Photo by Andrei Taranchenko

Want to know who does Megan Fox’s hair & makeup? What PR company handles Laura Mercier cosmetics? Need to find an organic lip product for a story or shoot? Product placement for a gift bag? TheLookbook, a killer directory for fashion PR contacts and celebrity stylists, have just added a beauty division with more than a thousand beauty brand PR contacts and the top hair stylists & makeup artists working in the industry.

Beauty is currently in a BETA format, so you can access BEAUTY contacts free until Friday, so test it out. If you are a PR Firm, hair stylist or make up artist and are  are interested in being listed, please contact beautyeditor@thelookbook.com.

For more information about TheLookBook, have a listen to the PR Couture podcast with co-founder Kristin Calavas

So no one came to your show/event, you said something you shouldn’t have or you got a bad review…and it’s been aired, published and/or posted. O…M…G…(and insert expletive). News travels fast, and now even faster thanks to the World Wide Web, but here are a few tips if you become “misunderstood” in the media:

Do not panic.

• Do not let your reaction to the situation become another story. Becoming belligerent or insisting you are right, you were wronged or your line is the best (even though 5 out of 5 reporters beg to differ) will only make you appear defensive. It can be hard to swallow negative criticism, and even more difficult when you’ve spent months and months working on a collection or show presentation (only to have the reaction be less than excitement). Gather your thoughts, reign in your emotions and refuse to react negatively to poor criticism.

Learn from your mistakes and review the criticisms.

• Was any of the feedback warranted and true? Could your line have used some more color? Did you poorly construct a garment and should it not have been shown? During your interview, did you say something that was better left unsaid? The integrity of the journalist will determine what will truly remain “off the record” but when talking with reporters it’s good to remember that they are there to do a job, which is write an interesting story. If you went on and on about how you were the best designer in a 200 mile radius, and they interviewed your competition after quoting you, you might receive some criticism for your less than humble comment.

Craft a follow-up and be prepared for next time.

• Be on the lookout for follow-up story opportunities, and find ways to positively respond to any negative criticisms. For example, “While they weren’t crazy about my spring collection, I’m sure that they’ll be excited to see what I have planned for the fall!” If no one showed up to your event, take a poll/survey and find out why. Was it planned and promoted well? Did you allow enough time for RSVPs? Was there a holiday and/or conflicting event? Follow-up with reporters and hear their feedback directly. Invite them to follow-up so that you may keep them up-to-date on changes or progress. And if you were wrong, admit it. Also, know when to hire a professional publicist or PR firm to assist you when it’s necessary to help build (or rebuild) your image/brand image.

Find alternate channels to communicate the message you DO want to get across.

• Are you building your brand reputation through your Facebook Fan Page? Twitter? Your own blog? Find ways to get the message out that you do want people to know about and put it out there! You can even address the criticisms/reviews you received through these channels, and respond…positively! Use discretion, and don’t let these online tools be ways for you to retaliate or react negatively. You’re a professional and remember tip #1: Gather your thoughts, reign in your emotions and refuse to react negatively to poor criticism.

Do not give up.

• One bad review or 20 bad comments should not stop you from living out your passion. If you’re talented you must continue to work hard and not allow the less than favorable criticism consume you. And sometimes the “talent” can be overrated, as the saying goes: “Hard word beats talent, if talent doesn’t work hard,” so you must not give up! Another cliché saying is “no news is good news,” but when you’re feeling really bad about your negative criticism or review, just think…at least they know you’re out there and they covered you! OK, OK, so you’re not thrilled that they shared your collection may have been marred by the fact that you broke up with your boy/girlfriend. Well, opinions are like…uh, um, well…noses, and almost everyone has one, so don’t allow the criticisms to get you down. Move on and start preparing for your next PR opportunity, and get yourself ready to shine!

[Images courtesy of Shutterstock]

As WWD noted last week, “Gucci is doing it. So are Oscar de la Renta, Donna Karan, Target, Urban Outfitters, Louis Vuitton and Rachel Roy.” Once content to thrive behind the decadent curtain of whatever fabric was currently season, social media, like fashion blogging and reality TV before it, has forced fashion into a new level of access. So in today’s fashion world, an aspiring fashionista in Kansas can get a glimpse into Betsey Johnson’s day, submit a design for a Coach Tote, and tell Teen Vogue via Facebook that they like the latest issue, all with a few keystrokes. It’s a world where teenaged fashion bloggers are invited to design shoes for major retailers and limited-edition handbags are hidden across NYC, hints given away scavenger hunt style on Twitter. Pretty remarkable, don’t you think?

What is also important to note are the conversations taking place with the laptop powered down and the phone on vibrate at the bottom of a bag, conversations of the face-to-face kind about the future of our industry and opportunities to engage with the innovators and leaders who are shaping it’s evolution.  These meet-ups and collaborations are not only contributing to the industry’s awareness level and willingness to shift when it comes to social media strategy, but the business world at large is taking note of how fashion is taking up space online.

Recently, at the 140 Conference in New York, fashion entrepreneur  Yuli Z and fashion marketing expert Macala Wright discussed fashion + social media in regards to Twitter. It’s worth a listen to hear about how issues of privacy and even trends themselves are being affected by this new form of communication.

Even more recently, 360Fashion, a network of high level fashion professionals using the latest web 2.0 and mobile to create online media, hosted a mixer in New York that was streamed live using the 360Fashion Live streaming Facebook application. The purpose of the event was to bring together top bloggers and fashion professionals to discuss how new media is affecting their professions. Top make-up artist Regina Harris, (she recently did Chanel Iman’s cover look for the May, 2009 Bazaar) and celebrity and Vogue stylist Lisa Von Weise (Lindsey Lohan, Penelope Cruz) answered questions from attendees, sharing insight into the fashion industry, how they use online media, where the find inspiration, and trend spotting, in an open-ended discussion.

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