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 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 attachments, always paste into the body of the 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

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 To interview the owners or for high resolution images please contact:

Release Angles 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.

SARAH MURRAY ANGELA FAMA Facebook: angela.fama