Freelance Publicist

Position: Part-Time Freelance Publicist
Company: Chloette PR
Location: Virtual Position
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Snap goes Public, Ulta goes High-Low, and Amazon Shuts Down the Internet

Fashion PR Marketing News

Fashion PR Fridays: Top Fashion, Public Relations, Marketing and Social Media News

…for the week of February 27, 2017

  • Is fashion marketing out of ideas? Fashion ads are said to be “idealess,” besides a few exceptions like H&M “celebration of women” and Diesel’s “Make Love Not Walls” videos (via Digiday)
  • Thomas Sychterz, CEO of LaunchLeap, a Montreal-based consumer research startup, surveyed millennials about online consumption preferences. Here is what he found (via Ad Week)

3 Things We Can All Learn From Lane Bryant’s Marketing Campaigns

Welcome to February's Self-Love Marketing Series: focusing on Body Positive brands, campaigns and messaging targeting the plus-size market. This is the final, part 4.

As one of just a few plus size mega-retail brands, Lane Bryant that led a transformation in how retail marketing speaks to plus size women.

Over the past few years, three bold strategies in particular made it clear that the brand was willing to take a stand and celebrate their plus size customer.

1. Viral Hashtags

Many brands introduce hashtags, but few see them being mass adopted and still in rotation months after the campaign has ended.

In April of 2015, Lane Bryant introduced the #ImNoAngel campaign in response to the media debate regarding Victoria’s Secret “Body Perfect” campaign. As VS made headlines for perpetuating harmful stereotypes that the ideal body is thin and only thin, Lane Bryan offered an alternative perspective.

Visibly countering the Victoria’s Secret “Angel” squad, Lane Byant executed a mass marketing campaign featuring models that better represent the majority of American women.

The visuals and unapologetic hashtag were sexy, raw, and real. The #ImNoAngel images were in subway stations and on the sides of buses, and the internet lit up with women sharing their own #ImNoAngel posts.

This campaign was followed by the #PlusisEqual launch in September of 2015. If #ImNoAngel was a shooting star, #PlusisEqual was a meteor shower. The response wasn’t always positive, as some claimed this campaign contributed to the “othering” of plus size women. But overall, the legacy of both these campaigns is a more vocal, empowered, and loyal customers base for Lane Bryant.

Visibly countering the Victoria’s Secret “Angel” squad, Lane Byant executed a mass marketing campaign featuring models that better represent the majority of American women.

2. Start a Revolution

At this point, Lane Bryant had two successful integrated campaigns under its belt. 

Next, they chose to advance the conversation with a third hashtag. Instead the traditional approach where a brand uses snappy headlines and aspirational copy to tell women how they should feel about their bodies, Lane Bryant invited plus size women to define, express and tell the brand how they feel about their bodies.

In February 2016, #ThisBody was launched with the message, “This Body is Made for Starting a Revolution.” “This Body’ aims to celebrate who she really is. She is the voice of women everywhere,” said Lane Bryant CMO Brian Beitler of the launch.

The campaign featured models wearing tee shirts printed with: #ThisBody is made for_______.

Each woman in the campaign filled in the blank. Then, hundreds of thousands of women did the same by purchasing tee shirts and completing the statement for themselves.

By taking a lead-by-listening approach, Lane Bryant made a huge investment in building goodwill with their community.  

3. Once it's working, deepen the work

At this point, Lane Bryant been consistently introducing a new hashtag every six months. But in September of 2016, Lane Bryant decided to dig a deeper groove into the idea of #ThisBody.

They brought in a more diverse cast of women, rounding out the standard squad of familiar models like Ashley Graham and Candice Huffine. New choices included with actresses Gabourey Sidibe and Danielle Brooks.

Importantly, rather than just choosing to create more two-dimensional images these women looking sexy with an empowering hashtag, they  incorporated video. By giving these women a voice and platform from which to directly address and share their personal experiences, the #ThisBody initiative created an even more emotional connection between the brand and plus-size women.

In response to the videos, a large number of hateful comments by internet trolls and fat shamers had accumulated. In response, Lane Bryant decided to give the women in the campaign a chance to address their haters head-on, depicting their responses in the videos.

