www.angelafama.com
What is publicity?
• It creates public
recognition, attention and
hype for a product, label
or designer, by providing
focused information to
the media.
• A successful publicity
campaign establishes the
brands trustworthiness
and distinctiveness.
Public Opinion
• If a fashion company doesn’t establish and
create an image, consumers will happily
create one for it. That image, however, may or
may not be a positive one.
• So publicity is your powerful tool that when
used properly, and in conjunction with
advertising and promotions, allows a company
to proactively shape public and media opinion
about your brand.
The added benefits of PR
• Goodwill, brand awareness,
customer loyalty and sales are
the usual benefits of PR.
• Additional benefits include:
- attracting experienced personnel
- Suppliers extending credit
- Cementing a strong relationship
with the company and its
community.
Advertising Vs. Publicity
• Buy the space
• Control the message, timing,
frequency and media outlet
• Complete control of the
message; it can increase
credibility and prestige
especially if the medium is
Vogue for example.
• Free, coverage provided by the
journalist
• Costs only the time of the
publicist
• No control over timing,
message or frequency
• Carries the implicit
endorsement of the media,
appears as objective
enhancing the credibility of
the message.
Requirements for Media Relations Readiness
• Website
• Great photos
• Retail locations (online or
brick and mortar)
• Stories
• Budget
Photography and the Publicist
 Media requires two types of
photography:
1. Editorial images: used when
reporter is writing a piece
that is focused on one
particular designer (you!).
2. Product shots: (product on a
plain white background
without a model) used when
the article will feature a
number items from different
designers, usually for trend
reports.
The Press Release
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The most common communication tool in publicity.
One page of newsworthy information.
Written in an inverted pyramid style: Lead (5 Ws), Body
(explain the details), End (summary)
Do not send frivolous information or releases
Never use email attachments, always paste into the
body of the email
Always blind copy
Always use quotes in a release and use
Use action verbs (he jumped vs. he went quickly up) and
the current tense (she says not said)
Never use exclamation marks to make it seem more
exciting!!!!!
Try not to begin with a question
Write using proper English and with Canadian spelling;
consult the Canadian Press Guide
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Press Release Format
Top of page: date and For Immediate Release
Title (make it memorable)
First paragraph begins with location (Vancouver, BC---)
Open with a killer sentence, try to tell the whole story in one sentence
or at least the first paragraph
Remember to find a thread that will tie the whole release together. It
should be something that inspires you.
First paragraph gives the newsworthy facts and has pop.
Second and third paragraphs describe the line.
Fourth paragraph is a conclusion
Fifth paragraph are the details of price point.
Always include your website.
Finish with who to contact if more information is required.
Always include a minimum of two images and up to a maximum of six.
Make sure these are low res, you don’t want to fill up an editor’s inbox.
For Immediate Release
August 27, 2013
School Day Style with Twigg&hottie
(Vancouver, BC)---Who said back to school shopping was just for the kids?
Teachers can get a lesson in style with a fresh wardrobe courtesy of Twigg&hottie!
“Last Labour Day weekend I noticed that many of the women I served were
teachers looking for a back to school outfit,” explains co-owner Glencora Twigg.
“In September 2012 my daughter started kindergarten and I came to love and
appreciate her kindergarten teacher. Then I had my AHA moment! These hard
working teachers need a deal!”
During the Labour Day long weekend teachers can save 15% off their fall pieces
and an additional 10%off sale items at the Main St. boutique as a show of
appreciation for all they do for the next generation.
Whether keeping up with trending teenagers or dealing with finger-painting five
year olds, Twigg&hottie has fashions that will work. Chunky jewellery from Red
Earth Creations, soft and practical bamboo tops from We3, and stylishly
comfortable boots from El Naturalista.
This fall season Twigg&hottie is ready to share their style knowledge with the
teachers that lend their hearts and smarts to our children. Class is now in session!
For more information please visit www.twigganhottie.com.
To interview the owners or for high resolution images please contact:
Release Angles
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Something unique or novel
Has to be timely
A hot topic
Newsworthy and new
Controversial
Celebrity
Charity
Trends
Think about competition and when
the least number of releases will be
sent.
When to send
• Magazines work 4 months
in advance
• TV works 6 weeks in
advance
• Newspapers and online
work 4 weeks in advance
Who to send to?
• Remember the product has to be available to
the reader so you only pitch media in the city
where you are selling
• The story concept has to work for the
publication so read the magazines and
newspapers and watch the blogs and TV
shows so you know how to frame your pitch!
Directed Pitch
• Based on a press release, the
directed pitch provides a focused
concept for a specific media outlet
• Written in a letter format, the pitch
includes a brief summary of the
idea, suggests a format for the idea
(fashion show, article, Q&A, etc.), be
sure to paint a clear picture of the
story or segment, an explanation of
why the reader/viewer will be
interested and of course your
contact info.
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SARAH MURRAY
www.fashioncapsule.ca
sarah@fashioncapsule.ca
@fashion_capsule
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ANGELA FAMA
www.angelafama.com
fama@angelafama.com
@angelafama
Facebook: angela.fama