THE BEAUTY OF BLOGGERS
I attended the Cosmetic Executive Women Beauty Awards Luncheon 2 weeks ago and was surprised to see that the award presenters—usually Beauty Directors of the top tier women’s beauty/fashion/lifestyle mags—were the top beauty bloggers. I was actually very happy about this, as I feel like this validated their work and contributions to beauty editorial.
Publicists are really torn about how they feel about blogs and vlogs, as there is a question of credibility and journalistic integrity. Many blogs in general are started by people who have a passion for something and just decide to turn that passion into a hobby, which sometimes turns into a very lucrative business. What I will say is that the beauty bloggers who appeared on the CEW stage are great beauty editors—most of them having come from traditional editorial backgrounds. And like it or not, they are here to stay. I mean, Allure magazine just came out with the Beauty Blogger Awards, so that pretty much seals the deal, no?
So, how do you incorporate them into your PR strategy? Notice I said how and not if. I really do believe working with the bloggers adds value to your launches and overall PR strat. You just have to be super strategic and very targeted, and here is how:
- Create a list of bloggers that you feel best represent your brand image and target them.
- Research them to find out their demo, reach, format, lead time, etc.
- Make sure that what you are launching is something they would actually cover.
- Bloggers need to disclose that they are receiving free products in exchange for coverage, but it is YOUR responsibility to remind them of this in the pitch letter, although most of the respectable blogs and beauty sites know this and will do it on their own. They also have to disclose if you are paying them. Make sure this happens or you, meaning your company/brand, can get into legal trouble.
- Remember that bloggers work on the shortest lead time there is, so work with them to figure out what that is and then disseminate the info based on when you are ready to launch. I always suggest sending info to bloggers when product is on counter so they can link to your website for direct sell or so the consumer will find the product right away and not have to wait.
- Consider hosting separate launch events for short-lead press/bloggers to make them feel special and valued. It also helps to meet them in person and establish good relationships—same as you would any other press.
- Make sure that what you send to bloggers re: images and copy is EXACTLY what you would want reprinted, as some will use your press kit verbatim.
- Try to send product to them when you can. Factor the extra products for them into your budgets.
- Make sure that if you have a long-lead exclusive that you do not have anything sent to bloggers (or short lead press for that matter) until that exclusive runs. If you have good relationships with the bloggers, they are pretty reasonable and you can ask them to embargo the info as well. Just depends on how close you are with them and how much they respect you and the brand. Most would never compromise your press strategy.
- Make sure you know the difference between a blogger and online beauty editor. They are different and they hate when you mix the two up.
Overall, bloggers need to be taken seriously. They have come a very long way and have a hell of a lot of influence. The same way we have come to embrace social media because we understand the importance and staying power, we have to shift our way of thinking and start looking at the bloggers as our new editors. This does not mean they are more or less important than our traditional print editors. It simply means our network is expanding. As it should. We are publicists afterall…
(Image: depositphotos.com)
Rubenstein Public Relations is looking for SUMMER INTERNS, according to this link on their website: http://www.rubensteinpr.com/employment
So if you don’t have something lined up for summer already, hop to it! Check out the archives for resume and cover letter tips…
JEANETTE ZINNO DOESN’T TAKE NO FOR AN ANSWER…
Name: Jeanette M. Zinno
Position/Company: I’m Co-Founder of LZ Media Group, a NYC lifestyle PR Boutique specializing in beauty, fashion, entertainment and hospitality. I am also Beauty Editor at Social Life Magazine and a freelance writer.
Where did you go to school? Rutgers University
What was your major? I double majored in Communications and Sociology
First internship? I was a Beauty PR Intern at Creative Media Marketing in SoHo
First job? I landed my first job doing beauty PR at Behrman Communications in NYC
Did you move to NY to pursue your career in PR? I moved to NYC because I was drawn to the city ever since I was a child, like a moth to a flame. I always knew I’d live here.
