Liz Anthony got her PR start in the public relations department of Coach, where she oversaw their regional press and special events. In time, she flowed into the fast-paced agency world moving to a boutique firm specializing in fashion accessories. In early 2009, she set out on her own and founded Mariposa Communications with a desire to combine the intimate services of an in-house public relations department with the wide range and exciting offerings of a boutique agency. Specializing in fashion accessory brands, the team work intimately with their designers to meet all the needs a budding or established brand may need.
How did you get started in PR?
Like most aspiring publicists, I got my start interning. I had interned in fashion sales, celebrity events and fashion and trade shows but knew my passion fell into Fashion PR. My first job was at Coach in their PR department after successfully completing their summer internship program.
What’s the mood in the office like?
The mood in our office is a good mix of casual and professional. We always have music on but often times all you can hear is the constant typing from each desk as everyone gets caught up on emails. We’ve sent out our NY Fashion Week/Valentine’s Day packages to clients and a few of our favorites and getting geared up for fall previews while working on Spring/Summer issues. We also had a special event for Valentine’s Day! I’m sure I’m forgetting a million things though, never a dull moment!
What are three must-have tools, apps, or products that are essential to your job?
Besides being attached to your iPhones we use a lot of Google Docs to share information, Powerpoint and Excel on our shared server. Dropbox is typically what we use to share client files and we couldn’t live without Sparkle – our sample management tool!
What makes an ideal client for your agency?
Beyond having a nice range of quality product at a variety of pricepoints, it is great if the designer themselves is charismatic and there is a twist on their designs or a particular collection, whether they be made in the USA, from recycled materials, give back to charity etc.
What is a recent success story you’re proud of?
We had a wonderful feature that we were really excited about in the New York Times for one of our talented clients Kiel James Patrick last summer. It gave the perspective of one their interns who worked hard to get their foot in the door and was a big believer in the brand. It highlighted their summer plans, social media presence and growth as a budding business based right here in the US. We even got an award for this placement from MarCom!
What’s the most important thing you’ve learned since you started working in PR?
Don’t give up – always stay creative! Our industry has changed so much, you have to be adaptable. Contacts will move around, magazines and blogs will come and go so always keep in touch and if one approach doesn’t work, don’t get discouraged! Don’t be afraid to try different angles.
Don’t give up – always stay creative! Our industry has changed so much, you have to be adaptable.
What is one PR strategy that is working really well for clients right now?
Don’t put all of your eggs in one basket – always try different things as you can be surprised by the outcome. Keep your brand messaging clear but don’t alienate any markets by working with a variety of media outlets from mass market to more specific demographics.
What is unique about working with accessories?
There is always an interesting way to jazz up your existing wardrobe, usually without having to break the bank. There is an amazing group of accessory editors that are always coming up with interesting stories, we’re always thrilled to be part of that process.
What are a few of your secrets for growing and maintaining relationships with the media and stylists?
Keep on top of everyone’s movements, read fashion industry blogs, keep up to date on Cision and make sure to send everyone a personal note to let them know you’re thinking of them. You never know where someone could end up!
Keep on top of everyone’s movements, read fashion industry blogs, keep up to date on Cision and make sure to send everyone a personal note to let them know you’re thinking of them.
How do you provide that in-house feel while providing wide-range agency offerings?
We only work with a small group of clients over a long-term period of time. We aren’t defined by just traditional PR services, we consult with them on so many elements of their brand. Having had experience in both in-house and agency, I never wanted to lose that personalized, tailored approach for clients and media contacts but it is great to be a go-to source for accessories!
How do you get the word out about the agency?
We’ve been in business for six years now and have been very lucky have lots of support from industry friends whether they be clients, editors, stylists or other publicists. Good news travels fast!
What excites you about PR these days?
That we’re not just restricted to doing one thing every day, we have to keep up with the times and come up with new ideas constantly. We’re embracing change and are able to challenge ourselves to think outside of the box!