Rather than reacting to all the negative comments with more hate or negativity, the girls took a page from T Swift  and decided to “shake it off,” with breezy, empowered responses,

Marketing to women in ways that go above the stereotypical poses a challenge for many brands, particularly when it comes to clothing brands. What we can learn from Lane Bryant is value in taking a stand and taking a risk.

Lane Bryant has now known as a brand who not only called their audience in to the revolution, they revolutionized how brands can market to women.

About Melinda Parrish

 
Melinda Parrish is a Ford model that and body positivity advocate. Melinda is a regular contributor for the Huffington Post, Women's Running, Gaiam's lifestyle blog, and partners with brands like Expedia on creating fitness and wellness-related content.
 
She has her own hashtag, #healthyatanysize, and a weekly Facebook Live series called "Body Love TV." She was recently written up in People Magazine for taking a stand for curvy women. In addition to being a model and an influencer, Melinda is a lifelong athlete and former Naval Officer.

PR Girls We Love: Reena S. Goodwin, Facteur PR

Reena S. Goodwin has spent her career in integrated marketing and communications, beginning with Sony Music and now as Founder of FACTEUR PR, an agency for creative businesses that she runs out of Cleveland.

Reena has worked with world-class organizations like the Rock and Roll Hall of Fame, the Cleveland Museum of Art, and Columbia Records She also currently serves on the communications committee of the American Advertising Federation of Cleveland.

Name: Reena S. Goodwin

Title: Director/ Founder

Location: Cleveland, Ohio

Education: BA in Public Affairs Journalism,Minor in Arabic, Ohio State University 

Company: FACTEUR PR

Instagram:@reensgoodwin,  @FACTEURPR

Twitter:@reenasgoodwin, @FACTEURPR

Facebook: @facteurpr

LinkdedIn: Reena Goodwin

How did you get started and how did come to start your own agency?

I’ve worked in marketing and PR now for almost 13 years (since college!), mostly on the client side of the industry. I’ve known in my heart for the last five or so years that I wanted to start my own company. Before beginning FACTEUR PR, I somewhat-accidentally launched my own DJ business, and managing convinced me that I was ready to shift my energies toward starting into my own marketing and PR firm.  

I figured if I could make a business work “on accident,” imagine what I could accomplish if I was actually more intentional and passionate about it!

FACTEUR officially launched in 2016, and I haven’t looked back. Collaborating with creatives has been such a joy and an honor.

What are you focused on these days?

Our mission at FACTEUR PR is to assist creative brands and business with their PR, social media, content marketing, and digital creative needs.

My primary responsibilities include strategically fulfilling those needs for my clients, as well as everything from business development, accounting, and client relationship and retainment.

I also spend time creating downloadable digital resources, blogging, and managing our social media. I see these as important ways to engage with current and potential audiences while positioning our company as a valuable resource for brands and businesses.

How is your agency structured?

Our agency provides four core services: public relations, social media, content marketing, and digital creative services for brands and businesses that are creative-leaning in practice (that includes everything from architecture to food to wellness to art).

All of our services are scalable; we offer a la carte, project, and committed/retainer packages for solopreneurs to emerging and established brands.

"PR and marketing is so behind-the-scenes, so it’s especially nice when you’re publicly recognized for the work that you do"

 

What is the mood like in the office? What are you working on right now?

Specifically, I’m working on pitching and securing stories for the summer for clients with seasonal offerings in food and bridal, as well as building a couple of SquareSpace websites for new launches. To help motivate me and keep things fun in the office when things are so busy, I love listening to a playlist I made on Spotify, sipping plenty of coffee or matcha, and getting as much sunshine as I can access this time of year.

What is a recent success story that makes you especially proud?

It makes me especially proud when my clients succeed! I recently had a service-based client share with me that since hiring FACTEUR PR, her company has not only met their booking goals for the year, but they surpassed them all — early! I was proud of them and of course proud of our collaboration and hard work together.

Most meaningful moment in your career thus far?

