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 Build a Relationship with an Editor

You can only tweet or email an editor so many times before it becomes a complete waste of time. There has to be a better way to get your client’s name out there.  People say it takes a village to raise a child so why is it any different that it takes many different kinds of platforms to raise awareness for a brand? To raise awareness for a fashion brand, you need a presence in social media on multiple platforms, appearances on television and radio, and features in the best magazines. But as there are so many people trying to make a name for themselves and so many publicists trying to do it for them, how do you inch ahead of them all? You have to go back to the basics and build up relationships with the people that matter. It’s always about who you know and what you can do for each other. The key to that statement is “each other”. Personal relationships are not a one-way street so why should business relationships be any different? Here are some tips for building relationships with fashion editors.

LEARN THEIR NICHE

What does the editor write about? Do they write about celebrity fashion news or do they focus on everyday trends? You may think fashion is fashion but the difference matters. Just because they are a “fashion editor” doesn’t mean they’ll write about everything from the Kardashian’s latest bikini Instagram to the influence of 1950s Hollywood glamour in today’s makeup trends. If you notice they’re only posting about reality show divas, don’t pitch them your client who sells luxury handbags. Their audience is not your audience UNLESS the bags the reality stars are carrying are the ones you are pitching.

BE MORE THAN JUST AN EMAIL ADDRESS

You are also a person besides being a rockstar publicist. Show them that! Show a little bit of who you are by engaging in some conversation besides pitching and negotiating business. Did you attend a similar event last weekend? Bring up a little anecdote. And sending hand-written thank you notes to them after featuring a client never goes out of style. Just ask Jimmy Fallon.

HAVE DESK-SIDE MEETINGS

Instead of waiting for them to respond to your email, which could take days, you can get immediate feedback from them by pitching in-person. You can change up your pitch according to their expressions as well as by getting a feel of the editor’s environment. Is their desk stacked with paperwork? Or do they have a clear calendar to work on projects? If they have plenty of time, pitch a lengthy feature, but if you can see that they are overbooked, pitch something short and sweet or even something already written.

And if you haven’t already through a desk-side meeting…

MEET THEM IN PERSON

Obviously, you will probably be working with hundreds of editors over your career, but you will not build a close relationship with all of them. For those who you work with the most, you should try to build a relationship outside of work, too. You don’t have to throw a dinner party for the entire staff of a magazine, but if the editor just agreed to feature three of your top clients, meeting for coffee or dinner might be a nice thank you. You need to show the editor that you are more than just a publicist and they don’t have to worry that an email from you will always mean that a pitch is in their inbox.


In order for the fashion industry to work, publicists and editors have to work hand in hand. But as long as we are courteous to each other and know a little more about each other’s specialities, the exchanges between publicists and editors can seem a little less like a pitching contest.