How To Do Your Own PR
23-11-2016
Founder of The London Fashion Agency, Rosie Davies hosted her How To Do Your Own PR seminar here at Fashion Enter on 23rd November 2016. Sharing her tips from the top with the attendees, she covered a wide range of topics including how to do PR on a budget, how to work with bloggers and influencers and how to create successful social media content.
What is Fashion PR?
Starting with the basics Rosie explained what fashion PR is:
“PR is the service of getting products, personalities or services to the public. The most traditional type of PR is press placement, which unlike advertising is unpaid. This consists of interviews, product reviews, product placement, regular features and editorial shoots.”
What do you need before you look for PR?
Advising four key elements needed before a brand looks for PR and publicity, Rosie explained that a strong brand identity, a great product, professional images and an online presence are crucial.
“Editors need product images and samples to be able to feature your product… Only start with your PR once your product is perfect… Images must be professional, they are the first and possibly only impression you will get to make…”
When should I start contacting magazines?
“Only start to contact magazines and publications once you have a physical product, beautiful lifestyle images, top quality cut out shots and have finalised pricing.”
How do I gain coverage?
Once established brands are able to gain coverage in various ways; from brand positioning to identifying key editors each play a part in gaining coverage.
“Don’t waste time with publications and influencers whose audience don’t match your brand.”
Successful brand positioning will see designers and companies featured in publications that are relevant and appropriate to their target audience whilst identifying key editors will ensure that you know who you should be pitching to in order to see the best benefits. Before pitching your idea, Rosie suggests getting to know the person you plan on pitching to via their social media accounts.
“Before contacting, follow them on social media… Get to know them, their style, where they go on holiday, their ethics and their attitudes – this will help you to be more personal in your pitches.”
What should I include in my pitch?
When it comes to pitching, emails are in and telephone calls are out. “Editors never answer their phone!” The most common form of pitching is via email the founder states.
“Do not send blanket emails, be genuine and mention something that they recently featured, but be concise and say exactly what you want.”
I’ve gained the attention of an editor! What now?
The next step to successful PR is building a relationship and working with editors of the magazines, however this stages is only half of the battle and brands must do exactly what the editor wants in a timely manner. If the editor needs additional information or images they must receive them.
“If an editor finds you hard to work with, your product could be cut.” warns Rosie, however adds “PR is about relationships, ensure you thank the editor after your feature. Gratitude goes a long way.”
If you have previously tried to get your product featured by the press but found your attempt unsuccessful, do not panic! Rosie states that whilst no response can be frustrating, it happens often! So what should you do? “Send a follow up email after a few weeks, trying a different approach and engage on social media.”
What about influencers?
Editors are not the only way to get your product out there. Now more than ever with the influence of bloggers, vloggers and social media, influencers are just as capable as getting your brand good press coverage.
“An influencer is someone who is influential online… they have powerful voices – do not underestimate them!”
Explaining that influencers are everywhere, Rosie states that it is important to ensure that they fit with your brands atheistic. Furthermore, with influencers using a wide range of online channels including YouTube, Instagram, Twitter and Facebook, Rosie continues “find out what platform your consumer uses before looking for an influencer. There is no point paying a YouTuber to promote your products in your customer uses Instagram.”
Whilst influencers are everywhere, they will not work for free and most will want something in return. In order to build a successful relationship with an influencer brands will need to comment and like social posts. It should also be remembered that influencers are running a business to and many will request some sort of payment in return. Having said this, Rosie explains that working with influencers is great for building brand awareness and whilst it may not directly translate to sales straight away it will help to improve social following and awareness.
But how do I pitch to an influencer?
Similar to pitching to an editor, you must be concise and straightforward with influencers.
“Be genuine and friendly, do not send blanket emails, be concise and ensure you inset a link to your website.”
How do I successfully create social media content?
Moving on to cover social media and content Rosie explains that social media is a crucial part of building brand awareness and is a great way to establish relationships. Establishing a tone of voice, choosing the right channels, interacting and being consistent are the four key elements to consider and remember.
“You must be consistent with your tone of voice and aesthetics… There are many social media channels available however no brand can win with them all – it is better to be active and successful on two platforms as opposed to being active and unsuccessful on 6.”
With small brands, designers and those wanting to learn how to do their own PR in attendance Rosie’s words of wisdom were highly praised.
“Rosie provided excellent information – I have learnt so much!” – Theodora
“The seminar was very information and very inspiring – I will be using many aspects of the service.” – Michelle
“I now know where to focus when doing my own PR – Thank you Rosie!” – Miguel
“I have learnt a good amount of information and have a better understanding now.” – Jo
“The information provided was great for someone just starting out with their own brand and wanting to do their own PR!” – Nia
“I have learnt really useful information to help with brand awareness and social media! Really informative seminar with plenty of information to help any brand/company grow. Rosie was really interesting and engaging.” – Emma
Related articles:
Fashion for Beginners – The Press Release
A Guide To Social Media for Up and Coming Designers