Last week we covered pretty much everything about what a great Fashion PR Girl wannabe needs to perform properly. When I thought the guide was finished, Lucia del Pasqua, an Italian Fashion Blogger –known for her unique honesty, eternal love for Stella McCartney and for rocking The Fashion Politan blog with her overwhelming rhetoric– came out with a post about the worst Fashion PR profiles she has found in her blogging career. And hey, you gotta read this. Her definitions are HILARIOUS.
If you’re planning to become next Fashion PR Girl for your beloved brand, these are 12 things you should definitely avoid when connecting to Fashion Bloggers, as seen by blogger insider Lucia del Pasqua, The Fashion Politan.
1. Sorry, but who are you?
Lucia has faced that sort of Fashion PRs who invite you to an event, recall you to talk about &%$Ç@, send you an email to check if you’re coming… And then they make the horrible mistake of showing that they don’t know who the hell you are through these two awkward ways:
a) At the end of a phone call they ask you: “… but who were you exactly? Where do you work in?”.
b) When you show up in the event, you see that they ask their colleagues who you are because they’ve NEVER seen your face. Like ever. Then they don’t even come say hello.
NOTE TO ASPIRING FASHION PRs: Always make sure you triple-check who you are communicating with. I mean, go visit her blog and create a bloggers catalogue with pictures and names, if it helps!
Mailing is fine. Meeting is cool. Making phone calls is right. But Lucia has suffered those Fashion PRs who are CRAZY about communicating at all levels and they go beyond the traditional means. She’s been contacted by Whatsapp and Facebook chat for important (and very long) issues, and she’s got lost in the middle.
“But hell, send me a damn email, who are you, my best friend?”, says Lucia.
NOTE TO ASPIRING FASHION PRs: Checking with the person you are intending to pitch which way he/she desires to be pitched is key for not becoming an overwhelming PR. Visit PR Couture by Crosby Noricks to find out more about pitching.
Lucia has suffered the “Shampoo-girl Syndrome”, occurring when a random digital PR ignores basic things as the “target audience” and invites the wrong people to a certain event instead of or with you. “The risk of being photographed with a girl who’s wearing an acrylic leopard printed skirt and white shoes is high”, says Lucia.
NOTE TO ASPIRING FASHION PRs: Controlling the target audience of the blog you are inviting to press events is key not only for your products, but also to create engagement across the guests.
4. B for Brandetta.
According to Lucia, some Fashion PRs had expected her to write a post about how “amazing, beautiful, fabulous and super-mega-wonderful” a single brand is, without explicitly telling her to do so. In fact, some time ago she had already written a post about a certain brand (all by herself), and a Fashion PR told her: “Oh, too bad, we could have collaborated under an economic agreement”. Bulls*$&!
NOTE TO ASPIRING FASHION PRs: Avoid this sort of… how to say… 360º-uncomfortable-situations? Be FAIR.
Love, honey, baby, cupcake-frosting, darling. Just… don’t. OK? You are not the blogger’s mum. Nor her hairdresser.
NOTE TO ASPIRING FASHION PRs: Be respectful and always maintain a professional tone when talking to a blogger. And anyone else.
6. The pseudo – digital.
Lucia exposes a funny situation in which she asks a Fashion PR: “so, what hashtag should I use?”. And the Fashion PR replies: “(what do you mean by) hashtag?”.
NOTE TO ASPIRING FASHION PRs: Get fully informed about the mambo-jambo of the bloggers you are intending to work with and learn to talk to them in an appropriate way. CD-ROM is not a word any more.
7. As you wish.
Lucia explains that some Fashion PRs have invited her to press events to specifically get coverage from her in Style.it (where she collaborates and hosts a section). She seemed very pissed of the fact that they didn’t want her for The Fashion Politan instead.
NOTE TO ASPIRING FASHION PRs: Don’t try to limit a blogger’s freedom. Ask in advance in a kindly manner and NEVER force things! And if you finally decide to work with that blogger accept the consequences.
“Oh, like if you were Juno, Minerva or Elena. Don’t be that smug!”, says Lucia ironically.
NOTE TO ASPIRING FASHION PRs: Remember what we talked about acting like a humble professional individual at all times, at all levels, with every single person? THAT!
9. The far-too-clever.
According to Lucia, some Fashion PRs don’t even hire photographers for their press events and pretend bloggers to make the pictures and send them all the day after. Even Instagram pictures. “Copy+Paste. Thank you”, chuckles Lucia.
NOTE TO ASPIRING FASHION PRs: By acting like this you’re inevitably giving the image of 1) a lazy PR and a 2) Ebenezer-Scrooge Brand. If you’re short of budget, analyse if it’s still a good idea to do a press event.
10. What do you think I am, a scratch card?
Lucia admits that some Fashion PRs have sneakily asked her to send them her mailing lists with all the contacts she has. “Those have an economical value”, she admits. And how right she is.
NOTE TO ASPIRING FASHION PRs: By any mean you should ask something like this to a blogger. First of all because it is just not fair and you will be seen as a stealing raccoon, but also because it’s supposed to be illegal to traffic with personal-details. Just saying.
11. Come on, Cheesus Crackers. If I say no, it is NO.
“This kind of Fashion PR thinks Fashion Bloggers have nothing else to do in the world but trying the new Zara collection every day and eating cupcakes”, confesses Lucia.
NOTE TO ASPIRING FASHION PRs: Some Fashion Bloggers have really busy agendas and you, as a Fashion PR, have to understand when to get a NO to an invitation.
12. The day before.
Some Fashion PRs have called Lucia only the day before the once-in-a-century event just because nobody wanted to assist and they were in need of patching-guests.
NOTE TO ASPIRING FASHION PRs: Don’t be that obvious. Simply that.
(Special thanks to Lucia del Pasqua for allowing me to use her picture and this amazing ranking of the most awful PR profiles she’s encountered. For her original post (in Italian), click here)