What's the best way forward with PR

[Kai_63]

I've just started an online fashion business. I've got over 10 years experience in marketing managment from my previous career but very little in PR.

I know it takes a lot of time and effort to build up contacts in the industry and I want to build the business as quickly as possible. Originally I thought I would start by doing my own PR, as I've got related experience in marketing already, but now I'm starting to think it might be better to start off with a PR agency, get some awareness and then take over the PR later on myself (I have a potential budget of around £2000 and can add to this in 2011, I know this isn't massive but it's what I can afford at this stage).

Would love to hear people's thoughts and experiences on what has worked for them in their businesses.

Thanks!

 

[WaterCoolersDirect]

Hi,

Whilst it does take time to firm up some contacts in the PR world there are still some things that you could do yourself if you have the time...

You could begin by writing down a list of websites, magazines and newspapers that you use for business purposes and use it as a target list of where you would like to see some coverage of your company. Then find the name of the editor or somebody on the newsdesk and give them a call - they'll probably ask you to email them so you can then get their contact details.

Compose an email that is clear and concise, launching your company and highlighting the clear unique selling points of it and why you are better than your competitors and send it over to them. Call them a few days later to see if it is something that they are likely to run and if not what you can do to get inclusion in their publication. You might be surprised at your success. If you don't get very far, at least you can use the work you had done to date and the contact details that you've got to brief a PR person...

However as it is Christmas you might struggle to get hold of people now until the New Year.

£2,000 doesn't sound like a bad budget to me to get you started - if you're interested I could always give you our PR agencies details, I'm sure they would help you out!!

Good Luck

 

[Alby10]

Since you have extensive marketing experience anyway, in some cases probably more so than the PR companies you're looking to employ, it may well be a better option for you to try writing and distributing the PR yourself. There are numerous resources online which allow you to submit a press release, some of free some are not. Let me know if you would like some further details.

 

[ethical PR]

Hello

Good luck on launching your new business.

You mentioned getting an understanding of what works and what doesn't in PR terms.

I would say the principle is the same as it will be in marketing; it's about understanding the audiences you want to target, understanding what motivates them to buy, what makes you stand out from your competitors and what resources/budget you have available to implement any activitiy (and with PR understanding what media is read, listened to, watched by your target audience).

Generating competitions, product placements, reviews, launches, interviews, opinion pieces, promotions, news, photo stories, blogs, case studies, top tips, quotes, 1:1 briefings, exclusives, etc can all work.

Your PR activity should form part of the marketing strategy/plan you will have developed for your business.

Perhaps rather than using an agency you could find a freelance PR with experience of promoting fashion brands. They could help you come up with creative ideas for targeting the audience you want to reach and use their contacts to help you 'launch' your company with fashion bloggers, online and print fashion media.

As you mention in the longer term you might then want to build on their initial work yourself, or you may find that their knowledge, contacts and ability to come up with creative ideas means its worth continuing to engage them to help you grow your business.

Do make sure any agency or freelance you employ agrees outputs/results with you, you can measure the success of any investment you make in your PR.

 

[Kai_63]

Thanks all for your great advice. I don't have a problem with the press release writing, or generating ideas for promotions (pretty much what I've been doing in my marketing roles anyway), it's the time and effort it takes to build up the relationships.

I'm leaning towards starting out my own and seeing how I get on (in the New Year when everyone's minds are back on work). I'll then try out some agencies if I'm not having much luck.

Thanks again

 

[Minuteman Press]

Is the £2K a monthly budget?

 

[Kai_63]

No I was hoping to spread it over 3-6 months, or on a project fee basis. Need to look into what the going rates are first.

 

[Minuteman Press]

WaterCoolersDirect advice is A1. Identify, build relationships - feed real news. You'll become an expert quickly and hold the critical relationships.

Need not be time consuming, little and often (with more effort at the start). You'll enjoy the PR side and very rewarding as the results start to appear.

The process is transferable across sectors.

 

[jules]

I'm not sure what you niche is in fashion.

I'd do the PR yourself and stretch the £2000 a lot further.

What I'd advise is tapping into other peoples traffic. Thats way faster than building your own.

People will send you buyers if there is something in it for them

eg set up an affiliate scheme

or provide them with free good content, articles or even video.

Also look at Youtube stars and see if there is one who has a lot of subscribers who are your target market, start a channel and subscribe to them.

Then you can offer them a fee to wear and mention you gear and link back to you.

Same goes with bloggers - who are the bloggers in your niche and how can you help them?

Can you give them samples in return for a link back. Bloggers are very approachable and easier to tap into than mainstream media.

Then get active and helpful on all relevant forums.

jules