Tips & Strategy | PR Couture: Fashion PR, Marketing & Social Media

Fashion PR: Three Ways to Make the Most of Celebrity Style During Award Show Season

January 31, 2012 0 Comment written by PR Couture

By Liz Anthony, President, Mariposa Communications

Any recent Hollywood event can be the catalyst for a PR frenzy– if a celebrity is wearing it, rest assured that anything framed as similar has clear pitch potential, and, if positioned correctly, will sell remarkably well. Now that award season is upon us, take heed of the following tips to be sure you are pitching appropriately.

Don’t waste an editor’s time (by sending something that looks nothing like the celebrity look)

There’s an art to pitching celebrity-inspired looks – you don’t want to be grasping at straws (i.e. choosing any remotely similar necklace, dress, or clutch) and filling up an editor’s inbox with long-shots. Pitch pieces that do in fact look strikingly similar or at least share a common motif. Also, make sure that you only connect pieces to those “buzz-worthy” celebs that align with your brand.

Do make it easy for an editor to say yes (by doing your homework)

Fashion editors sift through hundreds of pieces of jewelry a week, on top of an inbox full of product images. Reduce their stress and grab their attention by sending emails that clearly show the similarity of a celebrity’s look to the designer’s pieces. Provide detailed product description, pricing and direct links to the items. Have hi-res, low-res, editorial and products shot against a white background at the ready. Never send enormous files via email without an editor’s ok.

Do consider pricing carefully (everyone loves a red carpet “look for less”)

While it may sound obvious, make sure your designer prices items significantly lower than the celebrity worn original. Otherwise, why would an editor consider your product over the exact celeb-endorsed product? If need be, consider a short-term price reduction in order to make full use of the award season trend – after all, the right PR story could drive significant sales to cover the margin.

Our client Roberta Chiarella matched Jessica Alba, Angelina Jolie, Julie Bowen, Stacy Keibler and Charlize Theron with a spectacularly similar jewelry look. This led to a collaboration with US Weekly on a Today Show segment, print feature and giveaway. Now that’s some PR-worthy bling!

Image credit: Credit: Jeff Vespa/WireImage.com; Jason Merritt/Getty Images; Frazer Harrison/Getty Images; Jason Merritt/Getty Images

Filed Under: Favorites, PR Couture, Tips & Strategy Tagged With: Celebrity PR, Fashion Events, Fashion PR

Fashion PR Thesis: From Style to Strategy

December 4, 2011 2 Comments written by Crosby

From Style to Strategy: An Exploratory Investigation of Public Relations Practice in the Fashion Industry

Over the past several years I have received numerous requests from students and academics interested in the thesis I wrote back in 2006 at San Diego State University – so I have decided to make it available to download!

Executive Summary

The purpose of the study was to contribute to the body of knowledge in public relations, which until this time had not explicitly looked at fashion public relations, despite the popularity of this specialty among public relations students and young professionals. As such, qualitative, exploratory research involving public relations practitioners was needed to develop a general understanding of the roles and responsibilities of public relations practitioners within this public relations specialty area. In addition, several other academic disciplines have successfully explored how the social, cultural, and political nuances of fashion relate back to scholastic inquiry. It is time to consider fashion public relations as a potential launching pad for a renewed feminist critique of public relations theory and practice.

The fashion industry and public relations have distinct similarities. Both have struggled for professional recognition, too often criticized and overlooked for being superficial or unnecessary. Importantly, each field has attracted a female majority to the industry. While significant effort has been made to cultivate research and theory that exposes the inequitable treatment of female public relations practitioners within the profession less attention has focused on how feminist values integrate into public relations practice and theory. Unfortunately, feminist scholarship in public relations has decreased compared to the past two decades.

Understanding public relations as a multifarious field extends previous feminist public relations research into new territory. Rife with possibilities for a more detailed and expansive approach, this new phase encourages researchers to explore the various influences of public relations theories and practices with regard to female practitioners and publics across industries. By encouraging and producing new themes for research that are in keeping with current industry and cultural trends, and also in keeping with the career goals of public relations students, this study of fashion public relations will help to ensure the continuation of feminist research in public relations.

