Here are a few reasons why:
· By getting your brand name in the papers, magazines, on blogs, television or radio, you have the ability to reach tens of thousands of people in your target market all at one time.
· PR is much, much less expensive than traditional advertising, after all writing press releases that will be picked up by various wire services costs next to nothing.
· Editorial coverage of your brand lends so much cache to your product. It makes consumers think you have “made it.” This is also crucial for buyers, as they tend to buy collections that will have a following.
· Utilizing a PR campaign can also lead you to stylists that can get your clothing to celebrities and in turn noticed by the world due to its use in photo shoots, magazines and on television.
· You need a well done visually enticing press kit. No questions. None! Having one done by an expert will make you look very professional and you will be taken more seriously. This needs to include a press release describing your line, any press clippings, line sheet/lookbook, a list of stores that carry your line, and a bio on you as a designer. All of this information is crucial when it lands in the right hands
· Finding an experienced PR person with strong contacts will save you a great deal of time and money. Anyone can look at the masthead of a magazine and call, but you will not be taken seriously and will be extremely lucky to get the journalist on the phone. A seasoned professional can get you in the door with ease.
· Investing in a well thought out publicity campaign can position you and your brand to exactly the right market and lead on the road to success.
Whatever direction you want to go with your business, a thoroughly thought out and well executed PR campaign will only serve to enhance your brand name and cost less than any other publicity you can pay for, and if you have someone in house on your team who can do this for you then you are all the more ready for success.
-Rebecca Strong
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