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FPRF1 Fashion PR Fridays: PR, Marketing & Social Media News for the Week of August 4, 2014

The Importance of Networking, Fall Trends, and Raiding Victoria Beckham’s Closet

Favorite Fashion Videos

Photo Credit: Emilãine Vieira

Tova_image2 Editor Q&A: How to Pitch Series

Getting to Know Tova Gelfond, Editor-in-Chief of Eidé Magazine

A seasoned magazine pro and writer, Tova Gelfond is the former Editor-in-Chief at Blush magazine, Associate Editor of Atlanta Sports & Fitness magazine, Assistant Editor of JEZEBEL magazine, Contributing Editor of Tuxedo Road magazine, and the Assistant Editor of Women's Health & Fitness magazine. She has written for numerous publications O: The Oprah Magazine and Brides and interviewed stars such as Kristin Davis, Kevin Costner, Paul Rudd, Jeremy Piven, Ludacris and Gavin DeGraw (to name a few), and continues to write for several local and national publications.

However, Tova's current primary venture is as Founder of  Eidé  Magazine, which launched in Atlanta in order to celebrate design talent brewing in the South. These days,  Eidé is a nationally distributed publication through retailers like Whole Foods, Barnes and Nobles and several international airports.

Eide mag

Name: Tova Gelfond
Media outlet: Eidé Magazine
Title: Editor-in-Chief/Creative Director
Circulation: ~100,000 and growing exponentially
Twitter/Instagram: @eidemagazine

Give us the overview: What is Eide? Who is your audience? Where can we find the latest issue?

Eidé is THE Fashion Magazine of the South — seriously, the only magazine covering fashion and style of the South on a national level. Our mission is to share a new and enlightened narrative about culture focused on life, passion, style, people and truth – with a heavy focus on aesthetics. Since the magazine's debut in November of 2011, the Eidé brand has produced a highly curated body of work, inspiring artists, fashionistas, health-nuts and music-junkies alike through its charismatic reporting and graphic appeal. It creates a balance that is intelligent, funny, sometimes simple and purely entertaining through a multi-dimensional, highly aesthetic platform.

How have you approached getting distribution? What's that experience been like?

Our approach to distribution was a very surprising one — as in I was surprised how fast it happened! We started off as an online publication, and that was truly our goal. But the photo shoots, design and attention to detail really lent itself to a print medium.

I didn't even think of going into print until I had an inundation of readers asking us to provide the magazine in print. I was surprised. At that point, we started doing smaller print runs at around $25 an issue. It was so much money, I thought no one would buy them. But we sold out!

That's when we decided to do large scale print runs, and truly Whole Foods picked us up so fast and it's like I blinked and we were in Barnes & Noble nationwide. Now we have a deal with airports pending. It's been a great experience to see Eidé in the homes of people across the nation.

All about Eide Magazine

How do you prefer to receive pitches?

I love getting emails full of ideas and passion for a product or project. The best way is to email me, be succinct, but be inspiring!

How far in advance do you work?

On average, we work two issues ahead of publication.

What is the best time to reach out to you?

Probably first thing in the morning. My afternoons are always spent in meetings, and it's hard for me to break away.

What types of pitches/stories are you looking for?

Anything about fashion, design, culture, food or beauty. We like an emphasis on Southern-made brands or brands with Southern ties, but we do not limit ourselves to that.

Getting to Know Eide Magazine

How can a publicist build a relationship with you?

I really want to have a relationship with most of the people pitching me, so a few emails back and forth works at the beginning. I usually can catch a few publicists at events and gatherings around the city, which is the perfect time to network and connect with publicists.

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

Never hear back? If they are rude. That's my deal-breaker.

Are there other editors who handle different beats? If so, who should we reach out to for what?

YUP! We have Tian Justman, who is the fashion director. She oversees all things fashion. Everything else gets funneled through Jaime Weinstein, senior editor, before I assign it out.

Senior Editor - Jaime Weinstein: hello[at]
Fashion Director - Tian Justman: tian.justman[at]

Thanks Tova! Connect with Eidé Magazine @eidemagazine and check out their 2014 Summer Playlist.

Become your agency's favorite client

How to Become Your PR Agency’s Favorite Client

The decision to hire a PR agency is a big one, and fashion designers often joke that they feel like they need a publicist to help with their pitch to get a publicist! Once you have found the right agency and signed contracts, there are a few things you can do to ensure a successful partnership.

Let us get to know you. Also, get to know your team

In order for your PR firm to build an effective strategic plan, they are going to need to know some specifics about your background, your business, revenue, average order value, demographics, hopes, fears etc. The more open and transparent (and prepared) you can be, the better your agency can adjust to your needs and expectations.  Beyond the numbers, be available to build a relationship with your team, let them get to know you as a person and take the time to get to know them as well. The more shared connections and productive meetings you can have with your agency the better. It's simple human nature, but we want to work hard for clients who respect us and make us feel like people, making nice with your agency will go far in ensuring you are top of mind and each person on your account is motivated to do their best work.

Be available, even when it's inconvenient

Things move very quickly in the PR world, and being able to move like a ninja on media opportunities is key.  Getting approvals on press materials or sponsorship opportunities can require your feedback in minutes, not hours.  Make sure you are available during the work day to speak to your PR contact. Let your PR firm know the easiest and quickest way to get a hold of you - whether that is email, phone or text. If that changes, ie you are going to be out of pocket for a day or two, let your account director know.

Move mountains for media

When your PR agency calls with an urgent media request (and trust me, it's always urgent), this is not the time to say, "Oh gosh, that's really inconvenient for me, can we reschedule/do this another time?" Your PR team is working very hard to secure opportunities for you, often leveraging relationships built over time. Even if the morning show call time is 4 am, or sending the sample you just finished requires skipping Pilates to make it to FedEx on time, this is part of the game, babe. Saying no to an editor is like locking yourself in a small dark room, and saying no to your publicist is like sticking a knife into her hard-working heart.

Be the expert in your businessbut let us be your PR expert

Working with a fashion PR agency should be a collaborative process and you should feel free to come to your agency with ideas, articles you have read and even potential pitch angles. That said, you hired this particular agency, probably because they impressed you with past performance, so please take our advice. If we say you need new photography, get new photography. If adding a shopping cart to your site is a must-have, git-er-dun. Please, it is for your own good.

Ask questions and hold us accountable

In any business, lack of communication is the greatest cause of unrest.  The more you understand the why, the more trust you build with your agency partner.  Don't feel intimidated by your agency and don't assume that hiring an agency means the end of your involvement in the PR process. Asking questions, requesting status reports and asking your PR Firm to explain a course of action is your right. Just please, try not to ask too many questions at 5:30 pm on a Friday afternoon!

PS: If you're looking for help choosing the right PR agency, book a burning question for a referral, check out our Find an Agency directory, or contact me directly to learn more about my PR Agency Matchmaking Service!

This summer we're bringing back a few of our all-time favorite pots. This post originally appeared on PR Couture in 2009.

Photo Credit: goMainstream

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 rad 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 an electronic communiqué.