FASHION PR

About Me

Are you Happy with your PR and Digital Marketing?

Pr is about engaging people...not about promoting your product

What is PR and What can it do for YOU?

A lot of people think advertising is similar to PR or can have the same effect

BUT.....

PR does something that advertising can never do

How does PR effectively help build brand awareness?

One of the best ways to build your brand is through social media.

Using Social Media to Build Your Brand

• Choose networks that support your brand image.
• Provide valuable and shareable content
• Leverage Influencers
• Use Social Campaigns to promote content

Choose networks that support your brand image.

Provide valuable and shareable content

To Show Journalists that...

• Our content has Value
• We are consistent
• Audiences like our content and share it.

Keep the following principles in mind

• Every single piece of content you share should support your brand image.
• Figure out which content is most likely to gain visibility on your social networks.
• Don’t be afraid to use visual content.

Try Stalking the competition

Leverage Influencers

Leverage the audiences existing influencers

• Mention their names or cite their websites in your tweets, posts and content pieces.
• Tag influencer’s names if you share any of their content on social media.
• Email influencers after you have started sharing their content. Let them know they’ve been referenced in your work.

Use Social Campaigns to promote content

Find your keywords on

• SEMRush
• Adwords
• Wordstream

Keywords match your website content to what your targeted viewers are looking for.

Your Audience Needs to

• Know - what you have set out to tell them
• Think - that what you’re describing is relevant to them
• Do - something as a result of having read your words.

Can you create 2-3 sentences today that covers Know Think and DO?

Lets go back a bit and talk about your target audience.

find the language your audience uses

Ask your client a series of questions to understand how they talk about your brand

The answers to these questions will show you what words to use in your Press releases and pitches.

Next.....Categorize your audience based on the responses

Ask yourself:

• How is each category different?What does each category like about your designs?
• What does each category like about your designs?
• Who is your ideal client?
• What media does your ideal client read, watch or listen too?

Ask Yourself:

• What are they struggling in fashion with? What words do they use to describe it?
• What mistakes does your audience commonly make around your brand?
• What are your customers’ core objections to buying your designs?
• What surprises people when you talk about your collection?

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ask yourself these questions:

• What sets you apart from your competition
• Why do you do what you do?
• Why do people buy your clothes?
• What is your process to creating a collection and how is it different?
• What makes you and your designs different?

ask yourself these questions:

• What is your philosophy and how did you discover it?
• Is their a problem you solve, if so what is it?
• Who is not your client?
• What sets you apart from the competition?
• Why are you relevant

ask yourself these questions:

• Why should a Journalist listen to you?
• Whats new in your industry? and how can you capitalize on this?
• What have you learnt from growing your business that can help others?
• Where were you struggling and what was your solution?

focus on the story

how are you relevant to the media and the media’s audience?

Target Media

Research 5 media outlets that you think would be interested in your story.

Writing the killer pitch

WHEN WHO WHAT WHY WHERE WHEN

Deliver the most information with the least amount of words.

5 rules to follow for your press release

• It’s under 200 words
• It must be direct and free of jargon or fluff
• It’s written, not copy-pasted. Each pitch is written individually for the journalist.
• You have written it with specific media in mine.
• There is value that people will want to share

Include these answers in your press release

• What it does for the audience
• What it will cost- cost range
• Where it will be found for purchase
• How it is amazing
• How it was created for the customer

Template to announce a new collection

• FOR IMMEDIATE RELEASSE
• Name (Your Name)
• Number (Your Number)
• Email (Your Email)
• MAIN TITLE FOR PRESS RELEASE
• Subtitle for press release
• (Location)
• Content

What makes a good pitch?

Untitled Slide

• is it relevant?
• is it timely?
• Is it Useful?
• Is it transformational?

PR Checklist

• Press Release
• LookBooks/Images
• Biography
• Price List
• Swatches
• Stocklist
• BusinessCard
• New and Old Even Listings

Your Press Kit

What to include in your press kit

• Your story
• Product facts
• High-resolution images
• People in your team
• Samples of articles/press
• Awards/recognition

Sourcing

Write a letter to the editor

Thank you!