Key findings from in-depth interviews with fashion public relations practitioners suggest that fashion public relations is a dynamic, fast-paced profession. Fashion public relations agencies engage in strategic communication and perform a variety of tasks, from media pitching to organizing fashion shows, based on individual client needs. Practitioners spend the majority of their time working with media, either pitching story ideas to editors, or working to fulfill editor requests. Most participants consider themselves feminists and acknowledge that while fashion can be fun and empowering for many women, it can often be hard to work in an industry that places so much emphasis on beauty and celebrities.

Available as a PDF download, 106 pages, $19

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Filed Under: PR Couture, Tips & Strategy Tagged With: Fashion PR

10 Pitch Tips for Holiday Gift Guide Success

November 29, 2011 1 Comment written by Crosby

By Connie Wong

Gift guide season is here! Put together by editors from various media outlets – from print magazines to blogs, gift guides are a compilation of their recommendations on what products their readers should buy as gifts. This makes December one of the most competitive times of year to secure editorial coverage – because everyone in every product industry – wants to be included.

For example, this year, we were able to secure a significant amount of gift guide coverage for decor client HORNE in a variety of publications from print publications such as Lucky, Marie Claire and Vanity Fair to online mentions on The Daily Best and Fashionologie – all of which help bring readers to their website for holiday shopping.

Holiday gift guides can be a vital component to garner awareness during this time of year. While holiday pitches for print pubs are best made months in advance, there is still opportunity online, particularly on blogs.

Here are 10 tips to make the best of your pitch:

Pitch at the right time

Different media outlets work at different speeds. For instance, print magazines work up to six months ahead, while online outlets may not think about the holidays until a month or even weeks prior.

Pitch the right editor

Prior to reaching out to any media outlets, read the publication that you’re reaching out to, find out the best editor to approach and ensure that your
pitch is appropriate.

Pitch for gift guide inclusion only

Make sure the subject line of your pitch includes “holiday gift guide.”

Pitch carefully

Spend time crafting your pitch. Within the pitch, keep it short and sweet, but include highlights of what you’re featuring. Prepare to have photos, retail info, linesheets, etc. on hand.

Be Ready

Have at least 2-3 samples ready to go. Editors may need items within 24 hours or less, and you will want to be able to meet their request promptly.

Send photos

Do you have professional hi-res images? These are imperative, especially for outlets who may not have the time or resources to shoot a sample of your product, but simply want to use hi-res photography in the layout. For print, make sure they are 300dpi and shoot on a white background for best results.

Know your price

Price is a concern for everyone in this economy. If your brand has a variety of price points, know what products fit for different budgets. Editors
may be working within certain price points (ex. under $50), and you will want to be able to quickly respond with a product that works.

Create categories

Think about breaking down your offerings into different categories, so editors can easily spot where your product might fit into their gift guide.
Examples: eco-friendly, celebrity favorites, or by price.

Follow up

Allow yourself at least a week before following up with the editor. Then, feel free to send a gentle reminder about your offerings to see if there is
any interest. If you don’t receive a response after that, theproduct may not have been the best fit for their guide this year.

Give Thanks

If an editor does feature your product in a gift guide, send them a thank you email – or even via social media!

About Connie

Connie Wong launched Moderne Press in 2008 with the desire to work hand in hand with boutique brands, providing them with personalized and dedicated service. She has experience in public relations, social media and marketing, working with a diverse range of brands from beauty to home décor. With her keen eye for design and style, she has carefully cultivated a complementary and editorially alluring mix of brands at Moderne Press. Her clients are regularly seen in top media outlets, generating buzz and contributing to each brand’s overall success. In the past, Connie has secured coverage in a variety of media including Allure, Better Homes & Gardens, Cosmopolitan, Elle Décor, Glamour, Health, InStyle, Ladies’ Home Journal, Lucky, Martha Stewart Weddings, New York Magazine, People StyleWatch, Real Simple, Self, Seventeen, Vogue and many, many more.

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Filed Under: DIY Fashion PR, PR Couture, Tips & Strategy Tagged With: Fashion Media, Fashion PR, Media Relations