Handling the media
Category: Jobs, Work, Careers

Bethanie Lunn, 27 runs Huge PR, a rapidly growing PR Company for the fashion, beauty and lifestyle worlds.  

How to brief a PR Company
Category: Jobs, Work, Careers

..:namespace prefix = st1 ns = "urn:schemas-microsoft-com:office:smarttags" />Bethanie Lunn, 27 runs Huge PR, a rapidly growing PR Company for the fashion, beauty and lifestyle worlds.  As our PR Expert, she offers advice to our members every week...:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />

Briefing a PR Company

Effective PR campaigns are shaped around a clear PR brief.  Good communication between PR and client is essential in order to establish the objectives, expectations and therefore strategies.  The clearer the understanding, the stronger the results.

Things You Should Do

1. What do you want to achieve? Make the objectives specific.
2. Who are your key audiences?  Establish what market(s) you wish to target.
3. Address the issues and benefits – what are you communicating?
4. What effects do you want the PR campaign to have on your target audiences?
5. Establish as time scale and be realistic – your PR Company should tell you if it is achievable.
6. Explain the dynamics – how does your company work?
7. Media context. What publications and media types will you want your PR Company to target?  Your PR can help with this.
8. Budget carefully. Advise what budget and resources you have to commit to the programme and your PR should work with that.
9. Evaluation. Agree what metrics you will use to evaluate, refine and sharpen communication performance, and how the PR work will be measured in terms of success.

Things You Should Not Do

1. Don't be vague. Don't look for a PR Company to build your business and give you all the ideas, you need a good idea yourself!
2. Don't waste your time or the PR Company's time, a lot of work and research goes into a pitch so ensure you intend to follow through with your intentions…
3. Don't go fishing at the PR Company's expense. Don't use pitches as a means of trawling for ideas. It can take several days to research and prepare proposals.
4. Don't recruit a PR Company based on price alone.  You should look closely at the quality of ideas submitted and how closely they have interpreted your brief, how it is presented, and their intentions to work with you and of course if they have understood and grasped your business.
5. Don't mismatch. Appointing a company whose skill set and experience does not match your needs is doomed to failure for both parties.  Working with a corporate PR Company with no contacts in the fashion industry for instance, will not benefit anyone.  Ask what their specialist areas are.

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Know your journalist
Category: Jobs, Work, Careers

Bethanie Lunn, 27 runs Huge PR, a rapidly growing PR Company for the fashion, beauty and lifestyle worlds. 

Media attention can result in increased exposure and sales for your brand.  This week for example, we have secured a feature in Grazia for our ethical jewellery client, Jewel Garden.  This one feature resulted in a 60% increase in traffic to their website and numerous sales!

So, in order to appeal to journalists, you have to know them first…

Know Your Journalist

·         Read the section of the newspaper or magazine you are trying to target a press release at – intelligent PR involves knowing what a particular writer will pick up (and what they wouldn't). Journalists rely heavily on PRs so you have to ensure the service is excellent, providing knowledge of their material and an understanding of their needs.  

·         Timing is important. Don't call them when they're on deadline, they often tell you when they can't talk so respect that and call another time.  Early mornings are best. There's no point in phoning too far in advance either - about events six months away. You have to choose your moment and time it with their material and lead times.

·         Journalists are run off their feet. In a single day, they might be writing two to three news stories, researching another feature, and putting touches to yet another news feature that might even get dropped.  This is all before attending product launches, events, reading numerous releases and having meetings!

Take a look at this quote I researched from the Evening Standard and you will soon see that thoroughness, efficiency, timing and respect.

"The best example is when PRs ring, but don't bug you. They phone on a Monday morning, and tell you about a press conference on the Tuesday. They fax through the details within five minutes, so it's still fresh in your mind, with the information clear and not buried. Afterwards they phone to ask 'is there anything else?' not to push a particular line."

Evening Standard

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Writing a press release
Category: Jobs, Work, Careers

Bethanie Lunn, 27 runs Huge PR, a rapidly growing PR Company for the fashion, beauty and lifestyle worlds.  

One of the most effective ways of communicating your story to the press is through a press release.  The idea is to capture the main points of your story in a succinct, informative and headline grabbing manner in order to engage the journalist and entice them to want to feature your news…

Tips on Writing a Press Release

If you intend to write your own release, you should be aware of various conventions relating to the structure and content. Press releases traditionally take the SOLAADS format, with information appearing in the following order:

• subject
• organisation
• location
• advantages
• applications
• details
• source

Always compose your release using an 'inverted pyramid' structure, with the most important information appearing first. That way, if a journalist stops reading after the first or second paragraph, he/she has already gleaned the vital facts.

