How to Write a Facebook Post that Your Audience Won’t “Hide”

In the world of public relations, I’m sure we’ve all gone through our Facebook News Feed more times than we’d like to admit, for both professional and personal purposes. Unlike traditional news websites, Facebook always has the most random of news feeds providing you everything from updates on major business deals to completely useless updates on the status of your friend’s morning line at Starbucks. Some people “like” statuses more than others, but rarely do we comment on anything unless they are posting about a topic close to our hearts like the controversy over the How I Met Your Mother finale.  So if we’re more likely to ignore or “hide” a status that doesn’t interest us, what topics should we stay away from so no one ever wants to “hide” our clients posts? There are actually more topics or factors to it than you may realize.

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TRY TO AVOID BEING TOO EMOTIONAL

Of course, you can be excited about your new launch or post a few quirky, funny photos to attract new followers, but in the world of fashion public relations, try to stay away from sadness, anger, or guilt. You do not need to post about illness or post any modern version of a chain letter. We all hate them and want to immediately “hide” the post. Also, stay away from random angry rants, especially with no context. Nothing’s more annoying than a random post saying, “I hate life!” It just begs for attention because you have no idea what is going on and it’s completely inappropriate.

DON’T SHARE DISTURBING IMAGES OR DISCUSS RELIGION

Even if the new clothing line you are promoting is awesome because it’s vegan, it doesn’t mean you have to post photos of how the animals are killed for other clothing lines. Posting pictures of your client’s products and sharing the statistics of how many animals the client has saved by going vegan is a much better approach! The same approach applies to religion and urban myths.  Not all of us share the same beliefs so it’s best to keep the posts as neutral as possible.

DON’T REVEAL TOO MUCH ABOUT THE COMPANY OR ITS EMPLOYEES

Unless there is news that is necessary to address because it has made national headlines, always try to keep your personal and professional life separate. You may be having a bad day because your grandmother passed the night before, but don’t post about it on your brand’s page. Feel free to post on your own page, but don’t share your sadness with your business’s audience. Fashion is about making life more fun through expressing yourself so keep the topics as light as possible.

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When it comes to social media, it’s about keeping it classy and keeping the quality high. I’m sure you all have unfollowed friends because they only complain about their days, but you still follow friends who actually use the platform to keep in touch with you. That’s how you should view your business page. Keep it simple and engage with your audience. As long as you know what your audience loves to talk about, posting on Facebook can be really fun and you can learn a lot about what they want to buy. The best way to find out what they want is to ask them directly.  Just ask nicely.

How to Pick a Blogger to Endorse Your Client’s Brand

Bloggers and fashion designers have a lot in common. For every one that is real and successful, there are millions of other ones that are fakes and wannabes. With so many bloggers out there in the endless abyss that is the internet, how are we supposed to know which bloggers are worth our time and money? There are some bloggers that are easy to eliminate out of the running. They receive no comments, they make a lot of editing errors, or do not post photos. But then there are some amazing bloggers that just don’t have a following yet. While those bloggers could be perspective bloggers, you need the ones that can help your clients now. Here are some ways to find your needle in the haystack.

HOW OFTEN DO THEY POST?

Consistency matters in this industry. You don’t want to hire a blogger who is flaky and not going to take your deadline seriously. You want someone whose posting frequency ranges from daily to weekly, and while having a preferred niche to write about, also be relatively versatile. For example, if they are a New York City fashion blogger, they should be posting about their favorite outfits best for the city throughout the year, and even outfits for vacations! New Yorkers leave the city, too! But if you see them posting about random things that interest them but not their readers, they may not be as focused as you need them to be.

DO THEY HAVE A MEDIA KIT?

If they don’t know what a media kit is, then they don’t take themselves seriously. A media kit shows you everything you need to know about the blog in a quick and easy format.  For instance, it will encompass all of the press they have received, facts about the writer and their blog, their blog statistics, and their outreach. They need to take themselves seriously as a business so you can take them seriously, too!

HOW MANY TIMES ARE THEY RETWEETED?    

Sharing is everything in this industry. It’s important that they have a strong following but it’s also important that their followers retweet to their followers! Why? Because the blogger could tweet it out to their 10,000 followers, but then if one follower retweets it, they can tweet it out to another 10,000 followers, and so on. On Facebook, your bloggers’ goals are to get a high amount of shares and likes. On Twitter, your goals are to get a high amount of favorites and retweets. And on Pinterest, you want to get a lot of hearts and re-pinning, especially because pins spread like wildfire and are great for fashion and lifestyle brands. Your pins are linked directly to the product so it leads the consumer directly to the page to buy it!

HOW STRONG IS THEIR IMPACT?

While followers and the amount of retweets are important, in this case, quality is more important than quantity. There are some bloggers who post a lot, have a lot of followers, and get an adequate amount of purchases from their publicity, which eventually adds up to impressive figures. But if the blogger has the impact to sell the same amount of merchandise with just one tweet with less followers, they have a stronger impact and they are the blogger you are looking to hire.

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In the end, you will probably work with multiple bloggers for many clients and will learn that as long as they are responsible and trustworthy, that the press will help your client regardless. As long as you pick a blogger that loves the brand and will respect its clientele, you should have a lot of fun working with your bloggers.

How to Craft a Successful Pitch

Pitching a client to an outlet is a lot harder than one may think. Like sending in job applications, many pitches can go unnoticed or are simply discarded. With hundreds of pitches arriving to a journalist’s inbox every day, the question is how do you craft a pitch that will catch the eye of a seasoned writer? As a writer who freelances for a couple of different lifestyle and entertainment outlets, here are some tips to help you stand out and actually be considered for interviews.

If You Have the Time, Personalize Your Pitch

Instead of saying, “Hi everyone!” or “Good day”, addressing the writer can go a long way. It makes it appear like you picked them for a reason and did not send out a mass email pitching your latest client.

Make Your Subject Line Count

The subject line is the title to your pitch and appears among a sea of other emails. It is the first thing they see so it needs to pop. Do not treat it as any other subject line for an email. Make sure to include a few of the Five W’s. If you are promoting an event for your client, your subject line should read, “CLIENT TO HOLD EVENT ON (DATE) AT (LOCATION)”. In this case, it would be “Who”, “What”, “When”, and “Where”. To find out “Why”, make them read the pitch.

Include ONLY the Key Aspects of Your Recent Press Release

The pitch is essentially a tease to what’s coming next. We want to know a little about the client but you want to intrigue them to respond. If you wish, you can include an official press release as an attachment or hyperlink a key word to the client’s website. But make it short and sweet.

Be Flexible with Your Interview Options

Sure, you might be looking for mainly on-camera interviews, but there are a ton of websites that still get a lot of traffic for their articles, and visa versa. Still go after what you intended for your client, but some of those outlets could be great for additional exposure.

Include Photos Whenever Possible

Almost all outlets use a photo with every article so show them what they will be potentially publishing in their outlet. If you are promoting a line of handbags for your client, send a few photos of your favorite pieces. If you’re promoting a band, add in a recent photo from a photoshoot or even one from a recent concert. Just make sure the photos are not too big, otherwise they may not download quickly or could dominate your pitch. The photo should be complementary. You can also include high-resolution photos as an attachment or as a link at the bottom of the pitch for them to use later in the article if they choose to write about your client.

Be Kind and Keep at It

If a journalist denies the request to interview, it may be that they just don’t have the time, not that they’re not interested. When anyone responds with a “No” and without an explanation, find out why. It might be that they have a huge project on their desk, but they might be open to doing it in a few weeks. Eventually, you might be able to work around your respective schedules and get the interview you wanted for your client.