PR and marketing is so behind-the-scenes, so it’s especially nice when you’re publicly recognized for the work that you do. Being invited to speak or present at a conference or getting a story written about you or your career journey are just a few of the most meaningful moments of my career so far. I never take those opportunities for granted.

 

Most glamorous moment in your career thus far?

I will have to say working the red carpet at the Rock and Roll Hall of Fame Induction Ceremony. Having worked a lot with celebrities and rock stars, I don’t usually find myself star struck, but there’s always just something about sharing airspace with people like Renée Zellweger and Paul McCartney that is just so freaking cool.

Least glamorous moment in your career thus far?

Waking up at 3 a.m. to help a local TV camera crew set up for a live spot. I’m a morning person, but I don’t know how these folks do it every day!

PR can be stressful and full of rejection - how do you deal?

Despite any kind of failure, and there will of course be many in our careers, it’s so important to remember what is truly important at the end of the day — our families, our wellbeing, and our happiness — and making time for those things. Having a strong support network you can count on is critically important, or having a “business bestie” you can call. In terms of wellbeing, I start every single day with time for myself at the gym and eat a real breakfast afterwards. I work hard during the day and try to reserve my evenings and weekends for time with my husband. I think staying consistent with those “little things,"  can help prevent burnout. When you’re working with people so much of the time, it’s important to recharge. You can’t always afford a bad day in PR!

What do you wish more people understood about your job (or PR/Marketing in general?)

Something I try to often remind people is that PR is an investment that pays over time. It can help build your brand, but that brand isn’t going to be built in a day. Relationships take time and trust to build, so it’s important to start early when cultivating those relationships!

What are the pros and cons of operating in a smaller market?/What are a few local pubs/sites/influencers we should know?

I remember thinking when working in New York how everyone was doing amazing things, but it was sometimes harder to get noticed (or get your work or client’s work noticed) in such a saturated market. With the Internet, though, you can really extend your reach to larger markets like that without having to always be physically there. I don’t just work with Cleveland brands, but indeed Cleveland is a great place to start a business and have people, editors, and bloggers take notice. It really is not just about who you know but who knows you, and while there are less people to know here, there isn’t any shortage of very cool things happening. However, the distance from some of those larger markets can mean that relationships are more challenging to make. You can’t always invite a blogger or reporter to lunch on a whim! But thankfully with social media, a lot of those borders are lowered and your first introductions or collaborations can really happen on Twitter or Instagram. Making Nice in the Midwest (makingniceinthemidwest.com and @mandimakes on Instagram) and IHeartCleveland.com are just a couple local blogs I read regularly and just love.

What are you excited about right now in terms of industry trends?

I really love that the intersection of data and PR is becoming more important than ever. Just a couple years ago, marketers were spending time trying to legitimize the importance of analytics tracking. Now, campaigns have got to be more data-driven and data-measured when identifying audiences, seizing opportunities, and measuring successes.

What's the biggest challenge facing fashion/lifestyle communicators right now?

The constantly changing media landscape! You can spend all this time relationship building, and suddenly editors leave or jobs get shifted around. Additionally, it’s important to recognize that earning media still needs a budget. Sometimes, it’s not enough to just send an email. It can take an in-person visit, sending the product, or sometimes even a sponsored spend to get influencers and outlets to cover your client.

What advice do you have for your younger self?

You are not defined by the job you have but by how full of a life you live. That can certainly include your job, but your job title is not the first or only value of your self-worth.

Anything else we should know?

We are always looking for interns, and welcome college students from across the U.S. as digital interns! Give us a shout at hello@facteurpr.com.

Thanks, Reena!

Industry News: Farfetch, The Eighth Floor, mmd, JMG

PR AGENCY AND INDUSTRY NEWS

CRC Inc., a New York-based public relations and digital marketing agency, will now represent CINO, a contemporary apparel brand offering handmade shirts for the modern woman at any age.

The Eighth Floor Strategic Communications has announced representation of contemporary artist David Datuna and representation of the contemporary art jewelry gallery, Loupe.

The Farfetch Group has announced that Dame Natalie Massenet, Founder of the Net-A-Porter Group and Chairman of the British Fashion Council, will join the Board of Directors as non-executive Co-Chairman of Farfetch, partnering with José Neves, CEO, Founder and executive Co-Chairman of Farfetch.

