Is Your Publicist As Fake As A 5th Avenue Handbag?

As someone immersed in the fashion and entertainment industry both on the legal and media end, it is inevitable that I deal with PR companies, literally, everyday. If I listed my pet peeves in dealing with these companies and those they purportedly represent, we would be here all day. A big pet peeve of mine is when I receive releases or request for features that clearly have nothing to do with what we do at Ladybrille. Another big one is when I am contacted by PR companies whose contacts  are clear reflections they: 1) either have no clue what they are doing; or 2) are just too lazy to be bothered. I feel a slight empathy for the clients, after all they hired these inividuals/companies to represent them. Then, I get over it, click the delete button and keep it moving. “Time is money, money is time.” As a practical matter, I don’t have the time and first impressions and subsequent ones do count.

I think every PR  firm or PR consultant should read this latest article from Macala Wright. It addresses some of the issues we on the media end have to deal with.

“In Los Angeles, you can walk down the street and meet 10 actors. Lately, this trend has shifted towards fashion publicists. It seems that the fashion industry is resistant to digital and social marketing, making individuals unwilling embrace other ways to market brands other than celebrity gifting and pages in print magazines. Many designers feel print magazines and/or a photo of a celebutante wearing their line is the key to success for their showroom rep to build retail distribution and get into big retailers like Nordstrom or Neiman Marcus. But that simply is not true.

Today, fashion business professionals and consultants need to adapt their business techniques in order to effectively service their client. Today, style bloggers are becoming celebrity publicists and traditional public relations agencies are becoming social media firms. This is alright, if you have the knowledge to do the job you say you’re an expert at.

  • Just because your company has a blog, a Twitter account and a Facebook page, it doesn’t make you a social PR guru who can create and implement a social marketing plan.
  • Just because you’ve attended a celebrity red carpet, know two reality stars and your friend has a connection to Kim Kardashion, it doesn’t make you a celebrity publicist.

The way fashion PR has operated in the past is gone and this industry needs a wake up call as to what the standards for fashion PR are with the advent of digital. . . ”

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