PR is about storytelling and no PR professional worth their retainer would engage you without first understanding your story.
Dear Lilian,
Maybe a silly question, but at what point do you know your brand/line is ready for PR and how do you decide which PR Advisor/Group to go with? We use to always ask Cindy Edelstein these questions. Thanks for the guidance!
Elizabeth Stewart Read
Charlotte Allison
Dear Elizabeth,
Thank you for considering the PR Advisor to fill a role Cindy Edelstein did so well. You’ve given me very big shoes to fill. No pressure!
So, how do you decide which PR group to go with?
Go with the one who asks engaging questions and listens thoughtfully to your answers: Who are you as a company? How did you determine what you stand for? Who are your customers? Why are they your customers?
PR is about storytelling and no PR professional worth their retainer would engage you without first understanding your story. Ultimately, PRs are salespeople: we’re selling your story to our customers — the publications.
Understanding your customers helps determine which publications to contact. While we’ll obviously contact the fabulous people over at that fantastic magazine, National Jeweler, deciding which other magazines to approach isn’t quite as easy.
Let’s say Elizabeth Taylor is one of your customers. We all know how much Ms. Taylor loved her gems. A gal like Liz will be reading Vogue, Robb Report and Departures because their editors only feature one-of-a-kind pieces that are as statement-making as the woman who wears them.
However, if your customer is more understated in her jewelry choices, then we’d be contacting InStyle, Glamour and O: the Oprah Magazine. Although these publications will feature stunners befitting Beyonce’s décolletage, they prefer accessible jewelry – more accessorizing and accenting, less statement-making.
Smart PRs know editors are always thinking about who’s reading their publication. Editors decide which jewelry designers to feature based on their magazine’s consumer. And your consumers define which editors your PR will contact.