The headline must be succinct and snappy. Never use the past tense – eg 'XYZ Company launches New Gizmo' is appropriate, while 'XYZ Company has launched New Collection' makes your announcement sound as if it's old news. If necessary, use a sub-heading to include supporting details – eg: 'Roll Up for the Fun of the Fare' [main], 'New Boutique opens in London W1 on 31 March' [sub].

The first paragraph should encapsulate all the main facts and it must include the name of your company and whatever product/service/event you're announcing. E.g. 'XYZ company, a London based duo, supplying ethical fashion garments have won the title of 'Best Newcomer at the Observer Ethical Awards.  The award recognises XYZ's commitment to ethical issues...'
 

Subsequent paragraphs should provide supporting information in a descending hierarchy of importance (remember the inverted pyramid!). Relate the most exciting and newsworthy aspects/applications of your product/service first to engage the reader into wanting to read on.  If you don't grab and then maintain their attention – your press release could line the bin not the newspapers!

You may wish to include a comment from a senior person at your company (ideally the manager, chairman or CEO), which journalists can use as a quote to support their news story. Avoid inane quotes that start with phrases such as 'we are delighted' or 'we are proud to announce', and try to introduce a pertinent element that hasn't been mentioned in the rest of the release. However, don't include too much quoted material, as this can fragment an announcement.

Present the press release objectively and always write in the third person - remove 'I', 'you', 'we' and 'us' and replace them with 'it', 'he/she' and 'they'. 'The company' is always singular, so be sure to use 'it' rather than 'they' (eg 'XYZ Company is progressing with the initiative it has started' not 'the initiative they have started').

There is a difference between eloquent language and flowery words – if 'marvellous' fits the bill, pad it out with reasons as to why it is just so, don't insert words like this unless you can provide reasons as to why the product truly is marvellous!  Descriptive words are preferred that don't sound too elaborate and more to the point such as 'comfortable', 'on trend' or 'patented' – whatever honestly and accurately describes your product.

Make sure you include:

Notes to Editors: Background information on your company – when it was launched, where it's headquartered, any particular accolades or achievements, its main areas of activity, prices, target audience(s) etc. – and any additional information not provided in the body of the release.

Contact details: The name, address, telephone/fax number, website address and email address of your appointed contact person, which should appear at the bottom of the release so journalists can contact you easily if they require further information. You should also state whether you have photos available, as these shouldn't be attached to a release – the last thing you want to do is clog their inboxes although low resolution images inserted into the release itself or as an attachment is acceptable.  Providing direct links if in the body of the email to your website where the images can be viewed is also convenient.

Good luck!

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Media Types
Category: Jobs, Work, Careers

Bethanie Lunn, 27 runs Huge PR, a rapidly growing PR Company for the fashion, beauty and lifestyle worlds.  

You might know what PR is, you might know how influential media interest is…

But why is it all so important, and what types of media are there?

Having a client's product or brand featured in a wide spectrum of media:

•          Increases exposure and recognition of the brand,

•          Increases sales! 

•          Appearing in a feature is worth thousands in advertising and you get a much stronger return.

•          The media are incredibly influential because of the effect they have on brands, products and individuals.

•          Reaching thousands

•          It is recommended

You as a consumer

Just think how you as a consumer reads the newspaper or a magazine, and see something you like featured. 

If you saw that a product was given 10 out of 10 for its results or looked great on a model as part of a fashion spread, would you be tempted to buy it? 

Most of us would say 'yes'!  The media are incredibly influential because of the effect they have on brands, products and individuals.

Media Types

Long lead press- Consumer press (glossy monthly magazines, such as Glamour Magazine or FHM),

:   work 4-6 months in advance, so when the sun is shining outside, the glossy magazines are writing about Christmas!

•          If you want to feature in these magazines, you have to think like journalists too!

•          It is pointless sending a gift or press release that is not relevant to the time of year they are writing about currently.

•          If you think ahead, you are more likely to get ahead.

Short lead press – fortnightlies and weeklies (such as Grazia, Look or Closer)

:  have more up to date lead times meaning they cover rather current news.

•          Short leads can respond to news and products of the moment so it's important we are aware of current affairs, on trend pieces and gossip!

•          Local and regional newspapers such as London Lite and The London Paper also work in similar ways.

