In fashion public relations, one of the primary goals we have is to secure media coverage (including blog coverage) on behalf of our clients. We're also looking to land the right type of coverage, stories and product features in magazines and on sites that our client's target customer is likely to read. Thirdly, we are looking to land coverage that not only drives awareness of our client's brand, but that incites readers to research, talk about and ideally purchase something. While PR is not about direct sales, being able to show our clients that a particular placement drove website traffic, and increase in social chatter and yes, purchases is an important way we demonstrate the value of being paid!
With so many style blogs out there, it can be hard for both fashion publicists to cut through the noise of top-tier bloggers who are able to negotiate for paid placements, appearances and the like, and find the diamond-in-the-rough; a blogger who is interested in editorial (non-paid) placement, who has a strong audience, point of view and an authentic enthusiasm and appreciation for our clients. We want to find you, so make sure to let us know you exist!
In addition, to help us understand that we should connect with you for a particular client for a story opportunity, make sure that the following is either clearly labeled on your blog, or easy to shoot over to a publicist at a moment's notice:
Instant Audience Appeal
From your photography, header, subheads, tagline and about page, your blog should clearly explain who it is being written for – busy moms, college girls, urban professionals? Imagine a busy fashion publicist who has 10 seconds to determine if your blog is worth her time – can she distill from your homepage and your about page exactly which of her clients might be a fit for your site?
Clearly Defined Niche
Fashion and style is a huge topic, in order to gain traction with fashion brands you need to ensure that your blog is, as Alle Fister, CEO of Bollare Communications often puts it, “directional.” This means that every choice you make with your blog reinforces your niche, both visually and in terms of what you write about. Are there places where you can tighten up or clarify your niche?
Seems obvious, but one of the biggest rookie mistakes is hiding your email address or forgetting to include one altogether. Have an email contact on your contact page, on the footer, and wherever else it makes sense, like your about page or at the bottom of each post. Avoid contact forms. Again, assuming 10-15 seconds of review, is it completely brainless for someone to be able to get in touch with you directly?
Thorough Editorial Policy
Are you PR-friendly? Do you want to accept pitches from publicists? What type of pitches and stories do you want to work with brands to develop? Are there recurring article topics or themes that you do weekly or monthly? How do you handle giveaways? How are paid/sponsored posts handled, what about affiliate links? Creating a page on your site that clearly lays out your editorial policy (I've done this as a FAQ) is hugely helpful when a brand comes a calling.
Basic Site Analytics Report
Yes a full-blown media kit is a handy thing, but really what we're looking for is information on you (a bio) and these important stats: unique visitors, page views, time spent on site, and social media following. Wrap up your numbers into a well-branded one-page PDF and instantly gain PR cred. Don't worry so much about the numbers, most publicists are more interested in finding the right fit, and understanding the size of your audience than in having a hard and fast rule about requiring a minimum number of monthly visits or Instagram followers.
With these essentials in place, you'll be in a powerful position to both reach out and command the attention and interest of fashion publicists working with a host of fun, like-minded brands. Good luck!
[Image credit: Shutterstock.com]