Favorite part of your job? Well, it’s hard for me to say one thing – I love so many aspects of my job, but probably my favorite part is that I get to be creative each and every day and I never get bored.
Least favorite part of your job? I’m not super techie, so it would have to be when my computer or printer breaks!
Favorite brands (brands you think are launching great PR campaigns)? My own, of course! But I’m also obsessed with anything DVF does, Ray-Ban, Chanel and that beauty ad that Burger King just put out was pretty awesome.
Biggest accomplishment so far in your career? Starting a PR company was definitely up there on the list.
Biggest lesson learned to date in your career? Anything you want to achieve can happen, you just have to be determined and never give up.
Who were/are your mentors? My parents have always encouraged me to follow my dreams, so they’ve always been a huge inspiration for me. Also my boyfriend, Randi, is such an amazing mentor and ray of light.
Best work advice? Follow your passion, no matter what it is. Never stop, go above and beyond, and if you want it, go get it. Don’t take no for an answer. Someone also gave me a piece of advice at my first job that I’ll never forget: it’s just lipstick, don’t take it too seriously.
As a publicist, you can’t live without your… iPhone, MacBook, notebook (I’m old school), heels and mascara.
In order to succeed in PR, you… have to be determined and fierce!
If you weren’t a publicist, you’d be… Well, I’ve always wanted to be a beauty writer, but I’m doing that, so maybe a career that involved traveling around the world or photography or an international photographer! Two of my other passions. Or maybe working on a beach in the South of France… a girl can dream.
Follow Jeanette on Twitter at @jeanettezinno or LZ Media Group at @leighzinnomedia or her blog Haute-Girls.com.
If she is/was a trainer, then she is working with the education dept at the brand, so she should ask whoever her boss is if they can provide the PR contact for that brand, explaining that you would love a chance to apply for an internship. Otherwise, she should offer to send your resume to her boss so they can pass it along if they don’t feel comfortable sharing that info. Ideally, you should send your resume to the head of the PR dept with a great cover letter so you can sell yourself. I would definitely leverage your mother’s relationships and see if she can get you in the door. The rest, after that, is up to you…
I cannot say one way or the other which school you should be going to. That depends on a number of factors including cost, location, classroom size, campus life, etc and making sure it is all the right fit for you. I can’t make that decision or even weigh in on it. What I will say, however, is that you don’t necessarily need a Master’s in Communications to get a good job in PR, so majoring in Communications or PR for your BA might be beneficial cause you can get started with your career in 4 years as opposed to 6 or 8, and with less debt. And if you know that is what you want to major in, then you should probably attend a school with a good Communications program. But you should speak to an academic advisor at your current school about your options. Perhaps you pursue a degree in marketing or something you are passionate about that you can do PR for later on. Or maybe you stay doing what you are doing and take separate PR courses or workshops with an outside company, or look for internships at PR agencies so you can learn on the job. You have options, and I can’t make up your mind for you which direction you should go in, but know that either way, you can make it work. Best of luck…
If you had 2 PR internships, then you should have been exposed to editors in some capacity already or at least learned how to make those relationships. The only way to do this really is on the job, as you reach out to the editors with a product or service they are interested in. You would not want to waste their time otherwise. But I have to be honest and say that I am slightly confused by what you mean about having a hard time breaking into this world due to the lack of editor relationships. Are you in a PR job now and having a hard time forging editorial relationships? That just takes time and some good pitches. Otherwise, if you are not working in PR, I would say that editor relationships are not what you need to break in. You need a college degree, some solid PR experience, a solid resume, good writing skills, an outgoing personality, etc. If you are applying for job after job and not getting anywhere, change your strategy and read the link I just posted for another question titled, “When the Door Shuts, Find a Window.” Good luck.
This is a great question and a tough one because you are right. Most agencies want a product or service to represent. I suggest using social media and leveraging the instant broad reach. Post this search on your Facebook page, twitter and use Linkedin in a major way. If you join some of the PR groups on Linkedin and post your search, someone may know of a PR firm or person who might be interested. Tap into the beauty networks and start connecting with people in the industry. You’re bound to find someone… Good luck!