National press (such as Daily Mail or The Times)

:  have very short lead times and work up to the minute

• The news they cover is daily and their deadlines are often last minute

• As PR's – it pays to be flexible, efficient and accommodating to their needs

Online publications (such as Dailycandy.com and handbag.com, marmaladya.com)

:  have both long and short lead times depending on the feature type.

•          It is vital online publications refresh the content on daily basis but they also have features that are archived and run over a period of time

•          Increasing in popularity

•          Influx of exposure sites: my space, face book and blogging in general

•          Move with the times

How to appeal to journalists

• Have the correct contact name
• Make what you are selling relevant to them
• Keep up to date with current affairs and relate your product to what's hot
• Know their column, research your journalist's work – why should they know your product if you don't know there's or how your product is relevant to them specifically?
• Be prepared!...mumbling, long winded, ill thought out phone calls or press releases do more harm than good!

Thinking ahead

Bear in mind the lead times

Think like them

Bear in mind relevance of the news you are communicating

Identify the target audience of the media type – who they appeal to

Research the Journalist's style and regular features

If you think ahead, you are more likely to get ahead.

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Self Motivation
Category: Jobs, Work, Careers

Bethanie Lunn, 27 runs Huge PR, a rapidly growing PR Company for the fashion, beauty and lifestyle worlds.  

The fashion industry is one of the most thriving and exciting industries in existence, yet it can also be one of the toughest! 

Establishing a brand and communicating your values to the media and your customers is a challenging task and your motivation can often be tested especially once you receive your first knock back or two! 

Don't be disheartened though, a thick skin and a good sense of humour will see you through.  So this week, we get all spiritual and offer you self motivating tips to ensure your brand gets the recognition it deserves!  C'mon – chin up!

Self Motivation

Tell yourself you are only given ONE chance to do something, to get it right.  Your mind will become wired to be alert and determined to do things with as much accuracy as possible.

If you apply this mind set to both daily and larger tasks – from sending an email without errors to making a sales call you have been putting off to designing your company website then you should start to become less fearful of failure- since you know you are always trying your best.

Any "stumbling blocks" along the way are merely stepping stones for concentrated effort to accomplishing your task.

Often, people can accept a result that is not as good as what they hoped for or take no for an answer when aiming for a yes, as they think 'well, I can always try again' thus giving themselves a second, often third chance to get it right.  In the competitive world of fashion, there aren't often second chances and never third, so the aim is to get it right first time. 

When you get in the habit of doing things knowing you have only one chance to do it, you will give it your best shot and perfection will become your way of thinking!  You will start to strive for the best and therefore deliver the best.  Your expectations will be raised and you will therefore offer and improved first rate service, product or delivery in reflection of your positive outlook.

It really is that simple – mind over matter…so what's holding you back? 

www.hugepromotions.co.uk

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cold calling: making the call

Bethanie Lunn, 27 runs Huge PR, a rapidly growing PR Company for the fashion, beauty and lifestyle worlds. 

How to cold-call

Taking the initiative and introducing yourself to a potential customer, member of the media or even potential employer could make a lasting impression.  But there are things you should keep in mind to ensure that it is the right one! 

Last week we looked at preparing for the call, now we look at making it…

Making the call

Use their first name – this can get you past the 'gatekeeper' and give the impression you know them, so you are more likely to get through.

If you do get through, don't just launch into verbal information overload. Instead, state who you are, the reason for your call and specifically why this person needs to know about what you are telling/ selling them i.e. 'This (product) is ideal for your fashion column because…' (Identify their work, their market, the USP's of your product or service and how they complement each other).

The best opener is one that focuses on them, and not you. A phrase like "I notice that you often feature footwear that imitates those that celebrities wear'' is a powerful start – you are identifying that you know their work.  Then relate this to what you are selling such as '…we have a pair of shoes that just like the ones Victoria Beckham wore to David's birthday bash recently' etc – you are showing all round knowledge that benefits them.

To get a conversation going, structure questions so that they can't be answered by a simple yes or no, and talk about something you know they have on their professional plate - what their department are focusing on, this seasons trends etc

Best way to handle your nerves? Slow down! Remember that nearly everyone gets nervous. So if your voice tends to tremble - and it will - practise beforehand, take your time, think and listen.

End the call by securing a next step: a meeting or the name of someone else you should talk to, promising to send them a look book, samples or press release (and obviously – ensure you do)!

