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How to Pitch Dree Harper, Refinery29

Any fashion lad or lass worth a damn has Refinery29 on digital speed dial. The site combines daily local newsletter editions with a website that serves as a global style hub and, as of April 2011, reported 1.6 million monthly unique visitors, 25 million monthly pageviews and more than 350,000 email subscribers.

Dree Harper is a contributor to Refinery29.

How do you prefer to receive pitches (email/phone):

The best way to send me a pitch is via e-mail.

What lead-time do you need?

I prefer at least a week or two, depending on the article, story or project.

What is the best time to reach out to you?

The earlier in the week, the better. Either Mondays or Tuesdays.

What types stories/pitches do you want to receive?

It’s ideal to receive story pitches that haven’t been covered already or include an interesting angle.

What makes a great pitch?

Addressing me by my first name first of all instead of “hi there!” and being able to visually explain (if at all possible) by providing images, examples and links. Also, show kindness and be appreciative, and it’s also helpful if you’re enthusiastic about the brand you’re representing. And again, be friendly!

If you are interested in a particular fashion brand for coverage, what information/materials do you need?

It’s helpful to have company links and let me know what your relationship is to the brand (title, affiliation and credentials) and whom I’ll be writing about. Include any and everything that may be a part of the story or article, including photos.

What is the best way for a fashion brand/publicist to build a relationship with you?

Sending me a friendly e-mail every so often that has nothing to do with a pitch is great. Just say “hi,” let me know you read a story I wrote and liked it, etc.

What is a guarantee that a brand/publicist will never hear back from you?

"We're great fans of your blog!" but I've never seen them leave a comment. In other words, flattery that is fake. Also, by opening up an email with, “Hi, Dree!” but instead a more generic “Hi there!” I know it’s likely a group e-mail, which means I’m not the only one receiving the pitch. If you’re sending your one interesting angle to a bunch of media, it’s definitely not tailored.

What do you wish more fashion brands/publicists understood about your job?

People are busy and everybody wants something from you, so just be authentic. It works wonders!

About the author: Nancy Vaughn

Nancy Vaughn is an entrepreneur and principal, PR & Marketing Director of White Book Agency, a full-service public relations, marketing and special events firm, specializing in fashion, beauty and lifestyle brands. She excels at assisting media professionals and clients alike, and is called upon frequently by media outlets for her PR/business knowledge, coaching and industry connections. She leads strategic publicity and marketing campaigns for businesses across the country and her clients have been seen in/on: InStyle, New Beauty,, Forbes, Design Bureau, Luxe Interiors & Design, MSN Fitbie, E! TV, CNN Latino, Refinery 29, The New York Times, Daytime TV, Dwell and more.

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Meet Crosby Noricks

Hi. I'm Crosby, Founder of PR Couture, Fashion Brand Strategist and PR Girl Mentor. 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 Elixir sessions for brands or shoot me a note at