JMG Public Relations is now working with Madison Estates & Properties, a New York City real-estate firm.

Public Relations veterans Valerie Zucker and Nicole Lewis, announced the launch of their full-service communications group, providing clients with public relations and marketing services under Zucker Lewis Media Group, LLC. (ZL Media Group)

Archroma, the Basel-based global leader in color management solutions, has tapped Steinreich Communications Group, Inc. as its North American agency to handle the launch of its Color Atlas.

mmd communications will now represent Madison Reed, an online company with at-home hair color products.

Beauty blogger Osab Mohamud, has joined the Influence+All Management team.

Save the Date: SWIMSHOW, the premier trade show in the swimwear industry produced by the Swimwear Association of Florida, will return to South Beach and the Miami Beach Convention Center for its 35th edition July 22 – 25, 2017.

 


Do you have agency or industry news to share?
We would love to feature employee news, new client announcements, awards, partnerships and more!

Contact us at hello@prcouture.com

Senior Public Relations Coordinator

Position: Senior PR Coordinator
Company: Allyson Conklin PR
Location: Fort Collins, Colorado
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Influencers Beat Celebs in Beauty Collabs, LVMH’s Offer to Startups & WhatsApp is the new Snapchat

Fashion PR Marketing News

Fashion PR Fridays: Top Fashion, Public Relations, Marketing and Social Media News

…for the week of February 20, 2017

  • WhatsApp is copying Snapchat. Here’s what you need to know about the revamped app that currently has 1.2 billion monthly active users (via Fast Company)
  • LVMH has created a innovation award they will give out during the Viva Technology show to open doors for startups looking to break into the luxury industry (via Luxury Daily)

PR intern

Position: PR Intern
Company: BrandStyle Communications
Location: Los Angeles, CA
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What Your Millennial Employee Wants You to Know

Written by Miranda Hassen

As a young millennial, I’m new to the workforce. I’ve been told over and over again that each generation is different; raised differently, in different environments. From my perspective, we millennials are in a unique position as the first generation to grow up in a technological environment where we could learn about anything we wanted, with having virtually unlimited resources available as quickly as we could type into the search bar.

I’ve been told on numerous occasions that the youngest generation is always looked down upon. It’s no big deal, they say. It happened to the Baby Boomers, it happened to Gen X, and it happened to Gen Y. Forbes wrote an entire article about the inaccurate stereotyping of millennials. In a YouTube video that has since gone viral, Simon Sinek talks about the disconnect millennials feel from their superiors when they join the workforce.

And, I’ve also been told that these generational differences can make or break a workplace environment.

If you’re a manager, a supervisor, or a CEO, this is what I want you to know about the hard-working, goal-oriented millennials:

1. We don’t know everything about social media or computers

We are the first generation in human history to grow up with technology integrated into our childhood. We watched it evolve firsthand. But that doesn’t mean we’re experts. Sometimes our bosses make the assumption that we are knowledgeable in every aspect of a computer, from IT to social media to email marketing, simply because of our age. The truth is nobody is ever truly a “jack of all trades.” We learn a specific set of skills through out experiences, just like you did.

2. We’re coming in…insecure

As teenagers, we were told we had to go to college in order to get a decent paying job. Then we were told we had to get an internship to have experience on our resumes. Then we were told we had to have several internships because one was no longer good enough. Then when we were ready to graduate, we started noticed that many job applications said, “Master’s degree preferred.” Where do we go from here?

Sometimes our bosses make the assumption that we are knowledgeable in every aspect of a computer, from IT to social media to email marketing, simply because of our age.

All these added expectations have led to many us feeling like – even as entry-level professionals – we don’t know enough. We aren’t good enough. And we will never understand because we are too young and naive.

3. We’ve got some stuff to work on…

We spend too much time on our phones. We can be reluctant to communicate, especially when we are intimidated. We don’t always see things in the long-term because we are so used to things happening seemingly overnight. We need to stand tall and accept some personal accountability.