The best sign-off? Clarify what has gone on, so that you don't get off the phone in any doubt. For example, "So if I understand you correctly, you are covering this season's metallic trend and…''  Likewise, say what you are going to do next: "I'll email a press release and image now, and give you a call later today if that's OK''  

Always try to keep in control of the process.

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cold calling
Category: Jobs, Work, Careers

Bethanie Lunn, 27 runs Huge PR, a rapidly growing PR Company for the fashion, beauty and lifestyle worlds.  

We all need to do it but many of us dread the thought, and I have come across people that put it off all day and then lose out on opportunities!  So how do you do the dreaded deed?  How do you 'cold-call'?..

How to cold-call
 
Taking the initiative and introducing yourself to a potential customer, member of the media or even potential employer could make a lasting impression.  But there are things you should keep in mind to ensure that it is the right one! 

Let's look at preparing for the call and next week, how to make that call!

Prepping the call

?  Know who you're going to ring: always have the right contact name before you call.

?  Send a formal email or letter to the appropriate person.  State that you will call them in the next day / few days in connection with the letter or email.  This will give you a good reason to speak directly with them and you will also have communicated the necessary information prior to your call. 

?  Set yourself not one, but up to three, aims for the phone call. Why? It's the law of probabilities. The person you're calling is not likely to refuse all of your requests. Good aims for a cold call are 1) a meeting 2) a lead 3) some help or advice.

?  Prep for the questions they might ask you. It depends what you are calling about but in selling a fashion brand to the media, common questions are: 'What are the price points'? 'Why is this brand so different'? 'Is the latest season collection available to view'?  'Can you send me a look book / press release/ images / sample'?  You need to pre-empt their requirements and be able to act efficiently to their needs.  If you stumble, they will lose interest.

?  Always go to the person with direct responsibility for the topic / area you are contacting them about – selling a fashion garment to the Editor of a magazine is a no-no – you will only get hold of their assistant plus they are far too busy to take your call, so be very focused, very specific and know their page / column.  If you don't know what they write about, their style or how your product will sit on their pages, why should they care to know anything about you?...

Next week – making the call!

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Have you got the brains and the brawn?
Category: Jobs, Work, Careers

Bethanie Lunn, 27 runs Huge PR, a rapidly growing PR Company for the fashion, beauty and lifestyle worlds.  

Have you got an idea that you're afraid will fail?  Do you think your idea for a business, product or collection could work but not sure where to start?  As part of a seven part series, I will take you through top tips giving you advice on how to road test your idea and make it an actuality…

Part seven: Are you all talk and no trousers?

Have you got the brains and the brawn to make it work?

If not, can you get them?

·         In order to make a new business a successful, established and known business – you will need to work hard at pushing it up the ladder of success, rung by profitable rung.  Having the right people on board who possess the right skills and attitudes will ultimately make your idea a triumph.

·         It may be 'your baby', but you will have to learn to let others baby-sit or at least assist you with nurturing it.  Your team can fulfil the skills you lack or are the areas you are not so hot at.  You can't be good at everything…

·         Never think you know everything you're supposed to know – every day is a school day and you should never be too proud to learn new things, learn from others or accept others opinions and ideas.

·         Lead by example.  Your social life may suffer and you could be putting in every ounce of energy you have but if you don't, why should anyone else?  Set the standards and give it your best shot.  Don't do anything by halves.

·         Once you start to achieve the results you have been aiming for, a pat on the back is in order but this does not mean you can start to sit back.  This is exactly the time to step up another rung.  You will need to take risks – but with security; calculated risks, if you will.    With an ever-changing market you will need to keep up and evolve.  There will be no time to slack off!

This is the final part of this guide so I hope you have learnt something!  If you are still here and thinking 'I can do this' then your idea should stand up to the test, now get to it and good luck!

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Are you getting through?
Category: Jobs, Work, Careers

Bethanie Lunn, 27 runs Huge PR, a rapidly growing PR Company for the fashion, beauty and lifestyle worlds.  

Have you got an idea that you're afraid will fail?  Do you think your idea for a business, product or collection could work but not sure where to start?  As part of a seven part series, I will take you through top tips giving you advice on how to road test your idea and make it an actuality…

Part Six:  AM I GETTING THROUGH?

So how will your potential customers learn about your idea?

Can you encourage them to buy?

·         Make sure your clients/customers understand why they can't live without your product/service or valuable time!  You need to be useful to them or else they don't need you. To do this you'll need to understand the benefits your idea will offer them – pr