[The following is a guest post by Melissa Davis of Ruby Press. Founded in 2001, Ruby Press is a boutique public relations agency representing style-driven businesses. Founder and Co-Owner Melissa Davis is a former fashion editor with a combined twelve years of experience at Harper’s Bazaar, Mademoiselle, Lucky, and 7x7 magazines. Additional information about Ruby Press can be found at www.rubypr.com.]
Vogue Cover Paris November 2008 with Vanessa Paradis
Hire a PR agency in this economy? Really?
In this kind of economy, which naturally makes business owners wary, many look at PR services as a place where they can “trim the fat”. The climate is scary right now, but PR is now more important than ever. In an economic downturn, when shoppers are cutting back on spending and are becoming more discerning as to where they spend their dollars, it is imperative that one’s products are in the forefront of the target audience’s mind.
Consumer spending is down to be sure, but people are still shopping – just not as much. They’re being more careful than ever with each purchase that they make, whether it’s a lipstick or a pair of shoes. They’re doing their homework (reading the magazines, scouring their favorite blogs) and educating themselves on the best buy. Editorial coverage, (specifically fashion editorial coverage) whereby an editor or writer has chosen to provide unique coverage of a brand/product/personality, is uniquely powerful, in that the potential consumer generally trusts the media outlet and its coverage. When they see that the editors have endorsed a particular product by putting it in their magazine, they trust that it’s chic and of-the-moment. And the more they see the brand in the press, the more familiar they feel with the brand and the company’s products.
1. As I always say, a PR agency’s calling card is the work they do for their clients. It’s how about 99% of our clients have found us. Ask your clients to keep their press pages up-to-date and make it easy for them by keeping copies of their press placements in case they can’t get their hands on them themselves. Make it easy for potential clients to see what you’ve done for your clients. Nothing speaks louder.
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