And we need more leaders and mentors that will help us build up our confidence. We need to know that it’s okay when we mess up. We need someone to remind us that success will come in due time. We need someone willing to work with us to build a trusting relationship.

Simon Sinek posted a response video to the original Inside Quest talk, where he presented an idea that I love. He proposed that instead of having a “self-help” section at bookstores, we should encourage a “help others” industry instead.

Show us hospitality and model teamwork so we can learn how it works. And remember that sometimes, we need a little push, need to know you are rooting for us and trust us. Being surrounded by working professionals that have been in the business for over 10, some even 20 years, can be intimidating after all.

But I promise that there are still plenty of us millennials out there that are eager to learn, yearning to make a difference, and striving to succeed. We just need your help in taking the first steps.

About Miranda

Miranda Hassen is social media enthusiast, freelance writer and virtual assistant. She’s a Midwestern girl with a love for travel and photography. You can usually find her at a local coffee shop or catching the latest blockbuster movie.

How to Create a Viral Media Story in 5 Steps

Written by Ximena Larkin

‘Going viral’ is an elusive occurrence sought after by all brands. And so marketing and PR teams are tasked with making it happen (like yesterday, if possible!). As communication professionals, the organic pick-up of a story is a huge credibility boost, a validation of the strategy, media savvy and positive impact a publicist can have on brand awareness and buzz.

While virality is not something that can be promised or manufactured, there are several things to keep in mind to increase your chances of major media pick-up.

How do I know? At the end of 2016, I had an idea to combine yoga and Harry Potter. I shared the idea with my sister Isabel Beltran, a yoga instructor in Austin, Texas, who then developed the class with me. We called it ‘Harry Potter Yoga’ (creative, I know).

You might have seen mention of it on your Facebook feed; the media loved it and the story went viral.

Coverage on the HP class began with a feature on Cosmopolitan.com. In less than 24 hours, articles began to pop-up on Bustle, Elle Uk, Teen Vogue, Shape, Mashable, the Daily Mail, MTV UK, Self and Refinery29. By the week’s end we saw stories about our class on Buzzfeed, Entertainment Weekly, USA Today and People. The actors who played Ginny Weasley and Luna Lovegood even tweeted their interest in attending the class, along with George Takei, Jordin Sparks and Ashley Benson. We’ve seen the story translated for CNN Indonesia, Wired Italy, Glamour Paris, Cosmo Brazil and El Mundo Spain. This coverage including countless social media posts by the respective outlets that have amassed more than 25M impressions.

It even caught the attention of Warner Bros.’s legal team, who very nicely asked us to stop due to copyright.

Ten weeks later, I did it again. This time with a cut-out of Barack Obama

Here’s what I’ve learned about creating a newsworthy story that lends itself toward going viral.

You Need A Good Idea and Great Attention to Detail

Where do good ideas come from? After reading Steve Johnson’s book, Where Good Ideas Come From: The National History on Innovation,” I walked away understanding that good ideas are not unique. If you had done an online search for ‘Harry Potter Yoga’ before our class went viral, you’d have found a slew of others who had executed a similar class. Yet never with this amount of success. What made us stand out?

I think it has to do with how well we integrated of Harry Potter-inspired elements into yoga; we brought concepts from the book to life. That included incorporating wand work into movements, renaming poses and setting the scene (like sorting hat cookies that revealed your house when took a bite). We did not simply slap the Harry Potter name on a traditional yoga class with the objective of filling a class.

Another important aspect of our success comes down to the fact that it was an authentic expression of our love of the story. There was no learning curve or attempt to tie into a trending topic just for the sake of media attention. We created something we ourselves wished existed and that happened to align with the shared interests of the media and their readers.

Develop media assets ahead of time

To truly captivate the attention of an international audience, consider your outreach strategy before you execute your event. The biggest mistake I see brands make is not thinking through the visual components (our handmade mandrake root garden and sorting hat cookies were a big hit with editors) and forgetting to document the event with an eye toward future pitching.

There is no chance you are going viral with low-lit, grainy photography; you need high-quality images. And lots of them, so that media aren’t running the same image over and over again. Identify images that need to be shot in advance to avoid post-event regrets.

