With the rise of the virtual workplace and reduced editorial staff, many fashion & lifestyle websites and magazines rely on freelance writers to keep up with content demands. While these writers often get stories assigned to them by staffers at the magazine, they can be pitched directly. In fact, most freelancers are regularly pitching story ideas to editors and are expected to have experts and products at the ready once they get the green-light.
Getting in the good graces of influential freelancers is another method to secure media coverage for clients, rather than going straight to a publication. Freelancers I’ve worked with have penned some amazing features on my clients and have since kept them top of mind for a variety of future stories.
I’ve included below some of the greatest benefits of working with freelancers, as well as how to find them.
Forming a strong relationship with a freelance writer can open the door for your clients at not just one, but many great outlets. Freelance writers I work with on beauty stories write for Dr. Oz Magazine, Health, Allure, and Marie Claire, just to name a few!
If you can successfully present different angles to the writer for all of her relevant outlets, and one freelance writer can get your client in front of numerous magazines and websites.
The majority of the editorial world is based in New York, which makes it difficult for PR agencies based in other places to meet up in person. Freelance writers are located around the country, so if you have a client opening a new clothing boutique in San Francisco or a hair salon in Miami, you’ll more likely than not be able to find local freelancers to connect with. While some local writers only cover stories for regional outlets, some are also stringers for national publications, making freelance outreach a great way to get your local brand in front of a bigger audience.
It can be challenging to find freelance writers because they aren’t listed on a masthead and may not come up on a google search as being connected to a particular publication. However, by doing your due diligence beforehand (researching publications and paying attention to who is writing what), it’s easier than ever before to find ideal writers for your clients.
You can cross-check names against social media or search the hashtags #freelancelife” and “#fashionfreelancer” to discover new writers. On LinkedIn, do a broad search of keywords such “freelance beauty writer” – usually once one you find a contact, more will come up in the “related contacts” sidebar. You can then often find their website and contact info, as well as a portfolio of recent clips. Keep in mind – just because someone covered NYFW 5 years ago doesn’t mean they currently do…freelance writers sometimes switch markets so that fashion contact could now solely write about technology. Make sure to focus what they’ve written about recently.
Freelance writers can greatly help with giving you and your clients access to some top national outlets – make sure to nurture these relationships as you do with on-staff editors. Going freelance is becoming more and more common – make sure to keep these influential writers top of mind with story pitches, event invites, and product mailings to further boost your chances of press success!