CEW DISCUSSES SOCIAL MEDIA STRATEGIES
So if you’ve been following the blog for a while, you know I spoke on a panel about social media for Cosmetic Executive Women’s Women in Beauty Series. This link features coverage of the event from Cosmetic World, a beauty industry trade publication. I encourage you all to read it, as it gives good pointers via highlights from the event and panel discussion.
THE EIGHTH FLOOR IS HIRING
I posted this job on Saturday, but am posting it again, cause it is a good one! Matthew Marchak of The Eighth Floor is hiring an Account Executive. This is a great opportunity for the right person. Job description below…
The Eighth Floor, llc. (TEF) is an independent creative marketing and communications agency based in New York with a global reach. TEF demonstrates expertise in innovative marketing campaigns, traditional PR, digital and social media, creative brand strategies and corporate and brand profiling, allowing clients a one-stop shop for all of their marketing needs. Our vast client experience includes fashion, art, luxury consumer, technology, entertainment, hospitality and crisis management.
The Eighth Floor is growing! We are looking for Account Executives to add to the existing support team immediately. Candidates should be interested in fashion, beauty and luxury lifestyle, have some good media contacts and are looking for a great job with an exciting and fast growing company.
These are full-time freelance positions initially with the potential to turn into a full-time in-house position.
Required Skills
• 2-5 years in communications (flexible) – ideally in PR, digital, events, agency experience is a plus
• Strong communication and creative skills
• Very detail-oriented
• Excellent multitasking and problem solving abilities
• Strong sense of urgency and ability to work quickly and effectively under pressure and with tight deadlines
• Proactive approach to problem solving
• Works well in a team environment and is able to bring ideas to the table during agency brainstorm sessions
• Good writer
• Confidence and poise
• Proficient in Powerpoint, Excel & WordPlease email your resume to kr@theeighthfloor.com
Good luck!
GRETCHEN BERRA SAYS DON’T BE AFRAID TO FAIL…
Name: Gretchen Berra
Age: 30
Position/Company: Manager of Public Relations, Bobbi Brown Cosmetics
Where did you go to school? New York University – The most unbelievable school to pursue a Communications degree!
What was your major? Speech and Interpersonal Communications
First internship? InStyle Magazine
First job? PR assistant at Bobbi Brown… I’ve been here 8 years!
Did you move to NY to pursue your career in PR? I went to school here but I remained in NY after I graduated to pursue my career here.
Favorite part of your job? I love how each day is different, my job is ever changing. Also, I love the interacting I get to do each day. Forging, developing and maintaining relationships with companies and persons is integral to succeeding in PR.
Least favorite part of your job? When a crisis arises…
Favorite brands (brands you think are launching great PR campaigns)? Nike, Target, Kate Spade, GAP and Kraft
Biggest accomplishment so far in your career? I think my greatest accomplishment so far has been to do my job well and then leave work fulfilled and happy so that I can go home and engage in my personal life as well. PR is an amazing profession, but it can be consuming. Balance is key!
Biggest lesson learned to date in your career? You can’t take everything personally.
Who were/are your mentors? My first mentor was my Interpersonal Communications professor at NYU. She was such an incredible force in my life and convinced me to go into Public Relations. Her enthusiasm in exploring the different aspects of how people interact and communicate with one another motivated me and to this day her lessons enable me to be a very good judge of character!
Best work advice? Don’t involve yourself in other people’s business. You have to look out for yourself and focus on doing your job to the best of your ability.
As a publicist, you can’t live without your… So cliché but your BlackBerry (or iPhone). It’s like a lifeline…
In order to succeed in PR, you… can’t sweat the small stuff and must not be afraid to fail. It’s going to happen and you have to be ready to get back up and keep going.
If you weren’t a publicist, you’d be… a speech writer.