We did not simply slap the Harry Potter name on a traditional yoga class with the objective of filling a class.

As a bonus, even if your idea does not go viral, those images can be repurposed for social media, email blasts and website use.

Pitch Top Tier Media First

When you have a story that you think has the potential to go viral, be smart about how you release the news. Coverage across large national outlets creates an immediate interest from other publications and leads to the “everybody is covering this, so should we,” effect. Top tier publications with a strong digital presence need multiple stories daily, and they come with impressive social media numbers that will help to extend your story further.

And they are not likely to ask you to pay for the editorial (like one local outlet did, cough cough).

The idea is not enough, pitch the results

HP yoga was a one-time event in a smaller media market. And yet media were still clamoring to cover it because the concept was both timely (ours took place on Halloween) and had mass appeal. We made sure to have the aforementioned photography and themed visuals for use and stressed that the event sold-out without any promotion and zero media attention.

Say Yes and Respond to Media Requests Quickly

Once media starts to pick up the story, it is time to put all hands on deck. Keep momentum growing by responding quickly to every single media request. Give as much attention to the smaller, niche sites and publications as you do national publication; it is the respectful thing to do when someone wants to give you free publicity.

Saying yes to all media requests establishes relationships with editors and creates the viral snowball effect. As a result of having multiple sites and social networking sites mentioning our event with links, the search results for Harry Potter yoga are now very much in our favor.

Of course, when media are flooding your inbox it is glorious –  stressful. To cut down on wait times get everyone the basic information quickly, we created a FAQ sheet for journalists that covered the who, what, where, why, when and how of the event. As questioned popped up from reporters, we added it to the one-sheet. This allowed us to respond, provide information, and then work directly with media on specific story angles, image requests and quotes.

Remember this…

Spending thousands or millions of dollars to execute a big idea is no guarantee that people will care about it. Encourage clients to tap into what naturally make them happy – from fandom to secret talents. From that perspective, there is joy in the work which hopefully means it was worth doing regardless of the outcome. Chances are, you also figure out a way to make it work regardless of budget constraints. For me, both projects were a valuable reminder of creating something for the love of the process rather than for the end result. The media endorsement was just an added bonus.

Having now gone through this process twice, I believe virality works like the inside of a clock. There is no one thing in isolation that makes it run. The concept is also subjective. It is possible to go viral within your geographic community or a niche online community. What matters most is how you measure success.

From my perspective, if an idea goes viral, it is not because you stumbled on some magic formula. It is the result of a learning process honed through research, pitching, following up, learning from past mistakes and being able to spot an opportunity quickly.

The good news is you only need one outlet to say yes to your idea to open up the potential of a viral story. It all begins with a good idea and the determination to share it with others.

PS: If you happen to be in Chicago tonight, join me for a panel discussion on this same topic, “How to increase your chances of going viral” Save $15 off your ticket with code PR Couture (everyone else: watch the PR Couture Facebook page at 8pm ET at for a live sneak peek at the event!)

About Ximena 

Ximena specializes in using social media for public relations campaigns to create offline engagement. Prior to founding C1 Revolution, Ximena led Walgreens’ social media team in an analyst role on risk management issues. Her unique expertise in creating viral media stories and social savvy  has been called upon by media and educators to weigh in on industry trends, including in a Macmillan College textbook on digital branding and reputation.

 

Freelance Part-Time Publicist

Position: Freelance Publicist-VIP/Gifting
Company: Lindsey Smolan PR
Location: Los Angeles, CA
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You Deserve an Award: Introducing the Bespoke Communication Awards

THE 2017 BESPOKE COMMUNICATION AWARDS ARE HERE!

Tailor-made to celebrate excellence among fashion and lifestyle communication professionals, the BCAs are a groundbreaking opportunity to get some much-needed recognition for all your hard work.

HERE’S WHAT LIFE IS LIKE AFTER WINNING A BCA AWARD:

  • Your expertise and contributions have been VALIDATED and you’re reveling in the extra confidence boost. You have been positioned as a LEADER in the space which means…
  • It’s way easier to WIN new business (better clients and bigger budgets) and attract top talent and partners. It’s a literal promo party every morning in your inbox as people start HOUNDING you with opportunities – no extra effort required.
  • And that’s cool, because with your added CREDIBILITY you’re charging more, saying NO to what doesn’t light you up, and experiencing way more control over your career.

