Fashion PR: Best Practice in Media Relations (2000 Words)

Write a 2000 words essay illustrating what constitutes best practice in media relations in Fashion industry. The essay should follow the structure as below:

The content is for your reference, which means you will paraphrase it or write something similar to the content. Please include the reference as much as possible.

10%-18% tips will be given for good work!

?I. Introduction (300 words)

What is public relations?
Public relations has been peer-defined as a management function that regulates communication between an organization and its publics, with a focus on developing and maintaining mutually beneficial relationships (Cutlip, Center & Broom, 2000; Dozier, Grunig, & Grunig, 1995).

In contrast, marketers often see public relations as part of the ‘marketing mix,’ the part of integrated communication efforts that supports profit-making efforts by using publicity as a promotional tool that creates invaluable credibility for a product or service (Harris, 1998)

No matter the specifics of the definition however, most theorists assume that the role of public relations is similar regardless of the industry it is performed in. Very little research has looked at the unique differences within public relations specialties, also known as “niche PR,” like entertainment, non-profit, and fashion/ beauty.

Public Relations research benefits from theoretical inquiry that examines PR from an industry-specific perspective.

What is Fashion PR?
The field of fashion public relations is a growing specialty popular with female undergraduates (Andsager & Hust, 2004).

Fashion fashion public relations is a dynamic, fast-paced profession. Fashion public relations agencies engage in strategic communication and perform a variety of tasks, from media pitching to fashion shows, based on individual client needs.

Fashion PR Practitioners spend the majority of their time working with media, either pitching story ideas to editors, or working to fulfill editor requests.

Minimal research out of the UK suggests that fashion PR is a highly strategic, relationship-driven PR specialty. For example, celebrities, media, influencers, photographers, artists, stylishs.

Purpose of this essay
The purpose of this study is to point out the best practice in media relations for fashion brands.

? II. Best Practice in Media Relation

1. ? Build a media list and know your media (200 Words)

   PR practitioners has to build a list of journalist (Singleton, 2014).

   Your media list is essentially a personal collection of journalists? profiles to which you can add contact information and other pertinent details. Though it may seem time-consuming, building this list will save you a lot of hassle when you begin pitching (sites such as Rolodek offer fairly comprehensive lists of fashion media contacts that will serve as a good starting point for your database).

   PR practitioners especially the fashion industry has to research the media company (Doorley & Garcia, 2007) itself, you must know what is the theme of the media and their audiences. For example, not all media write about fashion, some publications mainly focus on cosmetics. (For instance, list the differences between VOUGE, ELLE,
   COSMOPOLITAN etc.)

   Media outreach can be overwhelming because not only are there tons and tons of publications to pitch, there are lots of contacts at each publication. You want to make sure you are doing your best to make your lists as targeted and effective as possible. Exhibit a bit of common sense to make sure you reach out to the right person in the right department.

2. ?Pitch media appropriately (700 Words)
   
   – Understand who you?re pitching

Be sure that your pitch will appeal to the specific audience of the outlet and the individual journalist you?re pitching, different stories will appeal to different readers.

Modify your pitch based on editor title. Look for contacts people that cover your beat, for example, accessories, menswear, home décor, beauty, etc. It might not always be possible to get that specific with every publication, but there is typically at least a fashion editor, accessories and a beauty editor. Pitch accordingly.

Don?t and Do for pitching media:

Don?t pitch the editor in chief (or the publisher):

For national publications, never pitch the Editor in Chief, as they simply aren?t involved in the day-to-day operations that that granular of a level. EIC?s guide the overall vision of a particular issue, and sign off on stories that are already complete, but it?s not their job to develop or write individual stories or roundups. Of course, as with everything in PR there isn?t a one size fits all policy. If it is a small regional publication, the Editor in Chief might be the only media contact and the correct person to pitch. Check and see if the EIC is actually writing most of the articles first to double check before reaching out.

Don?t pitch marketing or advertising contacts:

Many times when you pull a list from a PR database it will include people in the marketing department. You want to stay away from those people. They are trying to sell you ads, and don?t work on the editorial side.

Don?t pitch anchor or hosts:

If you are pitching radio or TV, make sure you are looking for the producers or guest bookers. Those are the people that put together the actual segments. They have a say in what will make it on to air, not the on-air talent.

Spending time building the right list of media contacts is an incredibly important part of the pitch process. If you create a solid list, chances are you will get more placements?easy as that!

Do pitch people lower on the totem pole

When I am pulling a list, I am always try to pay attention to the assistant and associate editors. They are in a position to recommend a story or product to their editor, and are often more likely to answer emails.

Do pitch the market editor

For fashion stories, market editors are important because it is their job to know what is on the market (ie: trends). Often in charge of pulling pieces for stories and photoshoots, you?ll want to be heavy on the images in your pitch, and be ready to send samples for consideration.

– Be personal

Modify your pitch based on editor title. No one likes generic email blasts that obviously went out to every member of your company?s press list. Refer back to articles a given journalist has written to show that you know who they are and what they cover and that you?ve actually READ their work. Try to reference articles related to your pitch.

– Give newsworthy material

Determining whether a pitch is newsworthy can be complicated. Here are some questions to ask yourself: Is it timely? How recent or ?fresh? is the news? Will the news have a legitimate impact on the reader? What about prominence? Are there any celebrities or notable figures associated with your story?

