How to get Press

For many companies, especially younger designer companies, reaching and being picked up by Press and Media are essential stepping stones in the establishment of a brand identity and building sales. Some companies choose to use the services of a Press and PR agency and the UK fashion industry in particular has a huge number of agencies which deal with varying combinations of “Business to Business”, “Business to Trade” and “Business to Consumer” PR. They can be a good way of getting results, especially if there is a real story to tell to a lot of people quickly.

However, taking an agency on retainer early in the life of a company can be a huge drain on resources and there is no guarantee of success. Furthermore, while a Press and PR agency can be good at getting initial coverage, for the long term companies need to have a clear idea of what they want to get out of the contract, what information they will need to do to excite the press. Some designers find that after a period of initial enthusiasm, some initial coverage can dry up unless the company stays very focused on driving PR.

Similarly, there is little point in investing time and energy in Press and PR unless you have a strategy in place for selling the collection once the press has written about it and many journalists will only write about companies who are represented in their market.

With this in mind, a lot of companies opt to handle press in-house. This can work as long as you devote time and energy to it.

UKFT is happy to help members through this process as we have many years of helping companies to reach the right press. The following notes are intended to help you.

What to put in a Press Pack

The purpose of a Press Pack is to introduce you and your collection in the most professional way to someone who knows nothing about your company – this could be Press or buyers - they don’t just get sent to the Press!!

It should be short, succinct and beautifully presented in an attractive folder which ensures that things don’t drop out – this can be hand-made to reflect your own personality and ideas if you are short of cash. CD-ROM presentations can be useful if your contacts ask for them.

Promotional Press Packs are traditionally not returned – so don’t expect to see them again. If you are asked for transparencies or samples for a shoot or a follow-up these should be returned, but you will have to keep track of who has been sent what and chase for them.

Some key elements to consider:

1. Company history – not a CV, not a recitation of when the company was formed, who your accountants are, where your Registered office is, where you have exhibited) – but an interesting introduction to the designer, the collection and the stage you have reached today. A couple of short paragraphs should do.

2. A summary of the themes from your latest collection, and ideas you will be working on for the next one (if you are a print designer this will explain the type of work you do – graphic, figurative, abstract, floral, and what has influenced the development of the collection). A few sketches, line drawings or illustrations, and two short paragraphs maximum.

3. A summary of recent Press coverage, and a few colour copies of nice cuttings (if you have some). Press quotes. Mention any celebrities who wear your work.

4. Some examples of your work (don’t expect to get these back, so don’t send originals - they should be colour copies or prints (or duplicate transparencies if you can afford them). If you are meeting someone and intend to present on a CD-Rom, take your own laptop – don’t expect the buyer to have one.

5. A list of clients/buyers you are already selling to, or a general description of the types of buyers to whom you sell (e.g. Department Stores, you own Online, third party Online, Independent Boutiques, in the UK only or export? etc).

6. An indication of wholesale and/or retail price points (this does not apply to those of you selling prints freelance – your price is negotiable)

7. Don’t forget to add your full contact details and press contact details if they are different!

Product Placement

For younger designers in particular, product placement can be a way of getting a new collection into the public eye. Celebrities are often willing to wear and sometimes to promote new collections either because they like to help a young designer on their way or because, strangely, it is a way of accessing new products they might not buy for themselves! Handled properly, this can be a useful marketing tool as long as the Celebrity you work with is popular

with your core customer. Handled badly, it can be a costly waste of time or, even worse, put the product in the wrong press.

Members can ask UKFT about this.

Social Media

Most companies also find that they have to have a policy in place to handle social media, which can create positive awareness of emerging brands and even drive sales traffic to a website. The list is endless but UKFT can talk members through the process and which ones may work best for you.

The following are some of the key social media sites to be considered:

Facebook www.facebook.com

Linked In www.linkedin.com

Twitter www.twitter.com

Instagram www.instagram.com

Pinterest www.pinterest.com

Some may also find the following useful.

YouTube www.youtube.com

Tumblr www.tumblr.com

Many users hook into a variety of different channels of social media which means that it is not necessary to be featured in very single channel. This would take up too much time and energy.

The trick is to identify the best group for your business and then devote some time to putting out interesting features at least a couple of times a day, if possible.

It is also worth following this link to find out more: http://en.wikipedia.org/wiki/Social_media

Like websites, there are some laws which relate to social media and the internet so companies are advised to be aware of these, especially when using images. Rights to images are covered by law and you should only use images to which you own the full rights.

UKFT is happy to help members with their Social Media policy.

Business & Trade Press

Getting mentioned by the trade or business press can be a fantastic way to build the profile not only of your business but individuals within the business. It can also help open the doors to new partnerships, stockists and suppliers.

The key to targeting business press is to really push what makes your business unique. What is the story of your business? What makes it different? Were you set up in a unique way? What are you doing to stand apart from your competitors? Do you have some interesting individuals running or part of the company?

Work at building relationships with individual journalists trying to avoid a “scatter gun” approach by sending mass mailings to everyone. Journalists have limited time and receive hundreds of releases a day, you need to find a reason for them to open yours rather than press the delete button.