Sound good? Here's more!

We have designed the BCAs as a global online program (no need to purchase an event ticket in addition to your award application fee just to sit in a badly lit hotel ballroom and eat mediocre chicken!).

Winners get a trophy to be sure, but we are also preparing customized gifts with some truly amazing goodies including jewelry and personalized artwork by a fashion illustrator. Winners will also receive a profile in Linger Magazine – instant publicity!

Now, I don’t have to convince you that amazing things happen when young women are supported to put their own unique voice out into the world. We will be donating a portion of profits to WriteGirl, a Los Angeles-based organization that promotes creativity and self-expression to empower teen girls through writing workshops and mentorship.

Ready to take a look?

The 2017 Bespoke Communication Awards is ready for you!

Agencies, in-house teams, brands, individuals, media and vendors are welcome to apply. There are 30 awards across 4 categories, including a no-fee, peer nomination-based “Favorites” category you can fill out right now!

Here are 4 of my favorite awards:

  • Work, Life, Balance & Culture – agency life is can’t stop won’t stop, but we should take a moment to recognize those who invest in their teams
  • Best Social Good Campaign – I am sucker for the feel-good, do-gooders in the world
  • Media Mailers or Sample Sends – buh-bye file folders and stickers, so excited to see how you capture attention in crazy, cool and creative ways
  • Favorite Editor to Work With- some of the BCA awards are simple nominations and completely free – lets come together and shine the spotlight on those who make our PR hearts sing!
Take advantage of our early deadline and save on awards submitted by March 21, 2017

Once you have purchased your award(s), you will receive an email with a link to your application form – fill that out by the early deadline and you’ll be all set!

It’s always exciting (and nerve-wracking) to bring a new idea into the world. The BCAs were designed to honor you and to help mold industry best practices. Please feel free to reach out with any feedback or suggestions!

Love,

Judges, sponsors and partner info

2017 BCA Judges:

  • Alle Fister, Principal of Bollare Communications
  • Brooke Blashill, Senior Vice President and Director of the Boutique at Ogilvy
  • Callan Green, Director of Social Media at L’Oreal
  • Dara Elliott, Founder of Brevity Brand
  • Linda Kearns, President, Costume Designer Division at Matchbook Company
  • Liza Kindered, Founder of Third Wave Fashion
  • Lorraine Sanders, Founder of Spirit 608
  • Matthew Marcheck, CEO of The Eighth Floor Communications
  • Rosanne Hart, APR, President of The Hart Agency
  • Wendy K. Bendoni, Chair of Marketing and Fashion Marketing at Woodbury University and Trend Producer for WWDMAGIC

2017 BCA Sponsors and Partners:

  • Rose Gold Sponsor: Tribe Dynamics, an advanced marketing technology built for fashion and lifestyle brands, representing the Favorites Category and two Petit Category awards, Media Event and Influencer Endorsement
  • White Gold Sponsor: White Book Agency, a brand communications boutique, representing the Individuals Category
  • Gold Sponsor: NewsAI, a media list management and email distribution tool for PR professionals, representing Media Placement, a Petit Category award
  • Gold Sponsor: Mariposa Communications, a top fashion public relations and marketing agency, representing Community Involvement, a Petit Category award
  • Gold Sponsor: C1 Revolution, a public relations firm based in Chicago, representing Celebrity Placement, a Petit Category award
  • 2017 In-kind Partners include Linger Magazine, Akvile Lesauskaite, Durrah Jewellery, Your Hot Copy, Shift FWD, and Gossip & Glamour

NYFW Politics, Celebrity Instagram Strategy & Luxury Brands Target Millenials

Fashion PR Marketing News

Fashion PR Fridays: Top Fashion, Public Relations, Marketing and Social Media News

…for the week of February 13, 2017

  • Hackers are now targeting small businesses and startups at an alarmingly high rate. There were 638 million ransomware attack attempts last year. Is your small business in danger? (via Fast Company)

 

Implications of the Term “Plus Size” in Fashion Marketing

Welcome to February's Self-Love Marketing Series: focusing on Body Positive brands, campaigns and messaging targeting the plus-size market. This is Part 3.

