-aways. If you go this route, be very careful of who you say yes to (high traffic, similar customer, aesthetic, etc) and be strategic about it – for example, when doing the give-away, require that people actually come to your site as part of their entry. However, as someone with interest and expertise (and a thriving blog) in the same niche as your product line – I would recommend offering to do guest posts, or content exchanges with like-minded sites.

Local press is often an undervalued medium, despite the fact that they have a high turnover of space to fill, are keen on human interest stories, and supporting local trade. Staff are accessible, and a small outlay of effort can result in newspaper print tearsheets or cuttings which look great in a press portfolio, as well as reaching a concentrated local and relevant audience.

– Sarah-Jane Adams, Fashion editor, www.sarahjaneadams.com

I know that a big part of a PR professional’s job is relationships and follow-ups. Because I don’t have those relationships, and I often find myself losing track of following up, what is the best way to handle this?

PR Couture Says…

Email alerts. Seriously. Every time you send out an email, set an email alert to remind you to follow up.  Set aside two hours every Wednesday, for example, exclusively for follow up.  Then turn off all distractions and get to work! Also, take a tip from PR and create a media tracking sheet. Everytime you follow up or get a response, write that down in a status, or notes column of your spreadsheet.

The best tip I can offer is to make a concerted effort to develop relationships with the editors and reporters. Follow them on Twitter. If they announce something interesting, respond, retweet, or send them a quick note. For example, one editor I’ve worked with is a Cleveland Browns fan. When they win big games, I typically shoot an email or post a message on his Facebook page congratulating them on the victory. Remembering what people like can really work in your favor. Create a twitter list that’s exclusively for media members so you can keep track of those folks and comments that they post. If you don’t maintain the contacts, you won’t be on their mind the next time they need a source for an upcoming story.

Alyson Rybar, Program Manager, Stalwart Communications

Hire a publicist! No really!
When introducing a new product, what I like to do, along with targeting the top tier media, is build a base with the newer guys. Young, up-and-coming bloggers are great and very receptive – they are looking to establish relationships with brands. And you never know who will be the next hottest blogger. If you’ve worked on establishing a relationship with them on the rise, then they will support you as well. You help them grow and they help you grow.

–Michael Shane, Media Strategist