– Keep it short

Journalists are busy enough as is, so keep your pitch short and to the point to avoid losing interest. If the readers has to scroll down even a bit, then the pitch probably too long.

– Prepare a press kit

You can make a reporter?s life easier in any way possible. Fashion publications thrive on running vivid images with their articles, and press packs allow you to put those images with other media elements to make sure all the details are in place.

When a journalist expresses interest in your story, he/she will inevitably ask for more information. This is when you hand off the press pack. The three baseline components: press shots, relevant links, and a short press release if possible.

– Send sample product before you pitch

Send them samples of your product, with attractive literature that explains what the product does. Send products to the target editors and follow up with your pitch.

Do your homework and know journalist?s inclinations ? learn their holiday gift guide deadlines, pet-peeves, follow-up preferences and what specific products their audience is interested in.

– Be prepared with a list of questions and answers

A PR person must keep a strong relationship with the media. The ability to work with the media in gaining continued attention for your client?s fashion is how to keep the fashion front and center in the public?s eye. While doing that, a PR fashion professional must have the skills to handle the tough questions. Be prepared with a list of questions and answers (Doorley & Garcia, 2007) that journalist or television and radio host might ask.

Be prepared to answer all questions about your product. It is a huge pet-peeve for editors when you seem unprepared, delay responding to their questions and are not ready to send samples and photos, if requested.

3. ?Relationship Building (600 words)

– Learn editor preferences

Fashion PR should have a good understanding of what types of angles an editor likes to cover. Does she love a good underdog story? Is she always the first to break exclusive industry news? Is her specialty uncovering the hidden backstory of a brand? Find areas that may be of interest to the editor so that she knows you have an understanding of who the reader is and how she likes to approach a story. Never upset them. For example, a fashion PR said: ?”My style of PR is very different than somebody else’s. When I take arn editor out to lunch, I don’t necessarily talk about my company or my product. I talk about them, what they like, and I get to know them.?

– Regular lunch, afternoon tea

Ask to meet for lunch somewhere near her office that may be convenient. Editors are people too, and they like to get away from their desks every once in awhile just like we do. If lunch is out of the question, ask for a coffee date instead. This is a great strategy if you?re both heading to the same fashion week events, trade shows, trunk shows, etc. When you do secure an in-person meeting don?t talk about yourself or your clients the whole time. Get to know the editor. Find out her interests and ask questions about the publication in order to gain a better understanding of how you can be a resource.

– Be helpful and not pitching all the time

The important thing to remember is that the more you can position yourself as a resource in your industry the more valuable you become to the media. Through a mix of in-person interactions, spot-on pitching and helpful, kind assistance, you?ll be well on your way to being able to accomplish more as a team.

PR is all about relationships and savvy publicists know when to pitch a client and when to hold off and come up with a better angle, strategy or pitch so that their communication with editors is as efficient as possible. Correspondence doesn?t always need to be about your clients. You can ask about a great trip she?s just taken, send over information about a mutual hobby or interest you both share, or get the scoop of what she really thought about the last runway show during Fashion Week.

For example, SHAUNA NUCKLES, REV PR said, ADD VALUE IN EVERY COMMUNICATION. WHEN REACHING OUT TO AN EDITOR FOR THE FIRST TIME, PROVIDE A SOURCE FOR A STORY, RESPOND TO A RELEVANT TWEET FOR A RECOMMENDATION OR ALIGN YOUR CLIENT WITH A TREND THEY?RE COVERING. THIS IS MUCH MORE VALUABLE THAN JUST PITCHING, AND SHOWS YOU?RE A HELPFUL CONNECTION.

And it is also crucial to understand the journalist?s working period (Singleton, 2014).

A fashion PR said: “I really have worked hard to be honest, to be proactive, sensitive to editor’s deadlines and busy schedules. Editors really appreciate that I will go the distance under very tight deadlines to make sure that they get what they want when they need it.”

– Holiday Gifts

Media junkets, gifting and hosting have been part of the PR toolbox for a long time, especially in industries such as tourism and entertainment.

4. ? Quick response to crisis (200 words)

Be prepared with standby statements (Doorley & Garcia, 2007) especially when the brand is in crisis. For example, DKNY?s Quick Facebook Crisis Response: PR Win? , Dolce & Gabbana: From one PR disaster to the next

Tell it first, tell it fast: Establish the truth; decide how the story should be told and don?t allow it to seep out bit by ever-increasingly-damaging bit.

Say sorry: Say it often ? the ?No comment? response can be more damaging.

Reference:

BBC (2018) Gap says sorry for T-shirt with ?incorrect map? of China. Available at: http://www.bbc.co.uk/news/business-44119125 (Accessed: May 29, 2018).

Chrisafis, A. (2015) Hermes and Jane Birkin resolve spat over crocodile handbags. Available at: https://www.theguardian.com/fashion/2015/sep/11/hermes-jane-birkin-crocodile-handbag-peta-luxury (Accessed: May 29, 2018).

Doorley, J. & Farcia, F. (2011) Reputation Management: The key to succesfful public relations and corporate communications. Oxford, UK: Routledge

Singleton, A. (2014) The PR masterclass: How to develop a public relations strategy that works! London, UK: John Wiley & Sons.