A rose by any other name would smell as sweet, right? Well, when it comes to the plus size customer, the matter of what to call her gets a little more tricky.

There’s been a huge groundswell from within the plus size fashion community to “drop the plus.” Models, like supermodel Ashley Graham, have come forward and called the effect of the term “plus size” to describe women over a size 10 within the fashion community “isolating.”

From the perspective of a model working in the industry, I completely agree. Being the “plus” girl on set amongst “straight” size models (a.k.a. “normal” model size, 00 - 2) can feel exactly that: isolating.

(Similarly, having to shop the back corner of Macy’s where the lighting is poor and the plus size clothes are tucked away next to the maternity clothes or the luggage, can feel isolating as well!).

But overall, I've had nothing but great experiences as a model who proudly embraces the label of "plus size." The use of the term has also served to galvanize a community of underserved customers in America. And more importantly, it’s created a community for young girls and women to find connection, empowerment, and to be understood online.

 

I’ve addressed this argument before, in my piece for the Huffington Post, “Why I’m #PlusPositive”:

“The reality is that we live in a society that functions on labels. It’s our nature as humans to want to put a name to things, and we rely on these as frameworks to interpret the world around us. For women who are seeking to be comfortable in their skin, ‘Plus Size’ has given us a powerful community to engage with. It’s also allowed women in the fashion industry to organize around a central idea, which is why we’re now seeing so much more recognition of the Plus Size population in marketing and development of fashion brands.”

 

"The reality is that we live in a society that functions on labels. It's our nature as humans to want to a put a name to things"

If you’re a marketing or PR professional, you have to respect the power of this term in your messaging. But most importantly, if you’re going to weigh in on this conversation (regardless of your stance), you have to show customers that you’re about more than just lip service if you want to make a splash.

Some brands, like mega-brand Lane Bryant, have claimed the power of this term by folding it into their own social media initiative, #PlusisEqual.

The hashtag launch was complete with a rally in Times Square. They even created an online billboard app where customers can upload a photo to see themselves represented in a billboard photo template. And while the overall public reception of this campaign was extremely positive, some accused the effort of further “othering” plus size customers.

 

Other plus size retail brands remain neutral on the term. Online styling company Dia & Co. caters to sizes 14 and up. Recently, they launched the #movefashionforward initiative that almost makes the discussion regarding the use of “plus size” irrelevant.

“Style is not a size -- style is an expression of identity,” say the co-founders, Nadia Boujarwah & Lydia Gilbert. This takes the focus of the conversation off of size altogether, and focuses the attention on fashion.

“We're calling on the world's top designers to dress the 100 million American women who wear plus size clothing. And we're offering our support to those who are ready to move fashion forward,” say Nadia and Lydia in their online letter to customers.

By creating this powerful call to action they not only make the conversation about using the term “plus size” irrelevant, they actually remove many of the common excuses designers have made for not expanding their sizes. They are taking it a step further by offering designers access to the Dia & Co. the infrastructure to expand their size ranges.

There is no right or wrong answer to the question of whether or not to use the term “plus size” in your messaging. But if you’re going to enter into that conversation, you definitely need to formulate a point of view. You may be criticized either way. But by applying a thoughtful, considerate, action-oriented approach, you will garner devoted customers--and hopefully, see an increase in engagement from this customer segment.

 

About Melinda Parrish

 
Melinda Parrish is a Ford model that and body positivity advocate. Melinda is a regular contributor for the Huffington Post, Women's Running, Gaiam's lifestyle blog, and partners with brands like Expedia on creating fitness and wellness-related content.
 
She has her own hashtag, #healthyatanysize, and a weekly Facebook Live series called "Body Love TV." She was recently written up in People Magazine for taking a stand for curvy women. In addition to being a model and an influencer, Melinda is a lifelong athlete and former Naval Officer.